A Taxonomy for Resorts By Eric T. Brey (2011)

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A Taxonomy for Resorts By Eric T. Brey (2011) by Mind Map: A Taxonomy for Resorts By Eric T. Brey (2011)

1. Issues study addresses

1.1. Too many categories that are not mutually exclusive.

1.2. Typical schemes classified by:

1.2.1. Based on major recreation amentities or features

1.2.1.1. variety of offerings can cause multiple categories to be identified for one resort.

1.2.2. Trip Purpose, but that is still vague

1.2.3. Themed resorts create subschemes, which complications classification.

1.2.3.1. Examples: Spas, Timeshares, Health themed, All-Inclusive

1.3. Current definition is muddied by multiple standards, but individuals, academics, real estate professionals, governments and organizations are trying to standardize the definition

2. Classifications

2.1. Destination Resorts

2.1.1. Most comprehensive classification in terms of amenities and features.

2.1.2. Provide extensive amenities and activities to engage multiple consumer segments and have extensive operations

2.1.3. These properties are located in any setting and are seen as resorts in the traditional sense. They serve as the primary motivation to visit a destination and have characteristically high levels of service. These properties provide most or all amenities throughout a guests’ visit and supply access to substantial recreation or leisure space. Properties frequently have capabilities for meetings or business.

2.2. Intermediate Resorts

2.2.1. typically located in a rural location, provides a range of activities and amenities that is not as comprehensive as what is found at destination resorts.

2.2.2. These properties are typically removed from major population centers and serve as the primary reason to visit a destination. Properties frequently provide access to substantial recreation and leisure space, but guests may have additional motivations for visiting the resort. They are very similar to destination resort properties except for a more limited scope in signature or anchor amenities.

2.3. Intermediate-Access Resorts

2.3.1. has the distinction of offering direct access to recreation or leisure pursuits outside the premises, including an urban area or an outdoor venue such as a beach. Such access creates specific operational challenges and offers particular guest opportunities

2.3.2. These properties are typically located in vacation destinations or densely populated areas. They are frequently clustered together and provide access to geographically significant signature amenities (e.g., ski, beach). Properties may not serve as the primary attraction for guests but provide adequate recreation, leisure, and entertainment experiences to engage guests throughout their stay

2.4. Specialized Resorts

2.4.1. Focuses the guest experience around one primary amenity

2.4.2. These properties can be found in any location and provide a focused experience around one signature amenity or anchor attribute. Properties generally tailor the guest experience around the primary amenity or attribute and are typically smaller in size due to their limited scope. These properties can serve as the primary attraction for guests or as a complement to the destination.

3. Definitions

3.1. Definition Attributes

3.1.1. A resort is a full service lodging facility.

3.1.1.1. resorts offer full services, including lodging and food service

3.1.2. A resort provides access to or offers a range of amenities and recreation facilities

3.1.2.1. acknowledges the fact that resorts do not necessarily contain all amenities on site, even though they provide direct access to them without interrupting the customer experience

3.1.3. Emphasizes a leisure experience

3.1.3.1. resort amenities and activities should emphasize rest and relaxation, which creates a point of delineation between resorts and large, urban conference hotels, even if both have amenities in common

3.1.4. Resorts serve as the primary provider of the guests’ experience

3.1.4.1. emphasizes the importance of the resort property in the guest experience.

3.1.5. Often provide services for businesses or meetings

3.1.5.1. conferences and meetings play an increasingly important role for many resorts.

3.1.6. Are characteristically located in vacation-oriented settings

3.1.6.1. recognizes the propensity for resorts to be developed with a leisure focus in vacation or scenic settings.

3.2. Qualification Benchmarks

3.2.1. provide one signature amenity or anchor attribute

3.2.1.1. specifies that resorts need to have a focal point for the guest experience

3.2.1.2. Signature amenities are amenities or attractions that a property is required to provide access to in order to be considered a resort. Examples include golf; ski or mountain; beach, ocean, or lakeside; casino or gaming; all-inclusiveness; spa, health, or wellness facility; marina; tennis; and water park. Property-generated and man-made amenities need to be considered full-service.

3.2.1.3. An anchor attribute is a theme linking tertiary or secondary resort amenities and attributes to provide a signature amenity.To be identified as an anchor attribute, a minimum of five thematic recreation, leisure, or entertainment experiences must be provided.The attribute must be an extension of resort programming with substantial human resource involvement. Examples include couples, family, educational, tropical, and dude ranch.

3.2.2. provide five secondary recreation, leisure, or entertainment experiences

3.2.2.1. resorts provide sufficient additional amenities and activities to engage guests.

3.2.2.2. A recreation, leisure, or entertainment experience is a secondary amenity.Any leisure or recreation activity, which can include beach volleyball or organized kids’ activities, is considered as a recreation, leisure, or entertainment experience.These experiences are important in creating atmosphere by providing a range of guest activity options.They are important, along with food and beverage outlets, in determining whether properties should be identified as a resort once other minimum qualifications are met.

3.2.3. provide one full-service food and beverage outlet

3.2.3.1. For the purposes of this definition, full-service shall be defined as a property that provides a comprehensive range of services to address customer wants and needs.This includes offering a variety of amenities and activities, a restaurant offering two or more meals daily, availability of daily housekeeping services, and enhanced service levels.

3.2.4. include short-term or overnight lodging in the bed-base

3.2.4.1. Lodging is essential to all resorts

3.2.4.2. This point eliminates destinations such as seaside resort towns or communities that use an alternative meaning of resort or may attempt to exploit the marketing value of that term

3.2.5. comprise a minimum of twenty-five rooms or other accommodations (exception to minimum are properties with two signature amenities or anchor attributes and ten recreation, leisure, or entertainment experiences)

3.2.5.1. this specification is waived for properties containing two signature amenities or anchor attributes along with sufficient activities, since this constitutes a necessary critical mass.

3.2.6. emphasize a leisure or retreat-environment experience

3.2.6.1. resorts can be located within a city or population center. If a property embodies the spirit of the definition and meets minimum qualifications, it can be classified as a resort regardless of physical location.

4. Other Categories (Resort-Like definitions, but not resorts)

4.1. Vacation-retreat Properties

4.1.1. properties that have been traditionally identified by consumers for their escapism qualities. They can be characterized as having direct access to geographically significant amenities, such as a lakefront, but lack minimum amenities and activities to engage guests

4.2. False-Positive Properties

4.2.1. comprises hotels that have been incorrectly identified as resorts, either though deliberate self-appointment marketing methods or general misconception. Although these properties exhibit certain resort-type amenities, they lack the full range of resort attributes.

4.3. Faux Resorts

4.3.1. immense integrated destination development, which offers multiple facilities. These destinations typically constitute small cities or communities, have an extensive residential community, and contain industries not related to the guest experience

5. Taxonomy Rules

5.1. The first rule is a time-consumption correction for urban resorts, as it relates to guest engagement

5.1.1. Resorts located in densely populated locations are assessed a penalty of one signature amenity and three secondary recreation, leisure, or entertainment experiences (outside of common hotel amenities such as pool, hot tub, and exercise room) as resorts need to have additional amenities to engage customers on property. This correction ensures that (1) urban hotels are appropriately classified within the taxonomy or (2) correctly identified as a false-positive if they do not meet urban location requirements.

5.2. The second rule removes casinos that offer only gaming, but no other amenities.

5.2.1. In this taxonomy, gaming counts as a signature amenity only if it is accompanied by an additional signature amenity (e.g., golf, spa) and meets remaining minimum requirements

5.3. The third rule is a destination amenity rider to take into consideration amenities most often associated with the resort experience, namely, golf, skiing, the beach, and a spa.

5.3.1. According to this rider, a destination amenity fits the following description: These amenities serve as a focal point of the resort experience and as a primary driver for a guest’s visit. Destination amenities are often indicated in the title of a resort to specify the type of experience and count as two signature amenities because of their size and scope. In general, for an amenity to be considered a destination amenity, it must be a focal point of the resort experience, be a quality product, and have a range of secondary items relating to and supplementing the amenity.