Sharon Cronin is the revenue manager for a hotel company that owns and operates five full-service hotels operating under the Holiday Inn brand. Each is located on an interstate highway exit, and the average age of the properties is 20 years. As newly built limited-service hotels located near her own properties have chipped away at the occupancy levels of the company hotels, Sharon is seeking to identify characteristics of travelers who still seek the amenities offered by mid-sized full-service properties.

A. List five identifying characteristics of room buyers you believe Sharon should target as her potential room buyers.

B. Describe a distinct distribution channel you feel Sharon could use to communicate and sell to each of her targeted groups.

C. Do you believe Sharon should sell to these groups at room rates higher or lower than the rates offered by her newer limited-service competitors? Explain your answer.