Americana Hotels Corporation
Americana Hotels Corporation is a real estate investment firm including 47 lodging properties and food service operations in the United States, the Caribbean, and Mexico. Right now the company is facing an opportunity to lease the former Jamaica Hilton, but the management executives cannot decide whether they should operate this new property as a traditional resort or as an all-inclusive resort. The purpose of this paper is to analyze in-depth the current situation and the opportunities and problems that Americana is confronting at this time, suggest possible alternatives, recommend solution, and propose methods to implement the recommendation. Situation Analysis Economic condition: Because Jamaica heavily depends on just a few major industries such as tourism, bauxite, sugar, coffee, and banana, its economy is not stable. The high level of unemployment and urban and rural poverty Ire big problems in the 1970's. In addition, the burdensome wage regulations, heavy taxes, and strong unions in tourism industry added the difficulties of hotel's operation. Also the strikes at the airport and the shortage of commodities
Americana's lodging properties range from roadside motels to full-service resorts/convention hotels with 99 to 1,200 rooms. Distribution channels: Travel agent commissions will be set at 20 percent - 5 percent higher than usual. Americana can take advantage of its current successful marketing strategy and use it after minor changes for the new resort. Second, the income statement projected by the company used just 53. They could come by airplane or ship. Fierce competition: some of the already existing all-inclusive resorts operate very well; it will be hard to take market share from them. Recommendations Based on the detailed analysis of the above alternatives, both choices will generate the same profit according to the projected income statement. Good current condition of the former Hilton. Others don't live with their children and feel lonely; therefore, chances to give them to chat and get to know other old couples, kids, and adults could be provided. The more feasible alternative is to set an agreement with the golf course to give an attractive discount on the price of playing golf to the customers of Americana. In 1985, it boasted the highest year-round occupancy of any hotel in Jamaica -- 90 percent -- at least 18 percent of which was repeat business. 3% for the traditional one, indicating that the occupancy for the former one has a huge growth potential. They will do everything to make guests feel happy, convenient, and safe by helping customers through customs and making guests interact.
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