Collegeville Hotels: Putting competitive intelligence data to use

Anne Ferguson, the recently appointed General Manager of the Aviemore Hotel, has just finished reviewing the report prepared by her Director of Marketing and Sales, as part of the onboarding process for her new position. The report includes a comprehensive analysis of their price and occupancy data against the hotel's main competitors over the last year; it looks like a tough competitive landscape, and their pricing strategy and tactics have to be re-evaluated. Should the hotel attempt to gain market share by pricing aggressively below competition? Will this work in the long term or lead to a price war? Will more effective pricing and revenue management tactics, based on a deeper analysis of the available data, be sufficient to boost the hotel's profitability without changing the core strategy? Or does Aviemore really have to look elsewhere, say product design, marketing, or a different strategic positioning altogether, for competitive advantage?