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Published byDeborah McKenzie Modified over 9 years ago
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“Differentiating your resort with creating package rates”
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Our expert panel Salvatore Dickinson, CHME, Chief Executive, Dickinson & Associates Kim Schaller, Chief Marketing Officer, Hershey Entertainment Tom Trotta, President, International Lifestyles
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Today’s agenda Kim & the question “to package or not to package” Tom & consumer behavior Sal & dynamic packaging Q&A from you
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“To Package or Not to Package” Kim Schaller Vice President, Chief Marketing Officer Hershey Entertainment & Resorts Co.
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665 rooms 100,000 sq. ft. meeting space
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234 rooms 25,000 sq. ft. meeting space
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To Package…or NOT to Package… …THAT is the question..
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Packaging is a 9 letter 4-letter word @#$!
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Customers Want Them vs. We Don’t Need Them!
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We Sell More Rooms vs. We Lose Rate
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Which came first – the room night or the package?
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Everything in life is about balance!
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Today’s customers expect them Pros
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Competition does them
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Public Relations Needs Them
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Fabulous Five! Points North Magazine, Atlanta, GA Five exclusive resorts showcased every month Must offer minimum 2 night package Discounted offer for guests Advantages – free, reach 81,000 readers!
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Advertising keeps us “out there in consideration set”
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Creates a USP
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Partners Request Them Media & Travel Partner
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Cons
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Scrooge!
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Operationally difficult Front Desk hates them Potential guest dissatisfaction They reduce revenues We don’t need them
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Operational Solutions Packages Task Force Bridging the Great Divide
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Three potential types: Discounting elements Elements added together not discounted Value added Fully Explore the Types
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Magic Words “Packages starting at…” “Based on availability”
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Work around operational challenges
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Analysis, Results Orientation
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PR When you package…you get press! Media calls DAILY!
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Niche Opportunities Golf Spa Family Food & Beverage Heritage
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Potential for long features
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State of Today’s Media Meet Short & Long-term objectives Unique options during conventional time periods
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Secret… “I don’t care if you ever sell one – just give me something!”
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Dreamy Packaging options Private culinary experiences Tours of chocolate factory Golf lesson with head pro Spa chocolate sampler Back stage access
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That about wraps it up!
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“From the Customers Perspective” Tom Trotta President International Lifestyles
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Packaging Resorts vs. Cruises Cruises vs. All-Inclusives Types of All-Inclusives Meal Plans Air Packages Other examples of Packages
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Resorts vs. Cruises
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Cruises vs. All-Inclusives
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Types of All-Inclusives Strictly All-Inclusive (definition, Club Med, etc..) Ultra, Super, Total – Inclusives Adults Only (Sandals, Hedonism, Couples) vs. Families (Beaches, Breezes, RIU) All-Inclusive as an option (receipts, wristbands) (US Chains, Time-shares, etc…) US (FL, Ski, P.R., labor costs & liability)
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Inclusive Packages Meal Plans - (EP) European Plan is standard - Breakfast added at Courtyards, Embassy Suites... - Manager’s cocktail hours growing in use - Wyndham’s Loyalty Program has preferences for beverages, newspaper, snacks, bed type, etc… - Greenbrier has (MAP) Modified American Plan with Breakfast and Dinner - Spa packages, Golf packages, Casino match play
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Air Package Booking Engine
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Destination Weddings Demographics, Budgets, 2 nd Time, Renewals, Gay Handle in-house or Partner w/ Specialists
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Slow Periods Upgrades, Suites, Run of House, Value Adds THE ULTIMATE UPGRADE! Enjoy an upgraded room for the standard room rate! Stay at a participating Elite Island Resort for at least 5 nights in September or October and enjoy an upgrade to an upper category room at the lowest rate at the resort! Per person rates for 5 nights begin as low as Antigua Jolly Harbour Villas (EP) $435 Royal Antiguan (AI) $625 Grand Pineapple Beach (AI) $999 St. James’s Club (AI) $1149 St. Lucia St. James’s Club, Morgan Bay (AI) $999 Windjammer Landing (AI) $943 The Grenadines Palm Island (AI) $1499 HURRY! First come, first served! Call now to reserve your upgrade at these great rates! (800) 345-0356 Don’t forget to mention you want the Ultimate Upgrade!!
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Web Inventory for ROH Special
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Chains can place guests where needed LET'S MAKE A DEAL! You choose a door. We surprise you with the Best Deal in Jamaica! DOOR #1 DOOR #2DOOR #3 SuperSurprise (all resorts) from $125 per person, per night to learn more click hereclick here SuperSurprise Plus (exclude 1 resort) from $144 per person, per night to learn more click hereclick here SuperSurprise Plus, Plus (exclude 2 resorts) from $188 per person, per night to learn more click hereclick here Over half a million satisfied SuperSurprise contestants since May 1995!
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“Dynamic Packaging – The Future is NOW!” Sal Dickinson, CHME Dickinson & Associates www.WOWtravels.com www.WOWtravels.com
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What is Dynamic Packaging? I.Integrated packaging [booking engine] of multiple travel distribution businesses II.It is consumer driven & defined by available supplier options III.It provides consumers (& travel agents) access to multiple, dynamic & “value driven” travel packages IV.It can provide suppliers with more pricing & inventory control while shielding actual prices from their competitors (opaque vs. transparent)
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“On-The-Fly” Packaging of Multiple Components Air – Hotel – Car Transportation/Transfers Museums – Theatre – Events Tours – Sports Activities - Dining
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How To Get Started I.Understand your current packaging metrics II.Acknowledge non-property complimentary providers III.Set reasonable objectives IV.Employ firms expert in technology
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Dynamic Packaging Firms Neat Product Group – Cendant –Offer air, car and hotel suppliers the dual benefits of a private label booking engine for their own Web sites, as well as expanded distribution through a growing number of Neat channels
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Dynamic Packaging Firms Datalex Hospitality Solutions Trisept Solutions Accovia ILOG Inntopia
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Get Started NOW Don’t repeat the delayed response our industry made to the Internet Don’t assume dynamic packaging will end the reliance on traditional tour operator products & online intermediaries Avoid “territorial myopia” & an “old world measures”…think RevPac, 1-to-1 and lifetime value
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Get Started NOW Dynamic packaging is not a passing trend, but is being driven by consumer demand and technology capability…the train is leaving the station…will you be onboard???
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Q&A
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