CHSP Sample Questions & Answers
Half the test covers market segments and planning a marketing approach aimed at business travelers, while the other half runs the sales office day to day, handles reservations, and manages revenue.
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- Question 1Advanced
Markets and Market Segments · The Marketing Plan: The Cornerstone of Sales
The Grand Azure Resort has been experiencing declining occupancy rates over the past three years. The new General Manager has tasked the executive committee with developing a comprehensive turnaround marketing plan.
During the initial phase, the team conducts a detailed analysis of the property. They note that the resort has the largest continuous meeting space in the county and a highly tenured banquet staff. However, they also document that the property's HVAC system is outdated and frequently breaks down, leading to negative online reviews.
Externally, they observe that a major tech company is building a new headquarters just two miles away, but also acknowledge that a new, modern boutique hotel is opening next door in six months.
Based on the scenario, where should the outdated HVAC system and the new tech headquarters be categorized in the property's SWOT analysis?
quadrantChart title SWOT Analysis Matrix x-axis Internal Focus --> External Focus y-axis Harmful --> Helpful quadrant-1 Strengths quadrant-2 Weaknesses quadrant-3 Threats quadrant-4 Opportunities Large Meeting Space: [0.2, 0.8] Tenured Staff: [0.3, 0.7] Boutique Hotel Opening: [0.8, 0.2]Show answer & explanation
Correct answer: B
In a SWOT analysis, Strengths and Weaknesses are internal factors (things the property controls, like staff tenure or facility conditions like the HVAC). Opportunities and Threats are external factors (things outside the property's control, like new businesses opening or competitors entering the market). Therefore, the internal failing HVAC is a Weakness, and the external new business generator is an Opportunity.
- Question 2Intermediate
Markets and Market Segments · The Marketing Plan: The Cornerstone of Sales
A luxury wellness retreat analyzes its guest data and decides to create a targeted marketing campaign aimed specifically at individuals who value holistic health, prioritize organic dining, and actively practice mindfulness, regardless of their age or income level. Which type of market segmentation is this property utilizing?
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Correct answer: C
Psychographic segmentation divides the market based on lifestyle, values, attitudes, personality traits, and interests. By targeting guests based on their holistic health values and mindfulness practices rather than age or income (which would be demographic), the retreat is using psychographic profiling to find its ideal customer.
- Question 3IntermediateSelect 2
Markets and Market Segments · The Marketing Plan: The Cornerstone of Sales
When finalizing the marketing plan for the upcoming fiscal year, a Director of Sales and Marketing must establish actionable and measurable marketing objectives. Which TWO of the following represent properly formatted, measurable marketing objectives? (Select TWO)
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Correct answers: B, D
Effective marketing objectives must be specific, measurable, achievable, relevant, and time-bound (SMART). Increasing weekend occupancy by 8% in Q2 provides a specific metric and a clear timeframe. Generating 150 qualified leads from the trade show is also highly specific and measurable. The other options are vague and lack quantifiable metrics or deadlines.
Effective marketing objectives must be specific, measurable, achievable, relevant, and time-bound (SMART). Increasing weekend occupancy by 8% in Q2 provides a specific metric and a clear timeframe. Generating 150 qualified leads from the trade show is also highly specific and measurable. The other options are vague and lack quantifiable metrics or deadlines.
- Question 4Advanced
Markets and Market Segments · Marketing to Business Travelers
A Sales Manager is responding to an RFP from a Fortune 500 company seeking to establish a preferred vendor agreement for their transient corporate travelers. The company requires Last Room Availability (LRA) as part of the contract. What does granting LRA mean for the hotel?
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Correct answer: C
Last Room Availability (LRA) is a contractual agreement that allows a corporate client to book a room at their negotiated rate as long as the hotel has a room available in that category, even if the hotel has closed out lower rate tiers to maximize yield during a high-demand period. This presents a risk of displacement for the hotel but is often required to win large corporate accounts.
- Question 5Intermediate
Markets and Market Segments · Marketing to Business Travelers
When targeting corporate business, hotels must often ensure their inventory and negotiated rates are loaded into a worldwide electronic network used by travel agents and Travel Management Companies to book airline, hotel, and car rental reservations. This network is known as a ________.
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Correct answer: A
A Global Distribution System (GDS), such as Amadeus, Sabre, or Travelport, is the primary network used by travel agents and corporate Travel Management Companies (TMCs) to book comprehensive travel itineraries. Having negotiated rates correctly loaded into the GDS is critical for capturing managed corporate travel.
- Question 6Intermediate
Markets and Market Segments · Marketing to Business Travelers
A hotel Sales Director is analyzing the distribution flow for a newly acquired corporate account. The corporate client mandates that all employees use a specific third-party agency to manage and track their travel spend. Which entity acts as the intermediary between the corporate traveler and the hotel's CRS in this managed travel ecosystem?
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Correct answer: B
A Travel Management Company (TMC), such as American Express Global Business Travel or BCD Travel, is an agency contracted by a corporation to manage its travel program, enforce travel policies, and track spend. The TMC uses a GDS to connect to the hotel's CRS to book the negotiated rates.
flowchart LR Corp[Corporate Traveler] -->|Uses OBT| TMC[Travel Management Company] TMC -->|Books via| GDS[Global Distribution System] GDS -->|Connects to| CRS[Hotel Central Res System] CRS -->|Updates| PMS[Hotel PMS]
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