Task Summary
This task will present a set of data of revenue-related content. Students will be required to analyse
and evaluate the content and offer recommendations. The data set might cover any topic areas
covered in the lectures and tutorials of the previous weeks and any readings given in the previous
topics. Students will be required to write a 1,500-word report.
Task Instructions
Please refer to the data set handout provided to prepare your Revenue Management Scenario
Evaluation.
When analysing and evaluating the data set, ensure to show how the data is positive, negative o
with no impact to the scenario hotel.
You must also provide recommendations for the scenario hotel on how to improve the data set
provided, into generating further revenues. Refer to your handout to know how many
ecommendations are necessary and for which aspects of the data set.
The recommended structure of the report is as follow:
· Introduction – introduce the context, key problem identified and report plan.
· Analysis – describe and explain the data set and its main positive/negative issues.
· Evaluation – defend your own perspective on the scenario hotel’s performance.
· Recommendations – use the SMART acronym to ensure actionable recommendations.
· Conclusion – summarise the scenario, key problem identified and key recommendation.
· References
· Appendices – to show calculations.
· Referencing
You must refer to a minimum of 8 academic articles, plus others as required, in order to show
competency in the assessment. Blogs and other unverifiable sources will not count as references. It
is essential that you use appropriate APA style for citing and referencing research.
Data Set
Consider you are the revenue manager for The OVAL hotel located in Adelaide, South Australia. The past year and a half have certainly been difficult, to say to least, for the overall industry. There seem to be some rebound, especially from domestic tourism, but the continuous lockdowns are wearing down both hotels and hotel demand. Your general manager has provided you with a trend report from STR and has asked you to analyse and evaluate the past 5 years for your city’s performance, focusing notably on the impact of COVID‐19 on the overall industry performance in the city in the last 18 months (March 2020 onwards). You also have access to the below data:
Furthermore, you have to provide at least two (2) recommendations, based on STR data, to
improve your hotel revenue generation.
Instructions:
1. You must calculate missing figures highlighted in yellow in the table above, to two
decimal points. Calculations that are not accurately rounded will not receive full
marks. Add the table in your report. You may show your calculations in an appendix.
2. Analyse and evaluate your city’s overall performance for the past five years using the
STR Trend report.
· Focus on occupancy, ADR, RevPAR and revenue as performance measures.
· Provide a separate paragraph on the past year and a half (from March 2020 to now).
· Propose two (2) revenue management recommendations for your hotel.
· These must be grounded in your analysis and evaluation, and use data as support, explaining why the hotel should implement them.
· These could be linked to segmentation, pricing, inventory management, product definition and development, competitor benchmarking, distribution management, etc.
Remember:
· When writing your recommendations, use the SMART acronym and make sure that
they are specific. Broad or generic recommendations will be dismissed by you
manager as they would not be applicable.
· Inventory management relate to room inventory, not F&B inventory. They include
length‐of‐stay controls and restrictions, cancellations policies, credit card and deposit,
ove
ooking and many others. Be original and creative in your application of these controls.
1) Table of Contents
Trend # 1288291_SINIM / Created September 24, 2021
Trend Report - Trend Adelaide
January 2015 to August XXXXXXXXXXCu
ency : AUD - Australian Dolla
Table of Contents 1
Data by Measure 2
Percent Change by Measure 3
Percent Change by Year 4
Twelve Month Moving Average 5
Twelve Month Moving Average with Percent Change 6
Day of Week Analysis 7
Raw Data 8
Classic 9
Response Report 10
Terms and Conditions 11
Help 12
Corporate North American Headquarters International Headquarters
T: XXXXXXXXXX T: XXXXXXXXXX1930
XXXXXXXXXX www.str.com XXXXXXXXXX www.str.com
This STR Report is a publication of STR, LLC and STR Global, Ltd., CoStar Group companies, and is intended solely for use by paid subscribers. The information in the STR Report is provided on an “as is” and “as available” basis and should not be construed as investment, tax, accounting or legal advice. Reproduction or distribution of this STR Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to this STR Report, please contact us immediately. Source: 2021 STR, LLC / STR Global, Ltd. trading as “STR”. © CoStar Realty Information, Inc.
2) By Measure
Tab 2 - Data by Measure
Trend Adelaide
Job Number: 1288291_SINIM Staff: KM Created: September 24, XXXXXXXXXXCu
ency : AUD - Australian Dolla
Occupancy (%)
January Fe
uary March April May June July August September October November December Total Year Aug YTD
2015 71.9 81.4 79.5 78.1 75.0 63.5 70.9 69.4 74.7 83.6 83.0 70.2 75.1 73.7
2016 72.1 79.6 82.3 81.1 72.8 70.0 72.1 75.2 81.4 81.7 84.4 70.6 76.9 75.6
2017 77.5 81.8 84.5 74.7 77.1 71.0 74.8 73.1 80.0 83.3 83.3 76.3 78.1 76.8
2018 76.0 83.9 83.7 79.2 78.9 71.0 75.1 74.2 77.6 81.6 86.9 78.0 78.8 77.7
2019 77.2 82.5 84.4 81.4 75.3 70.9 77.7 76.3 82.8 89.5 89.0 76.2 80.2 78.2
2020 78.1 82.7 54.8 19.4 23.2 29.9 40.3 38.8 43.1 55.7 45.8 51.8 48.2 47.7
2021 63.6 62.2 71.6 70.1 66.2 58.9 43.4 40.8 59.5
Avg 73.7 79.0 77.1 70.2 68.1 63.0 65.1 64.0 73.5 79.2 78.5 70.3 73.1 70.0
ADR (AUD)
January Fe
uary March April May June July August September October November December Total Year Aug YTD
2015 143.19 176.36 160.10 142.88 140.97 128.38 134.99 136.56 139.76 157.28 168.17 147.47 148.72 146.04
2016 147.27 156.66 171.89 147.73 140.01 134.59 133.67 140.20 149.91 154.90 162.14 146.75 149.32 147.00
2017 153.02 160.19 175.67 144.29 147.07 139.22 138.32 136.83 158.74 159.44 160.16 186.79 155.51 149.86
2018 154.14 161.21 180.42 153.46 148.18 135.58 138.84 140.79 156.17 157.59 168.51 163.33 155.43 152.18
2019 150.85 160.02 173.88 150.20 145.45 133.27 137.04 141.72 158.74 171.52 171.66 153.88 154.76 149.49
2020 155.77 165.77 158.10 106.60 104.89 108.53 115.36 116.00 119.93 131.82 134.70 162.19 140.66 141.89
2021 155.40 147.96 153.22 156.40 154.09 150.46 150.79 144.52 152.14
Avg 151.51 161.52 168.31 147.79 144.36 135.32 136.50 137.98 149.85 157.06 163.06 160.43 151.57 148.77
RevPAR (AUD)
January Fe
uary March April May June July August September October November December Total Year Aug YTD
2015 103.03 143.48 127.27 111.54 105.77 81.49 95.76 94.79 104.45 131.54 139.55 103.52 111.63 107.56
2016 106.22 124.73 141.48 119.84 101.97 94.18 96.34 105.42 121.98 126.51 136.89 103.54 114.82 111.14
2017 118.54 131.00 148.47 107.83 113.34 98.89 103.44 99.97 126.92 132.87 133.46 142.54 121.47 115.04
2018 117.11 135.18 151.09 121.60 116.86 96.21 104.28 104.47 121.19 128.52 146.36 127.36 122.48 118.23
2019 116.38 132.02 146.79 122.26 109.51 94.48 106.47 108.19 131.48 153.43 152.71 117.28 124.17 116.85
2020 121.58 137.13 86.62 20.68 24.33 32.46 46.53 44.98 51.74 73.48 61.70 84.00 67.85 67.62
2021 98.85 91.98 109.71 109.70 102.08 88.65 65.48 58.99 90.55
Avg 111.68 127.56 129.72 103.74 98.29 85.28 88.84 88.24 110.07 124.42 128.02 112.85 110.79 104.11
Supply
January Fe
uary March April May June July August September October November December Total Year Aug YTD
2015 261,919 241,332 267,189 258,570 267,189 258,570 266,817 266,817 258,150 266,755 258,150 266,786 3,138,244 2,088,403
2016 266,476 240,660 267,003 258,390 267,003 258,390 266,972 266,972 258,360 267,127 261,630 270,351 3,149,334 2,091,866
2017 270,351 244,188 270,351 261,630 270,351 261,630 270,010 277,605 268,650 277,605 268,650 275,838 3,216,859 2,126,116
2018 275,838 249,144 275,931 267,030 275,931 267,060 274,629 274,691 270,780 279,496 270,810 279,868 3,261,208 2,160,254
2019 279,806 252,756 279,837 273,090 282,193 273,090 282,472 282,472 273,780 282,906 273,810 282,937 3,319,149 2,205,716
2020 283,247 255,808 282,968 226,440 222,828 213,960 235,538 250,976 257,520 277,760 278,670 294,283 3,079,998 1,971,765
2021 292,051 266,336 301,599 291,900 301,661 291,990 301,723 301,661 2,348,921
Avg 275,670 250,032 277,840 262,436 269,594 260,670 271,166 274,456 264,540 275,275 268,620 278,344 3,194,132 2,141,863
Demand
January Fe
uary March April May June July August September October November December Total Year Aug YTD
2015 188,446 196,335 212,399 201,845 200,469 164,133 189,291 185,212 192,942 223,110 214,216 187,281 2,355,679 1,538,130
2016 192,189 191,605 219,767 209,615 194,463 180,806 192,411 200,736 210,227 218,162 220,890 190,745 2,421,616 1,581,592
2017 209,433 199,702 228,483 195,511 208,349 185,843 201,909 202,819 214,791 231,342 223,873 210,499 2,512,554 1,632,049
2018 209,579 208,910 231,068 211,585 217,600 189,502 206,266 203,829 210,130 227,934 235,217 218,231 2,569,851 1,678,339
2019 215,878 208,529 236,242 222,305 212,457 193,599 219,459 215,638 226,757 253,060 243,585 215,644 2,663,153 1,724,107
2020 221,086 211,601 155,032 43,929 51,697 63,981 94,995 97,326 111,096 154,833 127,641 152,404 1,485,621 939,647
2021 185,766 165,563 215,953 204,728 199,834 172,043 131,033 123,128 1,398,048
Avg 203,197 197,464 214,135 184,217 183,553 164,272 176,481 175,527 194,324 218,074 210,904 195,801 2,334,746 1,498,845
Revenue (AUD)
January Fe
uary March April May June July August September October November December Total Year Aug YTD
2015 26,984,238 34,625,600 34,005,312 28,839,919 28,260,052 21,071,682 25,551,561 25,292,208 26,964,967 35,089,847 36,025,774 27,617,568 350,328,728 224,630,572
2016 28,304,156 30,017,725 37,775,771 30,966,059 27,226,854 24,335,131 25,719,813 28,143,797 31,515,407 33,793,057 35,815,476 27,992,244 361,605,490 232,489,306
2017 32,046,450 31,989,431 40,138,061 28,210,296 30,641,096 25,873,613 27,928,591 27,752,636 34,096,836 36,885,885 35,854,381 39,319,129 390,736,405 244,580,174
2018 32,303,805 33,679,196 41,689,456 32,469,922 32,244,171 25,693,448 28,637,060 28,696,963 32,815,296 35,920,053 39,636,276 35,644,334 399,429,980 255,414,021
2019 32,564,244 33,369,693 41,078,432 33,389,272 30,902,213 25,800,925 30,073,900 30,559,582 35,996,306 43,405,782 41,814,727 33,182,558 412,137,634 257,738,261
2020 34,437,723 35,077,813 24,510,874 4,682,969 5,422,286 6,944,116 10,958,820 11,289,470 13,323,386 20,409,364 17,193,586 24,718,559 208,968,966 133,324,071
2021 28,868,134 24,496,632 33,088,864 32,020,070 30,792,408 25,885,657 19,758,124 17,794,664 212,704,553
Avg 30,786,964 31,893,727 36,040,967 27,225,501 26,498,440 22,229,225 24,089,696 24,218,474 29,118,700 34,250,665 34,390,037 31,412,399 353,867,867 222,982,994
This STR Report is a publication of STR, LLC and STR Global, Ltd., CoStar Group companies, and is intended solely for use by paid subscribers. The information in the STR Report is provided on an “as is” and “as available” basis and should not be construed as investment, tax, accounting or legal advice. Reproduction or distribution of this STR Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to this STR Report, please contact us immediately. Source: 2021 STR, LLC / STR Global, Ltd. trading as “STR”. © CoStar Realty Information, Inc.
3) % Change by Measure
Tab 3 - Percent Change from Previous Year - Detail by Measure
Trend Adelaide
Job Number: 1288291_SINIM Staff: KM Created: September 24, XXXXXXXXXXCu
ency : AUD - Australian Dolla
Occupancy
January Fe
uary March April May June July August September October November December Total Year Aug YTD
2016 0.2 -2.1 3.5 3.9 -2.9 10.2 1.6 8.3 8.9 -2.4 1.7 0.5 2