Resorts Operations: Implementing Membership Cards for Competitive Advantage

Resorts operations

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
New product to be implemented which would complement the current product offerings........4
Overview of the current product and service and justification for the new one.........................5
Marketing strategy of product and service to the target market..................................................5
Staffing need for new product.....................................................................................................6
What would give new product a competitive advantage over other properties of destinations
that may or may not be offering.................................................................................................7
Ways in which resort can maintain relationship with customers................................................7
Recommendations for the continued success of the product......................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Resorts operations are defined as all persons and entities which are involved in operations
and maintenance of resort properties and all support facilities. There are various elements of
resort like restaurant, water parks, hotels and so on. It is considered as a part of hospitality and
lodging industry that provide effective facilities to all individuals. Resorts are also of different
types like beach resorts, river, hill stations and many more. The below report is based on Mere
Golf resort and Spa(Kubickova and Neal, 2020). It is located in Knutsford, United Kingdom. It is
one of the top resort that involve various facilities like indoor pool, spa, Golf lessons on site and
many more. The below report involves overview of the resort, implementation of new product ,
overview of current products, marketing strategy, staffing need, competitive advantage, ways to
maintain relationship with customers and recommendations.
MAIN BODY
Overview of the resort
The Mere Golf resort and spa is one of the top resorts in United Kingdom. It is a four star
luxury destination which provides top class bedrooms, Golf services, Spa facilities as well as a
health club. It is a destination which provides beautiful experiences to all consumers through
which they get perfect experiences and moments. In both hotel as well as room, it offers different
facilities. In context with hotel, it provides services like luggage storage, wedding services,
laundry services, 24 hour front desk and many more. In their rooms also consumers gets
effective facilities and good comfort level air conditioning, bathrobes, housekeeping facilities,
free Wi-Fi and so on. The guests also gets spa facilities as the resort provides 7 treatment rooms.
IT offers services like body wraps, facials and so on.
As per the present situation of COVID pandemic they made many changes in terms of
travel requirements, quarantine during the arrival stage and they are only accepting those
bookings which are for emergency contexts. It provides enough space to organise any kind of
event and for this they impress their clients with luxury dining space and banquets. In this
pandemic they enable all safety measures like hand sanitisers, protective equipments worn by
staff members and so on(Żemła, 2021). All guests have got positive experience by visiting the
Mere Golf resort and spa. Every individual wants that they get effective amenities while visiting
any destination so with respect to this they provided it. The resort has now decided to implement
a new product in order to enhance their destination. So, the product which they initiated was the

usage of membership cards through which all tourists gets some special discounts while doing
early bookings and also taking spa facilities.
New product to be implemented which would complement the current product offerings
It was recommended that the Mere Golf resort and Spa should implement a new product
which is membership cards through which all tourists gets special and efficient discounts to all
tourists. With the help of this they should provide free spa facilities to their regular guests. It
should be implemented by resorts because it became very much important for them to attract
guests especially during the phase of pandemic(Nam, Cho and Lee, 2020). In the resort they are
providing top facilities but to advance it more they should use this way of implementing
membership cards which would be improving their efficiency level. An implementation is
required because all guests wants some kind of modifications at each time they visit the resort
and usage of membership cards would be the most efficient one.
Membership cards will be the most beneficial one for guests because it has lot of value
and involves lot of worth. It was recommended that all tourists should get discounts on dining
facilities also as well as if any kind of event they want to organise. People gets influenced very
easily when they get to know about certain discount policies and top class facilities so with the
help of this they would surely visit their resort again. It is been recommended because it is very
much necessary as well as crucial for the organisation. As it is a luxurious resort in United
Kingdom, it is important that they provide best facilities to all their guests so it was required to
implement such new things. It will help not only in enhancing their current products but also
leading their resort in achieving success.
Overview of the current product and service and justification for the new one
In context with the Mere Golf resort and spa, they offers various kind of facilities like
world best dining options, lounge, high quality British classics and best room service. Their
current services were like enabling all staff members to provide room services and also event
collaterals. Their current products and services were like Suite pads which offered and in guest
directory. With the help of this they can directly communicate with the hotel staff members for
whatever service they want to take like spa treatments, Golf activities and so on(Kobus and et.al,
2020). They are also providing services like event campaigns and seasonal menus to guests and
so on. Through this each tourist got attracted and they get the best services which any other
resort were not getting.