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TOPIC: SEGMENTATION

FILL OUT THE BOX HIGHLIGHTED IN YELLOW Use the following assumptions to propose the desired segmentation (including occupancy and rate) for the next year.

• The hotel's goal is to achieve 6% revenue growth.
• Occupancy will not exceed 80% due to seasonality constraints.
• The market will support a 5% transient rate increase with comparable volume.
• A reduction in contract rooms will translate into a 60% increase in occupancy for other segments (for example, if you reduce contract rooms by 1,000 rooms, 600 rooms will be shifted into other segments).

ANSWER THE FOLLOWING QUESTIONS:

1. Explain your strategy of changing the sales mix of the hotel in order to achieve 6% revenue growth.
2. What are the proposed changes for each segment occupancy and rate and what revenue management tactics will you adopt to change the sales mix of the hotel?
3. Identify which market segments are the most important for the hotel and explain why.