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...

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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
ecommendations 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
ooks, 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
eport-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 –
ut 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
eport-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
usiness 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
XXXXXXXXXX-
XXXXXXXXXX
2222 True Star Hotel London, Ont
12345-
2222
XXXXXXXXXX-
XXXXXXXXXX
3333 The Westin London, Ont
12345-
3333
XXXXXXXXXX-
XXXXXXXXXX
4444 Fairmont London, Ont
12345-
4444
XXXXXXXXXX-
XXXXXXXXXX
5555 King Hotel London, Ont
12345-
5555
XXXXXXXXXX-
XXXXXXXXXX
6666 Pomeroy London, Ont
12345-
6666
XXXXXXXXXX-
XXXXXXXXXX




(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% XXXXXXXXXX$ XXXXXXXXXX$ XXXXXXXXXX$ XXXXXXXXXX$ XXXXXXXXXX
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
elow inquiries. What group (s) will you take, why, and do you have any further pricing or other
ecommendations?
o Morgan Financial would like to host a meeting: 35 Rooms each night A
iving: 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 a
ive 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% XXXXXXXXXX XXXXXXXXXX
2-Apr Monday 79% XXXXXXXXXX XXXXXXXXXX
3-Apr Tuesday 87% XXXXXXXXXX XXXXXXXXXX
4-Apr Wednesday 80% XXXXXXXXXX XXXXXXXXXX
5-Apr Thursday 42% XXXXXXXXXX XXXXXXXXXX
6-Apr Friday 60% XXXXXXXXXX XXXXXXXXXX
7-Apr Saturday 59% XXXXXXXXXX XXXXXXXXXX
8-Apr Sunday 44% XXXXXXXXXX XXXXXXXXXX
9-Apr Monday 70% XXXXXXXXXX XXXXXXXXXX
10-Apr Tuesday 71% XXXXXXXXXX XXXXXXXXXX
11-Apr Wednesday 62% XXXXXXXXXX XXXXXXXXXX
12-Apr Thursday 46% XXXXXXXXXX XXXXXXXXXX
13-Apr Friday 65% XXXXXXXXXX XXXXXXXXXX
14-Apr Saturday 55% XXXXXXXXXX XXXXXXXXXX


Assignment 2 HOSP 6009

III 4 of 4



Other Instructions:
• This assignment is worth 20% of your final mark. Please read the Ru
ics!
• All submissions must be in Word and submit to the submission folder.
• Please see FOL for due date
Ru
ics:
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/inco
ect 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
equires improvement
(6-7 marks)
Too many
Answered 2 days AfterApr 02, 2022

Solution

Nidhi answered on Apr 04 2022
12 Votes
Memo – Lily Hotels
Report discussing the STR past performance along with observations and recommendations                    5
A BUSINESS REPORT DISCUSSING THE STR PAST PERFORMANCE ALONG WITH OBSERVATIONS AND RECOMMENDATIONS
Business Memorandum
To: Revenue Head
From: Revenue Manage
Date: 3/April/2022
Purpose: A business report presenting the findings using the STR and indentifying trends and strategies to increase revenue of Lily Hotels
The STR report
    The STR Report of January 2019 shows that the occupancy of Lily Hotels is 68% and that of its competitors is 65.30%. The index is 104.1 indicating that we are doing well than our competitors. However, the ADR index is 82.5 that indicate that we have room to grow. The competitor set ADR is $ 23.25 more than Lily Hotels’. The RevPAR (revenue per available rooms) index is also down at 85.9 that again indicate that we at Lily Hotels need to work on it. The RevPAR is $ 12.23 lesser for us. The reasons for less RevPAR is identified as a large number of group bookings at Lily Hotels which got cancelled at the last minute leading to low occupancy. The time between the booking and the actual check-in dates of the customers was long and eventually the bookings got cancelled. We got more group bookings than for individuals and couples for the month. More suites were booked leading to low occupancy due to cancellations by the groups, which lead to revenue loss per available room. The average per daily rate was decreased due to the reason that couples and individual customers were accommodated in the suites which have a higher occupancy compared to the number of guests. Thus, we were able to maintain the occupancy compared to our competitors i.e. 68%. It is 2.70% higher than our competitive sets across the industry. Still, we would have done better if we have not lost on the groups that cancelled last minute. We have noted that the cancellations done were by families who were travelling in a group. The reasons of cancellations have...
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