You were hired as the revenue manager for a hotel company that owns and operates five full-service hotels operating under the Holiday Inn brand. Each is located on an interstate highway exit and the average age of the properties is 20 years. As newly built limited-service hotels located near your properties have chipped away at the occupancy levels of your company hotels, you are seeking to identify characteristics of travelers who still seek the amenities offered by mid-sized full-service properties.

1) List five identifying characteristics of room buyers you believe you should target, and explain in detail each of the five characteristics. Back-up your five characteristics with research.

2) Describe in detail a distinct distribution channel you believe you could use to communicate and to each of your targeted groups.

3) Do you believe you should sell to your identified groups at room rates higher or lower than the limited-service competitors? Explain your answer in detail.

4) What are some effective marketing techniques you would employ to attract your target groups? Back-up your techniques with research.

Category: Essays