6. Measuring competition and performance.
In this industry the most commonly used method to project performance is fair-share analysis, in which a percentage of market capture is estimated for the subject based on the number of rooms in the subject divided by the total number of rooms in the market. Projected market share must be tempered by qualitative factors, such as location, quality, and reputation of the operator.
Hotels have four key indicators of market performance:
· Occupancy: Percentage of available rooms actually sold.
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