Resort Package Proposal

This document is a resort package proposal for Blackpool Resort, a popular seaside resort in North West England. It includes information on different types of resort packages, market research findings, and sustainable approaches implemented by the resort. The proposal aims to attract travelers and fulfill sales objectives.

Resort Package Proposal

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
P3. Different types of resort packages along with the ways they fulfils overall sales
objectives..............................................................................................................................1
TASK 3............................................................................................................................................3
P4. Market research into particular resort location along with determing needs of
selected target market........................................................................................................3
P5. Proposing business plan for resort package on the basis of market research
findings..................................................................................................................................5
TASK 4............................................................................................................................................7
P6. Investigating distinct sustainable approaches, practices addition to initiatives
implemented by the resort hotel........................................................................................7
CONCLUSION...............................................................................................................................9
REFERENCES............................................................................................................................10

INTRODUCTION
Resort is termed as self contained commercial firm which makes attempts to
serve vacationer’s wants that includes sports, entertainment, food, transportation and
beverages within premises. It is used as property of hotel which serves array of
amenities engrossing entertainment addition to recreational activities. Resorts offer
different packages to travellers that attract them towards making holiday decisions. The
resort package proposal is prepared for Blackpool which is popular seaside resort
located at North West England, UK. It is among the favourite holiday resort that
continues its operations in tourism sector for attracting millions of travellers. It has
Blackpool Pleasure Beach, Blackpool Tower, Sandcastle Waterpark, Zoo and
illuminations that adds charms of the spot (Blackpool Resort. 2020). The present resort
package includes distinct kinds of resort packages and the manner they assists
companies to fulfil sales objectives. Further, it includes market research and
determination of selected market needs along with business plan for the resort. At last,
it investigates different sustainable approaches, initiatives and practices that are
executed by the company.
TASK 2
P3. Different types of resort packages along with the ways they fulfils overall sales
objectives
Tourism industry has wide number of resorts that serves visitors with attractive
packages and influences them to purchase them to gain recreational and other leisure.
Resort packages are said to collection of tours that involves wide types of activities at
specific price (Argawal and Shaw, 2007). All resorts or other hospitality organisation
have resort packages that help them to attain sales or other related objectives in the
dynamic world. These are attractive and advantageous in nature. These packages
involve different kinds of accommodation, amenities addition to transportation which
provide opportunity to an individual to spend their timings with family or loved ones from
the busy schedule. In case with Blackpool Resort, it offers various resort packages and
each package is designed by the managers in the manner that saves money of traveller
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and meet their particular needs as whole. Some of its resort packages and the manner
they helps in attaining sales objectives are assessed below:
Adventure travel package: The package is designed only for those that are
adventurous in nature (Christie Mill, 2012). The person who makes decision for the
package has to take meal at the resort only as they do not have option to eat elsewhere
as these are wilderness tours. The package is offered at price of ₤ 450 and many more
as per the desires or wants of customers. Additionally, the minimum duration of it is 1
day and the maximum is 7 days and 6 nights which depends of customers. The main
components of the resort package include remote lodge accommodation together with
sleeping in tents while enjoying the entire package. Managers of Blackpool Resort make
entire arrangements for the travellers that take the package. Along with this, they also
combine transportation with the services. Furthermore, the additional facilities that helps
the company to meet sales objective for the package are whitewater rafting, river
rafting, elephant riding and so on that attracts adventurous people towards the package
and enhances its demand in the market. All types of facilities are offered in the
surrounding areas of the resort.
Attraction based package: These are type of family package that are designed
for large families who wants to enjoy facilities and amenities offered by the resorts. The
package majorly includes airfare, airport shuttle, theme park admission, accommodation
in resort and many more (Dourado, 2016). The managers of Blackpool Resort also
provides additional facilities such as complimentary breakfasts, active packs for kids
and hence forth that attracts wide number of families towards the package and leads to
maximum sales demand of it. The resort package ranges from ₤ 550 to ₤ 1000 for 3
days - 2 nights and ₤ 1500 to ₤ 2500 for 5 days- 4 night as per travellers wishlist.
Couple based package: This package is specially designed for people who are
newly married or have desires to celebrate anniversaries. It is available at ₤ 600 to ₤
5500 as per the days and nights favourable to the couples. The package also has
various additional things that are roses and chocolates along with romantic dinner and
message for couples which are involved in the price of package. The staff of Blackpool
Resort makes essential arrangement for the facilities that provide favourable
experiences to loved ones. Moreover, the newlyweds can spend their timings around
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the beach and other sea side places to share love and for this, exceptional
arrangements are made by the resort members (Duşa, 2018). Furthermore, the resort
also provides bridal suites as part of the resort package.
Business based package: Businessmen travel around the world and always
looks for values shared with efficiency. At Blackpool Resort, special facilities are
provides to business travellers as they are ready to pay extra for the services required
by them and this help the resort to make sales objectives. Addition to this, the package
for citizens in business trips offers comfortable accommodations, rental cars,
complimentary breakfast along with conference rooms. The extra services in the resort
package engross free wifi access, relaxing furniture and daily newspaper delivery in
rooms of business travellers (Ernawati, Sanders and Dowling, 2017). The price for the
business based resort package ranges between ₤ 900 to ₤ 2500 as per special services
demanded by travellers.
The above mentioned resort packages help managers of Blackpool Resort to meet
demand of all travellers and provide them effective experiences so that they share their
valuables with others. Through these packages, the company motivate huge number of
people to make purchase decision that leads towards attaining sales objectives within
determined duration.
TASK 3
P4. Market research into particular resort location along with determing needs of
selected target market
Market research is the process of determining the needs and wants of a particular
products and services that can help to increase the organisational productivity. This
provides relevant data and information to researcher for solving market challenges and
running a business effectively (Greenbaum, Thakor and Boot, 2019). This is important
for organisation to conduct the market research whenever it is going to produce or
introduce something. This research helps to understand how many people are
interested to buy products and services so performance can be maintain effectively.
This allows a company to discover the target market and get views of customers by
sharing information and getting feedbacks. This consist combination of primary
information which is gather by researcher by surveying and interviewing, face to face
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round, telephonic and other in order to gather the information and maintain good
performance. Market research can be done two types primary and secondary. Primary
research is the data which is collected directly by communicating from customers.
Whereas secondary data is already gather data which can use to bring changes.
Blackpool Resort is seaside resort in the North West England that is providing
different types of products and services by targeting the customers. This organisation is
targeting people between the age to 20 to 60 years who wants luxury services in staying
and food services. Better quality of food and rooms are provided by such resort by
understanding the need of customers and offering them services accordingly. The
management of such organisation has conducted a market research for North west
Location that will help to attracts customers and increase customer range that are as
defined:
About location – The marketing manager or researcher of Blackpool has states
that to open and providing resort services North West England is best location which is
near by railway station, cochins and visiting places which attracts customers who come
from other nation and places in order to visit and spend their precious time (Holland and
Leslie, 2017). Having resort at this location will helps to influence people who get inquiry
about such hotel and its services which helps to make right decision.
Targeted market – This is consider as group of customers in a serviceable
market that aims to increase the organisational productivity and profitability by attracting
customers and providing them services. The management of Blackpool has categorised
target market in to different terms:
Age – The manager of organisation are targeting between the age group of 20 to
60 years.
Location – For establishing and running Blackpool resort North East England is
best location where is highly green environment and sea areas near by railway station
and education centre which can attracts people.
Income – This means manager of Blackpool are targeting classic and high class
of people.
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Therefore, a market research is conducted by market researcher of resort that
helps to get feedback from customers by using primary research that support or guide
what need to bring changes for making it better and getting competitive benefits.
P5. Proposing business plan for resort package on the basis of market research
findings
A business plans is main document which is prepared by organisation and
management in order to run their business and increase their organisational productivity
(Holloway and Humphreys, 2019). This is important for organisation to understand the needs
of people, current trend and technology then make plans to introduce that kind of products and
services. In other words, business plan is a document that covers all information in relation to
business and its activities which is required to increase high performance. On the other side, this
plan helps to take the competitive advantages. In context to Blackpool resort a business plans is
prepared by marketing manager and researcher on the basis of above market research that is
defined below:
Executive summary Blackpool is seaside resort in North West England that
provides accommodation and others services. This is
specialising in couples “getaway” for providing relaxation.
Mission & vision To provide quality hospitality services to our guest.
Objectives  To increase organisational productivity by expanding
business in competitive market.
 To increase the profitability by 40%
 To increase market share within 2022.
 To attracts customers by increasing product range and
market expansion.
 To satisfied the customers by filling their needs.
Resort package The packages which is provided to customers for 2 nights or
3 days are as:
Accommodation Amount
Package (Twin sharing) 2199
Extra child 5000
Extra adult 7000
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Food and other related
services
As per demand
Targeted customers  New visitors travelling to area
 Middle and upper class of people
 Area wedding parties
 Returning to visit area
 Couples
 People between the age of 20 to 60 years.
Strategies Distribution strategy – Blackpool rsort will maintain a front
office staff member throughout the night so guests are able to
get answers to any question or service when they need it.
This flexibility is especially attractive to the business traveller.
Promotional strategy – Word of mouth, you tube, social
media, print media etc. are used by Blackpool resort that can
help to attracts customers and increase the organisational
performance (Kamaruzaman, 2019).
Pricing Strategy - Rooms per night fees have been
developed. The fee schedule takes into account seasonal
rates that are common in the area. This organisation has
decided to adopt the competitive pricing strategy that can
help to increase customer base. For businesses and other
large group functions, pricing can be discounted depending
upon the number of rooms reserved.
Tactics SWOT analysis –
Strength:
Leading organisation that have skilled workforce.
Satisfaction to customers.
Expanding business in best location.
Weakness:
Having competitors.
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Change in government regulations.
Opportunity:
Uses of new technology and bring innovation.
Focus on new resort services by conducting market research
Threat:
Changes in climate.
Instability in political system.
Evaluation and control The manager of Blackpool resort hotel are evaluating
business plan by using KPI and benchmarking toll that helps
to control the organisational performance and maintain
profitability.
TASK 4
P6. Investigating distinct sustainable approaches, practices addition to initiatives
implemented by the resort hotel
Blackpool Resort is among the hospitality company that has made huge attempts
towards growth of entire tourism sector. The resort is committed for maintaining its
position that is most visited seaside resort of UK via ongoing investments in new shows
along with attractions, sympathetic rejuvenation of heritage assets and tourism
infrastructure (Kear and Rossman, 2016). Moreover, the company is making
sustainable approach through implementing Corporate Social Responsibility in which it
focuses its workings towards solving most pressing environmental, economic together
with social issues. The company has global responsibility as well as unique opportunity
for force towards wellbeing of society people. With this sustainable approach, the resort
managers are safeguarding jobs of residents of surrounding places through providing
them work to improve locations and make them attractive that grab attention of wide
visitors. Along with this, it is also provides free education to the children those are of its
employees. The entity has also donated huge amount to enhance and deepen
programs along with partnerships which improves tourism skills, competence and
opportunities for diverse population, people with disabilities and talented youth. It is also
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making attempts to reduce carbon footprints and water intensity by approx 15% and
attain minimum of 25% renewable electricity usage.
One of the practices undertaken by administrators of Blackpool resort is Key
principles of destination competitiveness and sustainability. In the practice, the main
emphasis of the resort hotel is on achieving declinational effectiveness addition to
sustainability. For this, the resort governance team has prepared an action plan for the
year 2018 to 2024 for the purpose of delivering low carbon, economically resilient as
well as energy efficient community. With the action plan, all the workings for sustaining
and gaining declinational competitiveness are executed as per the laid out sustainability
strategy (Sustainability strategy of Blackpool Resort, 2017). Moreover, the strategy
commits the resort company to take activities for assigning areas to gain national
objectives for reducing carbon emissions and making improvements within local
sustainability. Through improved sustainability, usage of local energy supply addition to
shifts towards huge energy efficient, innovative technological solutions and low carbon
economy leads to reducing costs, improving efficiency that boosts destination
sustainability for attracting travellers from long distant places. Sustainable approaches
by Blackpool Resort enhances resilience of corporate assets, reducing destruction of
natural resources, improving supply chain and delivering effective practices that
sustains the organisation, its locations and various other aspects that will be
remembered among populations for long years.
Blackpool Resort has taken an initiative of developing tourism infrastructure in
which it is improving attraction of iconic destinations and locations. The resort has
improvised transportation in the sector at great level. along with transportation, main
focus area of the resort hotel is on enhancing technological development in the industry.
For this, various technological devices are installed by the company and also influences
other hospitality hotels to implement them in the premises. The ways in which the resort
hotel taken initiative to develop technological usage includes online bookings,
enhancing guest experiences through advancing processes of check-ins and checkouts
in streamlined ways, smart and automation solutions and so on (Murphy, 2011). The
entity also facilitate growth of cruising destinations that plays essential role in entire
tourism industry. Moreover, the organisation is working hard for delivering whole system
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modifications through sustaining HeadStart Resilience Resolution across the town. It is
also planning to improve and stabilise communities via additional activities that will
improve quality of services within the tourisms sector.
CONCLUSION
As per mentioned resort package proposal, it has been concluded that resorts
have important place in the tourism industry. Resorts focus not only on achieving
corporate objectives but also makes attempts to fulfil responsibilities towards social and
environmental issues. They serves visitors or travellers through attractive resort
packages that involves huge number of services and amenities that are set after
considering needs of tourists that leads toward meeting sales objectives of hospitality
firm. The main resort packages are classified as Adventure travel package, Attraction
based package, Couple based package and Business based package. With the help of
market research, hospitality organisation analyses needs of specific market and makes
attempts to fulfil them. Business plan is a written document that is prepared for setting
out objectives together with strategies of company in order to achieve them. It is
prepared as per the findings of market research so that needs of targeted market are
met on time. Hospitality organisation such as resort has implemented sustainable
approach that is Corporate Social Responsibility, practice of destination
competitiveness and sustainability along with initiative to develop major dimensions of
tourism sector.
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REFERENCES
Books and Journals:
Argawal, S. and Shaw, G., 2007. Managing Coastal Tourism Resorts, A Global
Perspective. Bristol: Multilingual Matters.
Christie Mill, R., 2012. Resorts: Management and Operations. 3rd ed. Chichester: John
Wiley and Sons.
Dourado, A. P., 2016. EU Anti Tax Avoidance Package: Moving ahead of BEPS, The.
Duşa, A., 2018. QCA with R: A comprehensive resource. Springer.
Ernawati, N. M., Sanders, D. and Dowling, R., 2017. Host–guest orientations of
community‐based tourism products: A case study in Bali, Indonesia. International
Journal of Tourism Research. 19(3). pp.367-382.
Greenbaum, S. I., Thakor, A. V. and Boot, A. W., 2019. Contemporary financial
intermediation. Academic Press.
Holland, J. and Leslie, D., 2017. Tour Operators and Operations: Development,
Management and Responsibility. CABI.
Holloway, J. C. and Humphreys, C., 2019. The business of tourism. SAGE Publications
Limited.
Kamaruzaman, A. N., 2019. Factors affecting employee retention at Pulai Springs
Resort.
Kear, L. and Rossman, J., 2016. The Complete Kay Francis Career Record: All Film,
Stage, Radio and Television Appearances. McFarland.
Murphy, P., 2011. The Business of Resort Managements. 2nd ed. Oxford: Taylor and
Francis.
McDowell, D., 2017. Brother, can you spare a billion?: the United States, the IMF, and
the international lender of last resort. Oxford University Press.
Posner, E. A., 2018. Last resort: the financial crisis and the future of bailouts. University
of Chicago Press.
Shaw, M. T. and MacKnight, W. J., 2018. Introduction to polymer viscoelasticity. John
Wiley & Sons.
Torgo, L., 2016. Data mining with R: learning with case studies. CRC press.
Walker, J., 2015. Exploring the Hospitality Industry. 3rd ed. New Jersey: Pearson.
Weber, F., 2016. The law and economics of enforcing European consumer law: A
comparative analysis of package travel and misleading advertising. Routledge.
Online:
Blackpool Resort. 2020. [Online]. Available through: <
https://www.blackpoolresort.co.uk/ >
Sustainability strategy of Blackpool Resort. 2017. [Online]. Available through: <
http://democracy.blackpool.gov.uk/documents/s40378/Appendix%203a
%20Blackpool%20Council%20Sustainability%20Strategy%202018%20to
%202024%20update.pdf>
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