Sheraton Hotel Chapel Hill - Chapel Hill, North Carolina

When the Sheraton Hotel Chapel Hill in North Carolina was acquired by Richfield Hospitality in 2011, the hotel had no true identity. With a series of name and ownership changes since its building in completion in 1980, the hotel was relatively unknown. Following a multi-million dollar renovation, Richfield employed leadership and a strong focus on sales to positively impact both top and bottom line results.

Guest satisfaction improvement efforts, new revenue management strategies, the targeting of particularly strong market segments, and utilizing franchise resources and brand programs helped Sheraton Hotel Chapel Hill achieve a consistent #1 rating in YOY RevPAR Index and grow occupancy by more than 20% YOY. Both weekday and weekend stays enjoyed doubledigit growth in occupancy. Known for exceptional hospitality, this hotel ranks in the top performing Guest Satisfaction Hotels in Starwood's North American Division. The hotel continues to excel, delivering guests with outstanding service from check-in to check-out.

1. Explain all the terms/phrases that are highlighted.

2. What are the challenges that Sheraton faced before it was acquired by Richfield?

3. What best practices can you extract from the case? How can it help the Hospitality industry in the Philippine setting?