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Images courtesy of Sawgrass Marriott
Resort
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Resort Marketing is based on a foundation of common marketing principles and practices. It is directly applied to specific target markets, it is drawn upon the features and advantages of a resort destination, and it is framed in the company or resort’s marketing philosophy and plan.
The marketing of resorts is like a gilt edged sword, it has two sides — one a marketer’s delight and the other a marketer’s nightmare. Put yourself in the shoes of a Director of Marketing at a world class resort. What are the advantages and pleasures of marketing a resort? Try pictures, pictures, pictures. Think of the color, the culture, the unique, and unimaginable that are available to market a resort. Golf courses, beaches, tropical settings, sunsets, mountains, volcanoes, festivals, celebrations and even ancient ruins. All of these make the marketing of a resort easy and distinctive.
Now, think about all of the world class resorts that offer alternatives to your potential guests. Pleasure travelers and group business can choose from resort destinations in all parts of the world, in all seasons, and in all price ranges. How do you compete with such well known resort destinations such as Hawaii, Jamaica, Mexico and in the United States Palm Springs, Phoenix/Scottsdale, and Miami Beach. Even Orlando and Las Vegas offer competition because of the unique experiences that they offer.
The challenges and opportunities of resort marketing will be discussed in the following sections will focus on specific areas of resort marketing:
This module is divided into Three topics. To complete this module successfully, please complete the topics in the order shown below:
Go on to Module
4: Finance—Revenues and Profitability
or
Go back to HA401
E-mail Lloyd Shelton at Lloyd.Shelton@nau.edu
or call (928) 527-7518
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Arizona University
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