Developing a Communication Strategy: Ultimate Escapes The service sector consist
ID: 422011 • Letter: D
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Developing a Communication Strategy: Ultimate Escapes The service sector consists of many industries, but perhaps none more the hospitality industry. The hospitality industry comprises a variety of segments ing lodging, travel, and tourism, among others, with worldwide employment of appr mately 350 million people. Within the lod today's success stories include those firms that are truly creative in the manner they conduct business. One of the most creative hospitality business would have to include the destination club business model offered by several firms s compelling tharn oxi- ging segment of the hospitality industry models today s Ultimate Escapes. 0 properties in 50 destinations offered under a business model similar to a private country club. Under this scenario, a limited number of members have access to a global portfolio of exquisitely maintained, luxurious vacation properties complete with five-star concierge services. Ultimate Escapes maximizes the availability of its locations for its guests by maintaining a member-to-property ratio of no more than 6:1 Ultimate Escapes' properties offer high-end city and resort locations with property values typically ranging from $1 million to $3 million. Locations include selected beach, mountain, leisure, and city destinations throughout the United States, Mexico, Western Europe, and the Caribbean. City properties include locations such as New York, Chicago, Paris, and London; resort destinations include Colorado ski resorts, the California and Florida coasts, Mexico, and Caribbean locations such as St. Thomas and Turks and Caicos. Perhaps the most unique property, the La Buscadora, an 80-foot motor yacht in the British Virgin Islands, offers an all-inclusive vacation experience for groups of up to eight people featuring an on-board steward and gourmet cook in addition to activities such as scuba diving, snorkeling, water skiing, and ocean kayaking. Other destinations provide access to their own unique variety of activities such as golfing, shopping, theatres, spas, beaches, skiing, hunting, hiking, fishing, sailing, horseback riding, and more. While in residence, Ultimate Escapes members and their guests are treated to outstand- ing amenities and services. Amenities typically include multiple bedrooms, fully equipped kitchens, luxury baths, and elegantly furnished dining and living areas. In addition, other special touches are included such as Stearns and Foster bedding with luxurious high urround sound, DVD play thread-count linens, plasma screen televisions with full theatre s ers and state-of-the-art stereo systems, and thick terry bathrobes and towels. Ultimate Escapes is committed to delivering five-star concierge services for all its members and their guests. Guest services include travel arrangements; the developmentExplanation / Answer
1) If variety is the spice of life, we can spice up your homes. With homes in every dream destination, and some you may not have dreamed of. Destination homes which define your dreams. Spice up your holiday homes with the option of a different home at a different destination every holiday. Holiday homes do not get spicier than Ultimate Escapes. Our destination variety is the spice and our service is our pride. Why opt for a hotel when you can invest in a holiday home and reap the benefits regularly, of a one time investment. A second home? We offer a new home for every holiday at a fraction of the cost, add to that the luxury and splendour of a club.
2) It should be informational alongwith persuasive. The information should be minimal to ensure adequate interest is generated and persuasive enough to convince the reader that the option is interesting and outline the viability and value, as compared to other options.
3) Brand communication startegy would be most effective, given that the quality of the clubs are 5 star the model needs to be marketed as a brand to generate appeal through a feeling of exclusivity rather than a general available to all option. For a classy destination club the communication has to be directed to the target audience and be able to present the club as an exclusive opportunity with limited memberships, creating fear of loss with the exclusive brand image.
4) No, it would not, as creation of brand awareness requires more frequent and regular advertisements to ensure retention of brand in the memory, as well as to build image and value through highlighting of the positives of the product as compared to competitors, therefore there is not enough scope for the lagged effect to creep in.
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