BUSINESS PLAN DATA

HOTEL GENERAL INFORMATION

Hotel General Info Hotel Management Personnel

Brand Rooms Title Name Phone Email

Loc Type HI Open Year Built General Manager
Director of Sales
Hotel Name Operations
Street Address Revenue Manager
City State Zip Guest Services Manager
Country Other

Properties in the Pipeline

Project Name Phase Rooms NHOP Date

Competitive Set

Phone Meeting
Hotel Name Number Rooms Space
 HOTEL PERFORMANCE OVERVIEW

Curr Mth

Occupancy ADR RevPAR MPI ARI RGI

CY PY CY PY CY PY CY PY CY PY CY PY
Aug 2012
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2013
Aug 2013
YTD - Jul 2013
3 Months - Jul 2013
12 Months - Jul 2013
 SYSTEM CONTRIBUTION

Pt Contribution: Pt Change to PY
Contribution Change
10.0%
(% Revenue) to PY
8.0%
sep 2012 22% -2%
6.0%
oct 2012 17% -9%
Pt Change to PY

4.0%
nov 2012 24% 4% 2.0%
dic 2012 26% 8% 0.0%
ene 2013 21% -2% -2.0%
feb 2013 14% -5% -4.0%
mar 2013 21% 5% -6.0%
abr 2013 25% 6% -8.0%
may 2013 23% -8% -10.0%
jun 2013 20% -3% -12.0%
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
jul 2013 18% -4% 2012 2012 2012 2012 2013 2013 2013 2013 2013 2013 2013 2013
ago 2013 14% -8%
YTD 20% -2% Pt Change to PY

3 Months 17% -5%

12 Months 21% -1%
 MARKET SEGMENT HISTORY
Select Select Rolling 12
Period Period Month
Room Var PY Var
Room Revenue to Room Booking Length Room Rm to Room Booking Length
Revenue PY PY Nights ADR Window Of Stay Revenue Rev PY Nights ADR Window Of Stay
Group

Individual

Corporate

Corporate
Global

Corporate
Packages

Government
/Diplomatic
Industry
Programs
- Other

Key Corp Accts

& BTA

Local Corporate
NEG
Rack

Leisure
Leisure Packages
Season Packages
Weekend
Packages
Pc Reward Nights
Employee Rate
Travel Agnt Ind
Disc
Discounted

Other
Comp
Long Term Stay
Wholesale/FIT

Total Individual

TOTAL
INFORMACIÓN PROVISTA POR EL HOTEL

CURRENT ECONOMIC MARKET CONDITIONS

Company Name # of Employees

Are any companies downsizing/moving/closing? (Describe expected impact)

What is the area’s unemployment rate?

Describe any factors that will impact your local economy:

Changes to room supply in the market (new hotels, renovations, hotels closing, etc):

HOTEL NAME # OF ROOMS OPEN/RENOVATION DATE Comments

 COMPETITOR FEATURES & SEGMENTS

COMPETITORS 1 2 3 4 5 6 7 8
Name of Competitor Our Hotel Competidor Competidor Competidor Competidor Competidor Competidor Competidor

Rooms

Property Features
Van service airport and/or other

Indoor/outdoor pool

Fitness Center

Restaurant

Complimentary cont. breakfast

Complimentary newspaper

Guest Laundry (free or $?)

Pantry or Market

Pets

Interior/exterior entrances

Frequent guest program

Other: ______________________________

Other: ______________________________
Other: ______________________________

Guest Room Features

In-room coffee maker

In-room hair dryers

Voicemail

Business Center

In-room movies

In-room iron and ironing board

Refrigerator

Microwave
Flat Panel Television

Work space / desk

2 line phones

High Speed Internet (yes/no; Free/$)

Meeting Space

Other: ______________________________
Segment & Rate Comparison
Group
Direct Competitor (Y/N)
Rate
Date Checked
Corporate Global
Direct Competitor (Y/N)
Rate
Date Checked
Government/Diplomatic
Direct Competitor (Y/N)
Rate
Date Checked
Key Corp Accts & BTA
Direct Competitor (Y/N)
Rate
Date Checked
Local Corporate NEG
Direct Competitor (Y/N)
Rate
Date Checked
Leisure Packages
Direct Competitor (Y/N)
Rate
Date Checked
Discounted
Direct Competitor (Y/N)
Rate
Date Checked
Tier & Rate Comparison
Overall Feature Ranking (1, 2…)
Overall Rate Ranking (1, 2…)
 OUR PROPERTY
Property Name Year Built

General Manager Recent Renovations

Director of Sales

Facilities & Services

Location Description

Y/N

Restaurant Meals Name

Lounge Name
Nightclub Name
Room Service Meals
Pool
Fitness Center
Business Center
Gueset room
Microwave
Guest Room
Refrigerator
Guest Room Mini-Bar
Guestroom Flat Panel
TV
Free Breakfast For Who
Transportation Limits
Refunable
Pets Accepted? Cost
Lbs Limit? amount
High Speed Internet Cost
Wireless? Cost
Sales Department # of staff Details

Meeting Space (if yes, please fill out table below)

 Meeting Room Name Sq. Footage Divisible

Total Meeting Rooms

Rooms Detail

Total Rooms Enter figures in "Room Types" below until correct TOTAL is reached.

Room Types
Single Bedded Types Double Bedded Types Suites
Standard King Standard Double Queen King Studio
Double Queen
Upgraded King Upgraded Double Queen
Studio
ADA King ADA Double Queen 2-room King
Standard Queen Standard Double Double
ADA Queen Upgraded Double Double
ADA Double Double

TOTAL Single Bedded TOTAL Double Bedded TOTAL Suites

Non-Smoking Rooms Smoking Rooms

Single Bedded Single Bedded
Double-Bedded Double-Bedded
Suites Suites

TOTAL Non-smoking TOTAL Smoking

BRAND/S.W.O.T Analysis

Brand Name

Brand Hallmarks

Competitive Brands
Tier

Loyalty Program Name

Hotel S.W.O.T.
Analysis
STRENGTHS WEAKNESSES
A hotel's STRENGTHS are its resources and capabilities that can be used as a basis for developing a competitive advantage, such as The absence of certain strengths may be viewed as WEAKNESSES, or
the staff, location, or amenities your property offers the customer. the limiting factors at your property that may prevent a customer, or
segment of customers, from choosing your property.

OPPORTUNITIES THREATS
The external environmental analysis may reveal certain new OPPORTUNITIES for profit and growth, such as, the arrival of new A CHALLENGE posed by an unfavorable trend or development that
technologies or unfulfilled customer needs in your current market. could lead to deterioration in sales or profit.

TOP ACCOUNTS

Account
Rate
Name
Account 1
Account 2
Account 3
Account 4
 Account 5

PERFORMANCE MEASURES

STAR Report - Trailing 12

months
Index Change Index Rank
OCC
ADR
REVPAR

Mix of Business - OCCUPANCY Mix of Business - REVENUE

Transient Transient
Group Group
Contract Contract

TOTAL TOTAL

Comments
 YOUR COMPETITION
Property Name Year Built

Recent
General Manager
Renovations

Director of Sales

Facilities & Services

Location Description

Y/N

Restaurant Meals Name

Lounge Name
Nightclub Name
Room Service Meals
Pool
Fitness Center
Business Center
Gueset room
Microwave
Guest Room
Refrigerator
Guest Room Mini-Bar
Guestroom Flat Panel
TV
Free Breakfast For Who
Transportation Limits
Refunable
Pets Accepted? Cost
Lbs Limit? amount
High Speed Internet Cost
Wireless? Cost
Sales Department # of staff Details

Meeting Space (if yes, please fill out table below)

 Meeting Room Name Sq. Footage Divisible

Total Meeting Rooms 0 0

Rooms Detail

Total Rooms Enter figures in "Room Types" below until correct TOTAL is reached.

Room Types
Single Bedded Types Double Bedded Types Suites
Standard Double
Standard King King Studio
Queen
Upgraded Double Double Queen
Upgraded King
Queen Studio
ADA King ADA Double Queen 2-room King
Standard Double
Standard Queen
Double
Upgraded Double
ADA Queen
Double
ADA Double Double

TOTAL Single Bedded 0 TOTAL Double Bedded 0 TOTAL Suites 0

Non-Smoking Rooms Smoking Rooms

Single Bedded 0 Single Bedded
Double-Bedded 0 Double-Bedded
Suites Suites

TOTAL Non-smoking 0 TOTAL Smoking 0

BRAND/S.W.O.T Analysis

Brand Name

Brand Hallmarks
Competitive Brands

Tier

Loyalty Program Name

Hotel S.W.O.T.
Analysis

STRENGTHS WEAKNESSES

A hotel's STRENGTHS are its resources and capabilities that can be used as a basis for developing a competitive The absence of certain strengths may be viewed as WEAKNESSES,
advantage, such as the staff, location, or amenities your property offers the customer. or the limiting factors at your property that may prevent a customer, or
segment of customers, from choosing your property.

OPPORTUNITIES THREATS

The external environmental analysis may reveal certain new OPPORTUNITIES for profit and growth, such as, the arrival of A CHALLENGE posed by an unfavorable trend or development that
new technologies or unfulfilled customer needs in your current market. could lead to deterioration in sales or profit.

TOP ACCOUNTS
 Account
Rate
Name
Account 1
Account 2
Account 3
Account 4

PERFORMANCE MEASURES

STAR Report - Trailing 12

months
Index Change Index Rank
OCC
ADR
REVPAR

Mix of Business -
Mix of Business - OCCUPANCY
REVENUE

Transient Transient
Group Group
Contract Contract

TOTAL TOTAL

Comments
 DEMAND GENERATORS
List the Top 10 Leisure Demand Generators for your market
Prior Year Plan Year
Market Impact Hotel Impact Market Impact Hotel Impact
Leisure Driver (Room Nights) (Room Nights) Penetration (Room Nights) (Room Nights) Penetration

List the Top 10 Corporate Demand Generators for your market

Prior Year Plan Year
Market Impact Hotel Impact Market Impact Hotel Impact
Corporate Driver (Room Nights) (Room Nights) Penetration (Room Nights) (Room Nights) Penetration
 ACCOUNT SUMMARY

Prior Year Plan Year

Top Accounts Market Impact Hotel Impact Market Impact Hotel Impact
(Room Nights) (Room Nights) Penetration (Room Nights) (Room Nights) Penetration

Prior Year Plan Year

Target Accounts Market Impact Hotel Impact Market Impact Hotel Impact
(Room Nights) (Room Nights) Penetration (Room Nights) (Room Nights) Penetration

Prior Year Plan Year

Competitor Accounts Market Impact Hotel Impact Market Impact Hotel Impact
(Room Nights) (Room Nights) Penetration (Room Nights) (Room Nights) Penetration

Prior Year Plan Year

Top 10 Prospects Market Impact Hotel Impact Market Impact Hotel Impact
(Room Nights) (Room Nights) Penetration (Room Nights) (Room Nights) Penetration
 GLOBAL SALES
Business
Case RFP
Account Roomnight Revenue Submitted Received RFP Status Revenue Revenue
 MARKET POSITIONING

Date Action Plan Focus Date

Market Opportunities

Opportunities

Follow-Up
 KEY HOTEL
STRATEGIES
Date Action Plan Focus Date

Key Strategies

Strategies

Follow-Up
 HOTEL SALES TRACKING

Account Rate Hotel Web Address City State Zip Contact Email Phone Sale Sale Source Next Revenue Revenue
Name Category Contact Address Name Type Status Step Potential Realized
 MARKET EVENT CALENDAR

Mkt Impact Htl Impact

Special Events & Conventions Begin Date End Date (Rm Nights) (Rm Nights)

January S M T W R F S
1 2 3 4 5 6 7 Holidays:
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31

February S M T W R F S
1 2 3 4 Holidays:
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29
 ACTION PLAN
Quarter 1
Date Action Plan Focus Date
Sales Manager

Strategic Direction Work actively in all segments to guarantee budget goals focusining mainly in
increasing contract/group base together with Banqueting Revenue and work FIT
channels to optimize revenue. Special focus in L segment and corporate agencies.
Focus Area Sales/Mktg/FF&BB

SMART GOAL

S – Specific M – Measurable A – Actionable R – Realistic T – Time Bound

Person Revenue Revenue Date

Sales Action Steps Responsible Goal Due Date Actual Complete

Person Revenue Revenue Date

Marketing Action Steps Responsible Goal Due Date Actual Complete

Follow-Up