Hotel Operations Plan
400 rooms luxury hotel

Hotel Operations Plan
Due: 2017年12月19日 下午3:59

Mission Bay Inn group assignment (200 points): This group assignment will be completed over the duration of the semester and will require students to integrate all of the concepts learned in the course and apply them to a potential hotel development project. This is the first half of the assignment, which requires the following:

Branding and Market Position: Franchise selection and costs (100 of 200 points): Students will identify the key demand generators and competitors in the proposed hotel’s market area. Based upon the potential customers identified, coupled with the competitive set, students will then select an appropriate franchise to associate with the proposed hotel development and estimate the franchise and management fee structure associated with the new hotel.

Detailed assignment instruction:

CONGRATULATIONS! As distinguished alumni of the University of San Francisco’s Hospitality Management program, you and your colleagues have been hired as consultants to an investment group. Your mission… to make a recommendation to a developer relative to a new hotel that is being proposed on a site at 701 3rd Street in San Francisco, the site of a current McDonald’s restaurant in the Mission Bay/AT&T Park area.

Please make a recommendation to the developer regarding the service-level, brand, and positioning that the hotel should take. Be certain to include the projected franchise costs for opening a hotel of the designated brand as well as the ongoing costs associated with maintaining the franchise. Provide a thorough justification for the brand that you have chosen.

Prior to selecting the brand, it would be wise to identify potential guests for the hotel as well as to clearly define the hotel’s service vision and concept (as discussed in the Park Hotels and Westin Hotel case studies). To identify guests, it is suggested that you complete the following activities:

Review the market segments or classifications of guests as outlined in the "collins_hotel_operations_rooms_divisions_basics" reading.
Identify key "demand generators" for the proposed hotel. These will include: The University of California San Francisco Mission Bay campus, which should be broken down into departments (e.g. students and families, alumni, various academic disciplines, patients of the medical facilities and their families/caregivers, etc.); Businesses in close proximity to the site; AT&T Park and the San Francisco Giants organization; health care facilities in close proximity to campus; tourist attractions in close proximity; and several more…
For each day-day-of-the-week, identify the segments of customers that may utilize the property. Be certain to propose a brand that will be attractive to as many of these customers groups as possible.
Based upon the mix of customers that are likely to stay at the hotel, determine the service vision and service concept that will best serve the customers that you have identified while maximizing the Return On Investment (ROI) for the property’s owners.
Once you have identified the potential customers and defined the service vision and concept, review the Smith Travel Research (STR) data provided including the various occupancy rates, ADRs, and RevPARs for the various "chain scales" as well as for the San Francisco market. Also review the reports to see how the occupancy and room rates vary by day-of-the-week.

After reviewing the STR data, Identify the room rate range that each of the market segment identified above may be willing to pay for hotel accommodations. Now, try to match the customers and segments that have been identified to the "chain scale" that may be appropriate for the hotel in an effort to capture as much demand as possible at the highest possible ADR.

Group project: This is a group project. Consequently, you will work with other students on this project. Students have been randomly assigned to a group. The following information should be submitted by each "consulting" group:

Identify the service vision and service concept for your hospitality enterprise. This should include a description of the service level, as well as the specific services, that will be offered to your guests.
The hotel brand that is recommended; provide a thorough description of the hotel brand, its "chain scale" and the hotel’s "competitive set"; the competitive set should include five (5) hotels.
A detailed description of the franchise company or organization including its family of brands.
Provide a break-down of all fees charged by the franchise company to initially brand the hotel.
Outline the services provided by the franchise company or organization as well as the fees associated with each service. A summary of all ongoing franchise fees should be provided.
Identify the key customers that the hotel will target (include their market segmentation) and the rate range that these customers are anticipated to pay as well as the anticipated travel patterns of these guests.
Identify the projected occupancy level, room revenue, ADR, and RevPAR for the hotel for one full year. If the property includes a revenue producing food and beverage operation, estimate food and beverage revenues as well.
Based upon the occupancy level, ADR, RevPAR and revenues projected in item #6, please project the amount of franchise fees the hotel will generate in one full year of operation.
Each group will be asked to make a presentation to the class with their recommendation and a summary of the information outlined above. The presentation and/or a Word or PDF document should be submitted electronically as an attachment to this assignment tool through Canvas with all requested information. The submission will be graded based upon the rubric below.

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