Marketing a New Boutique Resorts: Juveniles Versus Rejuvenation

Marketing a New Boutique Resorts: Juveniles Versus Rejuvenation

  • Case
  • Teaching Notes
Abstract

This case study is about how to market Sam and Lisa Bracken’s new boutique resort, The Canebrake. Currently, The Canebrake offers fine dining, spa services, and yoga classes. Sam and Lisa are expanding their business to include lodging, with 16 small cottage suites. The foundational philosophy for The Canebrake is to leave guests feeling rejuvenated after a relaxing adult’s getaway in their boutique resort. Sam and Lisa are worried that allowing juveniles (children) to stay overnight will negatively affect the atmosphere, and, therefore, the quality of the guests’ experience. However, Sam and Lisa do not want the resort to come across as being anti-child, thereby damaging their reputation and image.

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