Holiday Inn Hotel Revenue Management Analysis: Strategies and Events

This report provides a detailed analysis of the Holiday Inn hotel, focusing on its facilities, market segments, and competitive environment. It begins with an introduction to the hotel, highlighting its global presence and commitment to customer service. The report then delves into the specific facilities and amenities offered, including room types, spa and gym services, and other guest conveniences. A key aspect of the analysis involves identifying the hotel's target market segments, recommending geographic segmentation strategies, and exploring effective distribution channels such as travel agents, online websites, and global distribution systems. The report also examines the hotel's direct competitors, including Hyatt, Hilton, and Carlson Hotels, assessing their strengths and strategies. To enhance competitiveness, the report suggests improvements to facilities, distribution channels, and website content. Furthermore, it outlines a calendar of events that the Holiday Inn hotel could organize to attract more business, including conferences, business seminars, meetings, and weddings, with detailed recommendations for each. The report concludes with recommendations for the hotel to respond to increased market competition, emphasizing the use of external sources, utilizing recommended distribution channels like OTA and individual websites, encouraging customer feedback, and providing adequate training and development for employees to enhance customer service.

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Running head: HOSPITALITY REVENUE MANAGEMENT
HOSPITALITY REVENUE MANAGEMENT
Student’s Name
University Name
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Introduction
Tourism in Singapore contributes majorly to the gross domestic product of the company.
Being the vibrant global city, tourism in it plays an essential role. It contributes total of 4% to the
entire gross domestic product in Singapore. Tourism in Singapore is considered to be among the
important economic pillars along with the usage of long term strategic planning, forging
partnership and igniting innovation (Overview | STB. 2019). Tourism in Singapore provides the
local residents an enhancement in the quality of life and provides a diversity of all the leisure
activities which enables it to create a homely environment. Therefore, tourism ensures
excellence. The main aim of this assignment is to analyze the facilities and the additional
facilities that are provided by the selected organization that is Holiday Inn hotel (Mid tier). It
introduces to the selected organization and its accommodation facilities (Barsky & Nash, 2016).
It recommends the market segments and the distribution channels, the sources of business that
the selected hotel can use to reach out the target audience(Overview | STB. 2019). Further it
analyzes the direct competitors and the ways in which the hotel can compete with them. It
identifies the events that can be targeted to secure the business.
1. Hotel facilities
Holiday Inn hotel has over1200 hotels all over the world; it is a widely recognized lodging brand
all across the world. Holiday Inn hotel provides exceptional service that would be required by the
business travelers or the tourists from across the world (Overview | STB. 2019). Holiday Inn
hotel offers a comfortable atmosphere for the guests and the visitors so they can relax and enjoy
the various facilities and the amenities that are provided by the hotel (Boone, 2017). The casual

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atmosphere and the facilities like the onsite business facilities, room service, kid suites rooms,
stay free programs in the hotel. These features demonstrate the long standing commitment of the
company by serving the tourists and the guests. This has helped Holiday Inn hotel to establish
itself as a brand.
Facilitates and the Amenities that are provided:
 It offers the travelers with swimming pool
 It provides them with luggage room facility
 It offers them a well equipped Gym for the fitness conscious customers
 They provide the guests with safe deposit lockers in each room
 Each room contains hair dryer, tea and coffee maker, two 1litre water bottles
 Free access to Wi-Fi
 They welcome any non-alcoholic drinks and beverages
 They provide access to wheel chair facilities for its differently able guests
 They also provide iron and ironing board in the room
The rooms can be classified into various types in other to suit different types of guests and
visitors such as Plaza garden and pool view, deluxe rooms, Garden suite, and sunset suite.
Different rooms come under different price range (Cai & Hobson, 2014). Other facilities such as
Spa and Gym are also provided to its guests and visitors.
2. Market segments and distribution
Geographic segmentation: It is recommended that Holiday Inn hotel target the central business
areas, in and around the super market places so that it can be convenient for the guests and the
visitors purchasing the service, easily access to the various utilities. The central business regions

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can also be targeted by the Holiday Inn hotel, as it can be easily accessible and would be
convenient for the guests and the visitors. Location such as close to airports, railways would be
considered more suitable for the business (Connell, 2016). The rationale behind it is that
customers would be more attracted towards an accommodation that is close to these facilities.
This can increase the revenue and profitability of the organization. This mentioned geographical
segmentation will enable the company to attract more tourists and guests.
Sources of business:
Travel agents and tour operators- The travel agents can be a source of business; they perform and
simplify the travel planning process for the travelers and the customers. They provide
consultation services and entire travel packages. The company can offer them commission for
the accommodations, transportation and other attractions for coordinating with the travel booking
(Kimes, 2013).
Online websites- The customers, travelers and tourists can visit the website from where they can
access the information about the accommodation available, the services provided, the facilitates
and other additional facilitates for the visitors, guests or the customers (Penner, Adams & Rutes,
2013).
OTA- The online travel agents are among the popular ways in which the customers and the
tourists acquire information about the Holiday Inn hotel.
Channels of distribution

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Wholesaler: A wholesaler is considered to be the core business driver in the hotel and
accommodation sector in the past years it helps the business through its various business
negotiation rates and their partnerships (Teare, 2013).
Direct consumer channels: Through the use of technology and online websites the company can
reach out to the target audience (Teare, 2013). It can attract the customers and tourists with the
enhanced website with attractive images and informative content that would be useful for the
customers.
Global Distribution system (GDS): It can be used by the company to reach out to the target
customers. It helps the customer to get information about the hotel rates and facilitates and
allows them to make the bookings. It is used by various travel segments and it also serves other
companies, therefore it is recommended as it is an effective channel for reaching out to the
customers (Penner, Adams & Rutes, 2013).
3. Direct competitors of Holiday Inn hotel
The major competitors faced by c are from Hyatt, Hilton and Carlson hotel. Hyatt hotel is
a leisure and business travel company, it targets the upper class segment people, the business
travelers and it organize wedding groups and diners. It uses various luxury and latest technology
and delivers authentic services that reach out to the guests and the visitors from each of the
targeted segments (Kimes, 2013). It offers luxury service and facilities to its customers such as
food and beverage, banquet facilities. It upgrades its technology from time to time. It efficiently
maintains a hygiene position and standards to enhance the customer service. The Carlson Hotels
is also a major competitor of Holiday Inn hotel; it highly uses innovation in the services provided
to them. They are highly consistent and provide high quality innovative service for its visitors.

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Holiday Inn hotel also faces tough competition from Hilton hotel they are known for their
innovation and high customer satisfaction, it has a strong strategy which enables the company to
grow and expand (Egan & Nield, 2013). Therefore, it can be stated that Holiday Inn hotel faces
stiff competition in the market.
To overcome the stiff competition in the market Holiday Inn hotel, it can enhance the
facilities provided by the organization. It needs to include more facilities and the services
provided to the guests and visitors needs to be intensified. The company can further make use of
the appropriate distribution channels to reach to the target customers and the target segmentation.
Hotel websites can be improved in order to attract more customers by attractive images and
innovative ideas and informative content (Boone, 2017). This can increase its competitiveness.
4. Calendar of Events
Holiday Inn hotel an organize various events like conferences, business seminars,
meetings and weddings in the coming years so as it increase the facilities and could target to
secure more business. It can offer range of options starting from small and intimate gatherings
for the business conferences or the large gathering accommodation in order to have the guests or
the visitors intrigued, excited and amazed (Connell, 2016). It can also offer halls and rooms for
wedding and other occasional purposes for celebration. It needs to be designed and be decorated
in ways that the venue would be ideal for celebrating the occasions. Moreover, the restaurants
and the cuisines offered to the customers can add essence to the events organized. It needs to suit
the budget taste and the type of occasion. It needs to offer convenient access to the company and
exclusive pre-function areas provided by the company can make the venue ideal for any type of

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functions. The events team of the organization need overcome the stress associated by carrying
out and executing any event by the company (Egan & Nield, 2013). Holiday Inn hotel needs to
offer a perfect setting for business meeting and other celebrity gathering in a highly comfortable
and relaxed ambience and atmosphere. The hospitality should be provided with specialized
experience while the facility should be for up to 800 people (Palmer, McMahon-Beattie &
Beggs, 2015). It needs to be provided with proper sound and light systems with dynamic in-
house coordinator. They must be provided with facilities like remote control screens, lectern,
projectors and flip charts for the conference and the other business meeting events. There needs
to be Wi-Fi connectivity, various audio and visual equipments. There must be In-house IT
advisors. For the specialized wedding and occasion events Holiday Inn hotel can offer
photography and courier services (Connell, 2016). It would offer the wedding functions, halls for
anniversary parties and other party halls with special event organizer in order to make the event
successful and memorable for the guests and the visitors. These services can be enhanced and
executed in a professional manner in the next 2-3 years. This will enable the Holiday Inn hotel to
secure more business.
Recommendations
Holiday Inn hotel needs to respond to the increased level of competition in the market. It
has been analyzed that the competitors of Holiday Inn hotel uses latest technology for enhancing
its services and takes away much of the customers. Therefore, to overcome this problem it needs
to extend its reach to the customers. It is highly recommended that the company uses various
external sources and utilize the recommended channels of distribution that is the OTA and the
individual websites (Barsky & Nash, 2016). The content provided in the website must be

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informative and attractive to the visitors. Moreover, the Holiday Inn hotel can encourage the
customers to provide their ratings and suggestions which will enable the company to address to
issues faced by the customers. This will increase the level of customer satisfaction and by
attending to the customer complaints immediately the customer will feel valued. This will
increase customer satisfaction (Boone, 2017). Holiday Inn hotel needs to adopt a policy and
provide adequate training and development to the employees of the company so that they provide
enhanced services to the customers.
Conclusion
Therefore, from the above analyze it can be concluded that Holiday Inn hotel offers
variety of facilities and services to their visitors and guests. The facilities and the amenities that
are provided by the company have been described in detail. It has analyzed and identified the
target market segmentation and the channel of distribution that can be used by the company to
reach to the targeted customers. Further, it has provided information about the direct competitors
of Holiday Inn hotel and the ways by which the company can compete with them. It has
identified and explained the events to be organized in the years to come and secure its business.

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References
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Boone, J. M. (2017). Hotel-restaurant co-branding: A preliminary study. Cornell Hotel and
Restaurant Administration Quarterly, 38(5), 34-43.
Cai, L. A., & Hobson, J. P. (2014). Making hotel brands work in a competitive
environment. Journal of Vacation Marketing, 10(3), 197-208.
Connell, J. (2016). Branding hotel portfolios. International Journal of Contemporary Hospitality
Management, 4(1).
Egan, D. J., & Nield, K. (2013). Towards a theory of intraurban hotel location. Urban
Studies, 37(3), 611-621.
Kimes, S. E. (2013). The relationship between product quality and revenue per available room at
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https://www.stb.gov.sg/content/stb/en/about-stb/overview.html

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Palmer, A., McMahon-Beattie, U., & Beggs, R. (2015). A structural analysis of hotel sector
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