A Major Hotel Brand

Assignment 1: A Major Hotel Brand 

 200 points 

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.