The Economy: Establishing a Competitive Edge in Small and Older Resorts
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 . . .
