Seasonality Conundrum of SlopeSide Hotel and Spa

SlopeSide Hotel and Spa, located in Gudauri, Georgia, faces a significant challenge due to the seasonality of the tourism industry. Low occupancy rates during the summer months create financial strain and workforce instability. The hotel’s chief marketing officer, Giorgi Eliava, has conducted market research to address the issue and has identified two potential target segments: urban escapists and adventure enthusiasts. The hotel’s management team must analyze its finances to determine whether to remain open during the summer. An additional consideration is the sustainability initiatives the hotel has explored. Students will be tasked with assisting the hotel’s management when making critical decisions. Those decisions rely on calculating the break-even point with sustainability initiatives in mind, developing tailored packages for the new target segments, identifying effective marketing strategies to reach those groups, and evaluating the viability of pursuing sustainability initiatives.