Objective

To assess the student’s understanding and application of Marketing and Revenue Management principles in the hospitality industry.

Background

In 2019, the Singapore Tourism Industry enjoyed one of the best years of high-volume tourist arrivals with overall revenues surpassing previous year records. However, when the unexpected COVID-19 pandemic came in, it brought the Hospitality and Tourism Industry down to its knees.

You will need to provide an in-depth analysis of how marketing and revenue strategies have been implemented to help your selected hotel/company overcome the challenges during 2020-2022 and in the recovery phase of 2023. You are also expected to propose some recommendations to tap onto possible opportunities to enhance the selected hotel/company’s branding and positioning in the marketplace.