The Case of a Small Luxury Resort: An Online Marketing and Distribution Channel Dilemma

The Case of a Small Luxury Resort: An Online Marketing and Distribution Channel Dilemma

  • Case
  • Teaching Notes
Abstract

This case examines the dilemma of a SME located on an island on the West coast of Florida. The land was originally used for development of summer homes and evolved to a business of rental management of the units. Amenities including a swimming pool, tennis courts, a restaurant and snack bar, a store, and bicycle and golf cart rentals were added. A consultant determined The Resort’s positioning, in relationship to its competitive set, had been performing well in terms of occupancy level and ADR, but was declining in general business activity. Analysis of reservation data indicated that most of the market came from within Florida, which was a surprise to management, who realised they needed further research to understand how to effectively market the resort.

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