Developing a Communication Strategy: Ultimate Escape The service sector consists
ID: 422032 • Letter: D
Question
Developing a Communication Strategy: Ultimate Escape
The service sector consists of many industries, but perhaps none more compelling than the hospitality industry. The hospitality industry comprises a variety of segments including lodging, travel, and tourism, among others, with worldwide employment of approximately 350 million people. Within the lodging segment of the hospitality industry, todays success stories include those firms that are truly creative in the manner in which they conduct business. One of the most creative hospitality business models today would have to include the destination club business model offered by several firms such as Ultimate Escapes .
Ultimate Escapes is a worldwide destination club with ownership of 140 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 maximized the availability of its locations for its guests by maintaining a member to property ratio of no more than 6:1.
Ultimate Escape’s 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 outstanding 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 thread count linens, plasma screen televisions with full theatre surround sound, DVD players and state of the are stereo systems, and terry bathrobes and towels.
Ultimate Escapes is committed to delivering five start concierge services for all its members and their guests. Guest services include travel arrangements; the development of an “Escape Plan”, including reservations for selected activities such as dining golfing, and show tickets; shopping services to ensure that the kitchen is stocked when guests arrive, cleaning services; and in-residence concierge services.
Clearly, Ultimate Escapes understands how to bundle benefits through the effective management of the member’s service experience. The membership fee to join Ultimate Escapes ranges from $70,000 to $450,000, depending on membership level (premier, signature, elite), which is 80 percent refundable if the member chooses to terminate the relationship. In addition, annual dues are collected. Despite the high cost, current membership satisfaction remains high as demonstrated by Ultimate Escapes’ annual membership retention rate of approximately 96 percent.
1. Given the nature of the destination club business model, which communication tools would be most important for Ultimate Escapes to use when formulating a communication strategy? Please explain.
Explanation / Answer
The best communication tool for Ultimate escape is to formulate the communication strategy is Social networking. In today’s world, the social networking plays an important role and it is convenient for the companies as well as customers to post or access the information. Also Social networking acts as a good medium which enhances the marketing of the company or the services. Most of the people access face book, Instagram, and may other networking sites, it helps in attracting many people by posting good offers, facilities the hotel provides and just by making the post more attractive and including all the potential offers in the hotel, there is a big possibility of converting the people in to a potential customers which can increase the revenue of the hotel.
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