Description
Case 6: The Accra Beach Hotel |
In 1,500-1,750 words, write a paper answering the following questions regarding Case 6: The Accra Beach Hotel: Block Booking of Capacity During a Peak Period, located in the textbook:
- What factors lead to variations in demand for rooms at a hotel such as the Accra Beach?
- Identify the various market segments currently served by the hotel. What are the pros and cons of seeking to serve customers from several segments?
- What are the key considerations facing the hotel as it reviews the booking requests from the WICB?
- What action should Cherita Howard take and why? What processes could be put in place to ensure the situation is best handled in the future?
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Accra Beach Hotel Case Analysis-Outline
Thesis: Various factors come into play affecting the overall demand patterns for rooms in the
hotel. Seasonal cycles affect the rate at which patrons travel from one place to another hence
demand for rooms.
The paper analyzes the case as follows:
I.
Variation in Demand for Rooms
II.
Segments at Accra Beach Hotel
III.
Pros and Cons of Serving Several Segments
IV.
Key Considerations Facing the Hotel
V.
Cherita Howard’s Action
Running head: ACCRA BEACH HOTEL CASE ANALYSIS
Accra Beach Hotel Case Analysis
Name
Institution
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ACCRA BEACH HOTEL CASE ANALYSIS
Accra Beach Hotel Case Analysis
Variation in Demand for Rooms
Various factors come into play affecting the overall demand patterns for rooms in the
hotel. Seasonal cycles affect the rate at which patrons travel from one place to another hence
demand for rooms. Guests from locations such as Europe and North America are likely to go to
warmer and sunny areas when the weather in their own countries is damp and cold. At such
times, Barbados could be the appropriate destination. Major Holiday seasons also affect the rates
of hotel bookings depending on whether guests travel and the most preferred holiday
destinations. Economic cycles affect the rates of hotel bookings. It determines the amount of
money at the disposal of guests to use for travel and luxury (Vanhove, 2011). When businesses
are down, the rates of business travels reduce significantly. As such, fewer people are likely to
attend conferences, and this could also affect tourism. Demand foot hotel rooms also differ based
on the days of the week. While business travelers are likely to book rooms in hotels during the
weekdays to carry out their business activities, vacationers are expected to spend their weekends
in hotels (Song et al., 2011).
An analysis of the Accra Beach Hotel shows that the highest room occupancy is recorded
between January and March. The period coincides with comfortable and appealing weather in the
Caribbean and horrid weather in Europe and North America. The rate of room occupancy is
lowest at the Accra Beach Hotel in September. This characterizes the peak of hurricane season in
the Caribbean; hence, guests keep away from the region for fear of such risks.
Segments at Accra Beach Hotel
Segmentation in a hotel is a critical move to dete...