Business Case:

Internationally acclaimed as one of the world’s top hotels for business and leisure, InterContinental Hotel Hong Kong is the Asia-Pacific flagship for IHG - the largest hotels company in the world measured by rooms (with 646,000 as of January 2010), and has over 4,500 hotels across over 100 countries. Its brands include InterContinental, Crowne Plaza, Holiday Inn, Holiday Inn Express and Staybridge Suites.

Deliverable:

1. The aim for this case study is to understand the 2002 channel mix of InterContinental Hotel Hong Kong. You need to submit your Case Study in ppt or pptx format.

   Hotel Booking Channel	Examples	IHG Channel
   Brand.com	IHG.com, Marriott.com, Starwood.com, a hotel’s own website	WEB
   CRS/Voice	1-800-Hiltons, 1-800-ichotels, Trust	CRO
   GDS	Sabre, Galileo, Amadeus, Worldspan	GDS
   OTA	Expedia, Priceline, Orbitz, Travelocity	GDS
   Property direct/other	Walk-in, group/rooming list, contract, Passkey, management rates	INN

   
   

   • By reviewing the Size and Structure of the U.S. Hotel Industry by Distribution Channel, what’s the trend on demand share compare against the InterContinental Hotel Hong Kong? (10%) Please make sure to use both the the U.S. Hotel Industry by Distribution Channel document and 2002 channel mix data to answer the question.

   • How did the Average Daily Rate (ADR) of InterContinental Hong Kong different from the U.S. Lodging industry? (10%)You need to use the 2002 channel mix data to determine the ADR. You also need to apply the STR Chain Scales which can be found in the Size and Structure of the U.S. Hotel Industry by Distribution Channel.

   • What is your recommendation regarding the booking channel performance of InterContinental Hong Kong? (5%)

2. Prior to completing the Case Study, please use Microsoft Access to answer Q1 – 6. (75%) You need to prepare your work in Access (mdb or accdb) and save the file in ZIP format.

3. Please make sure to review the Assignment Guidelines prior to uploading the files to iCollege.