Case study 3 - hoteldoctor™

The client: the board of directors of a privately-held company owning and operating a 144 room hotel.

Background: situated in the south-east of England, the building is on the site of a royal palace and now trades as a country house hotel. It is set in green acres with a small golf course, undeveloped stable bock and is located in a town populated by high net worth residents, as well as some light industry.

Consultant/s: Ian Graham and Doreen Boulding

Project date: March - April 2006

Project objective: using hoteldoctor™ to understand the business's value proposition and capabilities, potential market size and competition, with estimates of market share of revenue and efficiency of conversion to EBITDA.

Project scope

The hotel's the key performance indictors (KPI) were analysed from the following data.

• Hotel occupancy and average rate by segment and by period
• GDS and web site delivery reports
• Traffic reports for the web site
• TravelCLICK reports
• Deloitte RGI analysis or their equivalents
• Benchmarking cost performance on a Per Available Room and Per Occupied room against first quartile UK provincial performance as reported by TRI
• Reviewing the current sales and marketing plan and sales action plan
• Reviewing major business and leisure accounts

Methodology

The consultants spent two days at the hotel with the executive team, visited the hotel's competitors and performed such research as was necessary. Several meetings were held with the board.

Results

• Attributed hotel profit trends to specific causes
• Recommended the necessary elements of a change programme and provided ROI on proposed client side and consulting investment
• Developed detail on seven separate and interlocking work streams to address each element of change
• Proposed fully-costed and resourced solution

To contact a Hotel Solutions Partnership consultant, click here.