Resort Management Strategies: Carden Park Hotel Business Plan

This report examines the management of tourist resorts, using Carden Park Hotel as a case study. It begins with an introduction to different resort types, including beach, island, golf, luxury, and spa resorts, and discusses their key issues and challenges. The report then delves into the operational requirements of resorts, highlighting differences and potential management issues. It describes various resort packages, their sales objectives, and the market research conducted for Carden Park Hotel, including the needs of its target market. A business plan for the resort is presented, followed by a discussion of sustainable approaches, initiatives, and practices that the resort could implement. The report concludes with a summary of the findings and relevant references.

Tourist Resort Management
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Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Different type of resorts along with their key issues and challenges which they face in resort
management............................................................................................................................................3
P2 Various differences experienced by resorts in operational requirements and potential issues in
management function..............................................................................................................................4
TASK 2.......................................................................................................................................................6
P3 Describe different resort packages with their sales objectives............................................................6
TASK 3.......................................................................................................................................................6
P4 Market research of specific resort location and describe the needs of the target market.....................6
P5 A business plan for a resort................................................................................................................7
TASK 4.......................................................................................................................................................9
P6 Different sustainable approaches, initiatives and practices to be implemented by a chosen resort.....9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11
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INTRODUCTION
There are various type of resorts with different services and features specially designed
for tourism purpose across the globe. The report is based on the Carden Park Hotel, golf resort.
The resort is based in UK and by providing golf playing facility it is attracting large number of
customers who has great passion for golf (Bhat and et.al., 2014). The company is focusing on
enhancing its services and features by providing luxuries services to its customers. They are
charging high for its services and facilities and has established its positive brand image in the
market place by providing quality services. The company has accrued good position in market
and has large loyal customer base. The topic covered in the report are different type of resorts,
their issues and challenges. Their different operational requirement and the different type of
packages they offer to its customers. Moreover a business plan has been prepared for the resort
in order to help them in strategy formulation.
TASK 1
P1 Different type of resorts along with their key issues and challenges which they face in resort
management.
There are different type of resorts which offer different services to its customers
according to its abilities and the location in which they are operating (Niu and et.al., 2016).
Every location has different culture and beliefs which helps in determining the culture and
practice of the resorts. There are various services provided by hotels and resorts such as
entertainment, restaurants, room services and many more. Different type of resorts are as follow-
 Beach resort- These type of resorts are located in areas close to beaches that is in coastal
areas. The primary tool which they use to attract people is beach as people love to spend
time on beach and it’s their favorite spot to relax and spend their free time. The resorts
located at beaches provide various services and features to its customers such as beautiful
view, entertainment facilities, luxuries services and many more.
 Island resort- These are type of resorts which are established in landslips areas with the
motive to provide proper view of Island to its customers. They are providing luxuries
services to its customers and target those customers who want to enjoy their vacations
with their families and friends for long period. Moreover it is totally dependent on
customers interest and preferences that is they like to visit water areas, want to enjoy with
snorkelers and want to do something adventures in their life.
 Golf resort- These type of resort are targeting people who are passionate about playing
golf. This type of resorts provide golf facilities to its customers along with various other
luxuries facilities and services. The customers enjoy their time by playing golf with some
music, drinking and eating facilities. Moreover they provide other services to its
customers in order to attract them such as movie theatre, clubbing facilities and many
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other facilities. The main motive of these resorts is to make its customer comfortable and
enjoy their free time and to fulfill their all needs and desires.
 Luxury resort- The name itself define the resort that is they are those type of resorts
which provide luxuries services and features to its customers (Palmer and Mathel, 2010).
This type of resorts target high class people who have high living standards and want to
experience all type to luxury in their life. The resort provide special treatment to its
customers by providing five star rooms, swimming pools, quality dinning services and
facilities and many more.
 Spa resorts- These type of resorts provide spa facilities to its customers that is place
where people can relax their body and enjoy the spa services of the resorts. Moreover the
spa services are quite different and unique in comparison to normal spa services of salons
and other places.
Challenges in maintenance of resorts
 Changing taste of customers- It is one of the major factor which effect the business of
resorts that is the needs and preferences of customers changes frequently. Due to these
changes resorts need to formulate and change its strategies and services on frequent
bases.
 Renovation and maintenance- The renovation and maintenance of the resort is the most
challenging factor for resorts. As according to changes in the technology and preferences
of customers they need to renovate their rooms and other areas in order to make it
attractive. The maintenance cost is quite high and management need to continuously
regulate and monitor these factors.
 Technological advancement- In current scenario technology play very crucial role in
business world where companies need to adopt the new technology and need to function
accordingly in order to survive in marketplace and to experience competitive advantage.
The use of new technology involves high investment and is a time consuming process for
hotel and resort industry (Alananzeh and et.al., 2018).
P2 Various differences experienced by resorts in operational requirements and potential issues in
management function.
Various range in resorts Operational requirements Potential issues
Training of staff members It is very important to provide
appropriate training to the
staff members as they are not
aware with the culture and
function of the resort. Proper
training helps in improving the
skills and abilities of the staff
members and they would able
to perform much better.
Moreover it will contribute in
There is always a potential
issue in every actions as in
terms of training the cost
become that issue. The
management need to invest
high in providing appropriate
training to its staff members.
Moreover many employees
leave the organization after
training so it becomes difficult
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enhancing the productivity of
resorts.
to recover such cost.
Organization of bookings In context of hotels and resorts
the systematic arrangement of
bookings is important as
majorly booking s are done
through various social media
platform. In this case the
changes of confusion and
misunderstanding is quite high
hence the organized way of
booking helps in carrying the
operations in much effective
manner.
The prices is one of the major
issue face by management as
prices are not fix they keep on
changing according to demand
and season. In peak season
due to high number of books
there is unavailability of
rooms which lead to bad
customer experience and
dissatisfaction.
Maintenance of a brand image Maintenance of brand image is
concern with the operational
issues where resorts need to
focus on the operational
activities and need to
formulate new strategies.
These activities helps in
enhancing the brand image of
resorts by satisfying its
customers.
There are many competitors in
marketplace who are
providing better services and
forcing on new innovate ways
in order to attract the
customers. This is one of the
major issue which resorts are
facing as they need to focus on
new strategies and features in
order to give tough
competition to its competitors
and to maintain its brand
position.
Competitive advantage The hospitality industry is
facing high competition in
marketplace due to emergence
of new entries as they are
providing better services and
innovative features to its
customers. This is one of the
operational issue for resorts as
they need to invest high in the
training and development of
its employees so that they can
treat their guests in most
efficient and effective manner.
There are various issues which
take place when resorts think
off adding something new and
innovative as it involves huge
investment and they need to
focus on other factors too for
the implementation of new
features and services (Frochot
and Batat, 2013).
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TASK 2
P3 Describe different resort packages with their sales objectives.
All resorts offer different packages to its customers according to the needs and
preferences of its target market. These packages include various services, facilities and features
which customers going to enjoy (Zelinskaya, Chueva and Chuev, 2016). There are various
package but mainly it is broadly classified into three categories-
 Premium package: This is one of the most desirable package which is desire for high
income group people in which hotels and resorts provide its best services and facilities to
its customers. Various services and facilities such as in room services, hygienic rooms,
lodging, drinking, swimming pool facilities, sports related facilities and many more. The
resort charge quite high prices from its customer who take premium package as they are
providing quite big range of services and facilities to its customers. This package is
mostly preferred by people who come on vacation with their families where proper
comfort and luxuries treatment is been provided to them by the hotels.
 Moderate package- It is a package which is quite affordable and included various
services and facilities but less than premium package. The services and facilities
included in moderate package are club, lodging, food counters, spa facilities and many
other.
 Economic package- This type of package is been formulated for people who cannot
afford much that is it includes basic services and facilities. It included services like
lodging services, restaurant facilities, in room services and many more. This type of
package is preferred by those customers who visit a place for some official or personal
work. The people who come on vacation and for relaxation purpose doesn’t take such
package. This type of package is been offered by almost all type of hotels and resorts.
Above mentioned type of packages are according to set standards and provided by all the
hotels and resorts as they are been formulated according to the needs, taste and preferences of
customers (Šerić, Jerković and Ljubica, 2015). All customers are not same that is it totally
dependent on their paying capacity and budget .
TASK 3
P4 Market research of specific resort location and describe the needs of the target market.
Carden Park Hotel, Golf resort and spa is established in Tiston, UK. The resort provide
golf and spa facilities to its customers along with various other services such as gym facilities,
swimming pool, clubbing, common room, and many more. Moreover they also organize special
events such as music and dance in order to entertain its customers.
Needs of target market
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In context of Carden Park Hotel, they are targeting high income group people as they are
providing various services and facilities to its customers (Ciolac and et.al., 2017). Moreover it is
one of the most popular resort in Tilston because of its quality services and facilities it provide to
its customers. They are working on research and development and provides innovate facilities
sucha s conference rooms, weeding services, event services and many more.
 Targeting family and couples: The main target market of the hotel is families and couples
who come on vacations and to spend their free time as they are providing many services
and facilities to its customers.
 Meeting customer requirement: In context of Carden Park Hotel, Golf resort and spa they
are able to make changes in their services and facilities according to changes in the needs
and preferences of its customers. It’s important to stand on the desires of customers in
order to survive in the marketplace that is customer satisfaction is necessary and new
innovate ways helps in attracting new potential customers.
P5 A business plan for a resort
Here a new business plan for Carden Park Hotel, Golf resort and spa which will help in its
growth and development.
Introduction- In this current changing business environment it is very important for hotel
to identify the needs and desires of customers and according change its functions and adapt to
changing situations (Goryushkina and et.al., 2016). There is the requirement for creating new
business plan in order to provide tough competition to its competitors and to survive in this
marketplace.
Objective- The primary objective this business plan is to make strategies and plans in
order to accomplish a particular business goal.
 The main objective of the Carden Park Hotel, Golf resort and spa, is to target the new
segment of customer that is shopaholic group of people. The hotel is planning to open
shops for its customers in order to provide them shopping facilities. Mostly people visit
hotel to spend time with their family and to enjoy vacation at new place. Hence they
prefer to take famous products of particular location so shops will sell the most desirable
and popular products.
STP Approach
Segmentation- The resort has to segmented its market on the bases of features and
characteristics which it is providing to its customers. All customers are different and their needs
and prefers are different so customer division on the bases of their requirement help in targeting
particular segment of customer.
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Targeting- The hotel is targeting new group of customers who are interested in shopping
that is by opening various product shops within the hotel premises they are targeting people who
are keen interested in shopping. This new facilities are quite different and unique which will help
in attracting new potential customers and help increasing the customer base (Reilly, Williams,
and Haider, 2010).
Positioning- In context of Carden Park Hotel, Golf resort and spa, they are positioning
themselves in the marketplace by focusing on differentiation strategy and taking competitive
advantage. This strategy will help in establishing unique and important position in the
marketplace where they would be setting a good example in the marketplace and increasing the
level of competition.
Pricing Strategy
There is no specific pricing strategy been adopted by the resort as they are providing
facilities to all type of customers that is customers of economic, premium and moderate group.
This new feature will help in increasing the customers and high in maximizing the profit volume
of the resort.
Market plan
In order to attract new customers with this new facility they will be involving in lot of
promotional activities in order to make people aware of its new feature. With the help of various
popular social media platforms such as snapchat, instgram, you-tube, etc. they will provide
information to its customers. Moreover they are going to adopt cost effective marketing strategy
in order to save its extra expenses by doing online marketing.
Monitoring and Controlling
Monitoring and controlling play very crucial role in the business operations as after
formulation of business strategy the management need to focus on its implementation part in
order to make sure that everything goes in the correct way as per the plans and decisions of
managers (Amirudin, Nawawi and Salin, 2017). The monitoring and controlling activities helps
in identifying the weak points in the implementation process and takes corrective action in order
to ensure proper function of business operations. If any activity or action goes wrong that is not
as per the plan then company need to suffer from huge loss. The proper execution of monitoring
and controlling process leads to the successful accomplishment of the goals and objectives of the
company.
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TASK 4
P6 Different sustainable approaches, initiatives and practices to be implemented by a chosen
resort
There are various approaches those promote sustainable practices in Carden Park Hotel,
Golf Resort. Following is list of different strategies those can be initiated and implemented:
 Energy conservation: The most important and expensive place of any resort or hospitality
company is kitchen and other parts which uses a heavy amount of energy. Examples in
this case are boilers, system of lighting, kitchen equipments and various energy
automated systems. In this respect, it becomes necessary that management focuses on
policies which promote conservation of energy. There are many such resorts and hotels
those are already using this strategy. According to this principle. Most important step is
to adopt such automated system that will assist in enhancing the optimum utilization of
available resources with the resort. Another benefit of this strategy is that it will paint the
image of resort as a supporter of environment and it will contribute in enhancing the
brand value in market. This will ultimately result in gaining the competitive advantage of
resort (Alvarez-Sousa, 2018).
 Waste reduction and recycling: Mere saving is not enough, another important strategy to
implement concept of sustainability in resort is to promote concept of recycling and
reducing waste in the place. There are various things that should be used so that heavy
wastage can be avoided, for example, wastage of food should be prevented. This will not
only help in supporting the idea of recycling but will also help in improving the quality of
services offered by resort to its guests.
 Cleaning products: Resort should focus on using safe products for both, customers and
staff members as well. This will improve the services offered by guests and also save
energy and wastage in resort. This will be focused on preventing any serious hazards in
place and will also prove to be cost efficient. To illustrate, resort can use safe wiring
system in resort, this will prevent any fire incident and it will be helpful in improving
brand image and also in safeguarding the surrounding environment.
 Food preparation: The most prominent service of this resort is their food. Management
should focus on systematic preparation of food. This will include adequate amount of
safety and cleanliness while preparation of food in the resort. Chefs should use fresh
ingredients; this will lead to ensuring safety of customers who are visiting the place. This
will help in giving positive image and promotion of resort in market as well.
 Selection of menu: There is growing trend of sustainable menu practice in hospitality
industry around the globe. This concept refers to different practices that promote
safeguarding environment while designing the menu of the resort. The main idea in this is
to make the menu organic and healthy. This will assist in service of best quality of food
items integrating it with prevention of safeguarding the environment. This policy will
help in serving the food in its best quality to guests.
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CONCLUSION
From the above study it has been concluded that there are various challenges and issues
which need to be faced by companies. The company need to focus on the research and
development in order to identify the current market trends and preferences of customers so that
they can make changes in its services and features. The level of competition is very high so it’s
important for business organization to adopt new innovate ways in its business operations in
order to attract potential customers and to survive in this competitive business environment. The
adoption of new technology in business operation helps in providing efficient and effective
results.
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