,Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
Content
Management team ....................................................................................................................... 7
1 Business analysis & Strategy Plan General manager ............................................................... 8
1.1 General business analysis General manager Year 0 ................................................................... 8
1.1.1 Strategy General management Year 0 ........................................................................... 8
1.1.2 Results KPIs Year 0 ......................................................................................................... 10
1.1.3 SWOT current General management situation ............................................................. 12
1.2 Strategy Plan General Management Year 1 ............................................................................. 12
1.2.1 General management Strategy Year 1 .......................................................................... 12
1.2.2 Targets General management KPIs Year 1 .................................................................... 13
1.2.3 Planning of general management decisions Year 1 ..................................................... 15
2 Evaluation Year 1 General manager ..................................................................................... 18
2.1 Description Choices Year 1 and employed strategy ................................................................. 18
2.1.1 Strategy, planning and choices...................................................................................... 18
2.1.2 Problems and solutions ................................................................................................. 18
2.2 Results KPIs Year 1.................................................................................................................... 19
2.2.1 Development KPIs General manager during Year 1 ...................................................... 19
2.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 21
2.3 Conclusions Year 1 ................................................................................................................... 22
2.3.1 Evaluation of the implemented strategy....................................................................... 22
2.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 22
3 Results General manager Year 0 – Year 3 ............................................................................. 23
3.1 Summary results General manager Year 0 – Year 3 ................................................................. 23
3.1.1 Qualitative results ......................................................................................................... 23
3.1.2 Results KPIs .................................................................................................................... 23
3.1.3 Explanation developments results ................................................................................ 25
3.2 Evaluation General Manager strategy ..................................................................................... 25
3.2.1 Strengths and weakness in the applied General Manager strategy ............................. 25
3.2.2 General conclusions results Rooms Division ................................................................. 26
3.2.3 Advise KPIs and strategy to the General Manager manager Year 4 ............................. 26
4 Business analysis & Strategy Plan Marketing........................................................................ 27
4.1 Internal Rooms Division analysis Year 0 ................................................................................... 27
4.1.1 Strategy Marketing Year 0 ............................................................................................. 27
4.1.2 Results KPIs Year 0 ......................................................................................................... 27
4.1.3 SWOT current Marketing situation ............................................................................... 29
4.2 Strategy Plan [Department] Year 1 .......................................................................................... 30
4.2.1 Marketing Strategy Year 1 ............................................................................................. 30
4.2.2 Targets Marketing KPIs Year 1 ....................................................................................... 32
4.2.3 Planning of Marketing decisions Year 1 ........................................................................ 33
5 Evaluation Year 1 Marketing ............................................................................................... 37
5.1 Description Choices Year 1 and employed strategy ................................................................. 37
5.1.1 Strategy, planning and choices...................................................................................... 37
5.1.2 Problems and solutions ................................................................................................. 37
5.2 Results KPIs Year 1.................................................................................................................... 37
5.2.1 Development KPIs Marketing during Year 1 ................................................................. 37
5.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 40
5.3 Conclusions Year 1 ................................................................................................................... 41
5.3.1 Evaluation of the implemented strategy....................................................................... 41
5.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 42
6 Results Marketing Year 0 – Year 3........................................................................................ 43
6.1 Summary results Marketing Year 0 – Year 3 ............................................................................ 43
2 9-3-2021
,Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
6.1.1 Qualitative results ......................................................................................................... 43
6.1.2 Results KPIs .................................................................................................................... 43
6.1.3 Explanation developments results ................................................................................ 43
6.2 Evaluation Marketing strategy ................................................................................................. 45
6.2.1 Strengths and weakness in the applied Marketing strategy ......................................... 45
6.2.2 General conclusions results Rooms Division ................................................................. 45
6.2.3 Advise KPIs and strategy to the Marketing manager Year 4 ......................................... 45
7 Business analysis & Strategy Plan Financial management ..................................................... 46
7.1 Financial management analysis Year 0 .................................................................................... 46
7.1.1 Strategy Financial Management Year 0......................................................................... 46
7.1.2 Results KPIs Year 0 ......................................................................................................... 47
7.1.3 SWOT current financial mangement situation .............................................................. 48
7.2 Strategy Plan financial mangement Year 1 .............................................................................. 49
7.2.1 Financial management Strategy Year 1 ......................................................................... 49
7.2.2 Targets financial mangement KPIs Year 1 .................................................................... 50
7.2.3 Planning of financial management decisions Year 1 .................................................... 51
8 Evaluation Year 1 Financial management ............................................................................. 52
8.1 Description Choices Year 1 and employed strategy ................................................................. 52
8.1.1 Strategy, planning and choices...................................................................................... 52
8.1.1 Problems and solutions ................................................................................................. 52
8.2 Results KPIs Year 1.................................................................................................................... 52
8.2.1 Development KPIs Financial management during Year 1 ............................................. 52
8.2.1 Comparison set targets and resulting KPIs end of Year 1 ............................................. 55
8.3 Conclusions Year 1 ................................................................................................................... 56
8.3.1 Evaluation of the implemented strategy....................................................................... 56
8.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 56
9 Results Financial management Year 0 – Year 3 ..................................................................... 57
9.1 Summary results Financial management Year 0 – Year 3 ........................................................ 57
9.1.1 Qualitative results ......................................................................................................... 57
9.1.2 Results KPIs .................................................................................................................... 57
Average working capital ( Gemiddeld werkkapitaal jaar 0 tot jaar 3 ) .......................................... 57
9.1.3 Explanation developments results ................................................................................ 59
9.2 Evaluation financial manager strategy ..................................................................................... 60
9.2.1 Strengths and weakness in the applied financial manager strategy ............................. 60
9.2.1 General conclusions result financial management ....................................................... 60
9.2.2 Advise KPIs and strategy to the financial manager manager Year 4 ............................. 60
10 Business analysis & Strategy Plan Rooms Division Management ........................................... 61
10.1 Internal Rooms Division analysis Year 0 .............................................................................. 61
10.1.1 Strategy Rooms Division Management Year 0 .............................................................. 61
10.1.2 Results KPIs Year 0 ......................................................................................................... 61
10.1.3 SWOT current Rooms Division Management situation................................................. 62
10.2 Strategy Plan Rooms Division Management Year 1 ............................................................. 63
10.2.1 Rooms Division Management Strategy Year 1 .............................................................. 63
10.2.2 Targets Rooms Division Management KPIs Year 1 ........................................................ 64
10.2.3 Planning of Rooms Division Management decisions Year 1.......................................... 67
11 Evaluation Year 1 Rooms Division Management................................................................... 69
11.1 Description Choices Year 1 and employed strategy ............................................................ 69
11.1.1 Strategy, planning and choices...................................................................................... 69
11.1.2 Problems and solutions ................................................................................................. 71
11.2 Results KPIs Year 1 ............................................................................................................... 71
11.2.1 Development KPIs Rooms Division Management during Year 1 ................................... 71
11.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 72
3 9-3-2021
, Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
11.3 Conclusions Year 1 ............................................................................................................... 72
11.3.1 Evaluation of the implemented strategy....................................................................... 72
11.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 72
12 Results Rooms Division Management Year 0 – Year 3........................................................... 76
12.1 Summary results Rooms Division Management Year 0 – Year 3 ......................................... 76
12.1.1 Qualitative results ......................................................................................................... 76
12.1.2 Results KPIs .................................................................................................................... 76
12.1.3 Explanation developments results ................................................................................ 77
12.2 Evaluation Rooms Division Management strategy .............................................................. 81
12.2.1 Strengths and weakness in the applied Rooms Division Management strategy .......... 81
12.2.2 General conclusions results Rooms Division ................................................................. 82
12.2.3 Advise KPIs and strategy to the Rooms Division manager Year 4 ................................. 82
13 Business analysis & Strategy Plan Revenue management ..................................................... 83
13.1 Revenue management analysis Year 0 ................................................................................ 83
13.1.1 Strategy Revenue management Year 0 ......................................................................... 83
13.1.2 Results KPIs Year 0 ......................................................................................................... 84
13.1.3 SWOT current Revenue management situation ........................................................... 85
13.2 Strategy Plan Revenue management Year 1........................................................................ 86
13.2.1 Revenue management Strategy Year 1 ......................................................................... 86
13.2.2 Targets Revenue management KPIs Year 1 .................................................................. 87
13.2.3 Planning of Revenue management decisions Year 1.................................................... 89
14 Evaluation Year 1 Revenue management ............................................................................. 97
14.1 Description Choices Year 1 and employed strategy ............................................................ 97
14.1.1 Strategy, planning and choices...................................................................................... 97
14.1.2 Problems and solutions ................................................................................................. 98
14.2 Results KPIs Year 1 ............................................................................................................... 98
14.2.1 Development KPIs Revenue management during Year 1.............................................. 98
14.2.1 Comparison set targets and resulting KPIs end of Year 1 ........................................... 100
14.3 Conclusions Year 1 ............................................................................................................. 102
14.3.1 Evaluation of the implemented strategy..................................................................... 102
14.3.2 Improvements of the strategy for Year 2 and 3 .......................................................... 102
15 Results Revenue management Year 0 – Year 3 .................................................................... 103
15.1 Summary results Revenue management Year 0 – Year 3 .................................................. 103
15.1.1 Qualitative results ....................................................................................................... 103
15.1.2 Results KPIs .................................................................................................................. 103
15.1.3 Explanation developments results .............................................................................. 105
15.2 Evaluation Revenue manager strategy .............................................................................. 105
15.2.1 Strengths and weakness in the applied [Revenue manager] strategy ........................ 105
15.2.2 General conclusions results Rooms Division ............................................................... 105
15.2.3 Advise KPIs and strategy to the Revenue manager manager Year 4 .......................... 106
16 Business analysis & Strategy Plan Food & Beverage ............................................................ 107
16.1 Internal Food & Beverage analysis Year 0 ......................................................................... 107
16.1.1 Strategy Food & Beverage Year 0 ................................................................................ 107
16.1.2 Results KPIs Year 0 ....................................................................................................... 107
16.1.3 SWOT current Food & Beverage situation .................................................................. 109
16.2 Strategy Plan Food & Beverage Year 1 .............................................................................. 110
16.2.1 Food & Beverage Strategy Year 1 ................................................................................ 110
16.2.2 Targets F&B KPIs Year 1 ............................................................................................... 110
16.2.3 Planning of [Department] decisions Year 1 ................................................................ 112
17 Evaluation Year 1 Food & Beverage .................................................................................... 113
17.1 Description Choices Year 1 and employed strategy .......................................................... 113
17.1.1 Strategy, planning and choices.................................................................................... 113
4 9-3-2021
Content
Management team ....................................................................................................................... 7
1 Business analysis & Strategy Plan General manager ............................................................... 8
1.1 General business analysis General manager Year 0 ................................................................... 8
1.1.1 Strategy General management Year 0 ........................................................................... 8
1.1.2 Results KPIs Year 0 ......................................................................................................... 10
1.1.3 SWOT current General management situation ............................................................. 12
1.2 Strategy Plan General Management Year 1 ............................................................................. 12
1.2.1 General management Strategy Year 1 .......................................................................... 12
1.2.2 Targets General management KPIs Year 1 .................................................................... 13
1.2.3 Planning of general management decisions Year 1 ..................................................... 15
2 Evaluation Year 1 General manager ..................................................................................... 18
2.1 Description Choices Year 1 and employed strategy ................................................................. 18
2.1.1 Strategy, planning and choices...................................................................................... 18
2.1.2 Problems and solutions ................................................................................................. 18
2.2 Results KPIs Year 1.................................................................................................................... 19
2.2.1 Development KPIs General manager during Year 1 ...................................................... 19
2.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 21
2.3 Conclusions Year 1 ................................................................................................................... 22
2.3.1 Evaluation of the implemented strategy....................................................................... 22
2.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 22
3 Results General manager Year 0 – Year 3 ............................................................................. 23
3.1 Summary results General manager Year 0 – Year 3 ................................................................. 23
3.1.1 Qualitative results ......................................................................................................... 23
3.1.2 Results KPIs .................................................................................................................... 23
3.1.3 Explanation developments results ................................................................................ 25
3.2 Evaluation General Manager strategy ..................................................................................... 25
3.2.1 Strengths and weakness in the applied General Manager strategy ............................. 25
3.2.2 General conclusions results Rooms Division ................................................................. 26
3.2.3 Advise KPIs and strategy to the General Manager manager Year 4 ............................. 26
4 Business analysis & Strategy Plan Marketing........................................................................ 27
4.1 Internal Rooms Division analysis Year 0 ................................................................................... 27
4.1.1 Strategy Marketing Year 0 ............................................................................................. 27
4.1.2 Results KPIs Year 0 ......................................................................................................... 27
4.1.3 SWOT current Marketing situation ............................................................................... 29
4.2 Strategy Plan [Department] Year 1 .......................................................................................... 30
4.2.1 Marketing Strategy Year 1 ............................................................................................. 30
4.2.2 Targets Marketing KPIs Year 1 ....................................................................................... 32
4.2.3 Planning of Marketing decisions Year 1 ........................................................................ 33
5 Evaluation Year 1 Marketing ............................................................................................... 37
5.1 Description Choices Year 1 and employed strategy ................................................................. 37
5.1.1 Strategy, planning and choices...................................................................................... 37
5.1.2 Problems and solutions ................................................................................................. 37
5.2 Results KPIs Year 1.................................................................................................................... 37
5.2.1 Development KPIs Marketing during Year 1 ................................................................. 37
5.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 40
5.3 Conclusions Year 1 ................................................................................................................... 41
5.3.1 Evaluation of the implemented strategy....................................................................... 41
5.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 42
6 Results Marketing Year 0 – Year 3........................................................................................ 43
6.1 Summary results Marketing Year 0 – Year 3 ............................................................................ 43
2 9-3-2021
,Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
6.1.1 Qualitative results ......................................................................................................... 43
6.1.2 Results KPIs .................................................................................................................... 43
6.1.3 Explanation developments results ................................................................................ 43
6.2 Evaluation Marketing strategy ................................................................................................. 45
6.2.1 Strengths and weakness in the applied Marketing strategy ......................................... 45
6.2.2 General conclusions results Rooms Division ................................................................. 45
6.2.3 Advise KPIs and strategy to the Marketing manager Year 4 ......................................... 45
7 Business analysis & Strategy Plan Financial management ..................................................... 46
7.1 Financial management analysis Year 0 .................................................................................... 46
7.1.1 Strategy Financial Management Year 0......................................................................... 46
7.1.2 Results KPIs Year 0 ......................................................................................................... 47
7.1.3 SWOT current financial mangement situation .............................................................. 48
7.2 Strategy Plan financial mangement Year 1 .............................................................................. 49
7.2.1 Financial management Strategy Year 1 ......................................................................... 49
7.2.2 Targets financial mangement KPIs Year 1 .................................................................... 50
7.2.3 Planning of financial management decisions Year 1 .................................................... 51
8 Evaluation Year 1 Financial management ............................................................................. 52
8.1 Description Choices Year 1 and employed strategy ................................................................. 52
8.1.1 Strategy, planning and choices...................................................................................... 52
8.1.1 Problems and solutions ................................................................................................. 52
8.2 Results KPIs Year 1.................................................................................................................... 52
8.2.1 Development KPIs Financial management during Year 1 ............................................. 52
8.2.1 Comparison set targets and resulting KPIs end of Year 1 ............................................. 55
8.3 Conclusions Year 1 ................................................................................................................... 56
8.3.1 Evaluation of the implemented strategy....................................................................... 56
8.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 56
9 Results Financial management Year 0 – Year 3 ..................................................................... 57
9.1 Summary results Financial management Year 0 – Year 3 ........................................................ 57
9.1.1 Qualitative results ......................................................................................................... 57
9.1.2 Results KPIs .................................................................................................................... 57
Average working capital ( Gemiddeld werkkapitaal jaar 0 tot jaar 3 ) .......................................... 57
9.1.3 Explanation developments results ................................................................................ 59
9.2 Evaluation financial manager strategy ..................................................................................... 60
9.2.1 Strengths and weakness in the applied financial manager strategy ............................. 60
9.2.1 General conclusions result financial management ....................................................... 60
9.2.2 Advise KPIs and strategy to the financial manager manager Year 4 ............................. 60
10 Business analysis & Strategy Plan Rooms Division Management ........................................... 61
10.1 Internal Rooms Division analysis Year 0 .............................................................................. 61
10.1.1 Strategy Rooms Division Management Year 0 .............................................................. 61
10.1.2 Results KPIs Year 0 ......................................................................................................... 61
10.1.3 SWOT current Rooms Division Management situation................................................. 62
10.2 Strategy Plan Rooms Division Management Year 1 ............................................................. 63
10.2.1 Rooms Division Management Strategy Year 1 .............................................................. 63
10.2.2 Targets Rooms Division Management KPIs Year 1 ........................................................ 64
10.2.3 Planning of Rooms Division Management decisions Year 1.......................................... 67
11 Evaluation Year 1 Rooms Division Management................................................................... 69
11.1 Description Choices Year 1 and employed strategy ............................................................ 69
11.1.1 Strategy, planning and choices...................................................................................... 69
11.1.2 Problems and solutions ................................................................................................. 71
11.2 Results KPIs Year 1 ............................................................................................................... 71
11.2.1 Development KPIs Rooms Division Management during Year 1 ................................... 71
11.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 72
3 9-3-2021
, Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
11.3 Conclusions Year 1 ............................................................................................................... 72
11.3.1 Evaluation of the implemented strategy....................................................................... 72
11.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 72
12 Results Rooms Division Management Year 0 – Year 3........................................................... 76
12.1 Summary results Rooms Division Management Year 0 – Year 3 ......................................... 76
12.1.1 Qualitative results ......................................................................................................... 76
12.1.2 Results KPIs .................................................................................................................... 76
12.1.3 Explanation developments results ................................................................................ 77
12.2 Evaluation Rooms Division Management strategy .............................................................. 81
12.2.1 Strengths and weakness in the applied Rooms Division Management strategy .......... 81
12.2.2 General conclusions results Rooms Division ................................................................. 82
12.2.3 Advise KPIs and strategy to the Rooms Division manager Year 4 ................................. 82
13 Business analysis & Strategy Plan Revenue management ..................................................... 83
13.1 Revenue management analysis Year 0 ................................................................................ 83
13.1.1 Strategy Revenue management Year 0 ......................................................................... 83
13.1.2 Results KPIs Year 0 ......................................................................................................... 84
13.1.3 SWOT current Revenue management situation ........................................................... 85
13.2 Strategy Plan Revenue management Year 1........................................................................ 86
13.2.1 Revenue management Strategy Year 1 ......................................................................... 86
13.2.2 Targets Revenue management KPIs Year 1 .................................................................. 87
13.2.3 Planning of Revenue management decisions Year 1.................................................... 89
14 Evaluation Year 1 Revenue management ............................................................................. 97
14.1 Description Choices Year 1 and employed strategy ............................................................ 97
14.1.1 Strategy, planning and choices...................................................................................... 97
14.1.2 Problems and solutions ................................................................................................. 98
14.2 Results KPIs Year 1 ............................................................................................................... 98
14.2.1 Development KPIs Revenue management during Year 1.............................................. 98
14.2.1 Comparison set targets and resulting KPIs end of Year 1 ........................................... 100
14.3 Conclusions Year 1 ............................................................................................................. 102
14.3.1 Evaluation of the implemented strategy..................................................................... 102
14.3.2 Improvements of the strategy for Year 2 and 3 .......................................................... 102
15 Results Revenue management Year 0 – Year 3 .................................................................... 103
15.1 Summary results Revenue management Year 0 – Year 3 .................................................. 103
15.1.1 Qualitative results ....................................................................................................... 103
15.1.2 Results KPIs .................................................................................................................. 103
15.1.3 Explanation developments results .............................................................................. 105
15.2 Evaluation Revenue manager strategy .............................................................................. 105
15.2.1 Strengths and weakness in the applied [Revenue manager] strategy ........................ 105
15.2.2 General conclusions results Rooms Division ............................................................... 105
15.2.3 Advise KPIs and strategy to the Revenue manager manager Year 4 .......................... 106
16 Business analysis & Strategy Plan Food & Beverage ............................................................ 107
16.1 Internal Food & Beverage analysis Year 0 ......................................................................... 107
16.1.1 Strategy Food & Beverage Year 0 ................................................................................ 107
16.1.2 Results KPIs Year 0 ....................................................................................................... 107
16.1.3 SWOT current Food & Beverage situation .................................................................. 109
16.2 Strategy Plan Food & Beverage Year 1 .............................................................................. 110
16.2.1 Food & Beverage Strategy Year 1 ................................................................................ 110
16.2.2 Targets F&B KPIs Year 1 ............................................................................................... 110
16.2.3 Planning of [Department] decisions Year 1 ................................................................ 112
17 Evaluation Year 1 Food & Beverage .................................................................................... 113
17.1 Description Choices Year 1 and employed strategy .......................................................... 113
17.1.1 Strategy, planning and choices.................................................................................... 113
4 9-3-2021
