1. The magic & the logic of Resort Differentiation
Rhodes
October 2008

2. 4 generations of resorts in 50 years
1960
1970
1980
1990
2000
2010
2020 ?
4th generation
EXPERIENCES
3rd generation
MIXED-USE
Experiences
Wellness
Etc.
2nd generation
FACILITIES
Residential
Etc.
Sports
Marina
Etc.
1st generation
SERVICE

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.

5. Changing demographics Forecast change from 2000-2020
Source: Eurostat, 2004

6. “Materialistic Lifestyle”

7. Visitors’ Age at the Adventure Travel Show, 2007
< 18 - ,5
, % ,3
, % ,2
>61 13, %

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

9. RESORT DIFFERENTIATION

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

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

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

13. Danish people: crazy or stupid?13

14. The emerging society! 14

15. From a commodity to an emotional product
Ethical keeping of animals in freedom
The good old times
Rural romanticism
- Etc.
An emotional
story +
A “commodity” =
An emotional egg
+30%
premium price 15

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

17. Rational intelligence Emotional intelligence
The new drivers
INFORMATION SOCIETY
DREAM
SOCIETY
Technology
Emotions
Rationalism
Stories
Pragmatism
Values
Physical comfort
Spiritual comfort
Rational intelligence
Emotional intelligence 17 17

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

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

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

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

22. 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

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

24. The importance of “story telling”
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? 24

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

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

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

28. Spots of Experience

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

30. Example: Villa Perelia

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

33. Guiding principles and differentiators The Story Line

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

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

36. Thank you www. gbrconsulting. gr www. dreamresorts. es k
Thank you