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Accra Beach Hotel

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by

Sharyn S

on 13 July 2014

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Transcript of Accra Beach Hotel

Accra Beach Hotel
Case Overview
Case Study Questions
1. What factors lead to variations in demand for rooms at a hotel such as the Accra Beach?

2. Identify the various market segments currently served by the hotel. What are the pros and cons of seeking to serve customers from several segments?

3. What are the key considerations facing the hotel as it reviews the booking request from the West Indies Cricket Board?

4. What action should Cherita Howard take and why?
Introduction
Accra Beach Hotel and Spa

The hotel
Hotel performance
Reviews

Further Recommendations
- Increase nightly rate to adjust demand

- Redesign check-in and check-out

- Give preference to loyal customers

- Avoid overbooking

- Separate business travelers from noisy cricketers and vacationers
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 request from the West Indies Cricket Board?
What action should Cherita Howard take and why?
Reviews
The Company Philosophy
Financial implications
Hotel's ability to operate at capacity
Impact on guests
Marketing impacts
Threats
What factors lead to variations in demand for rooms at a hotel such as the Accra Beach?
Accra Beach Hotel Occupancy Rate (%)
RevPAR Caribbean Hotels
*HVS International
Seasonal

cycles
- The weather is nicer at certain seasons of the year than others (July-October is hurricane season in the Caribbean). Foreigners likely to vacation in winter months.
Economic cycles
- When business is down, there is less business travel, fewer people attend conferences, and tourism may also be affected.
Days of the week

- Business travelers are more likely to stay Sunday through Thursday nights; some individual vacationers will just look for weekends.
Clientele
- Traditionally, ABH’s clientele had been dominated by tourists from the UK and Canada, but during the last few years, the percentage of corporate customers had increased drastically. Sometimes guests on vacation feel uncomfortable surrounded by business people and will not choose ABH as a vacation destination.

The Accra Beach Hotel- Block Booking of Capacity During a Peak Period
Market segments served by ABH
Needs based segmentation
Business travelers - individual & conference participants
Vacationers - individuals & tour groups

Geographic segmentation
Local
Regional
Extra-regional - European & North American



Pros & Cons
Pros
Maximize occupancy
Regularization of demand throughout the year
Competitive advantage & larger market

Cons
Different needs, different expectations
Unfocused
Accept the block booking request from the WICB
Incremental revenue obtained if request is accepted = $ 43,616
The End
Full transcript