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Presented By,
Group-07
ITIntelligence
Value Positioning
Competition Threat
Delivering the
ExperienceFuture Path
anyon Ranch
Canyon Ranch | A Perfect Value Positioning
Canyon Ranch
2 Destination Resorts
Health & Healing Hotel & Spa
3 Spa Clubs
3 Revenue generating departments, 230+ different services
Designed to introduce Customers to the Brand
Hotel • Highest Profitable
Spa
Health & Healing
• Fastest Growing
Profitability
Extremely attentive to service with high Staff
to Guest ratio
“ A Place to relax, enjoy and explore your potential for a healthier, happier & more fulfilling life.. “
The IT Intelligence
Computerized Lodging Systems (CLS) : From a mere Support function to Strategic function
Decentralized IT Infrastructure for both Destination Resorts & SpaClubs ; working relatively independently.
CLS focuses on efficiently processing transactions rather than collecting decision-support data.
CLS represents the Primary source of Guest data; They know what their Customers are spending, but they don’t know on what their customers are spending.
Company has shifted its focus to collect more and more data about Guest-Stays.
Guestware- A software implemented to collect & record preferences and support incident tracking, rapid response, guest surveying.
Lack of ‘Point-of-Sale’ software to track independent beauty product sales in a salon
Increasing Potential Competitors / Substitutes
Potential Threats
Convergence of medicine and spa services
Spa as an alternative treatment
Hospitals with a wellness centres and nutritionists
Day spas aligned with medical professionals
Actual Competition
Substitute luxury purchases
Any product or service that costs about five grand
Other vacation opportunities
Other recreational products
What differentiates them from Competitors ?
Gold Standard in the Spa Industry
Word of Mouth Marketing
Totality of all services under
one roof
Integration of health & healing
with Spa
Trained Staff, Variety of
Efficient Services
‘Package’ or Bundling of
Services
Providing ‘Life Enhancing’
experience
Delivering the Canyon Ranch Experience
Booking a Vacation through Call
Pre-booking personnel (3 weeks prior to
visit)
Getting the background info
about prospective guest’s stay
Health questionnaire sent,
asked to return prior to arrival
On arrival, security check-in &
greetings by Names
A brief orientation & Tour of facilities
‘Handoff’ between Program
coordinator and reserved services
Meeting with respective Service
Provider
Wrap-up session for suggestions &
referrals
Future Path | Challenges or Opportunities ??
Growing while maintaining fundamental
characteristicsMaintaining Competitive Advantage in the face of increasing competition/
potential substitutes
Use of Data-Intelligence
Real-Time access CRM & Quick Action Mechanism
Integration of growing array of products under parent brand umbrella
Continuously providing same services/quality among all business units
Implementation of Data Driven Customer Strategy
DDS
Minimize Costs
Reward Loyalty
Personalize Interactions
Acquire New Customers
Potential Repurchase Frequency
Customizability of Products/Services
Extract Value from
Customer Data
“Born Digital” - i.e., captured directly in digital format its inception and not manually input in computersystems or digitized through scanning a document.
We hope it was a delightful experience !
Thank You
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