Scenario
You have recently been employed in a large hotel chain operating in the US. Your company own and manage a number of hotels over different classes (Economy, mid-scale, up-scale and upper upscale). Your hotel chain is Upscale Courtyard. (I need to analyze the data of Courtyard in VIRGINIA!!! No need to consider Miami and Tampa.)
The board has asked you to conduct statistical research into the market. The company is experiencing a decline in Revenue across the board and needs to close some hotels.
In order for them to make an informed, well researched decision, you have obtained data from hotels in 3 of their key markets.
Instructions:
In all the questions you need to keep in mind your report will be read by management, so should be well organised, neat and easy to read.
All relevant files can be found in the folder “Project files” in week 8 of eLearning. There are Excel files on the 3 areas of the US that your company is considering. The Data is mostly in raw format. You need to find ways to simplify the Excel file and organise the data. Use separate Excel sheets for each section.
Things to includes in the analysis:
Rates
2017 2018 2019
Q1&2 by Thursday this week
- Investigate the complete market structure in all three main areas – CENSUS DATABASE FILE (Individual)
• What does the market look like in each area. (pie charts)
• In each class, which hotel group (exclude Independents) has the biggest market share.
• Where does your company fit it? More in the middle?upper?lower?
• Who is your biggest competitor?
• You may decide which chart types will make this data easiest to understand (Make sure to use charts other than pie for all 3 Qs). At least 3 different charts is needed to obtain the maximum mark. Bar, histogram, pie,(skew graph kurtosis)
• Write an analysis and explain your findings using textboxes in the Excel file. [10]
- Forecasting – (Individual)
Using the Monthly Excel file, do forecasts of the occupancies for all your area. (Line charts)
Combine the occupancy forecast with any other KPI forecast that you think will give the best indication of which area to consider for closure. (look at KPIs other than occupation and create forecast sheets for them as well)
Which area is the least favourable and why?
Include forecast sheets for each KPI you include.
Sample Solution