As the newly appointed Revenue Manager working for the Holiday Inn Guildford – https://www.ihg.com/holidayinn/hotels/gb/en/guildford/guisu/hoteldetail. You are tasked with creating strategies for the upcoming year of operation ie 2022. These strategies should all be developed based on the full understanding of demand. The market segmentation, pricing and distribution strategies should be clearly identified with clear objectives made. The report should be a senior management level strategy of the property. AND IT SHOULD INCLUDE: A. Pricing 800-900 words A pricing strategy for the upcoming year 2022 is needed and should include the following • Market segmentation – pricing strategy by segment (Transient, Corporate, Wholesale, Groups) • Business mix • Day of week pricing / seasonal pricing / price positioning • B2B contracts and pricing if any • Links to the demand calendar ie strategies for Low – medium – high demand periods • Promotions if any • Reasoning & justification must be evident (35%) B. Distribution 800-900 words A distribution strategy for the upcoming year 2022 is needed and should include the following • Overall distribution strategy • Online strategy • Transaction cost considerations • The link between market segmentation, pricing, and distribution • Demand level distribution strategy ie the plan for distribution during Low – medium – high demand periods • Short- & Long-term risks and opportunities • Reasoning & justification must be evident
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