Tourist Resort Management

Tourist Resort Management
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 The different kinds of resorts and key features within tourism sector.............................3
1.2 Operational requirement and potential issues for management of resort in special area.5
1.3 Operational requirement ranges of resort and their strategies helps in order to minimize
the challenges and issues........................................................................................................6
1.4 Potential issues and challenges to be managed by the range of resorts in tourism sector.6
TASK 2............................................................................................................................................8
2.1 Various resort packages in order to fulfil the sales objectives.........................................8
2.2 The overall packages and their implications on business...............................................10
2.3 Recommendations on resort packages aimed to maximise profitability of the business11
TASK 3..........................................................................................................................................11
Explain the customer needs and wants and developing resort package plan in order to fulfil the
guest requirements.........................................................................................................................11
3.1 Conduct market research into a specific resort location and determine the needs of a
chosen target market.............................................................................................................11
3.2 Examine the requirements of customers on that basis resort packages helps to maximise
business profitability............................................................................................................18
3.3 Evaluate resorts developing packaging which are important from selling point of view.18
TASK 4..........................................................................................................................................18
4.1 Examine & investigate assorted approaches that organisation implement effectively. 18
4.1 Evaluate the various methods which impact organisation performance........................21
4.2 Describe briefly all the methods which resort are investigated and implemented in order
to enhancing profitability of company. ...............................................................................21
CONCLUSION..............................................................................................................................21
References......................................................................................................................................22
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INTRODUCTION
A resort is a place which provides various kinds of facilities to guest such lodging, food,
drinks, entertainment, shopping and sports on their premises (Pagliarin, 2017). However, there
are different kinds of operational nature and faces of the resorts. Discussing them and various
factors related to them form the outline of this report. This report consists of various types of
resorts, their features and packages. It also includes issues and challenges faced by them.
Recommendations are made to address those issues. In addition, market research has been
conducted and business plan has been prepared for the chosen resort. Resort chosen for this
report is Low Wood Bay Resort & Spa. It is situated in Windermere, UK and offers restaurant,
lounge, free Wifi, health club, spa, water sports and many other facilities .
TASK 1
1.1 The different kinds of resorts and key features within tourism sector
Resorts are commercial establishment that provide different kinds of facilities and array
of amenities. Below mentioned are various kinds of resorts, their highlighted features, issues
faced and recommendatory solutions:
Ski resorts: This kind of resorts are developed for skiing, snowboarding and other winter
sports. They usually exists near ski areas i.e. mountain areas with pistes or where ski lift system
exists. There are various kinds of ski resorts – freestyle, snowboarding, off-piste, telemark, cross-
country, etc. which offered variety of services like self-catered services, catered chalet packages,
etc. For example, Weardale Ski Resort. They offer various services like wet rooms, ski
equipments, etc. Major issue that the business faces is global warming which has impacted its
operational time and now resort is not able to open in summer. Since, they had to reduce
operational time, they had to increase their prices for different camps that they offer, which
reduces customer footfall (Viken, 2016). Resort has to develop different priced and service
packages so that they can attract customers back. Additionally, marketing strategies must be
revamped as well as advanced technologies must be taken help of to enhance customer
experience.
Spa resort-: These resorts offers spa services as primary or speciality. For example, Low
Wood Bay Resort & Spa. They are providing various indoor and outdoor thermal spa facilities
like massage, facials, body treatments, salt glows, body wraps and also services such as steam,
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sauna, fitness facility, and swimming pool as well as various kind spa treatment like mineral-rich
mud therapy, regular spa classes, yoga session, heath related education, personal trainer and
many others. They are subjected to various licenses and regulatory check ups by authorities so
they need to well maintain all health and safety measures all the time. Their main issue is
availability of multiple rivals both from other spa resorts and other hotels which offer Spa
facilities as well as ensuring that their treatment does not prove harmful to someone's health.
They have re-designed their promotional strategies to tell customers about their competitive
advantages over rivals. Also, professionals are hired to give services. Additionally, test checks
must be done on body to check if the treatment is safe for customers in accordance with their spa
history and medical history (Rutelione, Hopenienė and Žalimienė, 2018).
Beach resort-: These kinds of resorts are located in the coastal areas near beaches. For
example, Little Haven Hotel at the gateway of River Tyne, South Sheilds. It provides all kind
facility to customers that other luxury hotels offer like wi-fi, swimming pool, AI rooms, etc. but
charge high price as it is situated at premium location and offers picturesque interiors. It also
offers club, evening entertainment, beach sports, etc. Biggest issue faced by the resort is
changing needs and preferences of customers which puts additional burden over the management
and employees of the resorts so that it does not lag behind in competition. To manage this, resort
has developed generalised and customized packages of services through which customers if
needed, can specify services which they want to enjoy. Additionally, it can interact with
customers through feedback and online reviews to know more about what they expect.
Golf resort-: These are usually those resorts which are situated in golf course or those
hotels which offer golf sport facilities. For example, The Gleneagles resort, Scotland. It offers
multiple services like luxurious guest rooms, outdoor activities, leisure activities, restaurant,
bars, spa, etc. It is a premium location however, faces multiple challenges related to resort
management such high price of maintaining golf course, licenses, coaches, etc. but most
important are water issues. Golf course requires lots of water to maintain which makes it difficult
to conserve a scarce resource. Resort uses treated waste water to maintain golf course and
encourages water wastage minimisation. Additionally, it needs to develop innovative techniques
to maintain golf court or use techniques like dripping technique, shower technique, etc.
(Gössling, 2015) Also, its membership is high priced and to increase its customer footfall, it
needs to introduce affordable packages.
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1.2 Operational requirement and potential issues for management of resort in special area.
Below mentioned are the few operational requirement of resorts and the potential issues
faced in managing them.
Training of staff members -
Operational requirements - Operational requirement is that employees must be properly
trained in the services that they need to provide. For example, front desk and housekeeping staff
must be trained in proving customer services with empathy and politeness. There are other
specialised jobs which requires specially skilled people like lifeguards, sports instructors, etc.
Potential issues – Resorts often see turnover at lower and middle level of staffing which
arises need for frequent trainings. Also, trends in the services changes frequently. All this
increases training costs and overall cost of the organisation related to employees (De la Peña and
et.al., 2019).
Customer bookings
Operational requirement -This includes presenting multiple options to customers so that
they can make bookings at the resort. They must be provided direct bookings on call, at website,
through intermediaries like TripAdvisor, Expedia, etc. To maintain competition, various
promotional strategies need to be designed, offers and discounts must be provided, etc.
Potential issues – Sometimes, network is down and phone calls and internet services are
unavailable. This results in customer loss. Also, resorts offers varied and customised packages
along with promotional offers and discounts. Frequenting them, updating them and keeping up
with them is a separate function in itself and lag in it, creates operational issues.
Building of brand image
Operational requirement – All the operations directed towards marketing and customer
services help in building brand image. They must also have in place risk management strategies,
safety audit, etc. so that operational efficiency must be ensured (Eide, Fuglsang and Sundbo,
2017).
Potential issues – Customer behaviour and expectations changes which increases cost of
the resorts to adopt and adapt. Also, maintaining operational efficiencies while regularly
reviewing risks strategies as well as audit requirements not only add to functions but also add
cost.
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1.3 Operational requirement ranges of resort and their strategies helps in order to minimize the
challenges and issues.
Every business operations involves multiple processes and face different challenges
during them. Resorts operations include requirements related to infrastructure management, staff
management, product and services management, etc. Below mentioned are the operational
strategies that help in facing various challenges such as seasonal change, environmental change,
social, health and safety measures, control of substances hazardous, etc.
 Resorts must plan and adopt policies for infrastructure management that should be in
sustainability with nature and local communities (Fesenmaier and Xiang, 2016). For
example, ski resorts and beach resorts are situated on ecologically sensitive areas and all
the activities that take place there must be properly dealt in a sensitive manner like for
construction, loud music, waste generations, etc. Advanced technologies must be adopted
so that minimal sound pollution and least construction and other wastes generate.
Recycling and reuse must be promoted.
 Resorts must hire qualified staff for skilled jobs and unskilled or semi-skilled. All the
staff must be given proper training and appraisal so that they are able to give best
experience to customers. For example, success of Spa resorts depend more on their
skilled staff than any other type of resort.
 Optimising cost management must be the aim of product and service management.
Resorts can optimise cost by improving effectiveness and efficiency in front office jobs
like housekeeping and CRM as they are directly related to customer service and in back
office jobs such as inventory management, logistics management. Zero waste generation
must be aimed (Aragon-Correa, Martin-Tapia and de la Torre-Ruiz, 2015). Also,
marketing policies must be creative that attract customers to visit resort once and
customer services should be so effective that they visit repeatedly and also suggest others.
1.4 Potential issues and challenges to be managed by the range of resorts in tourism sector.
Each kind of resort type have their specialised as well as general challenges which have to
be managed by their management. They face general challenges related to employee
management, customer satisfaction, product and service development, etc. for which they must
do employee engagement - hire and train specialist employees, services management, improvise
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