This forecast method designed and patented by the MKG Group for the hotel sector, the market penetration index enables us :
- to calculate the rooms sold per customer segment in year N-1, on the basis of a given hotel capacity, which recorded a given occupancy rate in year N-1,
- to apply growth rates to the rooms sold in each of the segments over the coming years.
Good to know !
The growth rates for rooms sold are defined by future year and by customer segment: thus, they allow the introduction of new capacity into the market and the taking into account of planned economic developments, the opening of tourism facilities and their growth in terms of number of customers during the first few years, or any other phenomenon likely to increase the demand for accommodation, etc.
The occupancy rate for the planned establishment is provided automatically.
Objectives:
Evaluate the impact on the hotel industry market of creating or extending a hotel unit
Analyse performance sensitivity according to various hypotheses for increasing capacity
Evaluate future performances for a hotel unit
Applications:
Impact studies (in particular, in the framework of CDEC files)
Hotel development plan
Set-up and feasibility studies