Major factors responsible for occupancy

Kalra, Vinay and Wood, Brent (2018) Major factors responsible for occupancy. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

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Abstract or Summary

The aim of this research is to analyse demand and supply factors for pricing strategy, branding strategies, and social media channels. Mixed methods are used for research purposes. Interviews of the manager and other staff members are taken. Results of research show that competition affects pricing in the motel industry, major events and festivals affect occupancy because of demand and supply factors, corporate guests are major occupants on weekdays, and booking sites are a main source of branding and social media in the motel industry. Recommendations for the motel are that they should list and evaluate the prices of five of their closest competitors, and forecast and make a booking plan according to major festivals and events in Hamilton. The organisation should post themselves more aggressively on various booking sites and have lucrative deals for corporate guests. The organisation should have special packages for WINZ guests and should use SEO, Instagram and Pinterest as social media.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:marketing, hotel industry, branding
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6534
Deposited By:
Adrian France
Deposited On:17 Dec 2018 22:54
Last Modified:17 Dec 2018 22:54

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