1. Characteristics of Resorts
ACTIVITIES AND RECREATION
Perhaps the most distinguishing features of resorts are the favorable climate and wide range of
recreational activities they provide. The tropical and desert climates provide relief from cold and
dreary winters and the moderate mountain climates provide relief from hot and humid summers.
In addition, resorts are generally located in less populated areas thereby offering relief from
smog and congestion (Phoenix/Scottsdale being a notable exception).
It is important to distinguish resort recreation and activities from full service and convention
hotel recreation and activities. Full-service hotels may offer large and up-to-date exercise rooms,
indoor/outdoor swimming pools, and even whirlpools and saunas. Some offer tennis and
basketball courts But they are not the focal point of the hotel. Resort activities are generally
outdoor and take advantage of the favorable climate and natural desert or tropical setting.
Following is a list of recreational activities that can be expected at a world class resort:
Golf Tennis
Spa Water Complex
Beaches Hiking
Cultural Tours Nature Tours
Skiing
Naturally, the location and time of year will determine what the resort is capable of offering.
These recreational facilities are upgraded to include appropriate landscaping, spacious layouts,
attendants and food and beverage outlets to offer convenience and flexibility to their guests.
There are other distinguishing characteristics of these resort activities.
Attendants are available to give lessons or assist guests
Shops offer merchandise and equipment
Golf courses are upgraded to include golf carts, tournaments and often more than 18
holes
Spas offer treatments, exercise programs, personal trainers and specific food and
beverage for health conscious guests
Beach attendants can organize group activities and rent beach equipment from cabanas
and umbrellas to catamarans and jet skis
Attendants coordinate and make reservations for local tours and activities
Water complexes may include lap pools, sport pools, water slides, beaches, rafting
waterfalls, and multiple whirlpools
Tennis courts may offer a selection of hard, clay or grass surfaces
Ski lessons, equipment rental, and packages are tailored and offered to guests
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2. AMENITIES
The number and range of amenities is another distinguishing feature of resorts. These upgraded
amenities are primarily located in the guest room and the bathroom and are generally upgraded
brands or resort brands. Logos are a mainstay for amenities.
Bathroom Guest Room
Bath cap Bathrobes
Mouth wash Mineral water
Sewing kits Fresh flowers
Lotion Patio
Vanity mirror Oversized pillows
Bath scales Wet bar
Refrigerator
Triple sheeting
Keep in mind that amenities in many full service hotels now include in room coffee, hair dryers,
iron and ironing board, Internet phone hookups, and two phones. All these amenities and
upgrades are provided at no cost. Resort room rates are generally significantly higher and guest
expectations are higher also for their guest room. Therefore resorts can provide larger sizes,
name brands, and a wide range of amenities.
SERVICES
Resorts provide many recreational and cultural activities and therefore are expected to provide
the guests with the services to participate in these activities. Full service hotels might provide
concierges to assist with these services. In resorts, the difference is that you will probably have
more concierges working and for longer hours. They must be able to answer guest questions,
make suggestions, and ultimately make the reservation. Guest requests and expectations can be
quite detailed and specific and also cover a wide range of requests. The Concierge must be able
to handle all of these request to the guests satisfaction.
For example, in a resort destination known for outstanding golf, the concierge will be expected
to know the number of golf courses and their location, the type of golf course, fees, level of play
and availability of tee times. Often material is available to give to the guests to assist them in
making their plans. In a beach location, the concierge is expected to know the type of beach,
distance from resort, special activities such as shelling, fishing, water sport rentals and even
when the high and low tides are.
Another service that is expected at a resort is turndown service. This service is performed in the
evening or night and includes refreshing towels, emptying trash, turning the bed covers down,
providing mints or cookies, turning on lights, and turning on music to a relaxing station. This
service is intended to give the guest personal service and create a relaxing atmosphere.
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3. SEASONALLY
Seasonally defines resort operations. It is climate driven and generally involves a wide range of
weather. The high season is the most attractive season that provides moderate temperatures,
minimal rain and maximum sunshine, and enables guests to enjoy the many activities found at a
resort destination. Winter resorts can provide tropical or desert climates and guests can choose
between humid and dry climates. Both will offer temperatures in the 70’s to 80’s during the high
season. Traditionally the high season has been defined by holidays, beginning after Christmas
and New Years and ending at Easter. In current times, the high season has been defined more by
the climate and can range from October through April.
The off season is when the climate goes to the opposite extreme. Guest do not prefer to be in
resort locations in the off season because of hot and dry conditions in the desert and hot and
humid conditions in the tropical locations. June through September can see temperatures above
100 degrees in the deserts and above 90 degrees in the tropics, both of which can be unbearable.
Shoulder seasons are transition months when the climate is not as favorable as high season but
not as unbearable as off season. April and May can be very delightful months one year and
extend the high season. The next year they could be very hot and uncomfortable and more
resemble the off season. September and October can also be shoulder months.
The winter months are also the high season for winter sports such as skiing and snow mobiles.
While warm moderate temperatures can define the high season during winter, so does lower
temperatures and plenty of snowfall for the winter ski resorts. Generally January through March
are the prime skiing months, but they can be extended from November through April based on
snow levels and temperature.
A recent development in ski resorts is the conversion of their summer off-season to a mountain
experience high season. Because these ski resorts are located away from populated areas in high
mountains, they offer welcome relief during the summer. Ski resorts such as Sun Valley in Idaho
and Park City in Utah are now also well known for their summer activities offering clean air,
mountain vistas, and moderate temperatures. Many operate their ski lifts to take guests up the
mountain for hiking and pick nicks. Mountain biking and fishing are other activities that make
these ski resorts popular summer destinations.
GROUP AND LEISURE MARKETS
The two main markets for resorts are group business and pleasure/leisure travelers. These two
markets are very different and resorts must market to them in different ways.
Early resorts in the 1700’s were the home of the wealthy and the leisure market was the only
market. Guests arrived by horse and carriage or later by railroad and their intentions were to
relax and get away from the concerns and issues of home. They enjoyed the mountains, hot
springs or beaches and personal service and relaxation were the norms. Modern resorts are now
accessible to middle as well as high income travelers. There are more resorts located in more
destinations, accessible by all means of transportation, and providing a broad range of activities.
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4. The exclusive nature of resorts has been broadened to include anyone who has the time and can
pay the rates. While some resorts retain an exclusive nature, most welcome all their guests and
are focused on providing a great resort experience.
The group market is now the economic mainstay for most resorts, especially the larger resorts
providing large scale meeting space and recreational activities. Modern resorts focus extending
the leisure feel to meetings and conventions. They need to keep up with more and better
competition not only in their location but at other resort destinations. High occupancy levels in
addition to high room rates are required to provide expected financial results, keep the resort in
excellent condition, and provide improvements that will ensure the success of the resort in the
future. The emerging of the group market has been critical to the success of today’s large resorts.
Most resorts offer a large amount of meeting space to accommodate group business.
Meeting space includes outdoor space and pre function space that features the resort location,
culture and climate. Resorts offer groups the opportunity to meet for business in a leisure
atmosphere and provide resort activities to their attendees. Group meetings typically are over a
longer period of time to enable attendees to participate in golf, tennis, beach activities or spa
sessions as part of their schedules. While group business generally receives lower room rates,
they also provide additional resort revenue with their meetings and banquet functions and
recreational activities. Group business is generally between 50-80% of a typical resorts
operations..
MEMORABLE EXPERIENCES
We will conclude the section on Characteristics of Resorts with what will become a theme of
resort operations. That is to provide "Memorable Experiences" for each and every resort guest.
This could range from a honeymoon couple to a group of 1,000 for their yearend recognition
celebration. A resort must be capable of meeting each of these very different expectations. The
honeymoon couple might want to spend their days relaxing, enjoying the culture, beach, climate
and dining opportunities. Or they might want to fill their days with activities and action - golf,
water sports, spas, and tours, off property night life.
The group might want to take advantage of the culture and activities offered by the resort
destination or it might want to have the biggest and best meetings of the year. They could focus
on extravagant meetings and banquets or provide golf tournaments, spa packages, or cultural
tours to keep their attendees busy and happy. They may have chosen the resort because of the
destination or because of a chain affiliation. Regardless, they want their meeting and activities to
go smoothly and take advantage of the resort climate and it’s leisure setting.
The concept of a "Memorable Experience" can take many shapes and forms depending on the
guest. What is consistent is the ability of the resort to do the extra, the unthinkable in terms of
activities and service. The willing attitude, being creative in responding to guest needs or
complaints, exceeding guest expectations, and the recognition that this is a special time and
experience for their guests; all are essential ingredients in creating a "Memorable Experience."
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