Promoting a Destination

Resorts

Types of Resorts

• There are 12 types of resorts

Types with pictures:• http://www.vacationtimesharerentals.com/res

ort-types/

Also new craze called “Dude Ranch” – big in Alberta and other ranching area/communities

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

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

The Impossible (2012) movie

• http://www.youtube.com/watch?v=Bgw394ZKsis

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

The Four “P”s of Marketing

1. Product: What do you sell?2. Price: How much do you charge for your

product?3. Place: Where are you going to sell your product?4. Promotion: How will you advertise your

product?- Internet (low cost but essential)- Packaging (designed for the person, meets

all their needs)

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-pr

omotions.html

Packageshttp://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

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

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

“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?

Assignment: Promoting your own resort

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=imYrG1YeDjL4UM&tbnid=6ZJTK6OvulGiRM:&ved=0CAUQjRw&url=http://aimmedia.ca/portfolio/aim-media-banff-ad/&ei=o_SQUoWBMab9iQL9uoHICQ&bvm=bv.56988011,d.cGE&psig=AFQjCNETuoG3vvVMEaTzVJIfuFvj1_lBLw&ust=1385317915670125

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=IixqiVkUBT4VjM&tbnid=Gd058wsnmMuywM:&ved=0CAUQjRw&url=http://travelwiththemagic.com/stay-play-and-dine-and-save-up-to-600-at-disney-world/&ei=vPOQUvb8FpDyigKYwYHoCA&bvm=bv.56988011,d.cGE&psig=AFQjCNGj9M43RN0m-0KmHy-qH7vCmLhBxg&ust=1385317570308498

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=bE1oHl2nZFM8pM&tbnid=5iPSi-IQCezeVM:&ved=0CAUQjRw&url=http://www.bransonhotelsmo.com/vacation_packages.htm&ei=IPWQUommNtHZigKCxIDgBg&bvm=bv.56988011,d.cGE&psig=AFQjCNEvTiKEPFfPCtDp9T3qnlk2eIhb1Q&ust=1385318003946043

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zSD7WgsgaL9U5M&tbnid=ncg_xGcSzGYIeM:&ved=0CAUQjRw&url=http://www.bloodofpoets.com/copywriter.html&ei=7fOQUsmuBYiriQLz-4CoBw&bvm=bv.56988011,d.cGE&psig=AFQjCNGj9M43RN0m-0KmHy-qH7vCmLhBxg&ust=1385317570308498

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=W5OK7nimTb7lZM&tbnid=NsmUMYJKLqYPFM:&ved=0CAUQjRw&url=http://www.keywordpictures.com/keyword/resort%20advertising/&ei=PvSQUqr2HIaqiQK_lYDYBg&bvm=bv.56988011,d.cGE&psig=AFQjCNGmpA0l7b56DBnXGSZ4OzNwN5d9nw&ust=1385317819394756

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=E_J0zujHFKqaUM&tbnid=fiGZIbkUoen-_M:&ved=0CAUQjRw&url=http://www.jsaweb.com/portfoliodetail.php?pid=6&ei=f_SQUrzaNuGyiQL-74DICQ&bvm=bv.56988011,d.cGE&psig=AFQjCNGmpA0l7b56DBnXGSZ4OzNwN5d9nw&ust=1385317819394756