Assignment
A Major Hotel Brand
In today's lodging Industry, there are a wide range of great hotel / motel brands that work tirelessly to deliver their products and services to the customer segments they serve.
You are going to choose one (1) major hotel/motel brand (global brand, regional brand, or boutique brand) and conduct an in-depth research study. This could be a brand you currently work for, a brand you want to work for one day, and a brand you are interested in learning more about.
Create a five to six (5-6) page paper in which you:
1. Provide a brief overview of the brand including an overview of its parent company (if applicable), age of the brand and a brief history, number of properties, average number rooms per property, an overview of the brand hallmarks, an overview of the guest loyalty program, and most recent hotel brand performance metrics (i.e., annual ADR, Occ %, RevPAR, and competitive market metrics).
2. Determine the brand organizational restructure for their properties, the role / responsibilities for each position, and whether this is the optimal structure for the brand.
3. Analyze the Central Reservation System (CRS) used by this brand and determine whether this is the optimal CRS. Explain your rationale.
4. Analyze the Revenue Management System used by this brand and determine if this is the optimal system. Explain your rationale.
5. Use at least three (3) quality references.
Your assignment should follow these formatting requirements:
• Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references should follow APA or school-specific format.
• Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are excluded in the required assignment page length.
The specific course learning outcomes are:
• Describe the characteristics of the hotel industry, ownership patterns, and market dynamics.
• Explain the function and operation of the various systems and automation applications that support hotel operations, including the property management systems, communications, room locking systems and security, and reservation systems.
• Use technology and information resources to research issues in lodging operations management.
• Write clearly and concisely about issues in lodging operations management using proper writing mechanics.