,2
,Management team
Below you can find the functions of the new management team of Empire Hotel.
General Manager Tamar Schot
Financial Manager Sander van Bochove
Revenue Manager Emmy Teunissen
HR Manager Richard Rozel
Marketing Manager Fleur Bol Raap
Rooms Division Manager Richard Rozel
Food & Beverage Manager Emmy Teunissen
EMS Manager Fleur Bol Raap
3
, Inhoudsopgave
Management team........................................................................................................................................... 3
Chapter 1 General business analysis (GM) ........................................................................................................ 8
1.1 Internal analysis hotel situation ................................................................................................................... 8
1.1.1 General hotel description ..................................................................................................................... 8
1.1.2 Internal analysis hotel facilities and general condition ........................................................................ 8
1.1.3 Present positioning and USP’s .............................................................................................................. 9
1.1.4 Analysis general hotel results ............................................................................................................. 10
1.2 External market analysis ............................................................................................................................ 11
1.2.1 Local competition ............................................................................................................................... 11
1.2.2 Trends hotel industry.......................................................................................................................... 12
1.2.3 Developments HOTS city .................................................................................................................... 12
1.3 SWOT analysis ............................................................................................................................................ 13
1.3.1 Strengths............................................................................................................................................. 13
1.3.2 Weaknesses ........................................................................................................................................ 13
1.3.3 Opportunities...................................................................................................................................... 14
1.3.4 Threats ................................................................................................................................................ 14
1.4 Hotel positioning strategy .......................................................................................................................... 15
1.4.1 Confrontation matrix .......................................................................................................................... 16
1.5 Qualitative and quantitative positioning targets Year 1 ............................................................................ 17
1.5.1 Hotel service-quality segment and Star-ranking targets .................................................................... 17
1.5.2 Index ADR, OCC and RevPAR targets Year 1 ....................................................................................... 18
1.5.3 Market Share target Year 1 ................................................................................................................ 18
1.6 Capital Investments .................................................................................................................................... 18
1.6.1 Strategic considerations investment choices ..................................................................................... 18
1.6.2 Investments in facilities ...................................................................................................................... 19
1.6.3 Investments in renovations ................................................................................................................ 19
1.6.4 EMS investments ................................................................................................................................ 19
1.6.5 Summary total costs investments ...................................................................................................... 20
1.6.6 Planning investment ........................................................................................................................... 20
1.6.7 Conclusion overall strategy ................................................................................................................ 21
Chapter 2 Marketing and Sales (MM) ............................................................................................................. 26
2.1 Internal marketing and sales analysis ........................................................................................................ 26
2.1.1 Room sales .......................................................................................................................................... 26
2.1.2 F&B Sales ............................................................................................................................................ 27
2.1.3 Total revenues rooms and F&B sales.................................................................................................. 27
2.1.4 Marketing and Sales related KPIs ....................................................................................................... 28
2.2 External analysis sales opportunities and threats ...................................................................................... 28
2.2.1 National trends and developments .................................................................................................... 28
2.2.2 Marketing and sales developments in the local market ..................................................................... 29
2.3 Marketing strategy ..................................................................................................................................... 30
2.3.1 SWOT current Marketing management ........................................................................................ 30
2.3.2 Marketing strategy ............................................................................................................................. 31
2.3.3 Social media strategy .......................................................................................................................... 31
2.3.4 Offline sales strategy .......................................................................................................................... 32
2.3.5 Online sales strategy........................................................................................................................... 32
2.4 Marketing & Sales targets Year 1 ............................................................................................................... 32
2.4.1 Targets Marketing & Sales KPIs Year 1 ............................................................................................... 33
4
,Management team
Below you can find the functions of the new management team of Empire Hotel.
General Manager Tamar Schot
Financial Manager Sander van Bochove
Revenue Manager Emmy Teunissen
HR Manager Richard Rozel
Marketing Manager Fleur Bol Raap
Rooms Division Manager Richard Rozel
Food & Beverage Manager Emmy Teunissen
EMS Manager Fleur Bol Raap
3
, Inhoudsopgave
Management team........................................................................................................................................... 3
Chapter 1 General business analysis (GM) ........................................................................................................ 8
1.1 Internal analysis hotel situation ................................................................................................................... 8
1.1.1 General hotel description ..................................................................................................................... 8
1.1.2 Internal analysis hotel facilities and general condition ........................................................................ 8
1.1.3 Present positioning and USP’s .............................................................................................................. 9
1.1.4 Analysis general hotel results ............................................................................................................. 10
1.2 External market analysis ............................................................................................................................ 11
1.2.1 Local competition ............................................................................................................................... 11
1.2.2 Trends hotel industry.......................................................................................................................... 12
1.2.3 Developments HOTS city .................................................................................................................... 12
1.3 SWOT analysis ............................................................................................................................................ 13
1.3.1 Strengths............................................................................................................................................. 13
1.3.2 Weaknesses ........................................................................................................................................ 13
1.3.3 Opportunities...................................................................................................................................... 14
1.3.4 Threats ................................................................................................................................................ 14
1.4 Hotel positioning strategy .......................................................................................................................... 15
1.4.1 Confrontation matrix .......................................................................................................................... 16
1.5 Qualitative and quantitative positioning targets Year 1 ............................................................................ 17
1.5.1 Hotel service-quality segment and Star-ranking targets .................................................................... 17
1.5.2 Index ADR, OCC and RevPAR targets Year 1 ....................................................................................... 18
1.5.3 Market Share target Year 1 ................................................................................................................ 18
1.6 Capital Investments .................................................................................................................................... 18
1.6.1 Strategic considerations investment choices ..................................................................................... 18
1.6.2 Investments in facilities ...................................................................................................................... 19
1.6.3 Investments in renovations ................................................................................................................ 19
1.6.4 EMS investments ................................................................................................................................ 19
1.6.5 Summary total costs investments ...................................................................................................... 20
1.6.6 Planning investment ........................................................................................................................... 20
1.6.7 Conclusion overall strategy ................................................................................................................ 21
Chapter 2 Marketing and Sales (MM) ............................................................................................................. 26
2.1 Internal marketing and sales analysis ........................................................................................................ 26
2.1.1 Room sales .......................................................................................................................................... 26
2.1.2 F&B Sales ............................................................................................................................................ 27
2.1.3 Total revenues rooms and F&B sales.................................................................................................. 27
2.1.4 Marketing and Sales related KPIs ....................................................................................................... 28
2.2 External analysis sales opportunities and threats ...................................................................................... 28
2.2.1 National trends and developments .................................................................................................... 28
2.2.2 Marketing and sales developments in the local market ..................................................................... 29
2.3 Marketing strategy ..................................................................................................................................... 30
2.3.1 SWOT current Marketing management ........................................................................................ 30
2.3.2 Marketing strategy ............................................................................................................................. 31
2.3.3 Social media strategy .......................................................................................................................... 31
2.3.4 Offline sales strategy .......................................................................................................................... 32
2.3.5 Online sales strategy........................................................................................................................... 32
2.4 Marketing & Sales targets Year 1 ............................................................................................................... 32
2.4.1 Targets Marketing & Sales KPIs Year 1 ............................................................................................... 33
4
