"Ask Dr. Resort"

The following is a reprint from the monthly newsletter of HSMAI’s Resort Marketing Special Interest Group. As you know, every member of HSMAI can join any of the SIG’s at no additional cost. One of the features of the Resort Marketing SIG is: Ask Dr. Resort -- an “Ask the Expert Service” available to members for advice and counsel from the Resort Marketing Advisory Board.

THE DOCTOR IS IN - drresort@gmail.com

As we move through the difficulties of the great recession, everyone has thoughts and ideas on what is happening. But what does it all mean and what should you be considering in your business plan. Below is a sample of what the Dr. is talking about and helping professionals like you get a fresh perspective on current events.

Inconspicuous Consumption…or is it stealth indulgence On one hand you have those who believe that people are readily willing to return to their old spending habits. On the other is the belief that we have become, once again, a nation of savers. While this is a valid conversation on the future of our guests, it doesn't help resorts that need to fill the occupancy void. However there is a group out there, and they are bigger than what you think, that still have money to spend on vacations but are hesitant….

The Resort Fee Outcry Resort fees have become common throughout our industry. From offsetting the costs of providing pool towels to maintain the beach, these have become part of the industry's landscape. Unfortunately, other lodging types have followed suite in adding their own version of fees (whether appropriate or not) and consumers now perceive these as part of a larger problem where companies are 'extracting every last cent from them'. So what happens when competitors lower their fees to attract guests…

If you would like to take full advantage of your HSMAI and Resort Marketing Special Interest Group membership, learn more about these topics or get your question answered by a panel of industry executives that know exactly what you are going through, please email the Dr. at drresort@gmail.com.

Note: You can explore this SIG, and several others at the main hsmai.org website.
You can join them all or select just the groups that apply to you and your company.
Best, Julie Wernick, HSMAInsider.