Resorts face unique challenges.
They are usually more expensive, geographically harder to reach and incur longer stays than standard full-service hotels. Many are built in “clusters” in a destination, too, which can make it tough to differentiate one’s product from the resort next door.
These challenges require smart, skillful marketing.
Much of it comes down to the nuances of the product and destination, and how the value of these aspects is communicated to potential guests. To meet revenue projections and outperform their comp set, smart resort marketers focus on these 10 things:
1. Be vigilant about product and service experience
The only way to truly inspire guests to return to your resort after their initial visit is to provide a fantastic product and service experience, from the look and feel of the property to the amenities, F&B and activities offered, like on-property programming, a special events schedule, kids club, etc.
Couples Resorts Jamaica, for example, generates 35% to 40% of its bookings from repeat business, in some cases welcoming guests who’ve made visiting there a multi-generational tradition. The company’s four all-inclusive Jamaican resorts achieve this by offering a comprehensive menu of resort activities and amenities, but also superb dining experiences, custom add-ons and various special events, like its pop-up JamRock Beach Club. Still more, the staff is renowned for their personal, above-and-beyond approach to serving guests.
“Our product, and our offering, leads the hospitality business when it comes to the number of repeat guests that we see year in and year out. It’s frankly amazing,” said Dean Sullivan, VP of sales and marketing for Couples Resorts Jamaica. “We have weddings of sons or daughters of the previous generation. We have guests arriving in a few days, and it will be their 1,000th night. We see that across each of our properties. As a marketer, that makes my job, in a sense, very easy.”
2. Have a powerful, unique and/or emotional story
A key point for any successful resort marketing program is developing and maintaining a clear understanding of the resort’s identity and story, including what makes it unique in the marketplace, what customer profile it caters to and what those customers value most. These core elements should be at the root of all marketing efforts and accompanying communications strategies.
