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Resort Hotel
S4.HM-04
Kim de Wit, 171178
Andreas Papagiorgis, 184349
…
Resort Hotel
S4.HM-04
Kim de Wit, 171178
Andreas Papagiorgis, 184349
Jora Verheggen, 171283
Ylonka Bakker, 181513
Vienn Lei, 184291
Order qualifiers
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Facilities like a spa, swimming pool, restaurant
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4 V's
High Variation in demand
Resort hotels have high variation in demand, because of for example holiday seasons .
Low Variability
Resort hotel is low in variability, since the service & facilities offered are not customised, due to the large amount of guests .
High Variety
Resort hotel is high in variety
It offers many different services & amenities to satisfy customer needs.
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Type of operation
CPO
e.g. serving guest, front office, spa treatment
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MPO
e.g. manufacturing goods for F&B, rooms or facilities
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Organizational forms
Functional organisation structure
(Usmani, 2019)
Hierarchy
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Managers from different departments, such as: Finance, Sales, HR, F&B, Front office and logistics
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Market segmentation
Behavioural
Customers want to have a special memory with specific services or experiences provided by the resort. Customers want to have access to special attractions nearby resort hotels, such as: beaches, scenic areas, ski parks etc.
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Psychographic
Customers who prefer resorts that provide run-of-the-mill visitor and novel activity, comforts and relax.
Demographic
middle class income, exploring novices, relaxing regulars, honeymooners, tasters
Evolution of process type
(Jones and Robinson, 2012)
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Product lifecyle
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Maturity
The Resort Hotel becomes very stable in the market and remains in high demand. Also the hotel emphasizes on sales promotions.
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Introduction
Resort Hotel is a full lodging facility, intended primarily for vacationers and usually located in places for relaxation. The first steps of the hotel is to be introduced for the first time in the market with the only goal to become popular and high in demand in the long-term
Decline
Slowly the business loses customers and repeaters (loyal customers) until something new comes up and attracts the market. The Resort Hotel is low in demand.
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Market structure
A resort hotel is 'Monopolistic competition'
because it involves many sellers selling homogeneous non-price competition of providing different products or services, which the price can be influenced by the market.
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(Hotel Management Company - Hospitality Group - Xotels Ltd., 2019)