The magic & the logic of Resort Differentiation Rhodes October 2008

4 generations of resorts in 50 years st generation SERVICE 1 st generation SERVICE Sports Marina Etc. 2 nd generation FACILITIES 2 nd generation FACILITIES Residential Etc. 3rd generation MIXED-USE 3rd generation MIXED-USE Experiences Wellness Etc. 4 th generation EXPERIENCES 4 th generation EXPERIENCES ? ?

3 Good news: More opportunities than ever !  Tourism market growth  Unsatisfied needs  New needs  New segments  Competitors’ mistakes

4 Big concerns: too much...  “rivalry”  “me too”  “old fashioned”  “new entrants”  Financial Crisis  Etc.

Source: Eurostat, 2004 Changing demographics Forecast change from

“Materialistic Lifestyle”

< , ,728.2 % , ,231.5 % ,2 >6113,040.2 % Visitors’ Age at the Adventure Travel Show, 2007

The Age Paradox ELDER YOUNGER RELAXATION ADVENTURE ELDER YOUNGER RELAXATION ADVENTURE Present Past

9 RESORT DIFFERENTIATION

Source: DRF The Business Model Sales price Value System Targeting Production cost Value Production Clienting profitability 10

Target the Emerging Society Targeting Value proposal Value proposal Clienting Value production Value production ? ? ? ? ? ? A new targeting for resorts 11

12 The hen’s eggs market in Denmark 50% “Factory” eggs Market price 50% “Free range” eggs Premium price + 30%

13 Danish people: crazy or stupid?

14 The emerging society!

15 -Ethical keeping of animals in freedom -The good old times -Rural romanticism - Etc. An emotional story From a commodity to an emotional product

16 EMOTIONAL SOCIETY EXPERIENCES 100,000 years AGRICULTURAL SOCIETY “COMMODITIES” SOCIETY’s progression ECONOMIC VALUE’s progression “DREAM SOCIETY ” INFORMATION SOCIETY SERVICES 20 years INDUSTRIAL SOCIETY PRODUCTS 150 years Dream clients for Dream Resorts

INFORMATION SOCIETY DREAM SOCIETY Rational intelligenceEmotional intelligence Rationalism ValuesPragmatism Stories Physical comfortSpiritual comfort Technology Emotions The new drivers 17

Build a “Blue Ocean” Build a “Blue Ocean” Targeting Value proposal Value proposal Clienting Value production Value production ? ? ? ? How to improve the business model? 18 Dream Society

Market Universe Red Oceans The industry today The known market Blue Oceans Innovative Industries The unknown market The competition turns the ocean bloody The competition is irrelevant 19

Cirque du Soleil 20  Circus?  Theatre?  Musical?  Opera? In order to beat the competition, we must stop trying to beat the competition.

Creation of the scene Development of experiences and emotions LandscapingArchitecture “A place to play” “Story creation” Analysis of the setting 21 Creating something scarce and unique

Attractions to exploit HIDROMO Water in all of its forms LITOMO History of the past PHITOMO The earth and life on it ANTROPOMO The present man and his cultural expressions 22

Creation of the scene Development of experiences and emotions LandscapingArchitecture “A place to play” “Story creation” Analysis of the setting 23 Creating something scarce and unique

What is your story? What is the story of YOUR Resort? What do people say so that YOUR Resort is perceived as something really special? What is said about the experiences that one can enjoy there? The importance of “story telling” 24

Creation of the scene Development of experiences and emotions LandscapingArchitecture “A place to play” “Story creation” Analysis of the setting 25 Creating something scarce and unique

4 types of experiences EDUTAINMENT To learn ENTERTAINMENT To see ESCAPE To do AESTHETICS To feel Involved guest Observing guest Active guest Passive guest 26

Development of experiences and emotions Creation of the stage LandscapingArchitecture “A place to play” “Story creation” Analysis of the setting 27 Creating something scarce and unique

28 Spots of Experience

Development of experiences and emotions Creation of the scene LandscapingArchitecture “A place to play” Analysis of the setting “Story creation” From a place to stay to a place to play 29

Example: Villa Perelia 30

Build a “Blue Ocean” Build a “Blue Ocean” Resort’s Storyline Resort’s Storyline Targeting Clienting Value production Value production Resort Management Agency How to improve the business model? 32 Dream Society Value proposal Value proposal

Guiding principles and differentiators The Story Line

Build a “Blue Ocean” Build a “Blue Ocean” Resort Management Agency Resort Management Agency Targeting Value production Value production Clienting ? ? How to improve the business model? 34 Dream Society Value proposal Value proposal

Chief Executive Officer The New C.E.O. Chief Experiences Officer

Thank you