While the economy continues to be in the slumps, people are changing the way they vacation.  Although they may not travel as frequently as they once did or go as far, they want the best value available.  This calls for establishing a clear competitive position for the smaller and older resort destinations.

According to Bob Gorman, RLA, FASL, principal at Mahan Rykiel Associates, resorts need to find unique and creative ways to differentiate their resorts so that customers get an improved and noticeably different experience than before.  Using existing resources and accommodations to expand beyond the basics of guests expectations is the focus.

Gorman feels that whether a property is a small, one-of-a-kind destination, large, older or new, there are 5 distinct categories that improvements can be made in to maximize available resources and give a particular resort business a competitive edge.  According to Gorman, this 5-E approach can be put effectively into place by nearly any hospitality related industry.

These 5-E’s are:

Engage professionals
Establish a unique niche
Elevate the e-Profile
Expand Average Daily Rates
Encourage repeat visits

These categories will be expanded upon in the next posting, so stay tuned . . .

Entertainer Justin Timberlake’s Mirimichi public golf course, formerly known as Big Creek, has become the first golf course to earn the Audobon Classic Sanctuary certification from Audobon International.

Timberlake and his family undertook the $16 million project with the idea of reconstructing the golf course to be more environmentally friendly.  The course has a re-circulating stream system that helps support water quality and wildlife, along with irrigation and drainage systems to re-use rainwater.  Mirimichi also has a natural resource management center for biodegradable treatment of rinse water.

Audobon International is an environmental education organization.  As part of the program, the course restored natural habitats and took steps to minimize water, energy and maintenance costs.  Mirimichi is scheduled to open July 25, and once completed will have a clubhouse that is LEED-certified, as well as a fleet of golf carts that run on solar power.

With more celebrities supporting green issues, Timberlake showed his concern by purchasing the golf course and reconstructing it to standards that are set by Audobon International and the U.S. Green Building Council.

Although it is not clear if golfers have noticed, golf courses in Oregon are going “green”.  The Pacific Northwest is adopting environmentally sustainable practices, especially in the Portland area.  Due to planting low maintenance grasses that can thrive with much less care, they are saving a tremendous amount of water, fertilizer and weed-killer.

Some of the reasons for the changes taking place include anxiety about becoming lawsuit targets or coming under government regulation.  Saving money is also another reason for the changes taking place.  As of recently, nineteen of Oregon’s golf courses are certified by Audubon International as sanctuaries.  To become certified, the courses are examined for water conservation and chemical use, quality practices and wildlife management and habitat, among other test that are performed.

Golf superintendents are now leaving dead trees for habitat.  With many courses having numerous creeks and wetlands, they have taken on new roles by receiving, storing and controlling storm water.  In past years, some courses used blue dye in the lakes and ponds surrounding golf courses to make them look more azure.  They also poured on fertilizer and week-killer in order to create the lush weed-free foliage and grass along the course.

Cost is a huge factor in the change taking place.  Water, pesticides and fertilizer are a huge expense and require extra labor, and reducing these things saves a substantial amount of money.  Golf courses have come to understand that in order for the game to remain successful, they must take action in making the greens more environmentally friendly, and create resources that are sustainable.  Well, looks like the “greens” are getting greener!

Ewald Biemans, owner of Bucuti Beach Resort offers
a few insights as to what to look for in a green resort.

Guest Participation.  Are guests given the opportunity to
purchase carbon credits?  Are they informed about
environmental activities and invited to participate?
Guests at Bucuti participate in many environmentally
related contests and clean ups.

Staff Training:  Are all associates involved in
implementing green practices?  At Bucuti, quality
control is an area that every employee participates in.
They learn these practices from day one.

Has the resort been recognized for its policies and
standards?  These rewards may be from hotel
associations or leading travel publications, and
may commend the resort for exceptional environmental
practices.

Does the resort have renewable resources in place?
Many resorts now harness wind, solar and/or hydro
power.  In certain areas, many natural resources can
be used.

Measuring water, electricity and other resources is
becoming the norm in many resorts that are improving
their “green” factor.  Putting bulk dispensers throughout
the resort and using reusable utensils and glassware,
as opposed to plastic throwaway materials is being
noticed more and more.  Also, many resorts are
switching over to natural and biodegradable cleaning
products to further their efforts.

Travelers are becoming more savvy, and can
differentiate between “eco-friendly” resorts and the
ones that are truly dedicated to making important
changes to protect the environment.

Golf courses are known for their use of pesticides, fertilizers and water, which is why they have a rocky relationship with environmentalists.  Pressure from the public has led some of the country’s major golf and associations to design programs and perform research to learn of natural ways they can maintain their beautiful greens.

Golf & The Environment Institute has resulted from the talk of environmental experts and major golf group representatives that took place fourteen years ago.  This institute has worked diligently since to persuade golf course clubs toward green-thinking environmental issues.  Since an estimated 20,000 golf courses exist in this country, this means much land is at stake.

Despite the efforts of major environmental groups, most golf courses still use chemicals to keep their courses in top condition.  Why?  The biggest reason is that the golfers themselves expect perfectly manicured greens.  Organizations are struggling to let golfers know that it is OK if a course has a few brown spots.

The only complete organic golf course in America is Vineyard Golf Club on Martha’s Vineyard, Mass.  Amazingly, this course looks as good as any of the top golf courses in the country, but that is due to hard work according to Jeff Carlson, golf course superintendent at Vineyard Golf Club.  He says keeping these greens in top shape requires many extra steps, like whisking away morning dew.

In summarization, it sounds as though if organizations can convince golfers that the greens do not have to be immaculate for play, golf courses may become green sooner!

Fairmont Hotels & Resorts announced the extension of its brandwide Green Cuisine program to include sustainable seafood choices.  The company will remove threatened fish species from their restaurant menus, such as Chilean Sea Bass and Bluefin Tuna.

Fairmont’s purchase of seafood will be made with the guidance and consultation of reputable seafood watch organizations and with the input of local suppliers.  This commitment means working together with reputable suppliers who buy fish that are resilient to fishing pressure and harvested using methods that limit damage to marine habitats.

Chilean Sea Bass is a long-life fish which does not reproduce quickly.  This is a popular menu item worldwide, and numbers have been decreasing dramatically due to illegal and aggressive fishing practices.  Bluefin Tuna, the other dish eliminated from Fairmont’s menu, is heavily over-fished in international waters.  This species is in such serious danger that the World Conservation Union lists it in its group of most threatened wildlife.  In fact, Bluefin Tuna has declined by 97% over the last forty years.

The final result of this action will mean healthier practices flowing down to suppliers, who will then have better choices to offer restaurants.  This helps Fairmont demonstrate to guests who care about the future of the world that they are participating in sustainable alternatives.

The Ritz-Carlton, Charlotte will open this October, becoming the first Ritz-Carlton “green” property.  This will be the first environmentally built hotel for greater Charlotte as well, having 146 rooms.  It has been designed to attain LEED Gold certification in new construction once it opens, as well as existing building certification one year after opening.

LEED (Leadership in Energy and Environmental Design) is a building rating system developed by the United States Green Building Council and is designed to rate green building in multiple categories.  The Charlotte Hotel has incorporated many green functions, from a green vegetated roof to employee uniforms that are derived from materials in recycled plastic bottles.

The highlighted features of The Ritz-Carlton Charlotte’s eco-conscious efforts are their use of a Natura water purification system.  This will in essence mean 73,000 less plastic bottles in landfills, savings on 104 barrels of oil, and the elimination of almost 49 tons of CO2 emissions.  Among other environmentally friendly features the hotel has implemented a state-of-the-art air transfer system which means that outside air will be efficiently circulated through guest rooms and suites.  For guests who drive Hybrid vehicles, complimentary parking will be offered.

Guests will enjoy being educated about the green features of The Ritz-Carlton Charlotte by members of the hotel’s Education Center for Sustainable Practices.  This first of its kind hotel for Charlotte is located seven miles from the Charlotte Douglas International Airport, and is within a short walking distance of some of the best businesses, music and attractions.

ClubCorp announced on June 23rd in Denver, CO that it has joined the Affinity VideoNet affiliate network.  ClubCorp is a world leader in private clubs, and this move will offer its members access to more than 50 HD videoconference suites in major markets all around the U.S.  This also gives members the ability to connect with thousands of Affinity VideoNet rooms in over 60 countries world wide.

ClubCorp is a Dallas-based company that was founded in 1957.  Its affiliates own or operate over 150 country clubs, golf courses, sports clubs and resorts, including the nationally known Firestone Country Club in Akron, OH.  ClubCorp facilities are known for offering numerous memorable and elegant settings for every kind of special occasion.

Under this new agreement, Affinity VideoNet will promote and manage ClubCorp reservations of video conferencing locations exclusively.  According to major executives of both companies, this agreement will offer clients outstanding executive experience in first class private club facilities.  Services such as catering and meeting coordination are other services that will make this situation a win win for Affinity VideoNet, ClubCorp and their members and customers.

Bahia Beach Resort & Golf Club in Rio Grande, Puerto Rico was selected to receive the Heritage and Sustainable Community of the Year Award for 2008.  This was announced by Miles M. Smart, Ph.D., president of Audubon Environmental.  This corporation is a sustainability consulting firm that works with developers, government agencies and landowners to protect and sustain wildlife and natural resources, along with land and water.

The resort developers were recognized by the award to outstanding commitment and dedication to sustainable development, and for putting into motion practices that benefit and protect the environment.  The resort has committed to preserving approximately 65% of the land as green area, and has transplanted over 4,000 trees and coconut palms.  Bahia Beach Resort has also planted over 62,000 native or naturalized plants and trees.

Audubon Environmental, together with Bahia Beach Resort development team, worked to achieve the highest possible level of sustainability, and to preserve the culture and history of the area.  The firm met these goals by performing an on-site assessment of restoration, enhancement and protection opportunities.  They put strategies into place to promote those opportunities, and educate the people who live, work and enjoy recreation on-site.

According to Smart, the Bahia Beach Resort project was a huge success, and the firm was very pleased to see it get recognized for the work and efforts involved.  He stated “This project is an example of how luxury can be coupled with environmental sustainability to create something great.”

According to a recent report from PKF Hospitality Research, the downturn of the hotel industry will last longer than previously expected.  The firm says RevPAR will drop by 13.7 percent this year, with a quarter-over-quarter gain not expected until the first quarter of 2011.

The RevPAR plunge will be caused by a 6.4 percent decrease in ADR combined with a 7.8 percent decline in occupancy.  It is believed this will lead to a 30.1 percent decline in industry profits in 2009.  Fortunately, the report forecasts that the current quarter will see the most severe drops, and by mid year this should begin to moderate.

According to Mark Woodworth, President of PKF Hospitality Research, two major markets will begin to experience RevPAR recovery in the fourth quarter of this year - Minneapolis and Orange County, CA.  Also, he expects that lodging demand will increase in San Antonio and Baltimore.  However, boosts in occupancy will be over-ridden by significant increases in supply.

Most cities will experience RevPAR declines in 2010, but by 2011 through 2013, all 50 markets are expected to see gains in occupancy, ADR and RevPAR.   While this forecast does not give as bright a forecast as Smith Travel Research, it should also be considered that PKF covers only the top 50 lodging markets.