Analyse the income streams of the hotel bookings. Advise the hotel on the extent to which they should or should not continue to develop relationships with third party agents.

The task is based on the fictitious Oxhotel, and relevant data about the hotel is provided in two additional documents  which are available in the Resit Assessment section of the MARK6007 Moodle site.

a) Analyse the income streams of the hotel bookings. Advise the hotel on the extent to which they should or should not continue to develop relationships with third party agents.
b) Review the SEO spend for the hotel over the past 5 years, make recommendations to either increase or decrease the amount spent and provide a rationale for your answer.
c) Analyse the sentiment in the qualitative reviews left by the hotel guests and identify which are the hotel’s most liked attributes.

Building on those popular review attributes outline how the hotel could build these into their marketing communications.
d) Identify suitable hashtags based on the content of the qualitative reviews that should be used by Ox hotel in any social media content to help position itself against competitors in the Oxford hotel market.

e) Create a digital consumer persona for the hotel based on the data given