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GR Hotels Essay

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GR HOTELS INC
Preliminary Report

To: Andrew Mayd, CEO
From: Chris Mell, CMA
Subject: Analysis to increase occupancy rate
Date: January 15th , 2008

Introduction. The report was prepared for GR Hotels Board of Directors review. It examines current opportunities to increase profitability. Several options were examined and the most plausible solution proposed – Upgrade to upscale both hotels. This measure will increase long term profits and improve position in the core business.
GR Hotels current mission and vision :
MISSION: Clean Comfortable rooms(what), good quality service(how) to business and pleasure travellers(who) in Toronto and Montreal (where) at competitive prices ( how).
VISION: GR Hotels …show more content…

Current financial forecast states that Canadian economy will decrease slightly to 2.2% in 2008 and then rebound to 2.9% 2009. It is highly unlikely that the price for land in the prime area – Downtown Montreal will decrease. In a year we can revaluate this decision.
c. Sell the land for a quick profit. This alternative will improve GR Hotels financial results, increase ROE, ROI and profit margin. It will increase GR Hotels cash and liquidity, helping to move into new direction. However, benefits are short term. The management team will benefit from better salaries and bonuses for 2008.
STRATEGIC ALTERNATIVE 2 – UPGRADE HOTELS TO UPSCALE
(Please refer to Appendix 5)
This alternative has positive Net Present Value. GR Hotels Gross profit margins stands at 27% well above required by bank 11% to secure the funding. GR Hotels has a reliable contractor Larson. His pricing is always within the budget and all contracted projects were delivered on time. It makes sense to upgrade both hotels since booking and administration grow 20% regardless the # of hotels upgraded. This alternative will improve occupancy rate to 72% in Montreal and 75% in Toronto It is above industry average for upscale hotels. In room and restaurant service will bring additional incremental revenue. Guests will spend additional 10%. This option will have a big impact on restaurant personnel.
RECOMMENDATION:
Based on qualitative and quantitative analyses

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