Marketing in HMS: Strategic Hospitality Manager

Introduction 

To improve the decision making process you need to have data, factual information. How would you be able to develop valuable strategies for the (future) occupancy rates of your hotel for the next five years if you base it on your gut feeling or what your boss thinks of it? To make right decisions is vital for the continuity of your business.

Therefore, this assignment is not about doing primary research with questionnaires, but about interpreting (secondary) data  to predict the future of your business. It is about strategic marketing implications based on informed decision making and acting upon it.

There is generally plenty of data ‘out there’ which tells you a lot about your industry, your sector, your consumers, your turnover, the demand, the supply, the market etc. Maybe you can easily find it, maybe you have difficulty finding what you seek. You may need to transform the data into ‘information’ to make informed decisions.

Assignment:

Notiz Hotel has been on the market for some years now and prior to it, it was named Stenden Hotel.

Just like any other hotel, Notiz Hotel collects a lot of data which is analysed in the short/medium and long term. Some data indicators:

Rooms Available                                      Rooms Sold                                    AVG Room Rate

Occ%                                                             RevPar                              T              revPar

GOPPar                                                         Total Revenue                               Total Payroll

Total FTE                                                       AVG Payroll / FTE                          AVG Revenue / FTE

Worked Hours                                            Revenue / worked hour              Gross Operating Inc.

Gross Operating Profit %                       F&B Purchase Food                     F&B Purchase Bev

The management would like to know what the future holds for its business and wonders if it can maintain its competitiveness in its playing field. Where does the hotel stand in 5-10 years time? Your group is asked to help in their strategic decision making process.

Sources of data:

Our World in Data

https://www.youtube.com/watch?v=QB4_pBlpPwM

Databases NHLStenden Library:

Marketline Advantage

Statista

WTO Library