Final Case Stuy – 25% Assignment 2 HOSP 6009 III 1 of 4 This assignment is worth 20% of your final mark. This assignment will demonstrate your ability to critically examine a hotel’s performance and...

As the new Revenue Manager with Lily Hotels, your task is to write one memo (2 parts). You will analyze and discuss your findings using STR and you will review future business on the books, and identify trends and strategies to increase revenues.


Final Case Stuy – 25% Assignment 2 HOSP 6009 III 1 of 4 This assignment is worth 20% of your final mark. This assignment will demonstrate your ability to critically examine a hotel’s performance and make credible revenue management recommendations applying what you have learned throughout the course. As the new Revenue Manager with Lily Hotels, your task is to write one memo (2 parts). You will analyze and discuss your findings using STR and you will review future business on the books, and identify trends and strategies to increase revenues. o Create a professional memo – one memo for Part 1 & 2. o No page limit minimum or maximum, (however as a guideline, to thoroughly address all – it would require 2-3 pages minimum). o Paragraph format – you may use bullet points in some sections provided you introduce in a paragraph and conclude in a paragraph. o This is a professional document – you must use headings – do not format as a student paper with just “answering the questions”. o Note: this is not an academic paper – but a communication to your manager. Read this if you are unsure: https://www.skillsyouneed.com/write/report-writing.html Some Advice: • Do not re-write the numbers or provide definitions – your Regional can read the numbers/knows their definitions. Your job is to provide a summarize and discuss why, and provide recommendations. It is your job to “interpret” these numbers. Part 1: STR REPORT: (40 marks) Section A: Create a professional business report discussing the STR past performance (report is below). As a guide you can discuss: (25 marks) Assume your memo is going to department heads that understand the STR – i.e. stay away from instructions on how to read the STR or definitions. This is not a student paper – but a professional analysis that interprets the report. o Analyzing your hotel’s performance STR performance based upon the report. o Analyzing your hotel’s performance compared to the competitors o As you were not the Revenue Manager, what other questions/information would you want to know? Discuss any additional information that you would like to see? o Note: Do not make the information up! Do not “rewrite the numbers” – your job is to interpret. Section B. Observations and Recommendations: (15 marks) o Based upon your analysis in Part 1 – what could be reasons for the hotel’s performance.? Back up these claims from your findings in the report (i.e. don’t make up information). https://www.skillsyouneed.com/write/report-writing.html Assignment 2 HOSP 6009 III 2 of 4 HINT: this in 2019 – before Covid-19. Do not discuss Covid-19. Covid is not a factor. (5 marks) o Discuss Revenue Management strategies that you could implement to improve your business moving forward based upon the data and your research. Please note: assume you cannot change any services! Be specific in your revenue management strategies. (don’t provide theories or definitions – provide actual tactics with desired outcomes - modules 2-6 and the Ideas Modules can assist you). STR REPORT: (report is for entire month) Hotels: 1234 Lily Hotel London, Ont 12345- 1234 (555) 121- 1212 315 2222 True Star Hotel London, Ont 12345- 2222 (555) 121- 2222 189 3333 The Westin London, Ont 12345- 3333 (555) 121- 3333 320 4444 Fairmont London, Ont 12345- 4444 (555) 121- 4444 389 5555 King Hotel London, Ont 12345- 5555 (555) 121- 5555 250 6666 Pomeroy London, Ont 12345- 6666 (555) 121- 6666 276 (Continued on next page) Jan-19 My Property Comp Set Index My Property Comp Set Index My Property Comp Set Index 68.00% 65.30% 104.1 109.25$ 132.50$ 82.5 74.29$ 86.52$ 85.9 Occupancy % ADR RevPAR Assignment 2 HOSP 6009 III 3 of 4 Part 2: Business on the Books & Decision Making (25 marks) Below is your hotel’s business on the books for 2 weeks. Review the report and in your report, discuss the following: (remember, the below will guide you on the memo – do not answer as a student – incorporate in a well section for your report). A. Identify trends for the next 2 weeks. B. What revenue management strategies could you implement to increase revenues based upon this report? (be specific based upon the report). C. Based upon the business on the books report, discuss what your strategy will be based upon the below inquiries. What group (s) will you take, why, and do you have any further pricing or other recommendations? o Morgan Financial would like to host a meeting: 35 Rooms each night Arriving: April 3 for 2 nights. They have a corporate rate with your hotel at a rate of $105.00. o Better Homes & Garden Tours would like to arrive on April 3rd for 2 night for 40 rooms. at a rate of $99 Hotel Capacity: 315 Date DOW Projected Occupancy Rooms On the Books Rooms Left to Sell Remaining Demand 1-Apr Sunday 49% 154 161 40 2-Apr Monday 79% 250 65 50 3-Apr Tuesday 87% 275 40 75 4-Apr Wednesday 80% 252 63 75 5-Apr Thursday 42% 132 183 45 6-Apr Friday 60% 189 126 55 7-Apr Saturday 59% 185 130 75 8-Apr Sunday 44% 139 176 65 9-Apr Monday 70% 220 95 100 10-Apr Tuesday 71% 225 90 135 11-Apr Wednesday 62% 195 120 115 12-Apr Thursday 46% 145 170 70 13-Apr Friday 65% 205 110 94 14-Apr Saturday 55% 172 143 124 Assignment 2 HOSP 6009 III 4 of 4 Other Instructions: • This assignment is worth 20% of your final mark. Please read the Rubrics! • All submissions must be in Word and submit to the submission folder. • Please see FOL for due date Rubrics: Excellent Industry Standards Meets Industry Standards Below Industry Standards Part 1: A. Analysis (25 marks) A solid analysis of the hotel performance and benchmark analysis of the STR report using revenue management and hospitality terms. Demonstrates a strong understanding of the industry reports and the impact to the hotel revenue performance. Provides solid considerations/questions for further investigation. (20-25 marks) Demonstrates basic analytical skills. May have: Misinterpreted data/incorrect terms or did not provide insight into next questions/consideration when interpreting the data. May have started to retype the data without providing a clear summary. (15-19 marks) Hotel performance not analyzed. Did not demonstrate analytical skills. Re-typed data and did not summarizing the findings. Did not use revenue management terms or industry terms. (0 – 14 marks) Part 1 B. Strategies (15 marks) 3 or more solid recommendations that can be incorporated. Strategies were clear and obtainable and relate to Revenue Management. (12-15 marks) 2 strategies were discussed. Strategies may have lacked clarity or may not solve the revenue management dilemma. (8-12 marks) Strategies lacked Revenue Management focus/or not provided. (0-7 marks) Part 2: Business on the Books & Decision Making (25 marks) Provided good revenue management rationales Clear that options were evaluated. Follow up questions are clear and revenue management focused. (20-25 marks) A basic explanation provided for selected business. Follow up questions require more work and/or focus on revenue management practices. (15-19) No explanation provided or omits any revenue management practices or application. (0-14 marks) Format (10 marks) Industry ready memo. No spelling mistakes, professional memo format and language used. (8-10 marks) 2-3 spelling mistakes/does not use capital letters where appropriate. Memo requires formatting/professional language requires improvement (6-7 marks) Too many