Hilton Norwich: Room Revenue Management Strategy and Key Performance

This report provides a comprehensive analysis of the room revenue management strategy for the new Hilton Hotel in Norwich. It begins with an introduction to revenue management and the hotel's context as a business hotel targeting the upper-middle-class market segment. The report then delves into the business climate of the chosen location, justifying the project's purpose and the hotel's competitive set. It explores the intended market segment, the proposed room pricing policy, and the distribution channel strategy, including the use of websites, online travel agencies, and a global distribution system. The analysis includes a discussion of premium pricing, forecasting, and the importance of luxury services to attract business travelers. The report concludes by summarizing the key findings and providing references to relevant literature. This assignment is a valuable resource for students studying revenue management and hotel operations, offering insights into strategic decision-making and market analysis within the hospitality industry. The report also examines the competitive advantages that the new hotel can leverage in its location, including the availability of resources and the presence of a limited number of competitors offering similar services. The report recommends a premium pricing strategy and highlights the importance of providing luxury services to attract business class people.

Hotels room revenue management
strategy and key performance
summary
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Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Description of business climate in chosen location, purpose of the whole project.....................3
Justification of hotel chain and category including the justification of hotels competitive set a
number of recommended bad......................................................................................................3
The intended market segment......................................................................................................4
Hotels proposed room pricing policy..........................................................................................4
Distribution channel strategy.......................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCE..................................................................................................................................5
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INTRODUCTION
Revenue management refers to the strategic distribution of pricing tactics that are used by the
company to sell their property perishable Invented to the right guest at the proper time.
This report will cover study of Hotel Hilton Norwich Which is a part of water Hilton. It is one of
the top international hotel brand who are operating their business in various countries. However,
Now company is looking for Building on you hotel in the city centre of Norwich Well they will
develop 220 bedroom hotel and it will be a business hotel so upper middle scale people will
come to stay.
PART A
Description of business climate in chosen location, purpose of the whole project
The business climate of the chosen location is effective and there are large number of
competitors within the market who can give huge competition to the new business project. on
the other side there are very few businesses who are providing the business class services to their
guests and new hotel will be with more number of bedroom around 220 So companies will able
to take competitive advantages (Rodríguez-Algeciras, and Talon-Ballestero., 2017).
The main purpose of this project is to build new hotel segment by the hotel Hilton so company
will able to increase their possibility and take competitive advantages. they will also be able to
take the benefit of business environment in the area where they will operate their new business.
Company will have have huge benefits because there are very rare businesses who are providing
the facility to the business class and people who belong to the upper middle scale reliable too
take luxury business class services from the hotel. The location for the new hotel is suitable
because All the resources that are needed to run the hotel are available in the centre area of the
where all the suppliers and skilful people are available. competition is law which means Hotel
Hilton Norwich have chances to establish their brand and take advantage and shares
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Justification of hotel chain and category including the justification of hotels competitive set a
number of recommended bad.
There are different hotel service are provided by the Hotel Hilton Norwich. the category in the
hotel include relaxed hotel that offered the dining and spa, modern hotel with dining and free
Wi-Fi, casual hotel with the dining And also the luxury services that are provided by the
company to the travellers or the people who belong to the high class family (Altin, Schwartz and
Uysal., 2017). Now Hotel Hilton Norwich is building the new hotel that will be for the business
class people who will belong to the upper middle class family. they will get a luxury services by
the hotel and there will be all facilities will be available for the businessman people and they
were able to enjoy their business tour as well. There will be total 220 bedroom will be available
for the business cards people which is high number and there will be enough to take competitive
advantages within the market where they will build their new hotel and in the new location they
were able to take competitive advantages. The main reason behind opening the hotel of 220
rooms in that’s location is to make available the room facilities for the guest. 220 are enough
number of room and in terms of competition it can provide competitive advantages.
The intended market segment
On the basis of demographics Hotel Hilton Norwich Will target the customer on the basis of their
income and social class. Commonly business people belong to this category and company will
able to attract them to take services from Hotel Hilton Norwich. The geographic segmentation
we include the location which is in centre area and regional location where they people belong to
the rural area. Product and services will be different becausr business class people will take
these services so the services will be more luxury and comfortable for the business class people
and they were able to attend the meetings and there will be meeting Hall where they can continue
their business meetings an enjoy their services (Noone, Enz and Glassmire., 2017). Hotel Hilton
Norwich Is building business hotel so business people will able to stay in the hotel and there will
be some additional facilities like conference Hall and meeting rooms will be available to satisfy
needs of businessmen.
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Hotels proposed room pricing policy
The room pricing strategy based on the forecasting and the single most important pricing strategy
for the hotel is master is to use the forecasting to set their prices based on the anticipation
demand. Hotel Hilton Norwich will use premium pricing strategy becausr service taker will be
belong to the business class and they will be upper class people so they will ready to give higher
price for the hotel room if they will get the luxury services from the Hotel Hilton Norwich. there
will be no issue if company will put higher prices for their room because it will be worth A will
provide premium services then they will able to sell the product on higher prices. business class
people always demand for the luxury services that company have to provide otherwise they will
get failed. The guest will able to stay for the maximum one month of time and that will be
enough for them and minimum length of the stay will be 1 or 2 days.
Distribution channel strategy
To sell their product and services within the market Hotel Hilton Norwich will use the different
distributed strategies to attract business class people within their new hotel. One of the most
effective strategy that will be used by hotel will be their website where people will able to book
the rooms and communicate with the just about these services and they will also able to book
their room (Alrawadieh, Alrawadieh and Cetin., 2021). Another strategy that will be used by
Hotel Hilton Norwich will be the online travelling agencies will Allow them to book the flights
activities an other thanks for the people who will take services from them. They were able to
create a business package for their guests. They go a global distribution system will also be
implemented which is the consolidation reservation network primarily used by the travelling
agents to reserve real time flight hotel and rental car inventory for their clients. company will
able to allow to book their hotel from international client.
CONCLUSION
As per the report has been covered study of Hotel Hilton Norwich. This report has been justified
the hotel chain and category including the justification of hotel and competitive set of
recommended bad. It also has been describe the location and climate including the in 10 market
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segment an hotel proposed room pricing policy. in the end of this report has been described
distribution channel study.
REFERENCE
Books and Journals
Rodríguez-Algeciras, A. and Talon-Ballestero, P., 2017. An empirical analysis of the
effectiveness of hotel Revenue Management in five-star hotels in Barcelona, Spain. Journal of
Hospitality and tourism Management. 32. pp.24-34.
Altin, M., Schwartz, Z. and Uysal, M., 2017. “Where you do it” matters: the impact of hotels’
revenue-management implementation strategies on performance. International Journal of
Hospitality Management. 67. pp.46-52.
Noone, B. M., Enz, C. A. and Glassmire, J., 2017. Total hotel revenue management: A strategic
profit perspective.
Alrawadieh, Z., Alrawadieh, Z. and Cetin, G., 2021. Digital transformation and revenue
management: Evidence from the hotel industry. Tourism Economics. 27(2). pp.328-345.
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