UNIVERSITI TEKNOLOGI MARA

TERENGGANU

PRICING AND REVENUE MANAGAMENT FOR HOSPITALITY INDUSTRY

HTH555

ASSIGNMENT

SEMESTER
OCT 2021 – FEB 2022

INSTRUCTIONS

1. This assignment should be prepared in a group of 5 students. Individual participation

is compulsory as you will also be graded by your teammates for overall marks. This
group assignment contributes 30% for report (soft copy) of your on-going assesment

2. Length of assignment : Min 2000 words and Max: 5000 words.

3. Table of content

4. Final report should be prepared on one sided pages only, using font Arial, size 11,
double spaced and properly bound. Cover page must be in BLUE.

5. Original ARTICLE must be attached in PDF form as appendices/references at the end

of your report.

6. The due date to submit your report is during the date of your Final submission is on
week 14
7. Use the format in the sample attached for your report’s front page.

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SAMPLE

UNIVERSITI TEKNOLOGI MARA

TERENGGANU
FACULTY OF HOTEL AND TOURISM MANAGEMENT

PRICING AND REVENUE MANAGAMENT

HTH555

YOUR TOPIC:
A CASE STUDY OF...............................................................................:
REVENUE MANAGEMENT ON HOSPITALITY INDUSTRY

PREPARED BY:
Full Name (Student’s number)
Full Name (Student’s number)
Full Name (Student’s number)
Full Name (Student’s number)
Full Name (Student’s number)

PREPARED FOR: MDM. WAN NOR BAYAH BT WAN KAMARUDIN

SEMESTER
OCT 2021 – FEB 2022

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Assignment breakdowns

Amid the COVID-19 pandemic, the hotel revenue management technology sector is an
area where the biggest impact of the pandemic can be seen in a very clear way. In demand
forecasting strategy, Traditional RM technology was reliant upon algorithms, most often
based primarily on historical demand patterns - such as booking lead times, booking
pickup by segments and seasonal stay patterns by day, week or month - as a basis for
determining the best possible room rate, at any given time. Of course, because of the
pandemic, revenue management systems (RMS) reliant on historical data have now
become obsolete, as hotels worldwide are experiencing unprecedented market
conditions, which can't be ignored or treated as a temporary blip.

Today, the Internet allows customer to whisper (or text and twitter) about your hotel to
millions of readers at a time. Although few people actually enjoy criticism, especially when
it is unfairly delivered, good or bad comments from guest provide valuable information you
can use to improve your product or services. It is important to recognize that the majority
of comments posted on social media sites are actually positive, not negative. For that
reason, it makes sense to carefully monitor social media sites for positive posting about
your property.

Based on the given facts, the students are required to provide the information and solution
for the given questions as below;

Requirements:
1. An introduction on the hospitality establishment of the case study (Hotel,
resort, food & beverage facilities, etc)
2. Provide evident of customer complaint from relevant secondary source
(blogs, testimonial website, online newspaper, social media, third party
website, etc). Please attached these evidences at the appendix of the report.
3. Explain in details about the impact of COVID-19 pandemic towards
hospitality establishment in overall.
4. Identify and discuss in-depth on the effects of negative and positive reviews/
complaint towards the establishment reputation and hotel guests’ demand.
5. Discuss and give your OWN OPINION as a Revenue manager/General
manager on strategies for the organization and provide effective
suggestion on how to monitor the social media content and sustain the
business during COVID-19 Crisis. Support your discussion and
recommendation with references from journal articles related to the topic
area or any other reading materials. i.e. newspaper cutting, magazines,
blogs etc.
6. Overall conclusion as hoteliers, what are the contribution of this assignment
to your Pricing Revenue management course?

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The summary needs to be written in your own words, you will receive a ZERO on this
assignment if you plagiarize sentences from the article. Make sure to attached together
with the similarity report (Turnitin) of not more than 30% similarity index.

Reference: The ‘New Normal’: Reimagining Revenue Management in a COVID-19

World ,3 November 2020 retrieved from
https://www.hospitalitynet.org/news/4101247.html