2
Sheraton Orlando NorthHighlights:
Long term Sales team
Location in the Maitland Center, convenient to Main Highway in Orlando
All new look and feel in the hotel- only two years opened
Excellent guest service team- ranked in the top 10%
Flexible meeting space-15,000 sq ft
Amenities:
Complimentary Internet
Full Service hotel
Great Business Center-6 computers- all with complimentary Internet services
Avis Car Rental
Starbucks
Celestial Lounge
Grande Cafe
Competition:
Hilton Altamonte Springs- 3 miles
Embassy Suites Orlando North – 3 miles
Sheraton Downtown- 5 miles
Marriott Downtown- 5 miles
Overall Strengths and weaknesses of comp set:
All about groups~
4
Sheraton Orlando North’s Dream Group
The best: 200 Classroom with breakfast, breaks, lunch and diner
5
Booking Pace
2008
DEF GRPDEF GRP DEF GRP
TENT GRP ACT GRP
ACT GRP RM
ACT GRP RM
BUDGET
BUDGET
BUDGET GRP
MONTHRM
NITES ADRREVENU
ERM
NITES RM NITES NITE ADR
NITE REVEN
UEGRP RM
GRP RM
RM NITES
ON
BOOKSON
BOOKSON
BOOKS
ON BOOK
SCONSUME
DCONSU
MEDCONSU
MEDNITE
SNITE ADR
REVENUE
JANUARY 0 #DIV/0! 0 0 3,598
$103.41
$372,064
3,609
$101.01
$364,563
FEB 0 #DIV/0! 0 0 4,753$114.9
9$546,5
315,00
0$120.
32$601,62
0
MARCH 0 #DIV/0! 0 0 3,022 $98.37$297,2
743,17
0$98.7
8$313,12
8
APRIL 0 #DIV/0! 0 0 3,359$102.5
5$344,4
823,84
0$91.1
9$350,17
0
MAY 3,556 $97.34 346,158 0 0#DIV/
0! $04,28
1$88.2
3$377,71
5
JUNE 1,969 $90.92 179,022 0 0#DIV/
0! $02,94
5$85.3
7$251,41
4
JULY 1,668 $88.20 147,118 50 0#DIV/
0! $03,00
0$81.2
8$243,84
4
AUGUST 943 $91.44 86,229 0 0#DIV/
0! $02,33
1$78.8
1$183,70
0
Sept 356 $87.86 31,279 0 0#DIV/
0! $02,11
5$83.3
1$176,20
0
OCT 1,353 $91.33 123,567 190 0#DIV/
0! $03,35
3$85.7
7$287,60
0
NOV 1,259 $93.28 117,439 14 0#DIV/
0! $02,85
0$73.8
6$210,50
6
DEC 143 $85.93 12,288 833 0#DIV/
0! $02,39
9$83.6
1$200,58
0
TOTAL 11,247 $92.741,043,10
0 1,087 14,732$105.9
2$1,560,
35138,893
$91.56
$3,561,040
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2007 group room nights/ PACE
200707 ACT 07 ACT 07 ACT ADVANCED SALES REPORT
RM NITES GRP RM GRP RM NITE April 2008 compared to April 2008
CONSUMED ADR REVENUE GRP RMS DEF GRP TENT
3,350 $96.57 $323,510 3,350 0
3,491 $121.15 $422,920 4,123 0
3,353 $112.35 $376,723 2,790 343
4,375 $94.86 $414,993 3,348 490
3,162 $88.16 $278,754 2,071 81
2,255 $93.74 $211,390 1,156 572
2,081 $92.22 $191,901 48 105
1,326 $84.37 $111,870 562 0
1,190 $92.96 $110,625 545 10
2,276 $96.56 $219,765 609 400
1,941 $98.50 $191,193 301 430
1,692 $90.15 $152,530 207 24
30,492 $98.59 3,006,174 19,110 2,455
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Booking Pace Highlights
Group pace: is ahead of 2007 by 35% (all driven by 1st qtr sales) while tentative groups potential are down 56%.
First four months of 2008:
Corporate Group sales-exceeded budget by 24%. May-December, we are experiencing very short term bookings, with minimal catering, and it is 60% down in future group pace.
Association/Government Group sales: down 19% from budget and 31% from 2007- this was due to one large group that outgrew us and one large group that moved most of their event into May 08. Overall, about 40% down in pace.
Smerf Group sales: slightly down from budget 6%, up over 2007 by 20%. Future pace is down 32%.
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Seasons
Peak times: January, February, March, April
Rate ranges: $119-$199
Shoulders times: May, June, October-November
Rate ranges: $89-$129Low season: July, August, September, December
Rate ranges: $69-up
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Local PR efforts
1. American Cancer Relay for Life April 2008
2. Maitland Art Festival March 2008
3. Jewish Community Center local programs and events
4. Maitland Community days of Summer
5. Maitland Historical Society October 2008
6. Orlando Art Museum Festival of Trees November 2008
7. Winter Park Parade December 2008
10
Action Plans to Leverage GSO Relationship
GROUP Strategy: Present to Omaha, Chicago, and New York GSO office – extend invitation to GSO for five night stay at our hotelTarget: GSO directors, account executives, global account managersAccountable: Anita Blackwelder – Director of SalesTactical Steps: Set up appointments coinciding with sales missions – email open invitations to all GSO by June 30, 2008 enhance knowledge of our hotel
Due Date: Sept 30, 2008Status Update: October 30, 2008
TRANSIENT:Strategy: To contact GSO Transient sales team who handles our top 20 accounts-extend invitation to the GSO for a five night stay at our hotelTarget: Global Sales that handles transient accounts and SAMSAccountable: Daniella Reatequi IBTM Sales ManagerTactical Steps: review transient accounts and follow with phone call/emails, email open invitations to all GSO by June 30, 2008 enhance knowledge of our hotelDue Date: July 30,2008Status Update: October 31, 2008
LEISURE:Strategy: Contact GSO leisure team to tap their ideas on their leisure markets and the AAA market-accounts-extend invitation to the GSO for a five night stay at our hotelTarget: GSO Leisure teamAccountable: Anita BlackwelderTactical Steps: Increase awareness in our hotel and seasonal needs of our hotel-extend l open invitations to all GSO by June 30, 2008 enhance knowledge of our hotelDue Date: July 31, 2008Status Update: October 31,2008
Revenue Management
GSO / Direct Sales
