Basic Information
In this section, the consultant establishes vital information parameters for the Marketing Plan such as the competitive set of hotels, their number
of available rooms, duration periods (‘Prior’, ‘Current’, ‘Plan Year’), as well as the setting of your currency
in addition to a second one for comparison purposes (e.g., USD$ vs. British Pounds £). Differing Fiscal Year requirements are easily handled
through the setting of the first month of the fiscal period.
Executive Summary & Key Results
The Executive Summary & Key Results page gives on one sheet an overview of vital performance indicators over a three year period
(‘Prior’, ‘Current’, ‘Plan Year’) for the hotel as well as its competitive set. It further asks the user
to explain in a few paragraphs how the hotel intends to reach its revenue goals and what overall strategies should be adopted to overcome
or meet competitive practices as well as adverse market conditions.
Competitive Product Analysis
Intense product analysis to rate all individual competitors vis-à-vis the ‘Own Hotel’ for various market sectors and
different service attributes. Each hotel is ranked on its competitiveness for each individual market sector as well as for its overall
standing (all market sectors combined). Furthermore, this Product Analysis graphically compares all hotels within the competitive set
(including ‘Own Hotel’) for their pricing structures and clearly determines the most effective ‘value/pricing’
positioning.
Price Mapping, Pricing Diagnostics, Pricing Analysis
Pricing Diagnostics are based on an established "Anchor Rate" (different for Corporate & Resort Hotels), which determines the
‘Rate Bandings’ for a large variety of Rate Codes. Rate structures are much easier to institute through this easy to use program.
A ‘Check & Balance’ column indicates whether a rate meets certain requirements and checks compliance with pre-determined rate
bandings. The input sheet also features a second currency column for easier comparison purposes (linked to "BASIC INFORMATON" input).
Price Mapping shows all rates on one easy-to-view spreadsheet and their positions to all rate codes. Pricing Analysis checks all room categories
in all hotels within the competitive set (including ‘Own Hotel’) and compares their different rate structures. It then establishes an
Average Rate for the various categories and compares these with the rate for such a room type of the ‘Own Hotel’ in order to
determine its pricing positioning for individual room categories.
Room Demand by Markets (Montly Segmentation Breakdown)
A monthly spreadsheet of market segments (can be hard-coded for control purposes) over a twelve months period, comparing ‘Prior’,
‘Current’ and ‘Plan Year’ figures (Room Nights, Average Rate, Room Revenue, Business Mix) and calculating RevPar vs.
Average Rate positioning. It further links to Distribution Channels, Geographical Source Markets and Account Management Data input sheets
for planning and comparison reasons. Any discrepancies between these data sheets will be highlighted by the system and must be reconciled
by the user.
Room Demand Analysis
This section looks at the room demand and it’s Contribution Source for the ‘Plan Year’ based on current actual
(and forecast) figures by the end of a fiscal period for the ‘Current Year’. It then compares these figures with the total
number of occupied rooms in the ‘Grand Totals’ ("Room Demand By Markets"); in addition, the system also checks whether
the projected occupied rooms for the ‘Plan Year’ matches the demand calculated in ‘Account Management Data’.
In case these figures do not match, the system will highlight the discrepancies and the user has to reconcile all data for the various
input sheets.
Market Share Analysis
Aside from ‘Key Results’, the Market Share Analysis gives an overall view of the performance indicators for the ‘Own
Hotel’ as well as all hotels within the competitive set. Based on ‘Number of Rooms Available’, ‘Number of Rooms
Occupied’ as well as ‘Average Rate’ over a three year period (‘Prior’, ‘Current’ and ‘Plan
Year’) for all hotels, it calculates Room Revenue, RevPar, MPI (Market Penetration Index), Average Rate Index,
RGI (Revenue Generation Index), Available Rooms as % of Total as well as Room Revenue as % of Total.
A monthly spreadsheet of geographical source markets (can be hard-coded for control purposes) over a twelve months period, comparing ‘
Prior’, ‘Current’ and ‘Plan Year’ figures and calculating changes in geographical market shifts for each country.
It further links to ‘Room Demand by Markets’ data input sheets for planning and comparison reasons. Any discrepancies between
these data sheets will be highlighted by the system and must be reconciled by the user.
Market Demand Indicators
Based on fixed (and some free format) market demand indicators (PEST Issues) the user decides (based on her/his perception and other sources)
on whether these indicators will ‘very likely improve’, ‘likely improve’, ‘no change’, ‘likely
worsen’ or ‘very likely worsen’. The system will then calculate changes in the projected occupancy for the market place in
the ‘Plan Year’. This change is checked against the ‘Grand Total’ (Market Demand by Markets).
Any discrepancies are highlighted by the system and must be reconciled or explained by the user.
Demand & Supply Analysis
This input sheet analyses the changes in demand & supply for the market place that occur through openings of new hotels within the
‘Current Year’ and ‘Plan Year’. Changes in ‘Fair Market Share’ as well as Gains or (Losses) of Rooms
Occupied attributable to Supply Conditions will be calculated for the competitive set of hotels (including ‘Own Hotel’).
Distribution Channels
Under Distribution Channels the user finds possible booking sources based on total number of rooms occupied for the ‘Plan Year’.
This section may also help in the planning of allocating funds for promotions and advertising budgets correlating with the various market
segmentations, of course.
SWOT Matrix
Internal as well as external factors are rated on industry-accepted norms to compute strategies for Weaknesses, Threats, Opportunities and
Strengths. Factors to include are: Rate Positioning to Relative Quality, Pricing Consistency, Key Client Penetration, Product Variety,
Identified Key Client/Prospect Potential, Competitive Ranking, Revenue Generation Index, Overall City Occupancy, Growth Rate in Main Source
Markets and Contribution from Marketing Programs.
Account Management Data Input Sheets
A compilation of current & future clients (approximately 80% of estimated forecast room-night figures for the Plan Year) that contribute to
the revenues of the hotel. The data input is done over a three year period (‘Prior’, ‘Current’ and ‘Plan
Year’) and analyses individual company contributions to the hotel in terms of room nights and room revenue as well as their
actual/potential for the entire market place. Furthermore, the system also computes the share growth (decline) on a Year-On-Year basis.
Sales Platform Diagnostics
An overview of Account Management Data, automatically categorizing it into the various market sectors (Corporate, MICE, Wholesale, Airlines,
Government) and their contribution to the hotel in terms of rooms occupied (and expected to be occupied) as well as room revenue over a three
year period (‘Prior’, ‘Current’ and ‘Plan Year’). The Sales Platform also indicates how many accounts
of what category, both Platform and Market Sector Definitions, the hotel holds; thus improving the sales department’s efforts in
stonewalling their clients with tailor-made Market Action Programs
Market Action Program Worksheets
A detailed and structured Help-Sheet linked to pertinent data within the Marketing Plan Software System helps plan and implement Market Action
Programs. The Worksheets automatically compute the cost-effectiveness of any promotion and/or market program and assists the user in
creating value for all hotel related services.
Food And Beverage
A monthly spreadsheet of meal periods (can be hard-coded for control purposes) over a twelve months period, comparing ‘Prior’,
‘Current’ and ‘Plan Year’ figures (Covers, Average Check as well as Food & Beverage Revenue plus Business Mix).
In addition, the system offers a Competitive Analysis (Location Characteristics, Physical Features, Service Standards, Food &
Beverage Quality), Pricing Analysis as well as a Quality vs. Price Graph.
Catering & Function Space Analysis
This input sheet examines function rooms usage (occupancy%) as well as revenue generation (Room Rental, Food and Beverage Revenue,
Other Revenue). Performance indicators show Potential Revenue (as well as variances to Actual Revenue), Average Check on Total Revenue
as well as Average Check for Food & Beverage.
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