Cases For Publication (UCWC101)
Abstract

REGAL CROWN HOTEL: TO YIELD OR NOT TO YIELD

NOR KHOMAR ISHAK

The Regal Crown Hotel: To Yield or Not to Yield case involves the sales maximization issue of a fixed capacity business such as hotel. Variables such as room size combinations, room flexibility, in-room technology, seasonality of demand, smoothing techniques and hotel practices on no-show and overbooking will ultimately affect the average room rate and average occupancy rates. The data on industry averages, room sales trends, variance analysis, and competitive analysis are provided for support in the turnaround strategy to improve the bottom line.