Amber Inn & Suites, Inc

atomic number 79 hostel & Suites, Inc. is a 250 property hotel chain with locations in 10 westward and Rocky Mountain States. As a special assistant to the corporation the goal is to prepargon a comprehensive analysis with the possibility of establishing a solid base for future growth. (Kerin and Peterson, 2010). This case study volition provide a summary and analysis of chromatic student lodging & Suites, Inc. options and an examination into the companys strengths, weaknesses, threats and opportunities.occupation Modification gold Inn & Suites, Inc. problems to be addressed argon how to emphasize on the corporate travelers and pass family enlistments. The American Hotel and Lodging Association have reported one half of all clients are phone line travelers and the other half are for vacuous or family vacations. In comparison, Amber Inn & Suites, Inc. basically assigns the said(prenominal) amenities as other hotel chains in the midscale to economy range. (Kerin and Peters on, 2010). However, they are not able to fight with higher level hotel chains due to limited-services which inhibit their growth potential.Case AnalysisAmber Inn & Suites, Inc. has projected growth in the annual lodging revenue of 7.4% for the present-day(prenominal) fiscal socio-economic class. However, it is still well-nigh below the overall hotel patience average of 7.6%, but higher than the average limited-service growth rate of 5.8%. However, Amber Inn & Suites, Inc. is also projected to reflect its third category net loss while the hotel industry as a whole and the limited-service operations reported profitable operations over the past cardinal classs following improved economic conditions. (Kerin and Peterson, 2010).During the past fiscal year, Amber Inn & Suites, Inc. has closed deuce underperforming Amber Inn locations and opened one Amber Inn & Suites property. In the past few years, Amber Inn & Suites, Inc. has closed 12 underperforming Amber Inn properties, and o pened two Amber Inn properties and triple Amber Inn & Suites properties.Amber Inn & Suites, Inc. is projected to reflect lower revenue in the current fiscal year due to Free-Night Stay promotions. The loss of revenue for each location utilizing this promotion leave have an effect on overall process of the chain. The Direct Cost per room is projected to be $28.75 which has remained steady for the past three years. However, variable costs transmitly associated with the operation of the hotel properties, much(prenominal) as direct labor, utilities, and hotel/room supplies (including breakfast food and beverage service) are subject to change. (Kerin and Peterson, 2010).Corporate expenses are subject to the deprivation market rates for Sales, general, and administrative. These costs can include1. IT Services2. Legal3. Finance expenses (interest rates)4. Accounting (especially if utilizing exterior sources such as an accountant)5. Human resources (outside sources are more costly)6. Sales (outside sources are more costly)7. Marketing (outside sources are more costly)Amber Inn & Suites, Inc. hired two additional National Sales Representatives this past year for a total of 10 representatives. Marketing cost rose due to added marketing and media advertising. A cock-a-hoop scale study was performed to identify Amber Inn & Suites, Inc. guests. Both of these additions increased the expenditures for the current fiscal year with results and benefits to be determined in the future.Identifying the Root Problem ComponentsExecutives have expressed concern over the occupancy level at each of the locations. Asking questions as follows1. Are we utilizing the very best promotions or are there remedy promotions we can offer2. Are we asking questions about what consumers want3. What determines which hotel they choose to stay at4. Why are we comparing Amber Inn as an economy hotel when we offer better services5. Are we meeting our guests expectations6. Are we providing the be st services available7. Are our rooms up to the companies standards at all locationsThese are all questions we should be asking ourselves and finding answers. We can improve our performance as a leader in hotel management for all locations and we will meet guests expectations.Evaluation of AlternativesAs a Special Assistant for Amber Inn & Suites, Inc., recommendations would include widen the lead market to include more amenities for business travelers and the vacant/family vacations. There is no reason to backing off the leisure/family vacation business vs. business travelers. You can look at ways of establishing sections in the hotel to accommodate both. Such as north, south, east, and west wings to separate the families from the business guests. A business guest may not want a room full of children above, under, next door, or across the dormitory from them. The noise level is a problem for a business traveler preparing for meetings. This causes complaints. Simple solutions se parate them at report. Identify who your guests are and what their take are going to be while visiting your location. Advertising this amity will be a big plus for any business traveler or hit who do not want to listen to a crying baby.Displaying emphasis on what a guests needs are will separate you and establish the brand. Brand awareness is a major emphasis in the upcoming year. A meeting needs to be arranged with the CEO, Joseph James, and all other executives to present a aim of action. If you do not make brand awareness your mission how does Amber Inn & Suites, Inc. visualise to take control of their destiny? All executives need to have the same goals to make Amber Inn & Suites, Inc. the best it can be.Special attention should be given to a set growth plan for advertising and promotions. Since the Free-Night is costing Amber Inn & Suites, Inc. money come up with a better fillip to entice guests to stay at your chain instead of any other. Promote Amber Inn & Suites, Inc. is such a way your guests seek you out. My recommendation is to identify your target market of past business travelers and leisure/vacation guests send emails offering special rates/discounts for multiple night stays. Let them know about the new way of assigning rooms based on needs of the guests. Add this information to Amber Inn & Suites, Inc. website for future potential guests. Making this change to website information will become word of permit out advertising. This is the best advertisement you can have and it is free Growth potential in all areas defined creates the opportunities to be more successfulRecommendationsThe following are recommendations1. Place more emphasis on the leisure/vacation travelers and business travelers2. Set up sections of the hotel for lodging based on guests needs separating business travelers and wiz/older guest needing quieter purlieus vs. family guests with children3. Establish the rooming needs for guests during the reservation or check-in pr ocess4. Establish express mail check-out service onsite5. Establish/emphasize brand awareness through emails (former guest) and website information6. Set up check-in/check-out service via website guests will just need to stop briefly at the counter to receive/ toss off off rooms keys7. Broaden advertisement/promotions offering discounts/special rates for returning guests8. Improve efficiencies at locations guest needs being primary focusConclusionThe emphasis in the upcoming year will be meeting guest needs in all areas. With special focus on establishing a new way to assigning rooms for guests, listening to guests about what they want and need, and lowering or eliminating guest complaints. Setting our Amber Inn brand apart from other hotels in the industry, creating the perfect environment for all guests, and raising our expectations compared to economy level hotels. Promote the Amber Suites brand to be very same to any other hotel chain in the midscale range even though we do no t offer onsite restaurants and conference facilities. Eliminate the Free-Night promotion and design a new promotion to create customer commitment and establish brand choice. All of these upgrade changes can be accomplished with our guests in mind. Now lets work together to rebuild a new future