Exam 2 Flashcards
origin of resorts
public bath became an atrium with recreational and sporting amenities
destination resorts
several hundred miles from market, fly rather than drive, attractive places
timeshare
right to accommodations at a resort for a specific period of time
timeshare owners
baby boomers
most effective way to market timeshares
referrals
amenity
any feature that is attractive to a given market and thus adds value to land
three elements of amenity development
feasibility analysis and planning, construction, operations management
equity club
transferring ownership, but keeping operating rights until most of the property is sold
right to use club
developer retains ownership and right to control
convertible club
begins as right to use but members are informed of intention to turn it into an equity
nonprofit tax exempt
must allow public access to the facility, developer selects and controls the board, can get involved in maintenance of public area, best used in conjunction with other types
government body
developer has no control, governing body have control
community association
most flexible, various classes of membership, developer controls community, can own and maintain property not opened to the public
cruise demographics
married, 49, 93,000 income, no children, travel with family
brand awareness
extent to where customers are familiar with the brand
perceived quality
impression of excellence the customer experiences with a brand
brand association
association a customer makes with your brand
brand loyalty
customers loyalty to a brand
contemporary ships
modern ships, casual style
premium
above average service, diversity of attractions
value/budget ship
midsized/older cruise ships, fewer facilities, lower staff to customer ratio, attractive to first time cruisers
luxury
small with few passengers, five star level accommodations, higher price
niche/specialty ships
rely on speciality to attract, emphasizes one or more aspects of cruising, targets experienced cruisers
cruise product
dining, entertainment, health and beauty, on-shore excursions, shopping, photography, casinos, celebrations
marketing strategies for cruisesq
bundling, excursions
distribution channel
outlets through which the sellers offer their
products and services for sale to their customer
travel wholesaler
A large-volume travel industry intermediary who sells to other, smaller-volume travel intermediaries
global distribution system
A worldwide reservation system in which a group of companies electronically connect travel-related businesses such as airlines and hotels with those individuals and companies in order to track schedules, availability, and pricing
net ADR yield
rate-total selling cost/rate
property websites
A web address whose content is 100 percent controlled by a hotel’s own management team
web 2.0
internet sites providing consumer generated media
property website characteristics
easy to use, easy to remember, minimal fees, complete control over content, measure sites effectiveness
merchent models
intermediary obtains room inventory at net rate and acts as a merchant by selling to other intermediaries
referral site
site that searches for and reports info from other sites
