This task will present a set of data of revenue-related content. Students will be required to analyse
and evaluate the content and offer recommendations. The data set might cover any topic areas
covered in the lectures and tutorials of the previous weeks and any readings given in the previous
topics. Students will be required to write a 1,500-word report.
Task Summary This task will present a set of data of revenue-related content. Students will be required to analyse and evaluate the content and offer recommendations. The data set might cover any topic areas covered in the lectures and tutorials of the previous weeks and any readings given in the previous topics. Students will be required to write a 1,500-word report. Task Instructions Please refer to the data set handout provided to prepare your Revenue Management Scenario Evaluation. When analysing and evaluating the data set, ensure to show how the data is positive, negative or with no impact to the scenario hotel. You must also provide recommendations for the scenario hotel on how to improve the data set provided, into generating further revenues. Refer to your handout to know how many recommendations are necessary and for which aspects of the data set. The recommended structure of the report is as follow: · Introduction – introduce the context, key problem identified and report plan. · Analysis – describe and explain the data set and its main positive/negative issues. · Evaluation – defend your own perspective on the scenario hotel’s performance. · Recommendations – use the SMART acronym to ensure actionable recommendations. · Conclusion – summarise the scenario, key problem identified and key recommendation. · References · Appendices – to show calculations. · Referencing You must refer to a minimum of 8 academic articles, plus others as required, in order to show competency in the assessment. Blogs and other unverifiable sources will not count as references. It is essential that you use appropriate APA style for citing and referencing research. Data Set Consider you are the revenue manager for The OVAL hotel located in Adelaide, South Australia. The past year and a half have certainly been difficult, to say to least, for the overall industry. There seem to be some rebound, especially from domestic tourism, but the continuous lockdowns are wearing down both hotels and hotel demand. Your general manager has provided you with a trend report from STR and has asked you to analyse and evaluate the past 5 years for your city’s performance, focusing notably on the impact of COVID‐19 on the overall industry performance in the city in the last 18 months (March 2020 onwards). You also have access to the below data: Furthermore, you have to provide at least two (2) recommendations, based on STR data, to improve your hotel revenue generation. Instructions: 1. You must calculate missing figures highlighted in yellow in the table above, to two decimal points. Calculations that are not accurately rounded will not receive full marks. Add the table in your report. You may show your calculations in an appendix. 2. Analyse and evaluate your city’s overall performance for the past five years using the STR Trend report. · Focus on occupancy, ADR, RevPAR and revenue as performance measures. · Provide a separate paragraph on the past year and a half (from March 2020 to now). · Propose two (2) revenue management recommendations for your hotel. · These must be grounded in your analysis and evaluation, and use data as support, explaining why the hotel should implement them. · These could be linked to segmentation, pricing, inventory management, product definition and development, competitor benchmarking, distribution management, etc. Remember: · When writing your recommendations, use the SMART acronym and make sure that they are specific. Broad or generic recommendations will be dismissed by your manager as they would not be applicable. · Inventory management relate to room inventory, not F&B inventory. They include length‐of‐stay controls and restrictions, cancellations policies, credit card and deposit, overbooking and many others. Be original and creative in your application of these controls. 1) Table of Contents Trend # 1288291_SINIM / Created September 24, 2021 Trend Report - Trend Adelaide January 2015 to August 2021 Currency : AUD - Australian Dollar Table of Contents1 Data by Measure2 Percent Change by Measure3 Percent Change by Year4 Twelve Month Moving Average5 Twelve Month Moving Average with Percent Change6 Day of Week Analysis7 Raw Data8 Classic9 Response Report10 Terms and Conditions11 Help12 Corporate North American HeadquartersInternational Headquarters T: +1 (615) 824 8664T: +44 (0) 207 922 1930 [email protected] [email protected] www.str.com This STR Report is a publication of STR, LLC and STR Global, Ltd., CoStar Group companies, and is intended solely for use by paid subscribers. The information in the STR Report is provided on an “as is” and “as available” basis and should not be construed as investment, tax, accounting or legal advice. Reproduction or distribution of this STR Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to this STR Report, please contact us immediately. Source: 2021 STR, LLC / STR Global, Ltd. trading as “STR”. © CoStar Realty Information, Inc. 2) By Measure Tab 2 - Data by Measure Trend Adelaide Job Number: 1288291_SINIM Staff: KM Created: September 24, 2021 Currency : AUD - Australian Dollar Occupancy (%) JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberTotal YearAug YTD 201571.981.479.578.175.063.570.969.474.783.683.070.275.173.7 201672.179.682.381.172.870.072.175.281.481.784.470.676.975.6 201777.581.884.574.777.171.074.873.180.083.383.376.378.176.8 201876.083.983.779.278.971.075.174.277.681.686.978.078.877.7 201977.282.584.481.475.370.977.776.382.889.589.076.280.278.2 202078.182.754.819.423.229.940.338.843.155.745.851.848.247.7 202163.662.271.670.166.258.943.440.859.5 Avg73.779.077.170.268.163.065.164.073.579.278.570.373.170.0 ADR (AUD) JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberTotal YearAug YTD 2015143.19176.36160.10142.88140.97128.38134.99136.56139.76157.28168.17147.47148.72146.04 2016147.27156.66171.89147.73140.01134.59133.67140.20149.91154.90162.14146.75149.32147.00 2017153.02160.19175.67144.29147.07139.22138.32136.83158.74159.44160.16186.79155.51149.86 2018154.14161.21180.42153.46148.18135.58138.84140.79156.17157.59168.51163.33155.43152.18 2019150.85160.02173.88150.20145.45133.27137.04141.72158.74171.52171.66153.88154.76149.49 2020155.77165.77158.10106.60104.89108.53115.36116.00119.93131.82134.70162.19140.66141.89 2021155.40147.96153.22156.40154.09150.46150.79144.52152.14 Avg151.51161.52168.31147.79144.36135.32136.50137.98149.85157.06163.06160.43151.57148.77 RevPAR (AUD) JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberTotal YearAug YTD 2015103.03143.48127.27111.54105.7781.4995.7694.79104.45131.54139.55103.52111.63107.56 2016106.22124.73141.48119.84101.9794.1896.34105.42121.98126.51136.89103.54114.82111.14 2017118.54131.00148.47107.83113.3498.89103.4499.97126.92132.87133.46142.54121.47115.04 2018117.11135.18151.09121.60116.8696.21104.28104.47121.19128.52146.36127.36122.48118.23 2019116.38132.02146.79122.26109.5194.48106.47108.19131.48153.43152.71117.28124.17116.85 2020121.58137.1386.6220.6824.3332.4646.5344.9851.7473.4861.7084.0067.8567.62 202198.8591.98109.71109.70102.0888.6565.4858.9990.55 Avg111.68127.56129.72103.7498.2985.2888.8488.24110.07124.42128.02112.85110.79104.11 Supply JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberTotal YearAug YTD 2015261,919241,332267,189258,570267,189258,570266,817266,817258,150266,755258,150266,7863,138,2442,088,403 2016266,476240,660267,003258,390267,003258,390266,972266,972258,360267,127261,630270,3513,149,3342,091,866 2017270,351244,188270,351261,630270,351261,630270,010277,605268,650277,605268,650275,8383,216,8592,126,116 2018275,838249,144275,931267,030275,931267,060274,629274,691270,780279,496270,810279,8683,261,2082,160,254 2019279,806252,756279,837273,090282,193273,090282,472282,472273,780282,906273,810282,9373,319,1492,205,716 2020283,247255,808282,968226,440222,828213,960235,538250,976257,520277,760278,670294,2833,079,9981,971,765 2021292,051266,336301,599291,900301,661291,990301,723301,6612,348,921 Avg275,670250,032277,840262,436269,594260,670271,166274,456264,540275,275268,620278,3443,194,1322,141,863 Demand JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberTotal YearAug YTD 2015188,446196,335212,399201,845200,469164,133189,291185,212192,942223,110214,216187,2812,355,6791,538,130 2016192,189191,605219,767209,615194,463180,806192,411200,736210,227218,162220,890190,7452,421,6161,581,592 2017209,433199,702228,483195,511208,349185,843201,909202,819214,791231,342223,873210,4992,512,5541,632,049 2018209,579208,910231,068211,585217,600189,502206,266203,829210,130227,934235,217218,2312,569,8511,678,339 2019215,878208,529236,242222,305212,457193,599219,459215,638226,757253,060243,585215,6442,663,1531,724,107 2020221,086211,601155,03243,92951,69763,98194,99597,326111,096154,833127,641152,4041,485,621939,647 2021185,766165,563215,953204,728199,834172,043131,033123,1281,398,048 Avg203,197197,464214,135184,217183,553164,272176,481175,527194,324218,074210,904195,8012,334,7461,498,845 Revenue (AUD) JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberTotal YearAug YTD 201526,984,23834,625,60034,005,31228,839,91928,260,05221,071,68225,551,56125,292,20826,964,96735,089,84736,025,77427,617,568350,328,728224,630,572 201628,304,15630,017,72537,775,77130,966,05927,226,85424,335,13125,719,81328,143,79731,515,40733,793,05735,815,47627,992,244361,605,490232,489,306 201732,046,45031,989,43140,138,06128,210,29630,641,09625,873,61327,928,59127,752,63634,096,83636,885,88535,854,38139,319,129390,736,405244,580,174 201832,303,80533,679,19641,689,45632,469,92232,244,17125,693,44828,637,06028,696,96332,815,29635,920,05339,636,27635,644,334399,429,980255,414,021 201932,564,24433,369,69341,078,43233,389,27230,902,21325,800,92530,073,90030,559,58235,996,30643,405,78241,814,72733,182,558412,137,634257,738,261 202034,437,72335,077,81324,510,8744,682,9695,422,2866,944,11610,958,82011,289,47013,323,38620,409,36417,193,58624,718,559208,968,966133,324,071 202128,868,13424,496,63233,088,86432,020,07030,792,40825,885,65719,758,12417,794,664212,704,553 Avg30,786,96431,893,72736,040,96727,225,50126,498,44022,229,22524,089,69624,218,47429,118,70034,250,66534,390,03731,412,399353,867,867222,982,994 This STR Report is a publication of STR, LLC and STR Global, Ltd., CoStar Group companies, and is intended solely for use by paid subscribers. The information in the STR Report is provided on an “as is” and “as available” basis and should not be construed as investment, tax, accounting or legal advice. Reproduction or distribution of this STR Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to this STR Report, please contact us immediately. Source: 2021 STR, LLC / STR Global, Ltd. trading as “STR”. © CoStar Realty Information, Inc. 3) % Change by Measure Tab 3 - Percent Change from Previous Year - Detail by Measure Trend Adelaide Job Number: 1288291_SINIM Staff: KM Created: September 24, 2021 Currency : AUD - Australian Dollar Occupancy JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberTotal YearAug YTD 20160.2-2.13.53.9-2.910.21.68.38.9-2.41.70.52