Promoting a Destination

1. Promoting a Destination Resorts

2. Types of Resorts • There are 12 types of resorts Types with pictures: • http://www.vacationtimesharerentals.com/resort-types/ Also new craze called “Dude Ranch” – big in Alberta and other ranching area/communities

3. Some resorts are strongly affected by seasonal weather • Example: • Snow Holiday Resorts • Unpredictable weather patterns for snow • Reduce risk by investing in snow making equipment • Opposition from environmental groups • Need to offer summer recreational opportunities • Beach Resorts • Affected by weather patterns, ex. Monsoon, hurricane or typhoon season • Golf Resorts • Golf is a recreational activity and social event • Gold course design is a key factor to success (needs to be something challenging but interesting to play) • Greens fees and other golf support services are important source of revenue

4. Others are unaffected by weather • Only slightly affected by seasonal changes and highly developed • Offer a complex blend of facilities and services • Spas • Resort specializing in the rejuvenation of mind and body • Often a piece of larger resorts • Key feature is complete guest pampering • Cruise ships • Fastest growing segment of the travel industry • Floating destination resorts in consumers’ minds • Casino resorts • Have added non-gaming activities to transform casino into resort • Spread of gaming resorts throughout US and Canada • Mega-resort theme park/casinos appeal to families and just about everyone • Integrated resorts • Located so that they can be appealing all year round • Similar to cruises in the variety of activities

5. The Impossible (2012) movie • http://www.youtube.com/watch?v=Bgw394ZKsis

6. 10 resorts for every type of traveler - CNN • http://travel.cnn.com/explorations/life/10-great-resorts-every-traveler-256092 • Each traveler is looking for a different experience so each traveler will be drawn towards a different type of resort

7. The Four “P”s of Marketing • Product: What do you sell? • Price: How much do you charge for your product? • Place: Where are you going to sell your product? • Promotion: How will you advertise your product? - Internet (low cost but essential) - Packaging (designed for the person, meets all their needs)

8. Advertising • Offer something free (aka bribery) ex. Towel, water bottle, shuttle to/from hotel or attractions, champagne, wi-fi, satellite TV, 3rd night free, excursion, room upgrades • Drop your price or create special packages or bundles Examples of promotions: • http://www.nottawasagaresort.com/packages-promotions.html

9. Packages http://www.selloffvacations.com/Vacations-from-Calgary.asp • Bed and Breakfast = hotel and breakfast • Half board = hotel, breakfast (usually with tea/coffee, & juice included) and dinner. No drinks. • Full Board = hotel and all meals, no drinks • All-Inclusive= flight, hotel, meals, drinks, plus snacks during the day

10. Special deals commonly used • Children under 2 years old are free • Children 3-12 pay a reduced price • Honeymoon deals • Free weddings (when you get a large amount of people to travel with you) • http://webstar.softvoyage.com/cgi-bin/hotel_desc.cgi?drv&en&http://www.sunwing.ca/HotelDesc/En/SNUSCM.asp

11. Assignment: Promoting your own resort Consider: What type of resort would you have? • Beach, ski, golf, “dude ranch” What would you offer your guests to draw them in? What services do you have? Will you offer any packages or use bribery? Think back to the Advertising Techniques handout

12. Assignment: Promoting your own resort “Make an Ad” Requirements: • Title of your resort • Pictures to interest viewers • Slogan or caption • Include two advertising techniques Paragraph Requirements: • What services do you offer? • Explain how you would draw in tourists. Why would you technique be effective? • Through what medium would you advertise? Magazine? TV? Internet?