The Economy: Establishing a Competitive Edge in Small and Older Resorts - Part Two
As we were last speaking of the 5-E’s that Bob Gorman feels could benefit any hospitality related industry, here are the explanations of the 5-E’s:
Engage Professionals - Engaging with experienced professionals will help enhance owners understanding of their strengths and often reveal opportunities that are less obvious. These professionals can analyze the physical and operational situation, which helps in implementing strategies for repositioning.
Establish a unique position or niche - In order to be competitive, you must first understand how your property is perceived, so that you can create a “new” place. Put your business against the competition in every aspect: Qualities of food, arrival experience, recreation offered, ambiance, etc. You can zero in on what you may be missing, or can add to your services to make your business stand out on its own.
Elevate the e-Profile - You must get your business noticed! In current times, people rely more and more on the internet to search for reservations. Create a well-designed site that clearly states your brand. Entice your visitors with special packages and access to events and activities.
Expand Average Daily Rates - Offer choices that keep guests at your location longer than anticipated. Offer choices in types of lodging, activities that are unexpected and beautiful settings that are above the norm. In simple terms, offer an experience like never before.
Encourage Repeat Visits - Provide high quality at a value. Service, food, accommodations should all be exceptional yet affordable. Special attention and a personal experience will continue to bring guests back time and time again.
To compete in the resort destination market successfully, you need a complete understanding of the available resources. You must know your limits, and the opportunities that are there for enhancement. The sixth E - “In this environment, a resort must no only deliver quality and value, but also the opportunity to take home a memorable experience.”
