Leisure targetgroup
→ Go! Category:Hotel info
Size of the Market
There is an overcapacity in the market which makes it hard to reach occupancy rates above 60% during the weekends. It is not clear whether this is due to the demand side of the supply side. For any individual hotel, though, there is enough demand in the market to get the hotel profitably occupied during both weekdays and weekends.
We distinguish two different targetgroups, customers and markets
We now look at the first one.
Sales prices
Weekend days account for 3 of the seven weekdays and this means (rounded up) 43% of the total of all available hotel nights (see occupancy rate). These weekend days are booked by leisure guests.
Room revenue rooms comprises the average (sales) price times the number of bookings.
A maximum occupancy rate would mean that all 100 rooms are occupied during all three weekend days, so 52 weeks x 100 rooms x 3 days (Friday - Saturday and Sunday). So 15,600 room nights booked.
The page for information on the business targetgroup will tell you, that business guests will mainly be the guests on weekdays.
Weekend prices in the past ranged from € 80 to € 100 maximum per room per night, including breakfast.
- the € 80 price has been the last-minute price during three weekend days.
- the € 100 price has been the rack rate during weekend days. This rack rate is the highest published price without discounts, special deals or commissions.
On the occupancy rate page the revenues have been calculated. You can find all numbers in the operating review.
Type of customers
There is no specific information on the type of leisure guests; however, we do know that they mainly stay on weekends. The hotel has always primarily aimed for business guests and secondly for leisure guests. The type of customers attracted so far is an average of the leisure guest. Not a lot of families with children (probably due to the location in the city) and, with an average room occupancy of 1.7, a large number of people travel alone.
The records show information on revenues and guest nights.
Guest nights
The latest available numbers on the hotel show a 50% occupancy rate on weekends; out of the possible 15,600 room nights 7,826 are sold, for an occupancy rate of 50%. This will bring the number of guest nights at this moment to 7,826 x 1,7 (average individuals per room) = 13,304 guest nights. So on average in the last year 13,304 guest nights have been recorded.
Total guest nights
- Weekend days 13,304 guest nights: 56% of all guest nights.
- Weekdays 10,374 guest nights: 44% of all guest nights.
- Total 23,678 guest nights: 100%.
Most guest nights are by leisure guests.
Total revenues from guests
- Weekend days € 704,340 revenues: 36% of total revenues from rooms.
- Weekdays € 1,244,880 revenues: 64% of total revenues from rooms.
- Total € 1,949,220 revenues: 100% of total revenues from rooms.
The highest revenues are generated by the business guests.
When your assignment is managing one of the new establishments, this still will be the benchmarks you start with, you refer to.
→ Go! Following the Introduction to the Hotel? Step 8/10 is the page Business targetgroup
→ GO! Top of this page
