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How one resort and club used market research to retain its premier status. Maintaining a position as a top-rated destination and premier club is a challenge, particularly when competition increases as a club ages. Often, resorts and clubs face the reality that major improvements and upgrades are necessary to retain membership as well as their highly rated status. This was the case with a resort and club once considered to be among the most prestigious in the south. A mail-out survey among current club members and guests who had stayed at the resort within the past few years was conducted. Objectives of the research were to determine satisfaction levels, identify areas for improvement, and aid in developing strategies for the club and membership program. Research among guests identified aspects of the resort that needed to be upgraded. This included details of resort accommodations and voids in dining options and amenities. Based on the research findings, preferences for ambiance and décor were identified and management was able to take immediate steps toward improving the resort experience. Input from club members allowed management to clearly understand issues and perceptions perceived as shortcomings in the club. Management was also able to prioritize projects so that those adding the most value to the membership were implemented first. An analytical technique that applies a quadrant analysis plots various factors in terms of importance to members/guests and club/resort performance. From this analysis, aspects of the resort and club that are of high importance, but achieve low performance, are targeted as top priorities. This resort and club developed long-range strategic plans for positioning,
marketing communication, and facility enhancement from the research. Today,
the resort is well on its way to becoming, once again, a top destination
for leisure travelers seeking rest and relaxation. The club has watched
member satisfaction soar to new heights. New membership has nearly capped
despite competition from newer clubs in the vicinity. Thanks to vital
market research efforts conducted in a timely manner, the resort and club
are thriving! |
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Revive
and Thrive 