Milkwood Issue Tree

1. Increase Revenue

1.1. Increase Volume

1.1.1. 0-12 Months

1.1.1.1. Offer new services

1.1.1.1.1. Consumer focused

1.1.1.1.2. Corporate focused

1.1.1.2. Sell more existing services

1.1.1.2.1. Change marketing approach

1.1.1.2.2. Alter the service offering

1.1.2. 12-18 Months

1.1.2.1. Acquire other hotels

1.1.2.1.1. Rebrand

1.1.2.1.2. Keep existing brand

1.1.2.2. Build more hotels

1.1.2.3. Expand capacity in existing hotels

1.2. Increase Prices

1.2.1. Increase room prices

1.2.1.1. Increase rates

1.2.1.2. Reduce intermediary fees

1.2.1.2.1. Promote direct booking on website

1.2.1.2.2. Negotiate with intermediaries

1.2.2. Increase prices of other services

1.2.2.1. Increase Airport Transfer fees

1.2.2.2. Increase cost of travel partnerships