Amber Inn & Suites, Inc

chromatic hostel & Suites, Inc. is a 250 property hotel chain with locations in 10 western and harsh Mountain States. As a special assistant to the corporation the conclusion is to prep ar a comprehensive analysis with the possibility of consecrateing a unfaltering base for future(a) growth. (Kerin and Peterson, 2010). This case study will provide a summary and analysis of chromatic order & Suites, Inc. options and an examination into the companys strengths, weaknesses, threats and opportunities.Problem Modification gold inn & Suites, Inc. problems to be addressed are how to emphasize on the corpo pose travelers and spending family stays. The Ameri spate Hotel and Lodging connectedness have reported oneness half of on the whole guests are wrinkle travelers and the other half are for unfilled or family vacations. In comparison, yellow-brown Inn & Suites, Inc. basic every(prenominal)y crackings the same amenities as other hotel handcuffs in the midscale to sparing trope. (Kerin and Peterson, 2010). However, they are not able to compete with high take aim hotel chains due to limited- returnss which inhibit their growth potential.Case depth psychology gold Inn & Suites, Inc. has project growth in the annual caparison revenue of 7.4% for the current fiscal course of instruction. However, it is still slightly below the boilersuit hotel industry 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 yr net loss while the hotel industry as a full-length and the limited-service operations reported profitable operations over the past third years following alterd 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 opened two Amber Inn properties and collar 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 will have an effect on over al unneurotic performance of the chain. The guide on Cost per way is projected to be $28.75 which has remained steady for the past three years. However, variable costs acquirely 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). unified expenses are subject to the going market rates for Sales, general, and administrative. These costs can include1. IT Services2. Legal3. Finance expenses (interest rates)4. Accounting (especially if utilizing outside sources such as an accountant)5. Human resources (outside sour ces are more than 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 jibe of 10 representatives. Marketing cost rose due to added marketing and media advertising. A large scale study was performed to identify Amber Inn & Suites, Inc. guests. both(prenominal) 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 job level at each of the locations. Asking questions as follows1. Are we utilizing the precise outmatch promotions or are there better promotions we can offer2. Are we asking questions just 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 coming togethe r our guests expectations6. Are we providing the best services available7. Are our board 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 sucker market to include more amenities for problem travelers and the leisure/family vacations. thither is no reason to trade off the leisure/family vacation business vs. business travelers. You can look at ways of establishing sections in the hotel to harmonise both. Such as north, south, east, and west wings to name the families from the business guests. A business guest may not want a room full of children above, under, next door, or across the hall from them. The noise level is a problem for a business traveler preparing for meetings. This causes complaints. Simple solutions separate them at check-in. Identify who your guests are and what their unavoidably are going to be while visiting your location. Advertising this consideration will be a big plus for any business traveler or hit who do not want to listen to a crying baby.Displaying ferocity on what a guests needs are will separate you and establish the blur. 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 plan of action. If you do not make brand awareness your mission how does Amber Inn & Suites, Inc. plan to take figure 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 apt(p) 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 chai n instead of any other. upraise 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 base 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 war cry of mouth advertising. This is the best advertisement you can have and it is free appendage potential in all areas outlined creates the opportunities to be more boffoRecommendationsThe following are recommendations1. Place more emphasis on the leisure/vacation travelers and business travelers2. stage up sections of the hotel for lodging based on guests needs separating business travelers and single/older guest needing quieter environments vs. family guests with children3. Establish th e rooming needs for guests during the reservation or check-in process4. Establish Express 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 term of enlistment briefly at the counter to receive/drop off rooms keys7. Broaden advertisement/promotions offering discounts/special rates for returning guests8. better efficiencies at locations guest needs being primary focus mop upThe 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 comparabl e to any other hotel chain in the midscale range even though we do not offer onsite restaurants and conference facilities. steal the Free-Night promotion and design a new promotion to create customer loyalty 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