STCW 2210 Rooms Division Strategy Assignment Brief 2025-26 | UCB

2210 Assignment Background

The Royal Vista Hotel is a 4-star hotel located in Birmingham city centre. Following research into their competitors, management have realised that its fixed pricing strategy for hotel rooms, was limiting their revenue potential. 

To grow their market share and achieve higher occupancy rates, the management team would like to implement a dynamic pricing strategy while integrating advanced distribution systems.

Hotel Overview: The Royal Vista Hotel boasts 200 meticulously designed rooms, state-of-the-art conference facilities, and a signature restaurant that offers a fusion of local and international cuisine. Its central location makes it a preferred choice for both business and leisure travellers seeking a premium hospitality experience.

The Royal Vista Hotel in Birmingham features a well-balanced inventory of rooms to accommodate a variety of guests. The specific distribution of each room type is as follows:

Standard Rooms:                          80 rooms
Executive Suites:                           20 suites
Deluxe Rooms with City Views:    50 rooms
Family-Friendly Rooms:                25 rooms
Premium Suites:                          20 suites
Accessible Rooms:                     5 rooms

This distribution allows the hotel to meet the diverse needs of its guests, offering a range of options from standard rooms for individual travellers to premium suites for those seeking an elevated experience. The inclusion of accessible rooms underscores the hotel's commitment to inclusivity and ensuring a comfortable stay for all guests.

2210 Assignment Task:

As the new Rooms Division Manager of The Royal Vista Hotel, the board of directors have asked you to formulate a strategy to drive strong rooms revenue growth for this hotel.

Write a brief introduction (150 words) to the assignment, followed by the tasks below:-

1 Motivation (200 words) – Explain the dynamic pricing concept to the board of directors at The Royal Vista Hotel and motivate why this should be a critical consideration for achieving profitable room sales.

2. Investigation (650 words) – Identify and discuss essential factors to consider when implementing.

dynamic pricing at The Royal Vista Hotel. Use relevant evidence to support the investigation. 

3. Strategy (650 words) – Consider how the hotel can use distribution systems to expand its reach, 

enhance visibility, ensure a growth in their market share and increase occupancy levels.

4. Attraction (200 words) - Propose tactics that The Royal Vista Hotel can use to maximise future sales and occupancy rates. 

Complete your work with an appropriate summary (150 words).

2210 Assignment Guidance

Please use the following structure for your report.

• Title Page
• List of Contents
• Introduction 
• Task A
• Task B
• Task C
• Task D
• Summary
• Reference List

Support your work with relevant operations management theories, models and concepts discussed during the semester. 

Ensure you use references to support your work and use UCB referencing guidelines.

Please access the assignment vodcast on the module site for additional support.

2210 Marking Criteria

This report will be graded using the Level 7 Generic Marking Criteria, which are available on the module site, and available marks for the report are allocated on the following basis:

Structure and presentation of report (10%) - Your report must be appropriately structured, having all the sections outlined above, follow presentation guidelines, and show clear evidence of proofreading and grammar-checking. 

Task A (10%) – Motivate the use of a dynamic pricing strategy and the link to increased room occupancy. Use suitable references to support the rationale.

Task B (20%) – Critically analyse factors impacting dynamic pricing at The Royal Vista Hotel. Use information relating to the hotel in the case study provided, and what you know about their position in the market. Use relevant evidence to support the analysis. 

Task C (15%) – Evaluate the role of enhanced distribution systems in The Royal Vista Hotel’s revenue management strategy and consider how the hotel can use distribution systems to expand its reach, enhance visibility and ensure a growth in its market share and increase occupancy levels.

Task D (15%) – Propose revenue management strategies for future room sales. Support your response with appropriate academic research.

Critical Analysis (15%) - Your analysis of theoretical concepts, along with how and why they are applied within your report, needs to achieve a level of depth that again demonstrates your understanding of what is being written and sees discussion supported and developed through extensive use of key resources.

Research, reading and referencing (15%) - You should make extensive reference to resources recommended within the module reading list and others that are rooms division focused – this includes the use of appropriate journal articles, some of which may have been used during seminar activities. 

You should use approximately 20 resources for this assignment. 
In all cases, only sources available in the UCB library or available via UCB e-resources may be used. At the same time, you must follow UCB referencing standards in your report.

2210 Learning Outcomes

• Evaluate the implementation of a range of strategies and practices in achieving profitable room sales
• Critically analyse the pricing and distribution systems used within the industry and develop a clear understanding of room rate management