Instructions: Students are to assume the role of a Revenue Manager for William Blue Hotel, a major 5?star hotel in an Australian state capital city of your choice. You have been tasked with analysing last months performance and developing strategies to improve future performance. Using the data provided in the STR report (see below), you are required to: ? Summarise the current occupancy, average daily rate and RevPAR trends for your hotel from the data provided. ? Briefly analyse the current competitive market environment (based on the city selected). ? Provide a brief overview of three (3) potential competitors for the hotel (based on the city). ? Reflecting on the Market Performance Index (MPI), Average rate Index (ARI) and the Revenue Generation Index (RGI), evaluate your hotels performance against its competitive set. ? Propose at least three (3) rate management tactics to support the improvement of the hotels competitive position and maximise revenue. ? Outline at least three (3) strategies that the Revenue Manager would need to enact to support the successful execution of the proposed tactics. This assessment must be submitted in compliance with the following: 1. Students should make significant references to the subject material and substantial wider reading. A minimum two (2) academic (books & peer?reviewed journal articles) & two (2) other sources (newspaper article, trade publications, websites, etc.) must be used.
