Resort Package Proposal: Blackpool Resort Analysis and Plan

This report presents a comprehensive resort package proposal for Blackpool, UK, focusing on market research, sales objectives, and sustainable practices. It begins with an introduction to resorts and resort packages, specifically for Blackpool, followed by an assessment of different resort package typ...Read More

Resort package
proposal Blackpool

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
P3. Assessment of distinct resort package types along with how they fulfils sales objectives . .1
TASK 3............................................................................................................................................3
P4. Conducting market research into specific resort location as well as determining needs of
the selected target market ............................................................................................................3
P5. Proposing business plan for resort package on the basis of findings of market research .....4
TASK 4............................................................................................................................................7
P6. Investigation of different sustainable approaches, initiatives together with practices that
are implemented by the resort hotel ............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Resort is defined as the vacation place which is visited by people for holidays along
with days out. In other terms, resort is the town where an individual visit for the purpose
of days out addition to holidays that involves hotels where the holidaymakers stay
(Christie Mill, 2012). Resort packages are the packages for which the visitor has to pay
in order to enjoy the facilities and other services. The present resort package is devised
for Blackpool which is a town as well as seaside resort situated at Lancashire Coast in
UK. The resort is providing accommodation for couples along with families from long
years ago. It is located at perfect place that helps travellers to explore many of its top
attractions. The resort package proposal discusses about various resort package types
and they ways they helps in fulfilling overall sales objective. Further, it includes market
research of particular resort location and determination of needs of the target market. A
business plan is prepared for resort package and distinct approaches, initiatives ad
practices that are implemented by the resort are investigated for the resort package
proposal.
TASK 2
P3. Assessment of distinct resort package types along with how they fulfils sales
objectives
A resort is described as self contained establishment which works for providing
all the wants and desires of vacationers, including sports, food and beverages,
shopping, lodging and entertainment on the premises. A resort package includes
distinct amenities, facilities, transportation, accommodation and so on that gives
travellers an opportunity to spend quality time from their busy schedule. In context to
Blackpool Resort, various resort packages are designed and offered by managers to the
travellers in accordance with their requirements, needs and wants.
Sales objectives: Sales objectives are defined to part of organisational
marketing plan wherein common goals are recognised by marketing department such
as profit margins, advertising, targetted objectives, revenue targets and distribution
partners. In context to Blackpool Resort, sales objectives are as follows:
 To enhance sales demand of various resort packages by 15% till 2024.
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 To cut tile sales reps spend on non sales tasks (Moore, 2017).
 To increase customer numbers by 8% till 2025.
 To enhance sales procedures.
Certain resort packages along with the ways they assist the managers in
attaining overall sales objectives are as follows:
 Couple package: A resort package that is particularly offered to people who
have desires for celebrating newly wedding or anniversaries is said to couple
package. Managers of Blackpool Resort offer the package as per the needs of
couples. For example, in this resort package, the managers provide facilities
including transportation, romantic dinner, couple massage and so on includes in
the package price. Along with this, marketers promote the package in attractive
way to the couples that influences audiences to make decision to buy the
package that helps the resort to achieve sales objectives.
 Attraction resort package: The type of resort package that is ideal for
adrenaline seekers along with families that prefers to enjoy attractive locations is
said to attraction resort package. It is one of resort package type that is offered
by Blackpool Resort management and it includes unique accommodation, hand-
picked adventures, luxury amenities and delicious meals all rolled in one.
Addition to this, the company also offers coffee crate service, lodging, gratuity,
food and great on site experiences to guests for the atrracted trip that help in
achieving sales objectives through selling more of the package to wide number of
people (Liao and Chuang, 2020).
 Business package: the travel package that is specifically designed for business
people those who are looking for combination of values together with efficiency is
said to business resort package. In this package, management team of Blackpool
Resort offers wide services to business travellers. For example, some of its
services comprises of rental cars, hotel accommodation having access to
conference rooms, delivery of daily newspaper and meals. The resort package
engrosses wide attractive facilities that are required by business people that
results in huge number of sales of the package and attainment of entire sales
objectives as set the company.
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With the resort packages, managers along with marketers attracts large
population towards to Blackpool Resort that further helps in meeting the demands of
audiences and achieving sales objectives of the organisation.
TASK 3
P4. Conducting market research into specific resort location as well as determining
needs of the selected target market
In tourism sector, all companies conduct market research for specific location to
determine requirements and demands of target market (Greenbaum, Thakor and Boot,
2019). Further, the organisation develops suitable resort package and business plan to
achieve success. In this context, marketers of Blackpool resort have decided to conduct
market research through using primary as well as secondary research methods. For
this, the marketing team uses methods such as questionnaire, telephonic interview,
survey, focus group and many more.
Destination potential: The specific location selected by marketing department of
Blackpool Resort is Lancashire Coast that is in North West England of UK. It is a town
located on Irish Sea, between Wyre as well as Ribble estuaries. The estimated
population that lives in the location is around 1211535 (Population of Lancashire, 2015)
Target market: The target market is defined as the group of population to whom
an organisation wants to sell its offerings. In includes breaking entire market into small
segments as per the common needs and then planning strategies accordingly for each
segment that result sun enhancing market share. The target market of Blackpool resort
is market of UK and the people that spends huge on amenities offered by entity in
hospitality industry. In this context, managers of Blackpool Resort have segmented the
entire market in to different groups and analysed their wants for resort packages. The
approach is helpful in conducting market research and determining needs of selected
audience. Following are different sub groups targeted by the company:
Age and Occupation: The sub groups that falls into this type includes age, marital
status, occupation and many more. It has been researched that the different segment
group has different wants for resort package. The age group of people between 25 to 60
years are segmented and it is analysed that population that are between 40 years to 60
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years having established business and high salary occupation have preferences for
business based package in which all the requirement including conference rooms, Wi-
Fi, rental cars and many more facilities are available. However, Segmented population
between age of 20 years to 40 years wherein family, couples and other people falls that
have huge demand of couple packages, adventure package and so on. As consultant of
Blackpool Resort, methods for collecting primary data are questionnaire, observation
and self administered surveys are used. With these methods, the segmented group was
approached personally information about their preference of resort package was
collected. It is proposed that the segmented group have common need for adventure
resort package that includes facilities for business and adventure.
Geographic location: The segmentation type is based on place of origin of tourists.
In this type, the marketers analyses needs of audience for different geographic locations
in which they analyses the location of origin of tourists and their surroundings (Reid,
Johnston and Patiar, 2017). It is researched that most of the population have origin from
visit attractive places wherein they have thrills as well as spills. Moreover, some people
belongs to geographic location that includes animal mad adventure and trampoline
parks.
Through market research, managers of Blackpool Resort have determined the
wants of targeted audiences that can assist them to embrace changes in existing resort
packages and offer them to the targeted population.
P5. Proposing business plan for resort package on the basis of findings of market
research
Business plan
Business plan is the document which set out future objectives, goals and strategies
of company. In case with Blackpool Resort, managers have proposed a business plan
as per the findings of market research. In the research, managers have determined that
target market have more preference for adventure resort package and for this, the
business is as proposed:
Executive summary: Blackpool Resort is the popular seaside resort that
provides various amenities and other services to travellers. The company is providing
wide number of accommodation to couples and families from long ago. The amenities
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that are on offer in adventure resort package includes comfort and convenience, well
mannered staff and their services, local travel guide, games for children, computer and
internet connection, Underlit bed, essential equipments for self respecting stalker, Clean
and fluffy towels.
Organisational objectives: The mission of Blackpool Resort is to put soul in
hospitality sector by providing quality of luxury services to incredible travellers.
The vision of Blackpool Resort is to proudly opening doors of destination to true spirit.
The objectives of Blackpool Resort are to enhance customer base by 25%, increase
profit margins by 15% and expand in untapped market by 2022.
The SMART objectives of Blackpool Resort are the following:
 Specific: Blackpool Resort wants to boost its customer base and profit margins
through launching a resort package and adding amenities as per customers
requirements.
 Measurable: 25% enhancement is its goal.
 Attainable: Blackpool Resort customer base enhancement by 5% through
offering additional amenities and discounts.
 Relevant: Through increasing customer base, it will boost brand awareness as
well as generate leads that will give more sales opportunities.
 Time bound: The business objective will be achieved by 2022.
Resort Package and targeted customers: The managers of Blackpool Resort
have proposed a new package that is adventure resort package. The resort package is
for families with kids and it is for 3 nights and 4 days. To enjoy the package, a customer
have to pay as per the following:
Accommodation Amount (In ₤)
Package (Couples ) 3800
Package (For family ) 3500
Swot Analysis: The SWOT analysis of the location of Blackpool resort is as
follows:
Strengths
 Blackpool resort have built expertise at
Weaknesses
 Days inventory of Blackpool
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working in UK and making success.
Moreover, with this, the resort have build
a image in the location of Lancashire
Coast.
 Highly skilled employees via successful
training and development programs.
Blackpool Resort invests huge resources
to train and develop its employees as well
as nearby location.
 The resort also have strong cash flows
which assist in resources in hand of entity
to make good innovation.
resort as high as compared to
its competitors. This makes
the resort to raise huge
capital to invest in channel.
 The resort have unattractive
surroundings and requires
huge investment in new
technologies (Yogi, Rizal and
Suharyo, 2017).
 The prices charged by the
resort managers are too high.
Opportunities
 Blackpool Resort has opportunity to
expand in other market through offering
attractive packages.
 It can also make modification in existing
facilities in relevance to sustain the
location.
 Developing surrounding areas and
making it fresh and clean can attract
larger number of tourists from far places.
Threats
 The demand of population of
the location of Lancashire
Coast changes seasonally
which impacts on profits of
the resort in short to medium
terms.
 Development of nearby
locations is major threat for
Lancashire Coast and
Blackpool Resort to attract
large tourists.
Marketing strategies:
Promotion strategy: Blackpool resort will promote the adventure resort package
by using promotion types includes advertising, sales promotion, direct marketing and
personal selling. Moreover, certain social media channels that will be used for
promoting the proposed package are Facebook, Instagram, Pinterest and LinkedIn. All
these will help the resort to generate awareness among travellers for the proposed
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resort package and attracting large number of families to make decision to purchase the
package and spend quality time with their kids (Al-Sharif, Qwader and Al-Slehat, 2017).
Pricing strategies: There are various options available with Blackpool resort to
set price for the proposed package. Penetrating pricing strategy is the strategy in which
price of resort package is initially set low so to reach rapidly to mass population with
wide fraction of market as well as initiate word of mouth. It works effectively on
expectations that targetted tourism will buy the package because of its lower price and
more amenities.
Evaluation and control: The KPI types used in the case includes leading
indicators so to predict outcome of the entire methods and strategies. The other type of
KPI is quantitative indicators which can present results in numbers. External
benchmarking are used in the case so to analyse the ways of performance of other
companies in the industry and comparing performances. Blackpool Resort managers
will consider external and internal benchmarking so to compare the working of different
departments with each other and practices of entire organisation with other best
companies ion the industry so to control deviations and achieve success.
TASK 4
P6. Investigation of different sustainable approaches, initiatives together with practices
that are implemented by the resort hotel
Key Principles
In the hospitality sector, Blackpool Resort is the entity which has made huge efforts
in developing entire industry. In this context, management team of Blackpool Resorts
has taken practice of Key principles of destination sustainability along with
competitiveness. The main focus of the Blackpool Resort in this practice was towards
improving declination effectiveness and impacts on sustainability. An action plan was
prepared by the team in order to deliver low carbon, energy efficient along with
economically resilient community (Sustainability strategy of Blackpool Resort, 2017). In
this practice, the managers are emphasising on reducing costs and boosting destination
sustainability by grabbing attention of various visitors.
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Sustainable approach
The managers of the resort hotel are working towards sustainable approach by
executing Corporate Social Responsibility. With this approach, the managers of resort
hotel emphasises its practices towards solving ecological, social, cultural and economic
problems that are faced in the real world (Mutascu, 2018). Along with this, jobs of
residential citizens are safeguard by administrators of the company and surrounding
places are developed in order to improve infrastructure of entire tourism sector.
Blackpool resort is also making its focus towards ecological, economical as well as
social dimensions through recognising that all should be focused together in order to
search lasting prosperity. By adapting sustainable approaches, the resort have
experiences favourable impacts in terms of revenue generation, solving social problems
and making recognised position in the industry. Furthermore, the company have made
huge investments for educating children of its staff members. It is making huge efforts
for enhancing usage of renewable electricity and reducing carbon footprints.
Initiative
The initiative taken by the Blackpool Resort is developing tourism infrastructure.
With this initiative, Blackpool Resort company works to uplift communication centres,
technological areas and developed roads and structure to attract more tourists and
meet their satisfaction for the purpose they made decision to travel. For this, the
company has improves transportation and technological advancement in the industry.
The managers have installed wide number of technological devices and also motivate
other resort hotels to do the same (Walker, 2015).
Blackpool Resort have huge chances to sustain in the location and increase its
customer base as the company have made important initiatives and adopted
sustainable approaches together with key principles to operate ethically in tourism
industry.
CONCLUSION
The above discussion concludes that resorts offer various packages to tourists in
attractive manner which influences them to make decision to visit the place and enjoy at
full. In tourism sector, resorts play key role in development and growth of the industry as
they offers wide resort package types to targeted audiences and achieve overall sales
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objectives effectively. The main resort package type includes couple package,
adventure package and business resort package. According to the activities undertaken
in market research, managers of hotel resort proposes business plan for specific resort
package that is demanded most by the targeted audience.
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REFERENCES
Books and Journals
Christie Mill, R., 2012. Resorts: Management and Operations. 3rd ed. Chichester: John
Wiley and Sons.
Moore, E., 2017. Auction-Based Liquidity of Last Resort. Available at SSRN 2801138.
Liao, C.S. and Chuang, H.K., 2020. Tourist preferences for package tour attributes in
tourism destination design and development. Journal of Vacation
Marketing, 26(2), pp.230-246.
Reid, S., Johnston, N. and Patiar, A., 2017. Coastal resorts setting the pace: An
evaluation of sustainable hotel practices. Journal of hospitality and tourism
management, 33, pp.11-22.
Yogi, P., Rizal, O. and Suharyo, O.S., 2017. Feasibility analysis of naval base relocation
using SWOT and AHP method to support main duties operation. Journal of
Defense Resources Management, 8(2), pp.14-31.
Al-Sharif, B. M., Qwader, A. and Al-Slehat, Z. A. F., 2017. The effect of promotion
strategy in the Jordanian Islamic banks on a number of customers. International
Journal of Economics and Finance, 9(2), pp.81-88.
Goldman, J., 2020. Government as customer of last resort: The stabilizing effects of
government purchases on firms. The Review of Financial Studies. 33 (2).
pp.610-643.
Greenbaum, S. I., Thakor, A. V. and Boot, A. W., 2019. Contemporary financial
intermediation. Academic Press.
Holloway, J. C. and Humphreys, C., 2019. The business of tourism. SAGE Publications
Limited.
Mutascu, M., 2018. A time-frequency analysis of trade openness and CO2 emissions in
France. Energy policy,.115. pp.443-455.
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:
Population of Lancashire, 2015. [Online]. Available through: http://population.city/united-
kingdom/lancashire/
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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