1: - Define your customers from the information given and suggest

which market/channel segments you will target for sales of the

new Executive experience. Give justifications for your decision.

I would certainly target the Corporate Segment. Executive

Level/Lounge typically appeals to the Professional Traveler

providing them with a “special area” that is basically a

multifunctioning office during their stay. On weekdays, the

executive level/lounge should be for Corporate Travelers only.

They will be able to get their work done without any distractions

from leisure/social guests staying at the hotel.

2: Please suggest how you will differentiate the customer

experience and explain how this is relevant and attractive to the

identified guest segment.

Although Executive Levels/Lounges are typically reserved for loyal

guests with rewards status, however being the hotel is an §

independent they can use this level/lounge however they see fit.

Being reserved during the week for just corporate travelers would

create memorable experience and also be a huge selling point

for the hotel. The lounge would be a place for Corporate Travelers

to work, meet colleagues and even just a place to relax after

long day. Food/beverages should be available especially grab'

g0 items. The spaces should have a higher speed internet as well

as various charging ports; printer/scanner/fax capabilities should

also be offered.

3: With a focus on offering that “bit extra” the guest is looking for,

explain how you will integrate this into two targeted marketing
campaigns.

First and foremost, the hotel needs to update their website

showcasing new rooms for all room types.

Further, considering how the rooms are being booked, feel the

Hotel should focus their marketing efforts on obtaining LNR

Contracts with nearby companies. Not only are you offering them

a corporate rate, but the sales manager is able to sell other hotel

features such as the restaurant or even meeting space while on

the sales call.

Assignment week 2

1: Hotel Forecast Hotel Forecast I have used the % pace model to create this hotel forecast. Some
fgures are not entirely accurate since there was no data for some dates this year and last year's
OTBs or their pace. The dates where there isa high demand, are most often seen during the time
when there are events in the area like the music week, the cleaning management, and so forth.

2: Be specific by market segment as necessary. Demand is forecasted to be over 100% during

Berlin Music Week on the 2nd and 3rd Sep 2015, and the market segment which dominates this
demand is the transient (individual) non- negotiated. The inventory restriction that I would
recommend putting in place for this particular market segment is dynamic pricing since the rates can
be increased slightly since demand exceeds supply and this market segment has non-negotiated
rates so they do not seem to be price-sensitive customers. would also suggest availability controls
by segments to ensure that this market segment is prioritized due to the fact that they are driving the
demand for these two days, therefore they seem to be customers willing to pay the most amount of
money with a guaranteed occupancy rate.

3: A period when low occupancy is expected is during the marathon (28 September 2015), as the
only market segment generating some demand is the group segment. Therefore, this market
segment can be targeted even more vigorously, bringing in a higher occupancy. which could be
amplified by group rate deals through dynamic pricing and a marketing campaign of the hotel's
amenities., i.e. gym or sauna (if available). An other time when low ocupancy is expected is during
the CMS trade fair and congress (22 September 2015), and the market segment that I believe could
drive more occupancy would be the corporate segment as this is a business/work event, therefore
they should be heavily targeted. This can be done by activating marketing by promoting their
corporate rate deals (dynamic pricing) and thus, in turn generating more demand, and driving up
occupancy.