A. Market Overview & Target Market – Define the target market and describe what efforts are being made to capture more market share. Provide background on the location, and the significant demand generators in the area. Please use Google Maps to research additional information about the area.
B. Transient Strategy – Part 1: How many segments are being targeted? What efforts are being made to improve revenues and what has significantly impacted each of the segments? Discuss two points per segment and provide recommendations as an Asset Manager to improve performance.
C. Transient Strategy – Part 2: Define at least 4 accounts the Hotel is trying to acquire, what are
their potential total rooms revenues in terms of annual values. Define their market segments and their potential room nights.
D. Competitive Analysis –Please define and discuss 3 observations for each of the Properties in the comp set of the Sales and Marketing Plan. Discuss how at least 2 of the Properties can be seen as a threat to Subject Hotel. What recommendations do you have as an Asset Manager?
E. SWOT Analysis – Please provide your own SWOT analysis of the Property, list at least 4 items per category. Discuss what opportunities there are in the market as well as the critical threats to the Hotel.
F. E-Marketing: Discuss the e-marketing efforts that are being made and discuss how they will impact the Hotel.
2. Uploaded to iCollege is a P&L for a limited service Hampton Inn, based on the December 2016 Year End P&L, please define and discuss the following: (800 words minimum)
A) Total Revenues for the Hotel – Discuss YTD performance in comparison to last year.
List some opportunities for improvement.
B) Total Departmental Expenses – Discuss YTD performance in comparison to budget.
List some opportunities for improvement.
C) Total Undistributed Expenses – Discuss YTD & MTD performance in comparison to
last year. List some opportunities for improvement.
D) Gross Operating Profit – How is this calculated and what is the figure and percentage
in relation to total revenues.
E) Define at least 3 fixed expenses. What are their respective amounts and percentages
(in relation to total revenue) for the YTD. What makes a fixed expense fixed?
F) Define NOI and please provide the formula on how it is calculated. What is the
amount for YTD and its percentage against total revenues?
G) What is the largest expense in A&G and how did that expense compare to last years
actuals? What does this expense consist of?
H) Please make 5 observations about the Market Segment Detail in terms of actual
performance versus last year.
I) In terms of ADR by Market Segment, which category provided the most room nights
For the YTD and how did it compare to its budget? Did it meet or exceed expectations?
3) In class, we reviewed various monthly STR reports for existing Hotels. Uploaded to iCollege is a December 2016 STR report. Based on that report please define and discuss the following: (800 words minimum)
A) Define RevPAR and please provide the MTD and YTD for the running 3-month RevPAR
For the Hotel. What is the RGI Index for the YTD and discuss how you think it is
Performing in comparison to the comp set.
B) For the running 12 month, what is the MPI, ARI, and the RGI for the Subject Hotel.
List one observation about each and how you interpret the data.
C) For the running 3 month, what is the OCC, ADR, and RevPAR? What are your
observations and discuss their performance against the comp set.
D) What Hotels are in the Comp Set and list 5 observations about the comp set.
Please use Google Maps if needed to review location and other demand generators for those assets within the comp set.
E) For 2016 on the COMP tab, please discuss what months the Property performs the best in
terms of occupancy, ADR, and RevPAR. There are a couple of months where the Hotel
doesn’t seem to be meeting the performance of the market. What are those months and what recommendations would you make to improve the Hotel’s Performance.
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