Hospitality Management

Table of Contents

FEASIBILITY OF A HOTEL3

MARKETING MIX IN ACTION COTSWOLDS HOLIDAY CENTER4

Strategic Thrust4

Strategic Objective4

MAXIMUM YIELD AND CUSTOMER SATISFACTION10

LAND UTILIZATION12

REFERENCES14

Hospitality Management

Feasibility of a Hotel

The full Market Assessment examined the market opportunity and feasibility to develop a new limited service hotel in Cotswolds, which was positive. The feasibility of developing a 150 acre riverside site in the cotswolds as holiday center.The farmer is not sure wherther to develop the site completely or particularly,either as self contained holiday center for caravans and camping,or building self catering cottages with a restaurant,fast foods,a club with sport the leisure facilities and therefore you will need evalute the feasibility of every hospitality outlet.The land is disseceted by the river thames and small barges and boats travel along the river.close to the site are many lakes which are ideal for fishing and bird watching the cotswolds water park with many water activities and four pillars hotel,a luxury hotel and spa.theer is a railway station a mile away in cricklade and the farm is 8 miles from junction 15 fo the m4 motorway. RGA assessed the demand for the new limited service hotel across all the key business sectors for the brand, also accounting for its location and the nature of the local market - in Cotswolds's case a vibrant weekend evening economy which sees significant increases in room rates due to demand levels. RGA balanced the new developments coming into the market area against our assessment of potential 'unmet' demand within the market. In this case we found little unmet demand but the strength and positioning of the hotel brand was in great demand. The hotel was developed on the results from RGA's programme, is trading and is performing exceptionally well. There is no doubt the UK hotel sector is currently in a tricky period. New development sites are becoming more scarce, big operators are looking to rebrand/reposition properties in their portfolios, new limited service operators are entering the market, lenders are demanding increasing robustness in assessing the feasibility of new developments and a number of portfolios have been consolidated. It is imperative to engage with a team of consultants who have an intimate understanding of the market position of varying hotel products, key trends in the market, how they perform across the key business segments and the support network offered by the bigger 'brand', notably, the different volumes of business which can be 'delivered' by the reservation system and the rate integrity of the operation. RGA have an intimate knowledge of the hotel industry, the key players and trends developed over the past 25 years.

Marketing Mix in Action Cotswolds Holiday center

According to Jobber in Principals and Practices of Marketing (1998), marketing objectives can be split up in two parts:

Strategic Thrust

Indicates the direction that the company/enterprise wishes to go with their product(s). Depending on the development stage, which the product and target market are in, this thrust differs.

Strategic Objective

Purely product related, indicating the movement. Does the company still want to build up sales and increase market space? Does ...