Outline the facility mix of your resort. How have these facilities helped to create a unique selling point (USP) for your resort? Why does any resort need a USP?
Creating a USP with recreational facilities
Developing a unique selling point is a difficult task. In regards to hotels or resorts, a variety of aspects need to be considered than the standard issues (high investment costs, technical aspects, specialised labour etc.) (Fidgeon, 2008). As a result, hotels/ resorts hire outside experts to have a critical look and advise in order for the hotel/resort to maintain a sustainable competitive advantage. According to Tnooz (2015), the main key factors to determine a hotel’s USP are: location, comfort, value. On the other hand, factors like historical facts, interior designs or room decorations are not considered a valid and strong factor.
Fidgeon 2008 discusses that one of the most important philosophies regarding a resort is their general leisure philosophy. Resort facilities are managed and designed in such a way they will reflect a leisure/ pleasure theme. Thus, they respond to the user’s demand for their specific needs and wants by creating honeymoon suites, personal spas, fantasy rooms, etc. Furthermore, amenities such as lounges, cinemas, restaurants, music and recreation rooms add up to the experience. Recreational activities and health facilities also increase the value by promoting the feeling of well-being. All of the above have an important role in creating a unique selling point (U.S.P.) for the resort.
Fidgeon (2008) states that an important factor which applies to every resort is the competition factor, especially those that are based in a well-established resort destination, the case of The Broadmoor Hotel, Colorado Springs. The long history of the Broadmoor hotel – member of “Historic Hotels of America of the National Trust for Historic Preservation” – has created an undoubtedly successful USP and is ranked first hotel in Colorado (TripAdvisor, 2015). The resort has hotel, conference rooms, fitness centres, and spa buildings.
Fidgeon 2008 discusses that golf as a recreational activity has experienced periods of ups and down over the last 100 years. According to Away (2015), golf has represented an important resort element for the Broadmoor hotel from the start. East and West courses have been redesigned by Robert Trent jones twice allowing Jack Nicklaus to win titles for U.S. Amateur in 1959 at the Broadmoor. In 2006 a complete redesign has been done for the third track, the Mountain Course. The East Course and West Course offer different combinations of holes from oversized, sculpted greens to tight landing areas and elevated greens surrounded by sand or water.
The East Course has hosted many a major tournament and has been the stage for the 2011 U.S. Women's Open. The Mountain Course is the most scenic of the three, with incredible mountain views. It stretches 7,637 yards from the back tees, but its length is mitigated by the fact that balls travel farther in the thin mountain air. The fairways are generous, but subject to ravine crossings and elevation changes. Putting takes a deft touch on the big, quick greens.
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Christie-Mill (2003) Various, Mintel (2003)