Tourist Resort Management Report - Analysis, Packages & Sustainability

This report provides a comprehensive analysis of tourist resort management, focusing on various aspects of the industry. It begins by exploring different resort types, their key features, and the challenges associated with their management, particularly considering the Heythrop Park Resort as a case study. The report then delves into the operational requirements of specialist areas within resorts and evaluates different resort packages and their ability to meet sales objectives. Furthermore, it includes market research for a specific resort location, the development of a business plan based on these findings, and an analysis of sustainable approaches and practices. The report critically evaluates potential challenges, proposes solutions to mitigate risks, and justifies decisions made in planning and proposing resort packages, analyzing the unique selling points of the developed package against competitors. The conclusion summarizes the key findings and recommendations for effective resort management, emphasizing the importance of adapting to changing customer expectations, optimizing operational strategies, and embracing sustainable practices for long-term success.

Tourist Resort
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explore the various resort types, key features & potential issues as well as challenges of
managing them.............................................................................................................................1
P2. Differences in operational requirements of specialist areas & the potential issues in
managing various specialist areas for range of resort..................................................................3
M1 Evaluate various operational requirements for a range of resorts & their management
strategies to declines challenges & issues....................................................................................5
D2 Critical evaluation of potential challenges & issue of managing types of resorts and the
steps as well as solutions to decline risk......................................................................................5
TASK 2............................................................................................................................................5
P3 Different resort packages and how they are able to fulfil their sales objectives...................5
M2 Critical evaluation of overall organisation implications of running & developing resort
packages.......................................................................................................................................6
D2 Justify a range of resort packages & tactics applied to attain sales objective & enhancing
profitability..................................................................................................................................6
TASK 3............................................................................................................................................7
P4. Conduct a market research into a specific resort location & analyse requirements of
selected target market..................................................................................................................7
P5. Develop a business plan in discourse to resort package that is based on market research
findings........................................................................................................................................8
M3 Critically analyse the requirements of customer & develop a resort package to enhance
business profitability..................................................................................................................10
D3 Justify the decisions develop in planning & proposing a resort package analysing USP of
the developed package against rivals.........................................................................................10
TASK 4..........................................................................................................................................10
P6. Investigation for different sustainable approaches, initiatives and prcatices that are
executed by the respective resort...............................................................................................10

M4 Evaluation of how sustainable practices, approaches & initiatives for selected resort
improve image, value & business performance.........................................................................11
D4 Critical evaluate sustainable approaches, initiatives as well as practices for respective
resort in attaining success .........................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Resort is a place to which individuals or group of people generally and frequently go for
pleasure or relaxation, especially the one provide recreational & rest facilitates for vacationers.
In addition to this, it is a form of establishment that attract and grab attention of visitors &
provide them various facilitates that is required at particular convenient location that is
entertainment, lodging, food and so on (Aggarwal, and Gour, 2020). Resort is basically a full
service accommodation for vacationers & a suitable place for recreation and relaxations
involving areas that is Spas, ski parks, beaches and seashores. In order to gain knowledge about
torist management resorts and related concepts, Heythrop Park Resort is taken into
consideration. It is a resort hotel which is located in London, United Kingdom. The resort
provide 4 star deluxe accommodations and other inclusive facilitates to Vacationers and
travellers as well.
The report will cover different types of resort along with the challenges faced to manage
them. In addition to this, there is a discussion about types of resort packages and how respective
organisation meet with the sales objective. Moreover, a business plan is developed for resort
package that take place on the basis of market research findings. In the last, different principles
and practices for attaining sustainable tourism for respective resort is elaborated in a proper
manner.
TASK 1
P1. Explore the various resort types, key features & potential issues as well as challenges of
managing them
Resort is basically a place that provide recreational facilities and relaxation to the people
with an objective to fulfil their requirements of visitors. One of the main factor that plays an
important role in attracting people is its location and the quality of services as well. It is
determined that an ideal resort must be located near the natural surroundings that have
connectivity with all type of services and market so that visitors can enjoy it properly (Al-Htibat,
and Garanti, 2019). In relation to Heythrop park hotel, it offering recreational activities, local
area attractions, dynamic cultural acts, spa treatment etc. The different form of resort along with
their features is given below:
1

Beach resort: This type of resort is mainly located near the beach or adjacent proximity
to it. The features of beach resort consist of entertainment amenities, location at seaside, lodging
facility, convenience for families, recreational activities and many more. In addition to this, such
form of resort provide different exciting water activities involving scuba diving, snorkelling,
volleyball, parasailing and so on.
All inclusive resort: It is one of the common type of resort that mainly charge fixed price
of the services it offer or provide to visitors. Inclusive resort consist of sports activities,
unlimited food, sports activities, lodging considering fixed price (Albayrak, Caber and Bideci,
2016). With reference to Heythrop park resort, it is a all inclusive resort that have features of
offering minimum lodging along with sports, designing special vacation interest, non-motorised
sports that is of fixed price. It is determined that it is very renowned resort hotel for business
meetings, honeymoon, weddings & spa breaks etc.
Luxury resorts: This form of resort provide almost all things as well as aspects which a
vacationer want at a single place and resort as well. Providing all the great values for all
complimentary items, amenities, 24 hours service, free customised or personalised excursions,
airport transfers & various entertainment options are the main features of a luxury resort. The
respective resort is a Heythrop part resort is a luxury resort as it involve comfortable and large
rooms, historic wedding venue, golf course, beautiful accommodation and so on where guest or
visitors enjoy every activity from starting to down-filled duvets in an effective manner.
Potential issues & challenges to manage types of resort
Resort hotel manager faces large number of challenges and issues at the time of
managing resort types. If it is talking about Heythrop park resort, its assistant manager faces
several issues & challenges in managing resort and offering luxury services, which are as
follows:
 Changing customer expectations: In the present time period, the expectations of
customer is change as per the market trends and technology as well. It arise a challenge
for the resort manager to meet with expectations of customer (Anantamongkolkul,
Butcher and Wang, 2019). Because of alterations in expectations of customer for
additional facilities at an affordable price are some challenges faced by higher authorities
of Heythrop park resort to deal wit it in inclusive resort form. Furthermore, emergence of
offerings in different apps make frequent result possible, customers are also expecting
2

same extent of personalisation, skilfulness with convenience in the resort form they
prefer.
 Bookings & pricing: Increase in the number of bookings arise a challenge to manage
resort form for maintaining a consisting price globally. In addition to this, pricing is
change from site to site and impact on the bottom line of forms of resort. With reference
to Heythrop park resort, its managers are dealing with this challenge to manager luxury
services because of fluctuations within online bookings and pricing as well. Furthermore,
peak season drives large number of bookings with earning of high revenue bit on the
other side, it develop a high stress on employees of resort.
 Leadership: In order to manage resort, potential leadership is required as it help in
motivating staff members to execute activities in a proper manner (Boo and Busser,
2018). In relation to Heythrop park resort, positional leaders are facing issue in gaining
respect from the workers because of managerial experience that leads to have tangible
results. In addition to this, it is also a major challenge to manage inclusive resort and
improve the mistakes take place in resort.
P2. Differences in operational requirements of specialist areas & the potential issues in managing
various specialist areas for range of resort
There are different range of resort which involves operational needs belong from
particular area. In relation to Heythrop Park Resort, the differences associated with operational
requirement & potential issues in managing range of specialist area are as follows:
Basis of
differentiation for
specialist area
Operational requirements of
specialist area
Potential issue to manage specialist
area
Organisational
bookings
In inclusive & luxury resort, the
operational needs is organised
and systematic booking by e-
commerce sites, tele-booking,
online reservation application
and so on which vacationers uses
in order to make bookings in
The key potential issue in order to
manage organisational booking is
price fluctuation which impact on the
number of books made by customers
in peak season. With reference to
Heythrop park resort, it is determined
that one of the issue which is faced by
3

resorts. If it is taking about
Heythrop park resort hotel, its
important requirement is area of
resort and the organising of room
bookings as well as facilities
providing through offline and
online modes.
its higher authorities & front office
department change in the price due to
different customer bookings and
cancellation because of high prices in
comparison to other. In addition to
this, in peak seasons the demand for
hotel and resort is getting high and
unavailability of rooms leads to
customer dissatisfaction in mind of
customer towards resort (Cetin, and
Bilgihan, 2016).
Differentiation
strategy
For the range of resort that is all
inclusive and luxury resort,
operational requirement is
differentiation strategy that help I
attaining competitive advantage
as compare to its rivals. If it is
talking about Heythrop Park
Resort, it is operated in
hospitality sector wherein large
number of competitors exist and
some same type of services and
facilities at marketplace. For
retaining in the industry and
market for longer time period,
respective resort need to make
use of differentiation strategy as
it help in attracting large number
of customer which will leads to
increase in number of bookings
and attainment of higher profits
The issue associated with the
differentiation strategy involves
changes in trends at marketplace. In
addition to this, most of the rivals
focuses on attaining opportunities to
gain higher growth and success and
also make an attempt to copy others.
In order to develop an effective and
differentiation strategy, the it is
required by Heythrop Park Resort to
develop a brand image at marketplace
and offer some unique services that
meet with the requirements and
expectations of customers in an
effective manner.
4

as well.
M1 Evaluate various operational requirements for a range of resorts & their management
strategies to declines challenges & issues
It is evaluated that the operational requirements of the resort is organising bookings and
offering unique services as it help in dealing with the issues such as changing customer
experience, leadership, booking and pricing & so on. Moreover, it also help in different types of
resort that leads to maintain of performance at marketplace.
D2 Critical evaluation of potential challenges & issue of managing types of resorts and the steps
as well as solutions to decline risk
In order to deal with the potential challenges and issues arise in managing resort the
higher authorities of Heythrop Park Resort is required to focus on developing an attractive and
unique service for customers as it help in gaining eyes of large number of people (Chang and
Lin, 2020). In addition to this, the company is also required to decline the price of its services
without compromising the quality as it help in dealing with the challenge of customer
expectations.
TASK 2
P3 Different resort packages and how they are able to fulfil their sales objectives.
Resorts for the best profit and for the success should use the attractive packages and in
the UK there are numbers of resort who offers the multiple types of packages for the customers
satisfaction and to impress them with the best facility's. The packages of resort is depends on the
specialization, size, and location of the resorts. The types of the packages are given below.
Spa resort packages: Some type of resort provided the spa packages, their target is to
increase the sell by targeting the spa Sikking customers. Resort offers the multiple types of spa
services on the basis of customer demand. Some of the customers wants the Ayurvedic spa so
the hotels resort which locate at the hot springs or near to the sources of mineral water provide
this along with the services of physical fitness activities, health cuisines and health education.
Premium packages: The premium means the higher quality services and premium
packages involves the bunch of premium variety of services at effective price with multiple
offer and discount. And its a most demanding package (Dodds and Holmes, 2019). The services
5

which are included in it are clubbing, drinks, party's, food, historical visit offers, pool party and
so on which influence the customer to buy it. These types of packages is offer to the most of
premium customers in order to influences them and to satisfy the demands of the consumers of
higher class status. So people can enjoy their quality time with friends and family through the
premium packages. This is the solution of luxury demand for comfort and enjoyment.
Economical package: This type of packages is specifically design for the lower middle
class family in order to fulfil their needs and demand in the effective budget. In the economical
packages they cant provide the luxury services at that budget but they can offer the best of the
lower price services with food, room, pool, and the outdoor gaming facility at resort, which can
easily satisfy the consumers. And this type of packages aid to the higher sell due to the large
demand of middle class peoples because it helps the customer's to collect the best quality time
memory's. So it is clear that economical packages helps to increase the sell.
Moderate packages: This kind of packages involves the combination of premium and
economical packages, it helps the costumer to experience some premium services along with the
economical services (He and Filimonau, 2020). This packages are offer to the in order to
increase the sell, because middle class family like to go with this type of resort package. And its
depends on the customers money spending capacity. The services provide in these type of
packages are, club party, drinks, food, gym, gaming and so on.
M2 Critical evaluation of overall organisation implications of running & developing resort
packages
From the above discussion about range of packages, it is analysed that development of
economic package is feasible and appropriate for the respective organisation. This will help in
raising the number of bookings and gaining loyalty of customers in an effective manner. In
addition to this, it allow in providing services at reasonable price which help in attaining
competitive advantage at marketplace.
D2 Justify a range of resort packages & tactics applied to attain sales objective & enhancing
profitability
It is determined that there are various resort packages such as moderate package,
premium package, economical package and so on. One of the most effective and suitable resort
package is economical package as it help in attracting large number of people to consume its
6

services that directly leads to raise in sales and profitability level in an appropriate manner (Io,
2017).
TASK 3
P4. Conduct a market research into a specific resort location & analyse requirements of selected
target market
Heythrop Park Resort is situated in Oxfordshire that is famous as “City of dreaming
spires”. It is located on the boundary of Cotswolds and near the beautiful villages. In addition to
this, there are various historic mansions with stately homes which influence vacationers or
people to visit the resort and spent time as well. In addition to this, the city has broad factors to
provide visitors & in rolling cotswold hills, customer demand for walking hills of Chilterns &
agazing outstanding natural beauty. In addition to this, it is analysed that this location is mostly
visited by customers which are typical tourists & have demand to explore such location.
Moreover, the people tort around cities & enjoy sight seeing with the help of guide as well as
city map.
Target customers & their requirements: The targetted audience of Heythrop Park
Resort are the people who have the willingness to spend time on entertainment and recreational
activities. Furthermore, targeted customers with the requirements of each resort location are
researched as :
 Holidaymakers: These travellers mainly visit renowned places or destinations for
spending their resort holiday (Rumble, 2019). In addition to this, it is determined that
holiday makers is merely found travelling around schedule holidays & did not worry
about the destination until they are different from their expectations & norms (Japutra
and Keni, 2020). Moreover, these people have requirements for having fitness centre, air
travel & transfer, clubbing, quality accommodation, entertainment which refresh the soul
and mind of visitors.
 Backpackers & adventure tourists: It is analysed that resorts earn high profit by these
customers as they ate form of travellers which love or like to explore different location &
also prefer solo travelling in less budget. In addition to this, the requirements as well as
expectations of such people are mainly for the resort packages which involve exploring
7

and gaining new experience, active physical activities, transportation, meals on time and
so at an affordable pricing.
P5. Develop a business plan in discourse to resort package that is based on market research
findings
According to the findings that is gained by conducting market research, it is analysed by
higher authorities of Heythrop Park Resort that is target and potential customer have the
requirements of resort packages which give large number of facilitates & amenities at affordable
price. In relation to this, a resort package is developed by Heythrop Park Resort which is named
as “Accommodation package” that suits all travellers including budgets and everything that is
from friendly accommodation to luxury facilities in just £ 1500 for 3 days and 2 nights (Kumar
and Soni, 2020). Moreover, the USP of resort package is that it involve the experiencers of
vacationers that are different and allow new user to get information that is not provided by
competitors. The business plan for accommodation package of respective resort is mentioned
below:
Particular Descriptions
Executive summary The B-plan of Heythrop Park Resort is depend on the
accommodation package which is developed after conducting
research on the requirements of travellers. In addition to this, the
business plan consist of pricing strategy, STP analysis,
organisational data, financial requirements & controlling.
Information of company Heythrop Park Resort is situated in UK that provide wide variety
of offerings that is entertainment, recreation & other facilities to
travellers. In current time, the organisation is planning to
improve its market size and for this it develop a resort package
named as “Accommodation package”.
About the resort package Accommodation package is a new resort package of respective
Resort. Its unique selling price involves values, comfortability
together with high experiences to customers. In addition to this,
the resort package involve 2 nights & 3 days stay for £ 1500. The
main objective behind this is to increase customer base level by
8

20% in 2022 and market size by 15%.
STP analysis
Segmentation: The whole market is divided by marketing
managers of Heythrop Park Resort according to similar
characterstics of group of travellers. In addition to this,
demographic segmentation is adopt by the respective resort
according to age and income level of people.
Targeting: The target market for the developed resort package is
people who belong from the age group of 22 to 45 years, and
have huge values for travel & earns huge income (Mirehie and
Gibson, 2020).
Positioning: Accommodation package will be promoted &
positioned by Heythrop Park Resort at marketplace vial social
media platforms such as Facebook, Instagram and so on.
Pricing strategy For accommodation package, respective resort make use of value
added pricing strategy and in that the prices are set according to
the view point of travellers. In addition to this, such strategy
assist organisation to gain profits as the price set by them attract
large number of visitors that leads to increase in sales of
company.
Financial requirements The projected budget for “Accommodation package” of Heythrop
Park Resort is given below:
Particulars Amount (£)
Market research 100
Accommodation services 900
Travelling expenses 200
Advertisement 150
Other expenses 150
9