Understanding tourism resort management

I have attached below the assignment brief, if u cannot open it i can send it through email, thx

Understanding
Tourism Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1. Explore the different types of resorts, their key features and potential issues and
challenges of managing them.................................................................................................4
P2. Discuss the differences in operational requirements of specialist areas and the potential
issues managing the different specialist areas........................................................................5
M1. Evaluate different operational requirements of a range of resorts and their management
strategies to minimise issues and challenges..........................................................................7
D1. Critically evaluate the potential issues and challenges of managing a range of specialist
resorts recommending the steps and the solutions required to minimise risks.......................7
TASK 2............................................................................................................................................7
P3. Assess different types of Resort packages and how they fulfil overall sales objectives
providing specific examples...................................................................................................7
M2. Critically evaluate the overall business implications of development and running a range
of Resort packages..................................................................................................................8
D2. Justified a range of Resort packages and the tactics applied to achieve overall sales
objectives to maximize profitability.......................................................................................9
TASK 3............................................................................................................................................9
P4. Conduct market research into a specific Resort location and determine the needs of a
chosen target market...............................................................................................................9
P5. Propose a business plan for a resort package based on the findings of market research.10
M3. Critically analyse the needs of customers and create a resort package to maximize
business and profitability......................................................................................................13
D3. Justify decisions made in planning and proposing a resort package analysing unique
selling points of the proposed package against competitors................................................13
TASK 4..........................................................................................................................................13
P6. Investigate the different sustainable approaches, practices and initiatives implemented by
a chosen Resort hotel............................................................................................................13

M4. Evaluate how sustainable approaches practices and initiatives for choosing resort in
enhance support brand value, image and business performance..........................................14
D4. Critically evaluate the sustainable approaches, practices and initiatives for choosing resort
in achieving overall business success...................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Tourist Resort management is a segment of hospitality industry belonging to
accommodation and lodging sector. The idea of tourist Resort management critically focuses
over effective development and management of tourist resorts in the best possible manner and
offering the best services to the customers (Stoppato and et. al., 2016). Simple towns resort is
determined as a spot or a place which offers certain services two customers that attracts them and
fulfils their needs in unique way. For the present report thee chosen Resort is Marriott Hanbury
Manor Golf and Spa hotel. The property is located in Hertfordshire, London offering luxurious
experiences to customers specifically to those who are visiting the property for leisure and
corporate reasons. The present assignment considers evaluation of different types of resorts as
well as the challenges faced by them. Moving along different operational requirements of
specialist areas and the potential issues are determined as well. Moreover, different types of
Resort packages that are used for fulfilling the sales target of the organisation are assessed with
conducting market research in specific area for developing a effective package for the targeted
audiences and proposing a business plan for the same. Lastly the core values of accomplishing
sustainable targets and the strategies used for doing the same are elaborated as well in the
assignment.
TASK 1
P1. Explore the different types of resorts, their key features and potential issues and challenges
of managing them.
Resort is a self controllable hospitality service providing organisation which begins with
making plans and strategies for addressing the needs of customers and going beyond their
expectations. Resorts are different from hotels and other accommodation service providing
entities. The major focus implemented by resorts is on their lands and areas in which they are
being established (Ghaderi, Hatamifar and Khalilzadeh, 2018). There are several different types
of resorts that exist in the market and through which services are provided to customers
according to their needs. Some of the resorts are as follows:
All inclusive resort is a hospitality property which is of normal type charging flexible money for
different types of packages it offers to its customers. An inclusive Resort contains services like

lodging, sports, exercises, amusement and boundless food options with different cuisines in
respective cost.
 Challenge- A sever challenge which is faced by and inclusive resort is training and
development of employees and individuals as well as talent management. The resort
requires number of employees and experts belonging to different fields in order to
specialise in all areas of services being offered.
Beach resort is a type property which is situated on irrespective beach location and has
adjoining vicinity to one. Beach resort includes the area at ocean side which it is useful for
occasional lodging and accommodation services for families and different customer’s type
(Murava and Korobeinykova, 2016). Challenge- A key which is faced by beach hotels and resorts to manage itself is changing
and uncertain weather conditions which causes loss of sales for resorts even at peak
season as the danger near the area sometime increases due to uncertain natural conditions.
Golf resort is third form of resorts which exist and flourish in the market, it is a full service
lodging facility provider which cater towards specifically the sport of golf providing access to a
golf course. As a common hospitality provider golf Resort also look over almost all the needs
and preferences of visitors who are staying on the premises.
 Challenge- The barriers which occurs in management and flourishing of a golf resort is
increasing cost and reducing budgets creating problems in their sustainability within the
market. The Marriott Hanbury Manor Golf and Spa Hotel is an example for the same
offering number of services beginning with the stunning course representing the beauty
of walled gardens and open surroundings, range of restaurants like Zodiac Restaurant
serving continental food and fine dining services (Pechlaner, Innerhofer and Erschbamer,
2019).
P2. Discuss the differences in operational requirements of specialist areas and the potential issues
managing the different specialist areas.
As identified in the above section that there are wide range of resorts present in the
industry which involves operational requirements of respective areas. In regards to Marriot
Hanbury Manor Golf and Spa Hotel certain operational requirements in specialist areas and their
concerning potential issues which are dealt by the resort management are discussed underneath.

Organisational Bookings is the first operational requirement off specialist area in Golf Resort.
The requirement arises and States that the resort should have a systematic and organised booking
system through offline and online methods which are helpful for the organisation as well as for
the visitors in order to maintain the records and making their bookings. In regards to the Golf
Resort the main requirement in regards to the area of Resort which needs to be holding organised
booking are rooms course utilisation time by using online and offline means.
 Potential issue- The potential issue which is faced by Marriott Hanbury Manor Golf and
Spa Hotel, managing its bookings is changing market prices leading to changing prices of
different packages and associated services in which the resort deals. This is a concerning
issue which is commonly faced by the management of Resort and leads to several
translations of bookings as they receive better and reduced prices at somewhere else
(Latham, 2018).
Differentiation and innovation strategy is a common specialist area of an organisation dealing
in hospitality sector. Resort and in this case the Golf Resort who is the operational requirement
of differentiation and innovation strategy to be applied in order to be competitive and maintain
their competitive power. In regards to Marriott Hanbury Manor Golf and Spa Hotel there are a
number of competitors existing in the market and the industry which develops requirement for it
to have differentiation strategy in order to attract different customer base and accomplish there
requirements leading to enhancing in financial projections and positions within the market.
 Potential issue- The potential issue which will be faced by the resort management in
regards to differentiation and innovation strategy application is uncertain and unknown
market conditions as well as trends. The market is changing and continuously evolving
most significantly in the hospitality industry. This is causing a huge barrier as
competitors of the resort are becoming shrewd and highly competitive looking over every
minute opportunity that can lead them towards success all even betterment from others.
Thus, it is a potential challenge for the business to manage in order to strongly sustain in
the hospitality industry and run the resort appropriately with earning profits (Mittal and
Dhar, 2016).

M1. Evaluate different operational requirements of a range of resorts and their management
strategies to minimise issues and challenges.
As determined and elaborated that there are range of different kinds of resorts that exist
and operates within the hospitality industry belonging to accommodation sector like inclusive
Resort, beach resort, golf resort, Spa Resort and many more. The different operational
requirements which pertains in the discussed Resort include organisational booking and
differentiation and innovation strategy. In order to deal with both the specialist areas and to
reduce the challenges faced while managing them it is important that the management of the
resort takes up several types of strategies for adopting and adapting according to the situation.
D1. Critically evaluate the potential issues and challenges of managing a range of specialist
resorts recommending the steps and the solutions required to minimise risks.
In accordance to the specialist areas of operational requirements of Resort and there
related potential issues which are determined are managing of several bookings which are
received by Resort through offline and online channels. In order to deal with this challenge the
Marriott Hanbury Manor Golf and Spa Hotel can make use of different technologies and
software for storing and utilising the data when required as well as keeping the records of the
organisation updated with proper reminders when needed (Baran and Galka, 2016). Hence this is
one potential solution which can be implemented by Resort management in order to provide ease
and comfort to the workforce as well as to their operational systems. Another potential challenge
which is seed in regards to operational effectiveness of the resort is of maintaining the
differentiation practice and strategy of Resort. This problem all the challenge of the resort can be
resolved by by developing a innovative and effective culture within the entity promoting the idea
of differentiation and innovation on regular basis leading to effective development of innovative
plans and executing them in a unique creative manner.
TASK 2
P3. Assess different types of Resort packages and how they fulfil overall sales objectives
providing specific examples.
In order to look over different types of Resort packages that are provided two customers
first of all the concept of packages need to be understood. Hence, in relation with hospitality

industry the package is refers to a product which is offered to the ultimate customer in
combination of number of services that will be available for the visitor once they choose the best
package for themselves and visit the resort. In simple terms package refers to a product offering
which is provided to customers by Resort involving different services which will be enjoyed by
them once they visit the property. There are different types of packages offered by Marriott
Hanbury Manor Golf and Spa Hotel, enables the organisation or assist them in in attaining their
sales targets and keep on going in the industry. Some of the packages are determined and
elaborated underneath:
 Business package- To begin with the first form of package which is offered by Marriott
Hanbury Manor Golf and Spa Hotel is business package. This package product is
specifically developed for those parties who visit the property for enjoying the weekend
with business associates in regards to making discussion about work but before that
placing a good impression on the other party. Hence the business package rangers and
differs in accordance to address the needs of buyer’s with the focus of attracting range of
customers (Okumus and et. al., 2019).
 Leisure package- The next package that is offered by the resort to its customers is leisure
package which automatically defines itself by its name. This is a form of package which
it is commonly sold by the Resort as it involves all the different types of activities
beginning from sports to adventure and involving of best quality food to comfortable and
enjoyable stay. The leisure package which is offered by Marriott Hanbury Manor Golf
and Spa Hotel to its customers involves the services of 5 days and 4 nights in £4200, 3
days and 2 nights in £2100 and for 1 day on £1000.
M2. Critically evaluate the overall business implications of development and running a range of
Resort packages.
The resorts offers number of different of packages as their products to their customers in
order to make sure their success and attainment of the sales targets by focusing on fulfilling the
needs and demands of the targeted audiences (Vives, Jacob and Payeras, 2018). Hence the scope
of organisation increases with increasing availability of different kind of Resort packages like
premium, leisure and business. This packages not only brings efficiency towards the organisation
and helps it to attend the sales targets but also enable them to maintain their competitive
advantage and power over others within the industry. Thus, it is clearly stated that different

packages provides the best services two people and visitors visiting the resort as per their
expectations and preferences which leads to tendency of these packages to meet the objectives of
higher sales and productivity of the resort.
D2. Justified a range of Resort packages and the tactics applied to achieve overall sales
objectives to maximize profitability.
in the above section there are different types of packages discussed that are offered by
Marriott Hanbury Manor Golf and Spa Hotel to its customers in order to keep their focus on one
agenda that is incrementing their sales units and attaining their sales targets. Thus, this different
types of packages like business and leisure are offered to potential buyers and most importantly
to regular customers of the Resort for engaging people within the brand for the longest period
possible and also to keep them loyal to the brand for future (Warren and Becken, 2017).
TASK 3
P4. Conduct market research into a specific Resort location and determine the needs of a chosen
target market.
The Hanbury Manor Marriott Resort is situated in Ware, Hertfordshire with 26 miles
apart from North London. It is designed exclusively in the historic style with the mix of modern
touch. The wooden intricate architecture provides the luxury amenities, event space with
beautiful coverings of green that provide bliss of worth living experience. The various options of
restaurants is there to provide variety of delicacies each designed to provide the different
experience based on the mood of visitor (Moon and Han, 2019). The staying at Manor Marriott is
one of worth living and an unforgettable experience. A leisure centre with endless facilities
including steam, spa, golf, courtyards, cosy fire places with libraries also.
The people here stay for leisure and entertainment vacations. This place provides the
refreshment to the person with high class services. The person who prefer to stay here are elite,
high class people whose main focus is to have all services under one roof. The Hertfordshire is
the nearest linking point to London. This area is full of tourist attractions with proximity to
roadways and airways. This place has the large attractions because of its structure divided
between land and water. The weather is also pleasant all time. It is one of the most developed
cities and preferred city of tourist visitors while in London. The charm of places with its rich
history and monuments attracts the visitors.

Target segment and needs: The Hanbury Manor Resort is targeting the business travellers
leisure travellers, events and tourist. The all-time internet connectivity attracts the business
travellers largely. The packages so designed with the facilities providing on the basis of factor
attracts the business travellers. The separate space for conferences, fitness arrears and coffee
places attracts the business travellers. The connectivity with the main airports just a mile away so
the midst space also attracts the business travellers. The leisure travellers needs include the
recreational space, with good food and amenities that relaxes the person whole. The swimming
pool, with courtyards, golf course, spa etc. attracts the leisure travellers. The space to spend time
with family, couples, children are needed separately (Vidishcheva, Dreizis and Kopyrin, 2019).
The Manor Resort provides the experiences to club family, couples and children needs. The
events bookers main need is to have the proper setting with all facilities under one roof. The
Manor is the best attraction place with its connectivity with airports and main city attracts the
consumers. The tourist main need and want is the close proximity with city and airports. The
guide which can helps them in touring the city easily and hassle free. The Manor addresses these
needs very carefully by taking care of all the target market needs. The food is crafted in such
way which provides all taste under one roof with the endless services and efficient staff which
curates and understand the client’s needs well an prioritises in satisfying each customer needs.
P5. Propose a business plan for a resort package based on the findings of market research.
According to the marketing research so done it is inferred that the target segment of Manor
Resort wants largely the package designed in a way which address the luxurious facilities
clubbed with some special services at affordable prices. The understanding of customers needs is
an important factor for any company success. Based on the insight so developed with this market
research the Business plan is created. The Fit in package is designed for the visitors who want
affordable offers and is designed in such a way that it provides the best combination of Manor so
far. The package will cost to £1500 for 4 nights 3 days (Kirillova, Lehto and Cai, 2017). The
differentiating factor of this package is that it provides the best of service’s of Marriott with the
meals included and complimentary services at a very friendly and attractive price. This will lure
the travellers to visit more often. The launch of this package motto is to provide maximum
satisfaction and value to visitors for their money. The launch of this package will help the Manor
resorts in attracting and gaining strong position in the times of this pandemic. As with this

Coronavirus people are eager give themselves the splash of recreation and this package will
attract more visitors.
Executive Summary
The Manor resorts plan considers all the facts pertaining to this Fit in package. The
Marriott is brand in itself for the services they offer. This business plan contains all the facts and
strategies related with the new package of Manor resort. The business plan is the document
containing the goals and defining the strategies related with the goals so set. The Hanbury Manor
Marriott Resort is the epitome of the services and amenities they offer. They are best recognised
for their highly efficient services they offer and making the stay worth remembering. The legacy
of Marriott lies in providing rich lavish experience to satisfy their visitors experience. The resort
is coming up with new affordable offer curated specially for localites to attract new target
segment. This is the opportunity of company to expand their market presence also. The Fit in in
package is designed to attract the middle class leisure travellers. This is designed especially for
those who love exploring new places and are in need of affordable stays (Sánchez-Galiano,
Martí-Ciriquián and Fernández-Aracil, 2017).
Objectives
The objective behind the launch of this new accommodation package is as follows;
 To increase the revenue by 60% within one year.
 To increase the overall market share by 50%.
Strategy
The STP model is used in developing the effective strategy. The Segmentation is based
on the income level, behavioural and psychographic differentiation. The targeting would be
based on the age group of 20-60 years who love exploring and travelling. The people who need
the family vacation to refresh themselves. The positioning would be based on the Banners and
using digital medium tools.
Tactics
 Product: The product is the new affordable package designed to attract the explorers and
families to visit the resort and have experience of best services at friendly rates.
 Price: The price is kept economical and value based. As the motive behind this package is
to attract the middle class visitors. The aim is to provide maximum satisfaction to
visitors.

 Place: This package would be easily available at the company websites. The online
bookings will be accepted to furnish the demand in advance. The use of travel partners
and agents will be used to increase the demand of bookings.
 Promotion: The advertisements will be placed at billboards, magazines. The digital tools
such as Social media marketing and Targeted ads will be used extensively to promote the
package (Md Khairi and et. al., 2019).
Action Plan
The action plan is designed to have the fair idea of finances so required. The proper plan
helps in deriving the objectives clearly to finance department. The plan developed for this new
package is as follows;
Particulars Amt. (£)
Market research 200
Accommodation services 700
Travelling expenses 150
Advertisement 100
Other expenses 350
Total 1500
Controlling and Monitoring
The controlling and monitoring is used to monitor and evaluate the performance of the
resort in comparison with the objectives so set. The KPI will be used to measure the performance
in this they key standards are set against which the performance is measures with the
performance measures so set. If the deviation is found then corrective actions are taken to correct
the performance. The second technique used to monitor is benchmarking. In benchmarking the
performance is compared with that of its competitors. The great competitor of Manor Resort is
Five Lakes Resort. The comparative analysis will be done to compare the performance with that
of its competitors.

M3. Critically analyse the needs of customers and create a resort package to maximize business
and profitability.
The understanding of consumer needs and wants helps in conduction the operations
efficiently. By understanding the needs and conducting market research of Manor Resort target
market it was identified that package should be designed for the explorers and travellers as
London is tourist destination place. Therefore, The Fit in package so designed will help to attract
the middle class travellers and explorers thus by increasing the profitability (Brown and et. al.,
2017).
D3. Justify decisions made in planning and proposing a resort package analysing unique selling
points of the proposed package against competitors.
As the Manor competitors are planning on the high class budgets to engage there target
segment. But with changing economic conditions the Manor manger felt with the need of
introduction of affordable budget that will not burden the usual visitors pocket and with that
budget they will be able to refresh themselves. As with pandemic the spending patterns of people
changed largely considering this fact the new package was designed.
TASK 4
P6. Investigate the different sustainable approaches, practices and initiatives implemented by a
chosen Resort hotel.
The sustainable tourism is the identification and addressing the current and future social
and economic issue by examining issues of the visitors, industry and environment as whole. The
Manor Resort used various sustainable approaches which resulted in gaining the competitive
advantage in industry against its competitors. The various approaches used by the Manor Resort
are as follows;
Appraisal of environment work practices- The Marriott has a legacy and tradition to use the
innovative way to conserve the resources in best possible way. The hotel chain overall uses this
practice worldwide. The Manor Resort specially has designed the interior in such a way that it
requires low maintenance on water. The company has used more natural greenery to decorate its
pace. The company adopted the wall plants overall resort which saves the water to large extent as
the water just passes by the pipe so built in this way the very little amount is go in. The Resort
has designed space for cosy firewalls which saves the energy to great extent. The resort is even

working on highly solar panels to conserve the natural resources. They also applied the
technology in which the light gets automatically switched off when the guest leaves the room.
The Resort is highly efficient in using technology which saves the overall consumption of water
and energy to a large extent. In kitchens, cafeterias, bathrooms, laundry, spas etc. the recycling
of water treatment is used to address the efficient use of water (Baum, 2018).
CSR Activities- The Hanbury Manor Marriott Resort is highly awakened to their roles and
responsibilities towards the environment. The resort is accountable and responsible actively
towards its environmental roles. The resort aims is to reduce carbon footprints and reduce the
emission of greenhouse emission. The hotel believes in finding out the new innovative and
sustainable practices that makes them positively contribute to environment. The resort takes up
the employment drive and provides the free education to needy people in area they operate to be
socially responsible towards the people. There are various activities the Hotel takes up to fulfil
their social role. The Hotel motto is that only they can make this place better living by being
responsible from toady (Kot and Kozicka, 2018).
M4. Evaluate how sustainable approaches practices and initiatives for choosing resort in enhance
support brand value, image and business performance.
By taking up such sustainable activities the Hotel is fulfilling their environmental role. As,
the small steps lead to the greater good. The work approaches so used by the resort are being
innovative, sustainable and the adoption of such methods will help the resort to achieve its
environmental goals so set. By being environmentally active it helps in developing the increased
goodwill and brand image in market.
D4. Critically evaluate the sustainable approaches, practices and initiatives for choosing resort in
achieving overall business success.
As the sustainable tourism is gaining the importance in these times with the adoption of such
sustainable work practices the Resort is fulfilling their corporate social responsibility. By being
accountable and responsible towards the action so done acts positively for the resort objectives
and this helps in attainment of profitability by attracting to more visitors. The corporate that
discharges its environmental role in today’s time is being considered the visitors choice to visit.
This helps in branding of the organisation itself by fulfilling the social role (Cheer and Lew,
2017).

CONCLUSION
From the above discussion it can be stated that tourism is the flourishing industry which
helps in development of hospitality industry also. The resort is one such type which attracts the
visitors and gives them the chance of recreation. The identification of various types of resorts
helped in knowing the issues and challenges they face in operating. It helped in understanding
the reason behind the launch of various programmes and packages. Lastly, the market research
so done of the resort helped the resort in identifying the needs and wants of target segment
precisely that will help the resort in further success. The sustainable work practices of resort is
also highlighted to understand their contribution towards environment.

REFERENCES
Books and Journals
Baran, R. J. and Galka, R. J., 2016. Customer Relationship Management: the foundation of
contemporary marketing strategy. Taylor & Francis.
Baum, T., 2018. Sustainable human resource management as a driver in tourism policy and
planning: a serious sin of omission?. Journal of Sustainable Tourism, 26(6), pp.873-889.
Brown, G. and et. al., 2017. Identifying environmental and natural resource management conflict
potential using participatory mapping. Society & Natural Resources, 30(12), pp.1458-1475.
Cheer, J. M. and Lew, A. A. eds., 2017. Tourism, resilience and sustainability: Adapting to
social, political and economic change. Routledge.
Ghaderi, Z., Hatamifar, P. and Khalilzadeh, J., 2018. Analysis of tourist satisfaction in tourism
supply chain management. Anatolia, 29(3), pp.433-444.
Kirillova, K., Lehto, X. Y. and Cai, L., 2017. Existential authenticity and anxiety as outcomes:
The tourist in the experience economy. International Journal of Tourism Research, 19(1), pp.13-
26.
Kot, S. and Kozicka, K., 2018. Supply chain management evidence from tourism industry in
Greece. Journal of Environmental Management & Tourism, 9(4 (28)), pp.683-693.
Latham, G. P., 2018. Becoming the evidence-based manager: How to put the science of
management to work for you. Hachette UK.
Mason, P., 2020. Tourism impacts, planning and management. Routledge.
Md Khairi, N. D. and et. al., 2019. Tourist behaviour through consumption in Melaka world
heritage site. Current Issues in Tourism, 22(5), pp.582-600.
Mittal, S. and Dhar, R. L., 2016. Effect of green transformational leadership on green creativity:
A study of tourist hotels. Tourism Management, 57, pp.118-127.
Moon, H. and Han, H., 2019. Tourist experience quality and loyalty to an island destination: The
moderating impact of destination image. Journal of Travel & Tourism Marketing, 36(1), pp.43-
59.
Murava, I. and Korobeinykova, Y., 2016. The analysis of the waste problem in tourist
destinations on the example of Carpathian region in Ukraine. Journal of Ecological
Engineering, 17(2).
Okumus, F. and et. al., 2019. Strategic management for hospitality and tourism. Routledge.
Pechlaner, H., Innerhofer, E. and Erschbamer, G. eds., 2019. Overtourism: Tourism management
and solutions. Routledge.
Sánchez-Galiano, J. C., Martí-Ciriquián, P. and Fernández-Aracil, P., 2017. Temporary
population estimates of mass tourism destinations: The case of Benidorm. Tourism
Management, 62, pp.234-240.
Stoppato, A. and et. al., 2016. A model for the optimal design and management of a cogeneration
system with energy storage. Energy and Buildings, 124, pp.241-247.
Vidishcheva, E., Dreizis, Y. and Kopyrin, A., 2019. Sustainable development of the resort
regions (areas). In E3S Web of Conferences (Vol. 135, p. 03042). EDP Sciences.
Vives, A., Jacob, M. and Payeras, M., 2018. Revenue management and price optimization
techniques in the hotel sector: A critical literature review. Tourism Economics, 24(6), pp.720-
752.

Warren, C. and Becken, S., 2017. Saving energy and water in tourist accommodation: A
systematic literature review (1987–2015). International Journal of Tourism Research, 19(3),
pp.289-303.