The conservative approach for August proved to be the right approach. Universal maintained profitability as well as 100% rental capacity while entering its seasonal lull. On an interesting note Universal's competitor has not seemed to adjust its pricing for the slow season. This competitor has shown a track record of being a conservative pricing copy cat for the past twelve months. Universal's competitor seems to be much more of a follower than a leader.
This past year has proved to be a successful year for Universal with cumulative profits tipping $143 million.
These profits validate the strategy of maximizing sales as the main focus for the Florida market.
Orlando was a particularly good region for Universal as we were able to focus on profitable rate increases due to the high overall traffic of travelers in the region.
Through out the course of the year I found my self to be personally focused on the Miami region as I continually worked to make sure the Miami fleet was utilized at 100% capacity. I found the break-even calculator to be a very useful tool in maximizing Miami weekend rentals. It was also important for me to understand the difference between the Orlando and Miami markets to structure pricing that would ensure 100% fleet utilization.
Overall this was a good year for Universal!
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