OPTIMIZING HOTEL DE L'ETOILE'S PERFORMANCE A Recommendation for the Family Board of Directors

OPTIMIZING HOTEL DE L'ETOILE'S PERFORMANCE A Recommendation for the Family Board of Directors.

CHALLENGES. Current Challenges High occupancy, low profitability Over-reliance on Stillwood Hotels' loyalty program Limited control over distribution channels High commissions and loyalty program redemption costs.

OPTIONS FOR CONSIDERATION. Renegotiate contract with Stillwood Hotels Switch to alternative brand Transition to independent property Hybrid approach (mix of branding and independence).

RECOMMENDED SOLUTION. Transition to independent property Develop own loyalty program and distribution channels Increase control over pricing and inventory Potential for increased profitability.

BENEFITS OF INDEPENDENCE. Benefits of Independence Increased control over operations and pricing Potential for increased profitability Ability to develop own brand and loyalty program Flexibility to respond to market changes.

IMPLEMENTATION PLAN. Implementation Plan Conduct market research and analysis Develop new branding and marketing strategy Establish own loyalty program and distribution channels Train staff on new systems and processes.

CONCLUSION. Transitioning to an independent property, will allow to develop hotel’s own loyalty program, distribution channels, and branding strategy, increasing control over operations and pricing. By becoming independent, the hotel can potentially increase profitability, respond to market changes, and establish a unique brand identity. A phased implementation plan, including market research, branding development, and staff training is proposed. This solution will add significant value to Hotel de l'Etoile.