Improving Decision Making: Using a Database to Clarify Business Strategy
In this exercise, you will use database software to analyze the reservation transactions for a hotel and use that information to fine-tune the hotel's business strategy and marketing activities.
Improving decision making: Using a database to clarify business strategy.
In this exercise, you will use database software to analyze the reservation transactions for a hotel and use that information to fine-tune the hotel's business strategy and marketing activities.
The Presidents' Inn is a small three-story hotel on the Atlantic Ocean in Cape May, New Jersey, a popular northeastern U.S. resort. Ten rooms overlook side streets, 10 rooms have bay windows that offer limited views of the ocean, and the remaining 10 rooms in the front of the hotel face the ocean. Room rates are based on room choice, length of stay, and number of guests per room. Room rates are the same for one to four guests. Fifth and sixth guests must pay an additional $20 charge each per day. Guests staying for seven days or more receive a 10 percent discount on their daily room rates.
Business has grown steadily during the past 10 years. Now totally renovated, the inn uses a romantic weekend package to attract couples, a vacation package to attract young families, and a weekday discount package to attract business travelers. The owners currently use a manual reservation and bookkeeping system, which has caused many problems. Sometimes two families have been booked in the same room at the same time. Management does not have immediate data about the hotel's daily operations and income.
Attched, you will find a database for hotel reservation transactions developed in Microsoft Access. Illustrated below are some sample records from that database. Develop several reports in Access that provide information to help management make the business more competitive and profitable.
Write a brief report describing what the database information reveals about the current business situation. Which specific business strategies might be pursued to increase room occupancy and revenue? How could the database be improved to provide better information for strategic decisions?