The Sheraton Althone Hotel

In the hotel industry, yield management as a profit maximization strategy is concerned with the market sensitive pricing of fixed room capacity relative to specific market characteristics. More recently interest in yield management has been increasingly evident in the hospitality industry as hotel companies have sought to maximise revenue and profitability from the sale of accommodation. In this report, we will take a look at the strategic management technique of Sheraton Athlone Hotel in Ireland and develop a detail analysis of how yield management is used to attract business and maximise revenue.

v  Starwood Hotel Family

Sheraton Athlone Hotel and Westin Dublin Hotel are both in the Starwood Hotel Family. Starwood Company is one of the world’s largest hotel and leisure companies. They provide flawless and bespoke service to high-end leisure and business travellers. Sheraton is their largest brand serving the needs of luxury and upscale business and leisure travellers worldwide. From full-service hotels in major cities to luxurious resorts by the water, Sheraton can be found in the most sought-after cities and resort destinations around the world.

v  Description of Sheraton Athlone Hotel Ireland

Sheraton Athlone Hotel is a four star luxury hotel located in the Midlands in Ireland. Hotel has spa facilities, 167 luxurious bedrooms and suites with affording spectacular views over the River Shannon and Ireland's Lakelands. Business amenities at this 4.0-star Sheraton Hotel property include wireless Internet access and audio-visual equipment. This Athlone property has a restaurant and a bar/lounge. Guests are served a complimentary breakfast each morning.

Sheraton Athlone Hotel has 11 dedicated conference suites, boardroom meeting rooms, advanced technology and unrivalled conference support service. It includes a remarkable aquatics area with 18m pool, 3 feature pools and state of the art fitness equipment. It also has one restaurant La Provence which service breakfast, lunch and dinner daily. Harvest Café also service hot food and snacks throughout the day.  The Sheraton Bar services drinks, snacks and cocktails.

One of the most important marketing questions facing a hospitality operation is “who stays at our property and whom else can we attract?” Through marketing research, tools, and strategies, lodging properties seek to indentify target markets. Target markets are distinctly defined groups of people that the hotel hopes to retain or attract as guests.

Sheraton Hotel provides clean, comfortable, inexpensive room and meets the basic needs of guests. Generally, the market for the lodging industry can be segmented into three major categories, based on reasons for travel: business, pleasure and group. It has potentially large market from which to attract clientele. The clientele may include families with children, tour groups, travelling business people, vacationers and groups of conventioneers.

Strengths

Sheraton Althone hotel is member of Starwood Hotel & Resorts Worldwide. It is one of the leading hotel and leisure companies in the world.The hotel has unique combinations of classical brand marketing and hotel industry experience. Special excellent organization system will help ensure that Sheraton's new brand messaging is threaded into every nuance of the guest experience.It is located beside Athlone Town shopping centre giving it prime location and only 90 minutes from Dublin makes it perfect for business or leisure.

Weaknesses

From the price contrast we think that average cost of Sheraton Athlone is always higher than Radisson Blu Athlone. We suppose Radisson Blu is the biggest competitor, because both of them are under the big international hotel group and have high quality service. But during our research we find that just one day the room price of Sheraton is lower than Radisson, but the other five days are all higher than it, especially on 11^th March and 12^th Math they have the highest price.

Opportunities

Sheraton Athlone has the ability to hold big Wedding especial with the beautiful river view.Spas has specialize service for their guests, it is one of Sheraton Althlone’s biggest recommend activity. So it is worth to developing.The equipment’s improve of the suites will attract more people because most suites have good view of Shannon River. The best location for business people, Sheraton Athlone has great deals of contract with some big companies.

Threats

Sheraton Athlone Hotel needs to make more advertising on the primary media.To add more characteristic service items or activities will attract more business. From the contrast with Radisson Blu we think that they did much better than Sheraton in this aspect.