Assignment: Market Segmentation
The Attached report shows the performance of Hotel XYZ for 2014 and 2015. Hotel XYZ is a luxury resort with a mix of 85% Transient and 15% Group.
After looking at this report, please answer the following questions:
1. What was the Total YOY (year over year) growth? Was the growth driven by Room nights? ADR? both?
2. Which segment drove this growth or decline? Transient or group?
3. Which sub-segment within Transient and Group drove the growth or decline? Please explain both.
4. Hotel XYZ overall strategy for next year is to grow rate without significantly increasing room nights. Based on the performance of 2015 and 2014, how will you shift your segmentation in order to achieve this?
Format your assignment according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.
Attachment:- XYZ-Performance-by-Segment.rar