In today’s lodging Industry, there are a wide range of great hotel / motel brands that work tirelessly to
deliver their products and services to the customer segments they serve.
For this assignment, you are going to choose one (1) major hotel/motel brand (global brand, regional
brand, or boutique brand) and conduct an in-depth research study. This could be a brand you currently
work for, a brand you want to work for one day, and a brand you are interested in learning more about.
Write a five to six (5-6) page paper in which you:
1. Provide a brief overview of the brand including an overview of its parent company (if applicable),
age of the brand and a brief history, number of properties, average number rooms per property,
an overview of the brand hallmarks, an overview of the guest loyalty program, and most recent
hotel brand performance metrics (i.e., annual ADR, Occ %, RevPAR, and competitive market
metrics).
2. Determine the brand organizational restructure for their properties, the role / responsibilities for
each position, and whether this is the optimal structure for the brand.
3. Analyze the Central Reservation System (CRS) used by this brand and determine whether this is
the optimal CRS. Explain your rationale.
4. Analyze the Revenue Management System used by this brand and determine if this is the optimal
system. Explain your rationale.
5. Use at least three (3) quality references. Note: Wikipedia and other Websites do not quality as
academic resources.
ScholarMatic: Explanation & Answer
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