Tourist Resort Management.

Tourist Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Different resort types, their key features, potential issues addition to challenges to manage
them..............................................................................................................................................1
P2. Discussion on differences in operational requirements of specialist areas together with
potential issues in managing distinct specialist areas of various resorts.....................................3
TASK 2............................................................................................................................................4
P3. Different resort package types and ways to fulfil overall sales objectives ...........................4
TASK 3............................................................................................................................................6
P4. Conducting market research into particular resort location as well as determining needs of
selected target market..................................................................................................................6
P5. Business plan in context to resort package that is based on findings of market research.....6
TASK 4............................................................................................................................................9
P6. Investigation for distinct sustainable approaches, practices as well as initiatives that are
implemented by the resort............................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Resort is defined to a place which provides recreation along with entertainment facilities
or services especially to vacationers. It is any type of establishment which grab attention of
vacation visitors and offers them wide amount of facilities which they needs at specific
convenient location such as lodging, entertainment, food etc (Alvesson and Gabriel, 2016).
Resort Hotel is full service accommodation facility for vacationers as well as are situated at
places for relaxations and recreations including historic areas, spas, seashores, ski parks and
beaches. To understand tourism resort management, Heythrop Park Resort is selected. It is a
resort hotel that is established at Oxfordshire, UK. It provides 4 star deluxe accommodations,
wide range of business facilities and all inclusive relaxations to travellers or vacationers that
unwind or recharge their batteries.
The report examines different characteristics of common resorts addition to potential
issues to manage them. It also evaluates different kinds of resort along with packages available
which meets overall sales objectives. It also analyse consumer needs in particular location and
business plan which is based on market research addition to findings. At last,. It applies guiding
principles for attaining sustainable tourism for the resort hotel.
TASK 1
P1. Different resort types, their key features, potential issues addition to challenges to manage
them
Resort is self controlled commercial commencement which makes attempts for meeting
needs of visitors under individual roof. They have some style of life that attracts people to spend
some time to relax as well as recharge their batteries (Analoui, 2018). The key feature of resort is
its location. An ideal resort hotel must be situated at area around natural surroundings having
connectivity along with availability of infrastructure to make holidays of person enjoyable.
Heythrop Park Resort is resort hotel which have features of exciting recreational activities,
offerings of new tastes, dynamic cultural acts, local area attractions and relaxing spa treatments.
Following are some of resort types and their unique features:
All inclusive resort: It is common along with popular kind of resort which charges fixed
price for most of its offerings. At minimum, this resort type comprises lodging, sports activities,
entertainment, unlimited food etc for fixed price. Heythrop Park Resort is all inclusive resort
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type which have features of designing special vacation interest, offering minimum lodgings
along with sports, non motorised water-sports and many more at fixed price. It is very popular
resort hotel for weddings, honeymoon, business meetings and spa breaks.
Beach resort: The resort type is located on major beach and have adjacent proximity to
one. Its features involves location at seaside, offerings for full service holiday lodging facility,
entertainment amenities, recreational activities and convenience for families (Cho, Boykin and
Shulga, 2016). This kind of resort offers guests various exciting water activities including beach
volleyball,scuba diving, parasailing, snorkelling and many more.
Luxury resorts: The resort type offers almost all things that a vacationer wants at single
hotel. Great values for all amenities, complimentary items, free personalised excursions, 24 hour
concierge service, airport transfers and wide entertainment options are key features of luxury
resorts. Heythrop Park Resort is also type of luxury resort as it contains large and comfortable
rooms, golf course, historic wedding venue, beautiful accommodation etc in which guests enjoy
everything starting from down-filled duvets, in-suite hot tubs to amazing customer service.
Potential issues and challenges to manage types of resort
Resort hotel manager faces wide number of issues and challenges while managing resort
types. In case with Heythrop Park Resort, assistant general managers faces the following
challenges and issues in managing resort type that is all inclusive and luxury resort:
 Changing customer expectations: In modern world, various changes in expectations in
visitors needs causes issues and challenges for managers to manage the resort type. Due
to changes in customer expectations for additional facilities or wide services at minimum
price are some issues faced by managers of Heythrop Park Resort to manage its its
inclusive resort type. Moreover, emergence of services in various apps which makes
instant outcomes possible, customers are expecting similar levels of personalisation,
efficiency along with convenience at the resort type they go (Chung and Shin, 2018).
 Bookings and pricing: With growth of online bookings, it is creating challenge to
manage resort type for holding consistent pricing across board. Unavoidably, pricing vary
from one site to other that affects bottom line of resort types. In context to Heythrop Park
Resort, managers are facing challenge to manage luxury resort due to fluctuations in
online bookings and many more. Moreover, peak seasons drives huge bookings along
with revenue, but also puts huge stress on staff of resort.
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 Leadership: in resort type, potential leaders are necessary to stimulate people to work
more and hard. But good leadership is difficult to come. In Heythrop Park Resort,
positional leaders are facing challenge in earning respect from workers due to managerial
experiences or not necessary to have tangible outcomes as leaders to manage luxury
resort. It is also a challenge to manage all inclusive resort through finding people that are
responsible addition to owns for mistakes or problems in workplace (Doppelt, 2017).
P2. Discussion on differences in operational requirements of specialist areas together with
potential issues in managing distinct specialist areas of various resorts
The range of resort is very wide that comprises operational requirements of specialist
area. In context to Heythrop Park Resort, following are differences related to operational
requirement of areas and potential issues to manage the specialist area of luxury as well as al
inclusive resorts:
Basis of
differentiation for
specialist area
Operational requirements of
specialist area
Potential issue to manage specialist
area
Organisational
bookings
In luxury and all inclusive resort,
the key operational requirement
is systematic and organised
booking through e-commerce
sites, online reservations apps,
tele-bookings etc that vacationers
uses for making bookings for
resort hotel. In Heythrop Park
Resort, main requirement is area
of resort is for organised
bookings of rooms and other
facilities through using online
and offline modes.
The potential issue to manage
organisational booking is fluctuations
in prices that affects bookings made
by customers in peak of off seasons.
In Heythrop Park Resort, it is
analysed that one of potential issue
that can be faced by managers or front
office department is of fluctuation in
prices because of which various
customers makes bookings and also
cancels them as soon as they gets
other facilities at minimum prices.
Moreover, in peak seasons, demands
for hotel resort room are huge because
of which it causes issue of
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unavailability of rooms to prospective
customers that leads towards
dissatisfaction among them (Gershon,
2016).
Differentiation
strategy
For the resort types that are
luxury and all-inclusive,
operational requirement is of
differentiation strategy to have
competitive edge among others.
In context to Heythrop Park
Resort, it operates in hospitality
industry in which large number
of resort hotels offers similar
facilities that to in minimum
prices. In order to work in the
industry, resort hotel requires to
have differentiation strategy so
that it can attract and meet wants
of wide customers and enhance
its financial position (Halpin,
Lucko and Senior, 2017).
The potential issue in differentiation
strategy includes changes in
marketplace. Shrewd competitors
looks towards opportunities of success
and makes attempts to copy them. For
devising differentiation strategy,
assistant general manager of Heythrop
Park Resort is required to build
reputation of resort types nearby to
distinctive features as well as make
expertise exceptionally visible in
target audiences.
TASK 2
P3. Different resort package types and ways to fulfil overall sales objectives
Resort package is considered as important tool for hotel resort to develop competitive
edge. All resort hotels devises various packages that are based on needs or wants of targetted
vacationers. These are the packages that escort tour of person. Different resort packages have
different sales objectives and to meet al wide tactics are applied by managers of company. In
context to Heythrop Park Resort, following are certain resort packages and the tactics
implemented to attain sales objectives:
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Honeymoon package: It is the resort package that is offered for newly wed couples. It is
meant for couples so that they understand each other and spend quality time far from their daily
routine activities. In Heythrop Park Resort, honey moon package is offered to couples who are
on the first trip after the marriage. The package takes couples to most wonderful locations adding
more love addition to romance in their lives. For fulfilling sales objectives of honeymoon
package, the general manager of resort hotel offers additional facilities such as campfire,
wonderful decorated suite as well as provide food services in room that gives more private time
to couples for enhancing love (Hubbard, 2020). In the resort, honeymoon packages offered are
Do Not Disturb package that is for 5 nights and 4 days and cost around £ 3000 per couple.
Through these tactics, couples makes decision for the package and meet objectives to maximise
revenues.
Business package: In increasing digital world, providing comprehensive business
package is vital for resort hotel with the hope of gaining custom as well as retaining employees.
The business package of Heythrop Park Resort is based on the requirements of clients. Common
business package that the company offers is for 3 days and 2 nights which cost around £ 1800 to
individual businessman or business women. To meet the objectives of sales for the package,
assistant general manager uses tactic of customer relationship management that helps in
strengthening relationships with businessmen and making arrangements for the requirements
including conference room, wifi facility, easy fitness, ease proximity, plenty of power outlets,
fast services and many more. Along with this, the resort hotel arranges free trip for business
people to visit nearby locations that adds values to experiences which leads to maximising profits
of resort hotel.
Premium package: The resort package is desirable package that offers best services to
its customers. Some of its amenities and facilities includes sports related activities, clubbing,
unlimited recreational facilities, lodging, spa, Disney land, car on rent, shopping etc (Kamphuis,
2020). Heythrop Park Resort offers premium package to vacationers and also make various
changes in the services and amenities in accordance to guests. The premium packages of the
company are 5 days and 4 nights for £ 3500, 2 nights and 3 days for £ 1600 and 6 days and 5
nights for £ 5500. To meet the sales objectives for maximising profits from premium package,
managers of the resort hotel provides discount for perfect balance of adventure and wonderful
opportunity to explore the location with great experiences.
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With the mentioned resort packages, managers of Heythrop Park Resort meets its sales
objective in order to maximise its profitability and improve position in the industry.
TASK 3
P4. Conducting market research into particular resort location as well as determining needs of
selected target market
Heythrop Park Resort is located at Oxfordshire which is popular as “City of dreaming
spires”. It is situated on edge of Cotswolds as well as certain most beautiful villages addition to
towns. There are diverse historic mansions along with stately homes that motivates vacationer to
visit the location. The city has wide things to offer visitors and in rolling Cotswold Hills, people
demands for walking hills of Chilterns and agazing outstanding natural beauty. This place is
mostly visited by the customers that are typical tourists and have demands for exploring clichéd
touristy activities. The people trot around the cities as well as enjoy sight seeing with assistance
of guide as well as city map (Lohmann, Panosso Netto and Rodrigues, 2017).
Target customers and their needs: The targetted customers of Heythrop Park Resort are
the vacationers that are willing to spend for recreational and entertainment activities. Moreover,
the targetted customers along with the needs of each for the resort location are as researched:
 Backpackers and adventure tourists: Resort hotel earns huge money from these
customers as they are kind of travellers that loves to explore much about distinct
locations and also prefers independent travelling with minimum budget. The needs and
expectations of these people are for resort package that includes active physical activities,
exploring new experiences, meals on time, transportation and many more at minimum
budget.
 Holidaymakers: These travellers visit popular destinations or places for typical resort
holiday (Rumble, 2019). It has been analysed that holiday makers found travelling around
mutually agreed work holiday schedules and do not worry for destination till they are
distinct from the norms. These people have wants for playing area clubbing, fitness
center, entertainment, accommodation, air travel and transfer and other services that
refreshes their mind and soul.
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P5. Business plan in context to resort package that is based on findings of market research
As per the findings from market research, general assistant managers of Heythrop Park
Resort has analysed that its targeted travellers have wants, needs and expectation for a resort
package that provides large number of amenities and facilities in minimum price. In this context,
a resort package that is named as “Accommodation package” is devised by the resort hotel which
suits all travellers as well as budgets and includes everything from friendly accommodation to
budget conscious addition to luxury accommodation in just £ 1500 for 3 days and 2 nights. The
unique selling point of the resort package is that it comfortability, values and experiences to
customers which are different from resort packages offered by rival resort hotels. The business
plan for accommodation package of Heythrop Park Resort is as follows:
Particular Descriptions
Executive summary The business plan of Heythrop Park Resort is based on
Accommodation package that is created after conducting market
resrch and findings the travellers needs. The business plan
includes organisational information, about resort package, STP
analysis, pricing strategy, financial requirements and controlling.
Information of company Heythrop Park Resort is leading resort hotel in UK which offers
wide number of recreation, entertainment and other facilities to
travellers. In present times, the company is planning to enhance
its market size and in this context it has developed a new resort
package that are offered at reasonable price (Heythrop Park
Resort. 2020).
About the resort package Accommodation package is a new resort package of Heythrop
Park Resort. Its USP includes comfortability, values together
with experiences to customers. The duration of the resort package
include 2 night and 3 days stay for £ 1500. the objectives of the
package is to enhance customer base by 15% till 2023, improve
market size by 12% till 2024 and enhance profits by 10%.
STP analysis The STP analysis for accommodation package of Heythrop Park
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Resort is as follows:
Segmentation: The entire market is segmented by marketers of
Heythrop Park Resort as per similar characterstics of group of
travellers. Moreover, demographic segmentation is used by resort
hotel to segment the market as per income level, education and
age.
Targeting: The target customers of Heythrop Park Resort for
accommodation package are the vacationers that are between 22
to 45 years, have huge values for travel and earns huge income.
Positioning: Accommodation package will be positioned or
promoted by Heythrop Park Resort in the market through social
media platforms, relation ship marketing, advertisements, bill
boards, email marketing and many more.
Pricing strategy For accommodation package, Heythrop Park Resort used value
added pricing strategy in which it set the price as per the
perception of travellers for worth of resort package. This strategy
helped the company in maximising profitability as the price is
largely accepted by travellers and stimulate them to make
purchase decision for it (Wise and Harris, 2017).
Financial requirements The projected budget for accommodation package of Heythrop
Park Resort is as follows:
Particulars Amount (£)
Market research 100
Accommodation services 900
Travelling expenses 200
Advertisement 150
Other expenses 150
Total 1500
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Implementation and
control
The business plan will be implemented by Heythrop Park Resort
with the help of its staff members and other stakeholders. To
control the actions, managers uses techniques such as
benchmarking, KPIs and others in order to achieve objective and
maximise business.
TASK 4
P6. Investigation for distinct sustainable approaches, practices as well as initiatives that are
implemented by the resort
Heythrop Park Resort have adopted various approaches related to sustainability, practices
and initiatives that have helped the business in attaining overall business success for the resort
hotel. Some of them are as follows:
Energy and water conservation: In central operations like lighting systems, automated
energy management systems, kitchen equipments etc resort hotels are making great efforts to
reduce energy and water while sustaining at maximum possible ways that enhances guest
experiences (Xie, So and Wang, 2017). In context to Heythrop Park Resort, the managers have
implemented solar systems and automations through which the lights, fans and other electronic
appliances gets off automatically when vacationer leaves the room. Moreover, in guest rooms,
kitchens, spas, laundries and pools, the resort hotel have implemented efficiencies which
decreases wastage of water in many cases. With these practices, the resort hotel have enhances
brand value and performance in the industry.
Corporate social responsibility: Heythrop Park Resort have commitment to meet its
responsibilities towards society that are reducing unemployment, conserving environment
supporting volunteer efforts and many more. In this context, the resort hotel have employed to
large number of local residents and also taken responsibility of education of their children. Along
with this, the resort have also align its activities with government in order to minimise
environmental problems through taking necessary steps including reducing carbon footprints,
greenhouse gas emissions and many more. All these practices assisted the resort hotel to achieve
its business success together with enhancing image and values in international market
(Zelinskaya, Chueva and Chuev, 2016).
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With the mentioned sustainability approaches and practices, Heythrop Park Resort have
gained huge success in meeting objectives addition to enhancing performances and value of the
company at global level.
CONCLUSION
From the above discussion, it has been concluded that main purpose of resort is for
offering relaxation, recreation, accommodation and other facilities to its guests that refreshed
their mood and rebuild energies among them. Common resort types are all inclusive resort,
beach resort and luxury resort. To manage them, hotel resort faced certain issues and challenges
that are changing customer requirements, leadership, bookings and pricing. Honeymoon
package, business package and premium package are some of resort package that are offered by
resort hotel to guests. Market research is conducted by resort so to identity the unmet demands
and expectation so that effective resort package is devised and offered to them. Energy and water
conservation and Corporate social responsibility are the approaches and practices that are
implemented by resort hotel to achieve overall success.
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Online:
Heythrop Park Resort. 2020. [Online]. Available through: <https://www.heythroppark.co.uk/>
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