Analysis should include

identifying the marketing mix, based on the lodging's evaluation of potential income from each segment
determining the seasonality of each segment
identifying niche markets, based on trends and local attractions.

Process/Skill Questions:

How do the buying decisions of a corporate traveler differ from those of a leisure traveler?
How is the concept of right rate, right time explained?
How does the marketing mix affect revenue per available room (RevPar)?
How do shifts in the marketing mix affect a lodging's revenue potential?
Why is it important to track actual room pick-up for groups, corporate travelers, and leisure travelers?
How does the marketing mix differ within each market segment?
What rates are corporate, government, and SMERF markets willing to pay?
Who in the company is responsible for adjusting rates and attracting and maintaining a client base?
How are market shares maintained? How does a market share grow?