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3.1 - 3.n Rooms Market Strategy

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3.1 - 3.n Rooms Market Strategy

    Updated : __________

    ROOMS MARKET SEGMENT SITUATION ANALYSIS AND STRATEGIES

    (Mandatory for segments representing 10% or more of Rooms Revenue)

MARKET SEGMENT: Volume Corporate % OF TOTAL REVENUE: %

YTD % to Budget % Year End Forecast to

    Budget %

     Room Nts. % Var. ATR % Var. Total Rev. % Var.

     2006 Budget

     2006 Actual/Forecast

    2007 Budget

SITUATION ANALYSIS:

    Example:

    ; Corporate Accounts expected to grow as a result of new industrial park established in Q1 2005. ; Hotel runs a bookers Club programme with total of 300 members of which only 175 are active. ; Due to increased flights to China, average length of stay will decrease.

OBJECTIVES

    [Please ensure all objectives are S.M.A.R.T. They should be based on the Situation Analysis and should

    address short, mid, and long term objectives.]

    Example:

    ; To increase the number of active members in bookers club to 250.

    ; To develop 30 new accounts from new industrial park with 50 room nights each.

YIELD/PRICING STRATEGY:

    Example:

    ; To increase flat rate accounts’ rates by 10% in January.

    ; To contract four room categories for flat rate accounts instead of three to improve yield opportunities

    during high season.

    ; Reduce percentage of flat rate accounts room nights from presently 65% to 50%.

KEY COMPETITION:

    [Should vary from segment to segment. Please also outline any specific competitor that may present difficult challenges.]

    Example:

    ; Peninsula All volume corporate rates are inclusive of full American breakfast. ; Grand Hyatt New hotel opening in March and offering special opening discount of 40% until

    August.

SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED

Updated : __________

Page 3.1

SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED

    Updated : __________

    ROOMS MARKET SEGMENT SITUATION ANALYSIS AND STRATEGIES

    (Mandatory for segments representing 10% or more of Rooms Revenue)

MARKET SEGMENT: Wholesale % OF TOTAL REVENUE: %

YTD % to Budget % Year End Forecast to

    Budget %

     Room Nts. % Var. ATR % Var. Total Rev. % Var.

     2006 Budget

     2006 Actual/Forecast

    2007 Budget

SITUATION ANALYSIS:

    Example:

    ; Increase in Australian market contribution is a result of charters that have evolved as of June 2004.

    ; Trend of internet wholesaler bookings increasing, from 2% to 3.5% in 2004. ; Regained Kuoni UK support from Q2 2004.

OBJECTIVES

    [Please ensure all objectives are S.M.A.R.T. They should be based on the Situation Analysis and should

    address short, mid, and long term objectives.]

    Example:

    ; To increase Australian Geographic Country of Residence from 6215 to 7000 room nights. ; To increase internet wholesaler room nights from 5000 to 5700.

YIELD/PRICING STRATEGY:

    Example:

    ; Budgeted weighted increase in wholesale rates by 8% in April. ; To maximize yield from internet bookings by increasing high season supplement from US$35 to

    US$45.

KEY COMPETITION:

    [Should vary from segment to segment. Please also outline any specific competitor that may present

    difficult challenges.]

    Example:

    ; Park Hyatt Very strong reputation in the Japanese market.

    ; Conrad Attached to the biggest shopping mall in town.

SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED

Updated : __________

Page 3.2

SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED

    Updated : __________

    ROOMS MARKET SEGMENT SITUATION ANALYSIS AND STRATEGIES

    (Opportunity Segment)

MARKET SEGMENT: Corporate Meetings % OF TOTAL REVENUE: %

YTD % to Budget % Year End Forecast to Budget %

     Room Nts. % Var. ATR % Var. Total Rev. % Var.

     2006 Budget

     2006 Actual/Forecast

    2007 Budget

SITUATION ANALYSIS:

    Example:

    ; The boom in IT industry contributed an increase of meetings from this industry from 1972 room

    nights in 2003 to 2654 room nights in 2004.

    ; Renovation of conference centre nearby during March July 2005 will have a positive impact.

OBJECTIVES

    [Please ensure all objectives are S.M.A.R.T. They should be based on the Situation Analysis and should

    address short, mid, and long term objectives.]

    Example:

    ; To target 10 meetings from conference centre reader board information. ; To increase Post Meeting Critique Rating from 3.8 to 4.3.

YIELD/PRICING STRATEGY:

    Example:

    ; To increase Harbour View supplement from US$25 to US$35 from January ; To change upgrading policy from one suite for every 15 rooms to one suite for every 20 rooms

KEY COMPETITION:

    [Should vary from segment to segment. Please also outline any specific competitor that may present

    difficult challenges.]

    Example:

    ; Sheraton Has the most diverse and flexible conference space in town and has developed a good

    reputation for organizing meetings.

    ; Grand Hyatt New hotel opening in March and offering five function rooms with windows.

    Page 3.3

     SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED

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