Hôtel “De l'étoile” - a hotel in crisis?

About this course: In this case study based exercise, you will apply the knowledge you have gained about distribution, revenue and demand management to a ‘real’ world case – Hotel “De l'étoile” - a prestigious upmarket internationally branded property in Paris that to the outside world seems to be doing well but is in fact unprofitable for its owner. Actual data of the distribution performance, revenue management tactics, financial situation will be provided by the hotel partner. In addition detailed information about the hotel’s competitive environment will be provided by several industry partners. Video interviews with senior managers from the property will be used to supplement written material to create a more real world experience. As the new Director of Business Development hired to help the hotel decide how to proceed, you will evaluate the hotel’s current policies and performance, making recommendations for improvements and and plan how best to implement them.

Created by:  ESSEC Business School

• Taught by:  Peter O'Connor, Professor of information systems, Director of the MBA in Hospitality Management

  Information systems

Basic Info Course 4 of 4 in the Hotel Management: Distribution, Revenue and Demand Management Specialization Commitment 4 weeks of study, 2-4 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.1 stars Average User Rating 4.1See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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ESSEC Business School For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all.

Syllabus


WEEK 1


Situational analysis



In the module we will examine the very interesting case of Hotel de l’Etoile, a family owned, internationally branded, 300-bedroom hotel in the heart of Paris France. Although outwardly very successful, the property is struggling with profitability - something that owner Greg Sayer feels might be connected with its distribution, revenue management and demand management strategy.... information will be released progressively as you complete the assignments. Please, see the "Resources" tab of the videos unlocked after you will have done our peer assessment.


6 videos, 5 readings expand

1. Video: Introduction to the capstone project: Peter O'Connor
2. Video: Situational Analysis: Peter O'Connor
3. Video: First Interview with Greg Sayer, Owner of the hotel
4. Video: Interview with Gabriella Bidewell, General Manager
5. Video: Discussion between Sally Smith and Fred Adam, Revenue Mangers
6. Reading: Hotel de l'étoile income statement
7. Reading: Hotel de l'étoile Distribution Report
8. Reading: Hotel de l'Etoile market segmentation report
9. Reading: Smith Travel Research Report: Trend report
10. Reading: Hotel location map
11. Video: Set up by Peter O'Connor and reaction from the owner of the hotel about this analysis

Graded: Analysis of the situation

WEEK 2


Questionning the brand?
Having completed your analysis, you should make a clear recommendation as to what the owners should do with regard to the brand in order to improve performance.


1 video expand

1. Video: Reaction of the owner about your analysis of the brand and presentation of the possible options by Peter O'Connor

Graded: Questioning the brand?

WEEK 3


Recommendations to the board Family
Having completed your analysis and had feedback from your peers, it’s now time to make your recommendation as to what the hotel should actually do.


1 video expand

1. Video: Implement your idea operationally:Peter O'Connor

Graded: Recommendation: pitch to the board of directors

WEEK 4


Implementation of the strategy
Assuming that the board approves your recommendation, and having had feedback from your peer, you next need to assess the operational implications of implementing your strategy.


1 video expand

1. Video: 11. Wrap up: Peter O'Connor

Graded: Implementing your recommendation(s)