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The magic & the logic of Resort Differentiation

The magic & the logic of Resort Differentiation. Rhodes October 2008. 4 generations of resorts in 50 years. ?. 4 th generation EXPERIENCES. 3rd generation MIXED-USE. Experiences Wellness Etc. 2 nd generation FACILITIES. Residential Etc. Sports Marina Etc. 1 st generation

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The magic & the logic of Resort Differentiation

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  1. The magic & the logic of Resort Differentiation Rhodes October 2008

  2. 4 generations of resorts in 50 years ? 4th generation EXPERIENCES 3rd generation MIXED-USE • Experiences • Wellness • Etc. 2nd generation FACILITIES • Residential • Etc. • Sports • Marina • Etc. 1st generation SERVICE 2000 2010 2020 1960 1970 1980 1990

  3. Good news: More opportunities than ever ! • Tourism market growth • Unsatisfied needs • New needs • New segments • Competitors’ mistakes

  4. Big concerns: too much... • “rivalry” • “me too” • “old fashioned” • “new entrants” • Financial Crisis • Etc.

  5. Changing demographics Forecast change from 2000-2020 Source: Eurostat, 2004

  6. “Materialistic Lifestyle”

  7. Visitors’ Age at the Adventure Travel Show, 2007 < 18 - 19-24 6,5 25-32 21,7 28.2 % 33-40 16,3 41-51 15,2 31.5 % 52-60 27,2 >61 13,0 40.2 %

  8. The Age Paradox ELDER RELAXATION Past YOUNGER ADVENTURE ELDER ADVENTURE Present RELAXATION YOUNGER

  9. RESORT DIFFERENTIATION

  10. The Business Model Sales price Value System Targeting profitability Value Production Clienting Production cost Source: DRF 10

  11. A new targetingfor resorts ? Target the Emerging Society Value proposal Targeting ? Value production Clienting ? 11

  12. The hen’s eggs market in Denmark 50% “Factory” eggs Market price Premium price + 30% 50% “Free range” eggs 12

  13. Danish people: crazy or stupid? 13

  14. The emerging society! 14

  15. From a commodity to an emotional product A “commodity” + An emotional story = Anemotionalegg • Ethical keeping of animals in freedom • The good old times • Rural romanticism • - Etc. +30% premiumprice 15

  16. Dream clients for Dream Resorts “DREAMSOCIETY” ECONOMIC VALUE’s progression SOCIETY’s progression EMOTIONAL SOCIETY EXPERIENCES INFORMATION SOCIETY SERVICES 20 years INDUSTRIAL SOCIETY PRODUCTS 150 years “COMMODITIES” AGRICULTURAL SOCIETY 100,000 years 16

  17. The new drivers INFORMATIONSOCIETY DREAM SOCIETY Technology Emotions Rationalism Stories Pragmatism Values Physical comfort Spiritual comfort Rational intelligence Emotional intelligence 17

  18. How to improve the business model? Build a “Blue Ocean” Dream Society Value proposal Targeting ? Value production Clienting ? 18

  19. Market Universe Red Oceans The industry today The known market Blue Oceans Innovative Industries The unknown market The competition turns the ocean bloody The competition is irrelevant 19

  20. Cirque du Soleil • Circus? • Theatre? • Musical? • Opera? In order to beat the competition, we must stop trying to beat the competition.

  21. Creating something scarce and unique “A place to play” Creation of the scene Landscaping Architecture Development of experiences and emotions “Story creation” Analysis of the setting 21

  22. Attractions to exploit ANTROPOMO PHITOMO LITOMO HIDROMO The present man and his cultural expressions The earth and life on it History of the past Water in all of its forms 22

  23. Creating something scarce and unique “A place to play” Creation of the scene Landscaping Architecture Development of experiences and emotions “Story creation” Analysis of the setting 23

  24. The importance of “story telling” What is your story? What is the story of YOUR Resort? What do people say so that YOUR Resort is perceived as something really special? What is said about the experiences that one can enjoy there? 24

  25. Creating something scarce and unique “A place to play” Creation of the scene Landscaping Architecture Development of experiences and emotions “Story creation” Analysis of the setting 25

  26. 4 types of experiences Observing guest EDUTAINMENT To learn ENTERTAINMENT To see Passive guest Active guest ESCAPE To do AESTHETICS To feel Involved guest 26

  27. Creating something scarce and unique “A place to play” Creation of thestage Landscaping Architecture Development of experiences and emotions “Story creation” Analysis of the setting 27

  28. Spots of Experience

  29. From a place to stay to a place to play “A place toplay” Creation of the scene Landscaping Architecture Development of experiences and emotions “Story creation” Analysis of the setting 29

  30. Example: Villa Perelia

  31. How to improve the business model? Build a “Blue Ocean” Dream Society Value proposal Targeting Resort Management Agency Value production Clienting Resort’s Storyline 32

  32. Guiding principles and differentiatorsThe Story Line

  33. How to improve the business model? Build a “Blue Ocean” Dream Society Value proposal Targeting Resort Management Agency Value production Clienting ? 34

  34. Chief Executive Officer The New C.E.O. Chief Experiences Officer

  35. Thank youwww.gbrconsulting.grwww.dreamresorts.esk.paschalidis@gbrconsulting.gr

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