Analysis, Reporting and Strategy: Work jointly with the property strategy teams and CoralTree Home Office team to develop and execute strategic (demand-based) plans, as well as understand the defined competitive market, comp sets, and their relevance based on current/future market conditions and industry changes and fluctuations.
- Execution of a strategic (demand-based) pricing plan for all room categories. Utilize key 3rd party reports (STR, TravelClick, rate shopping tool, etc.) to aid in effective pricing.
- Understand each hotel’s defined competitive market and comp sets, and the relevance to the hotel based on current/future market conditions and industry changes and fluctuations.
- Utilize proprietary internal reporting platform to identify trends as an early warning to where future forecast opportunities may lie.
- Ongoing detailed reservations evaluation including conversion, regrets/denials, and call volume.
- Monitor full-year pickup for risks/opportunity in strategies.
- Lead weekly optimization meetings.
- Participate in optimization of revenues for ancillary outlets including Catering and Banquets, restaurants and bars, recreation, parking, etc.
- Facilitate the group block management process in concert with the sales leader to ensure contracted blocks are being maintained, forecasted, yielded, and released at appropriate times.
- Accurate preparation and distribution of daily, weekly, monthly forecasts.
- Maintain rate parity.
- Maintain same day sellout strategies.
- On an annual basis, participate in the crafting of the business plan and budget; provide guidance to the mix of business, ADR, rate positioning, and overall optimization strategies.
Group Optimization: Implement a group evaluation process to manage group inventory and rates based on key factors such as rooms/space ratio, pattern, ancillary contribution, etc.
- Facilitate a group block management program to ensure contracted blocks are being maintained, forecasted, yielded, and released at appropriate times.
- Facilitate a daily business review process that thoroughly reviews each piece of group business and its value to the overall profitability of the property.
Electronic Distribution: Develop and maintain electronic distribution strategy to include 3rd party internet content and position, marketing manager relationships and GDS Distribution.
- Monitor all electronic distribution sites on a regular basis to ensure all rates and room types are loaded and accessible.
- Partner with property strategy teams and Home Office team to ensure all are activating a short-term tactical marketing plan around merchandising and distribution.
- Work directly with marketing to create and implement web site and search engine optimization (SEOP), search engine advertising (SEA), and online marketing.
- Work directly with key partners to implement a results-driven action plan during high demand times as well as implement strategies during lower-demand times to steal share.
Metrics: Conduct weekly Strategy meetings for the next 12 months, competitive business analysis, financial room forecasts and budgets. The Business Analyst is responsible to ensure all key stakeholders show active and consistent participation in the weekly meetings.
- Produce daily, weekly, monthly core group of reports such as day by day forecasts, market segmentation detail, channel distribution, and pace (group and transient).
- Ensure that a results-driven action plan is created and implemented.
- Create hotels day by day (by segment) forecasts and budget as part of the business plan process.
- Work with key department heads of all ancillary outlets to ensure all objectives are being met by implementing a core group of reports and regularly scheduled meetings.