1) Table of Contents United Kingdom United...

Question

1) Table of Contents
                                            United Kingdom                United States
                                            Blue Fin Building                735 East Main Street
                                            110 Southwark Street                Hendersonville
                                            London SE1 0TA                TN 37075
                                            Phone: XXXXXXXXXX                Phone: XXXXXXXXXX
                                            Fax: XXXXXXXXXX                Fax: XXXXXXXXXX
                                            www.strglobal.com                www.str.com
        Market: Nashville, TN
        January 1991 to December 2016                                                    Job Number: 479032_SINIM Staff: DV Created: Fe
uary 2017
        Cu
ency: USD - US Dolla
                Ta
        Table of Contents        1
        Data by Measure        2
2) By Measure
        Tab 2 - Data by Measure
        Market: Nashville, TN
        Job Number: 479032_SINIM Staff: DV Created: Fe
uary 2017
        Occupancy (%)
            January    Fe
uary    March    April    May    June    July    August    September    October    November    December        Total Year    Dec YTD
        1991    42.0    50.0    58.2    64.7    66.9    81.2    76.4    72.2    68.6    67.2    53.0    42.5        61.9    61.9
        1992    42.5    48.3    56.1    58.8    63.8    81.6    73.8    68.7    69.1    70.0    53.5    47.3        61.2    61.2
        1993    44.4    51.9    60.6    63.9    67.6    86.1    75.1    71.4    73.9    68.9    54.8    45.2        63.7    63.7
        1994    43.2    51.6    60.9    61.6    63.1    78.7    71.9    70.8    66.5    66.0    54.7    45.5        61.3    61.3
        1995    41.4    48.8    59.5    60.5    63.9    77.4    72.9    70.9    61.5    68.1    54.7    47.5        60.7    60.7
        1996    43.9    51.2    61.5    65.2    67.4    76.5    77.7    72.6    66.6    69.3    56.0    49.5        63.2    63.2
        1997    47.6    52.7    65.9    66.2    66.3    78.8    79.5    72.2    68.2    70.2    59.2    54.4        65.2    65.2
        1998    47.8    62.2    66.9    69.1    72.7    83.7    82.0    75.7    72.8    73.3    61.8    59.4        69.0    69.0
        1999    52.2    61.5    74.2    70.6    73.5    84.0    80.0    75.1    71.1    73.4    65.0    56.4        69.8    69.8
        2000    50.8    57.8    71.8    69.0    74.2    79.1    77.0    74.3    67.9    71.6    61.1    52.4        67.4    67.4
        2001    52.5    59.3    64.4    71.5    68.1    78.6    78.1    70.5    67.0    70.1    63.6    52.4        66.4    66.4
        2002    48.2    58.7    65.5    64.8    62.3    68.5    66.3    64.2    63.0    69.1    63.4    50.4        62.1    62.1
        2003    49.1    58.5    62.7    63.1    62.1    68.3    68.0    61.2    63.0    68.7    58.8    49.2        61.1    61.1
        2004    47.4    57.3    63.2    63.9    64.6    66.5    63.9    60.2    59.6    66.8    58.8    46.2        59.9    59.9
        2005    45.6    55.3    63.6    58.2    58.9    62.9    63.0    58.9    50.6    58.8    54.4    46.3        56.4    56.4
        2006    43.0    53.6    58.2    60.6    58.5    65.7    60.4    60.7    55.3    61.9    56.9    47.3        56.8    56.8
        2007    46.8    56.3    61.3    57.1    59.9    66.4    65.5    62.6    56.6    62.2    56.1    52.0        58.6    58.6
        2008    46.6    56.0    62.6    64.8    62.9    69.1    67.9    61.4    63.5    65.5    57.7    49.3        60.6    60.6
        2009    49.9    57.8    63.5    67.0    59.0    73.7    67.0    61.1    64.5    69.4    61.3    50.6        62.1    62.1
        2010    52.5    61.7    70.3    69.9    67.3    75.2    71.4    67.5    66.3    71.4    67.5    56.5        66.5    66.5
        2011    51.2    60.4    71.2    68.8    68.8    75.6    69.3    65.8    64.4    71.1    62.8    52.7        65.2    65.2
        2012    50.6    59.9    64.0    66.9    60.0    69.3    66.7    60.8    57.1    62.8    56.4    47.5        60.1    60.1
        2013    46.3    52.1    55.1    56.4    54.2    62.9    60.1    52.3    54.3    59.5    53.2    46.9        54.4    54.4
        2014    43.1    52.9    60.5    58.9    67.9    68.6    68.2    57.4    60.0    61.4    51.6    49.3        58.1    58.1
        2015    46.1    55.0    62.9    65.2    63.6    73.4    70.7    63.4    64.5    67.8    59.4    51.8        62.0    62.0
        2016    51.1    60.1    73.6    68.4    70.3    78.2    70.0    64.8    65.7    70.9    59.7    54.0        65.6    65.6
        Avg    47.3    56.1    63.9    64.3    64.5    73.4    70.1    65.2    63.3    67.2    58.4    50.2        62.0    62.0
        ADR ($)
            January    Fe
uary    March    April    May    June    July    August    September    October    November    December        Total Year    Dec YTD
        1991    45.77    46.65    47.09    47.90    50.14    50.83    50.07    50.96    49.40    50.11    46.45    44.65        48.74    48.74
        1992    45.69    48.01    50.10    50.88    54.77    54.65    53.16    51.20    53.59    56.51    51.78    48.63        52.10    52.10
        1993    48.73    50.43    51.02    54.45    54.38    56.70    53.58    54.25    54.96    55.96    52.78    49.65        53.50    53.50
        1994    51.10    52.83    52.39    55.00    56.21    56.70    55.50    54.86    55.54    56.09    53.11    51.84        54.54    54.54
        1995    48.49    50.67    50.97    56.58    54.36    56.76    55.14    55.54    55.11    56.63    53.85    53.14        54.30    54.30
        1996    51.20    51.43    52.58    56.25    53.31    57.60    55.92    55.84    56.11    58.21    55.52    55.39        55.20    55.20
        1997    50.76    53.11    56.22    56.57    57.02    59.34    57.93    56.97    58.30    60.70    58.21    56.93        57.14    57.14
        1998    53.01    56.08    57.22    59.08    61.29    63.48    61.05    61.29    62.07    63.85    62.54    60.24        60.43    60.43
        1999    57.46    60.38    61.77    62.33    64.77    67.47    64.62    64.28    65.77    67.13    65.38    64.70        64.09    64.09
        2000    60.71    63.68    66.65    66.60    69.52    73.88    70.23    70.06    71.73    72.64    68.98    67.91        69.01    69.01
        2001    66.26    69.22    69.66    72.16    72.91    76.21    73.77    72.20    74.34    73.78    72.44    70.36        72.22    72.22
        2002    69.35    72.11    75.04    73.31    72.09    75.28    73.09    73.12    74.04    78.31    74.04    72.49        73.71    73.71
        2003    70.84    73.89    75.13    73.83    73.04    73.45    70.80    71.10    74.59    78.55    75.07    71.74        73.59    73.59
        2004    70.19    74.08    74.92    74.97    75.25    71.67    71.84    71.77    74.21    77.95    76.55    72.62        73.95    73.95
        2005    69.74    74.22    77.58    73.22    74.29    73.50    72.24    72.23    68.29    75.00    72.65    71.37        73.03    73.03
        2006    68.27    73.50    72.63    73.80    71.53    73.51    71.18    71.51    72.32    76.51    74.58    71.26        72.67    72.67
        2007    69.67    76.62    77.49    72.70    72.06    74.70    71.16    70.61    71.67    73.26    72.84    73.85        73.07    73.07
        2008    70.98    73.55    73.65    74.98    75.31    76.61    72.19    72.45    74.68    78.64    76.61    72.65        74.48    74.48
        2009    72.35    76.75    76.68    81.31    76.55    80.31    75.28    75.30    79.09    83.97    80.83    78.42        78.26    78.26
        2010    78.74    84.17    85.10    84.46    82.37    84.23    80.84    81.90    83.66    88.19    87.79    85.93        84.02    84.02
        2011    85.39    88.54    89.40    90.54    90.71    93.17    87.59    86.99    91.62    96.10    94.48    92.30        90.69    90.69
        2012    92.78    97.19    95.41    99.27    94.79    97.75    93.54    90.77    95.18    100.11    97.48    92.60        95.68    95.68
        2013    88.67    93.53    92.29    93.66    91.18    94.21    86.00    85.59    88.48    93.14    90.39    88.51        90.52    90.52
        2014    84.48    86.88    91.56    91.26    83.04    89.30    83.45    80.95    85.68    88.59    87.88    89.11        86.89    86.89
        2015    87.98    89.27    91.53    95.42    92.99    99.07    90.92    91.33    95.15    99.15    93.64    91.01        93.42    93.42
        2016    89.08    91.83    97.95    98.22    97.36    106.33    93.56    93.41    97.13    103.53    95.96    94.54        97.01    97.01
        Avg    69.96    73.27    74.37    75.09    73.85    76.15    72.31    71.78    73.97    77.52    75.25    73.35        74.02    74.02
        RevPAR ($)
            January    Fe
uary    March    April    May    June    July    August    September    October    November    December        Total Year    Dec YTD
        1991    19.23    23.32    27.42    31.02    33.56    41.26    38.26    36.79    33.88    33.66    24.63    18.98        30.19    30.19
        1992    19.42    23.18    28.10    29.94    34.94    44.62    39.21    35.16    37.01    39.57    27.69    23.02        31.91    31.91
        1993    21.62    26.19    30.91    34.79    36.76    48.80    40.23    38.71    40.63    38.54    28.95    22.45        34.07    34.07
        1994    22.06    27.26    31.91    33.87    35.47    44.64    39.92    38.84    36.93    37.00    29.08    23.60        33.43    33.43
        1995    20.07    24.72    30.33    34.23    34.74    43.93    40.18    39.39    33.90    38.59    29.46    25.24        32.96    32.96
        1996    22.48    26.31    32.34    36.68    35.91    44.06    43.47    40.57    37.36    40.37    31.09    27.44        34.88    34.88
        1997    24.15    27.99    37.06    37.47    37.80    46.74    46.05    41.10    39.77    42.62    34.49    30.95        37.23    37.23
        1998    25.35    34.90    38.30    40.80    44.56    53.16    50.06    46.36    45.20    46.78    38.64    35.79        41.67    41.67
        1999    29.97    37.12    45.84    44.00    47.63    56.70    51.70    48.25    46.79    49.30    42.49    36.49        44.72    44.72
        2000    30.87    36.80    47.83    45.99    51.59    58.45    54.05    52.08    48.73    51.98    42.11    35.60        46.48    46.48
        2001    34.78    41.04    44.87    51.63    49.65    59.88    57.60    50.91    49.84    51.74    46.09    36.90        47.95    47.95
        2002    33.43    42.32    49.17    47.50    44.91    51.59    48.49    46.94    46.64    54.14    46.93    36.51        45.74    45.74
        2003    34.78    43.25    47.10    46.59    45.33    50.13    48.14    43.49    47.01    53.94    44.15    35.28        44.94    44.94
        2004    33.24    42.42    47.38    47.94    48.58    47.66    45.88    43.22    44.26    52.04    45.02    33.54        44.26    44.26
        2005    31.79    41.02    49.32    42.58    43.74    46.25    45.54    42.55    34.56    44.13    39.56    33.01        41.16    41.16
        2006    29.33    39.38    42.30    44.73    41.87    48.31    42.97    43.41    39.97    47.37    42.46    33.70        41.30    41.30
        2007    32.59    43.16    47.53    41.48    43.19    49.61    46.63    44.20    40.57    45.54    40.87    38.40        42.82    42.82
        2008    33.05    41.21    46.08    48.60    47.39    52.97    49.03    44.49    47.41    51.48    44.20    35.85        45.15    45.15
        2009    36.07    44.39    48.69    54.47    45.19    59.22    50.41    46.01    51.01    58.24    49.52    39.65        48.56    48.56
        2010    41.33    51.95    59.86    59.02    55.42    63.32    57.73    55.32    55.45    62.95    59.21    48.54        55.83    55.83
        2011    43.71    53.48    63.67    62.27    62.38    70.45    60.71    57.25    58.98    68.28    59.36    48.69        59.12    59.12
        2012    46.96    58.23    61.10    66.42    56.85    67.70    62.36    55.14    54.32    62.90    55.01    43.98        57.52    57.52
        2013    41.07    48.72    50.88    52.82    49.39    59.30    51.66    44.81    48.02    55.40    48.08    41.50        49.29    49.29
        2014    36.38    45.97    55.37    53.72    56.38    61.28    56.89    46.45    51.39    54.42    45.39    43.93        50.48    50.48
        2015    40.56    49.10    57.56    62.25    59.14    72.75    64.27    57.90    61.37    67.22    55.63    47.16        57.92    57.92
        2016    45.49    55.22    72.05    67.22    68.42    83.17    65.53    60.51    63.82    73.38    57.27    51.09        63.62    63.62
        Avg    33.10    41.08    47.51    48.31    47.66    55.92    50.72    46.83    46.83    52.11    43.91    36.79        45.91    45.91
        Supply
            January    Fe
uary    March    April    May    June    July    August    September    October    November    December        Total Year    Dec YTD
        1991    607,538    548,744    611,289    593,070    612,839    602,460    628,804    651,744    630,720    660,424    642,300    672,173        7,462,105    7,462,105
        1992    676,668    620,088    686,526    664,380    694,059    674,130    696,601    703,948    681,240    706,304    683,520    704,041        8,191,505    8,191,505
        1993    704,041    635,908    704,041    684,510    707,327    684,510    716,410    725,307    701,910    731,600    708,000    731,600        8,435,164    8,435,164
        1994    731,600    664,468    737,490    713,700    741,210    719,670    749,332    749,332    726,090    745,519    722,610    748,898        8,749,919    8,749,919
        1995    743,690    674,968    751,130    726,900    753,300    729,000    753,300    750,789    724,680    748,836    724,680    748,836        8,830,109    8,830,109
        1996    753,486    680,568    753,486    729,180    753,486    728,880    753,176    753,176    730,620    754,974    730,620    754,974        8,876,626    8,876,626
        1997    754,974    681,912    754,974    730,620    754,974    731,730    753,114    756,400    734,520    759,004    734,520    760,523        8,907,265    8,907,265
        1998    760,523    682,724    755,873    730,350    754,695    730,350    754,695    754,695    731,910    756,307    731,910    756,307        8,900,339    8,900,339
        1999    756,307    678,916    751,657    727,410    754,540    733,830    760,151    760,151    743,130    767,901    749,370    774,349        8,957,712    8,957,712
        2000    774,349    702,044    781,200    756,000    781,200    799,080    827,607    828,723    812,130    841,464    814,320    841,464        9,559,581    9,559,581
        2001    847,664    768,824    853,864    832,740    860,498    837,990    874,324    874,324    844,320    885,484    856,920    889,607        10,226,559    10,226,559
        2002    890,847    808,360    898,845    875,520    908,951    889,020    921,506    923,056    886,050    926,528    901,050    932,914        10,762,647    10,762,647
        2003    936,045    847,140    942,431    913,980    954,986    927,810    958,737    960,597    929,610    959,946    932,610    963,697        11,227,589    11,227,589
        2004    968,347    876,232    972,594    941,220    972,594    951,360    985,273    987,691    955,830    1,003,160    972,660    1,005,082        11,592,043    11,592,043
        2005    1,005,082    907,816    1,008,151    978,180    1,014,196    979,350    1,018,443    1,026,193    993,780    1,024,023    1,002,030    1,033,819        11,991,063    11,991,063
        2006    1,036,082    932,764    1,030,223    998,010    1,039,554    1,004,040    1,037,508    1,039,244    1,005,720    1,038,562    1,005,750    1,039,275        12,206,732    12,206,732
        2007    1,034,594    937,328    1,032,486    996,870    1,030,099    999,900    1,033,230    1,027,092    990,420    1,023,434    978,900    1,011,530        12,095,883    12,095,883
        2008    1,010,600    911,092    1,008,709    978,780    1,016,242    982,800    1,015,560    1,015,560    982,800    1,015,560    979,890    1,012,553        11,930,146    11,930,146
        2009    1,012,553    916,888    1,017,668    988,440    1,021,698    988,620    1,023,713    1,023,713    990,690    1,019,683    986,190    1,019,063        12,008,919    12,008,919
        2010    1,019,063    920,948    1,018,939    986,070    1,017,482    982,500    1,015,250    1,015,250    982,500    1,015,250    982,500    1,018,722        11,974,474    11,974,474
        2011    1,018,722    922,432    1,025,976    992,880    1,032,765    998,940    1,032,238    1,031,587    999,720    1,037,353    1,004,070    1,041,042        12,137,725    12,137,725
        2012    1,046,219    944,972    1,046,219    1,016,100    1,049,970    1,016,100    1,052,481    1,050,373    1,029,270    1,067,330    1,039,410    1,066,555        12,424,999    12,424,999
        2013    1,066,555    971,936    1,076,072    1,043,310    1,078,087    1,052,520    1,087,697    1,089,712    1,058,490    1,093,742    1,058,460    1,093,742        12,770,323    12,770,323
        2014    1,097,462    991,256    1,100,469    1,064,940    1,007,624    980,790    1,008,926    1,008,926    976,380    1,012,367    1,066,080    1,101,616        12,416,836    12,416,836
        2015    1,097,772    991,536    1,097,772    1,062,360    1,097,679    1,062,270    1,097,834    1,097,803    1,062,390    1,097,927    1,066,260    1,107,909        12,939,512    12,939,512
        2016    1,110,699    1,003,212    1,110,761    1,075,020    1,114,543    1,078,530    1,114,450    1,125,114    1,089,210    1,125,486    1,088,730    1,124,153        13,159,908    13,159,908
        Avg    902,365    816,272    904,956    876,944    904,792    879,468    910,398    912,712    884,390    916,083    890,898    921,325        10,720,603    10,720,603
        Demand
            January    Fe
uary    March    April    May    June    July    August    September    October    November    December        Total Year    Dec YTD
        1991    255,310    274,285    355,963    384,004    410,141    489,089    480,401    470,479    432,603    443,629    340,523    285,801        4,622,228    4,622,228
        1992    287,580    299,339    385,052    390,895    442,796    550,426    513,787    483,421    470,419    494,542    365,544    333,282        5,017,083    5,017,083
        1993    312,314    330,304    426,526    437,312    478,119    589,126    537,936    517,514    518,947    503,898    388,308    330,800        5,371,104    5,371,104
        1994    315,856    342,862    449,207    439,533    467,667    566,572    539,014    530,530    482,740    491,793    395,625    340,952        5,362,351    5,362,351
        1995    307,741    329,296    446,984    439,695    481,493    564,193    548,967    532,500    445,758    510,245    396,398    355,613        5,358,883    5

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Robert · Accepted Answer

Running Head: NASHVILLE SALES AND REVENUE STRATEGIES 1
Assignment Title 
Student Name 
Course Name 
Instructor Name 
Date
NASHVILLE SALES AND REVENUE STRATEGIES 2 
Table of Contents 
Executive summary ......................................................................................................................... 3 
Introduction ..................................................................................................................................... 4 
Current Situational Analysis ........................................................................................................... 4 
Current Revenue and Current Sales Analysis ................................................................................. 7 
SWOT Analysis .............................................................................................................................. 8 
Strengths ..................................................................................................................................... 8 
Weaknesses ................................................................................................................................. 9 
Opportunities............................................................................................................................... 9 
Threats......................................................................................................................................... 9 
Sales Technique Recommendation ................................................................................................. 9 
Key Sales Strategies ...................................................................................................................... 10 
Key Revenue Strategies ................................................................................................................ 11 
Conclusion .................................................................................................................................... 12 
References ..................................................................................................................................... 14
NASHVILLE SALES AND REVENUE STRATEGIES 3 
Executive Summary 
Nashville market has greater potential to generate revenue for the hotel industry. An 
analysis of a current situation is essential to have better insight about the hotel so that it will pave 
a better way for the strategic formulation. It indicates that revenue-generating a capacity of the 
hotel during January is poor. Due to lower occupancy rate and the ADR Index, there is an overall 
lower RevPAR index for the hotel. Similarly, RevPAR changes are favorable and tremendous for 
the hotel when compared to the competitors when they are compared with the annual 
performance.  
Currently, there is a better position for the hotel in the industry, but the growth in 
competition will have an adverse impact over the hotel in long-run. Intensified competition is a 
major threat. From the detailed analysis, it is clear that the hotel requires dynamic sales strategies 
and effective revenue generating strategies to generate a higher return on the investment. A 
consultative salesperson will try to build a good relationship with the customers, and they will 
have regular contact and provide them with attractive packages so that they will become regular 
customers thus they are the best fit for the hotel.  
Sales strategy recommendations are providing cheap and attractive complementary 
services, provide attractive packages to the business for conducting their meeting, establishing 
contact with the airlines, providing free pick up and drop facilities to the customers and 
involving in digital marketing. Revenue strategic recommendation is provided more discount and 
offers for conducting various musical programs, conduct food festival, rent for the boutique 
shop, operating a SPA and encouraging to conduct some exhibitions of the students or any 
artists. These are some recommendations that the management may consider for improving their 
sales and revenue.  
NASHVILLE SALES AND REVENUE STRATEGIES 4 
Introduction 
Nashville market has greater potential to generate revenue for the hotel industry. The 
Nashville Airport Hotel is a premier independent hotel that has 380 rooms and 12 suites and has 
25,000 square feet of renovated event space. The location of the hotel is the key attraction for the 
customers. Increasing competitive pressure is adding more trouble to the business and January is 
the lowest revenue generating month for the hotel. The primary objective of the report is to make 
a detailed analysis of the current situation, revenue and sales and strengths, weaknesses, 
opportunities and threats of the business to formulate effective sales management and 
techniques.  
The report aims at providing best feasible sales and revenue strategies for the hotel that 
will enable them to improve their sales and revenue for the entire year and manage the offseason 
month January in an effective manner. The recommended strategies aim at improving both 
financial and non-financial aspects of the business that will provide a long standing in this 
competitive business.  
Current Situational Analysis 
An analysis of the current situation is essential to have better insight about the hotel so that 
it will pave a better way for the strategic formulation. The strategic formulation always considers 
the current scenario because it provides an indication of how the hotel has to improve. The 
Nashville Airport Hotel is a premier independent hotel that has 380 rooms and 12 suites and has 
25,000 square feet of renovated event space. The location of the hotel is the key attraction for the 
customers. A comparative analysis between the hotel and the competitors provides a clear 
understanding of the current performance of the hotel. It is essential to make a performance 
evaluation of the business to have a clear understanding of their market position.  
NASHVILLE SALES AND REVENUE STRATEGIES 5 
The metrics that are used for performing the analysis are the Market Penetration Index 
(MPI), Average Rate Index (ARI) and Revenue Generator Index (RGI). The occupancy rate over 
the two-year period indicates that they have better occupancy rate when compared to their 
competitors for the current month, year to date, running three months and running 12 months. 
January is not expected to perform well in other months and is considered as an offseason for the 
hotel. The ARI index for the current month and year to date to be positive and higher for the 
hotel, it indicates that average rate charged is higher when compared to the competitors.  
The next important factor is Revenue Per Available Room that provides an indication 
about the market share of the hotel among the competitors. In this case, the RevPAR is greater 
than one in most of the times except during the running three months’ period. The market share 
of the hotel is significantly higher than their competitors as the analysis is made only with the 
competitors of the company. Occupancy Index chart indicates that during the month January the 
level of occupancy is lower it indicates that the sales generating capacity are lower.

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