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“ Differentiating your resort with creating package rates”

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  1. “Differentiating your resort with creating package rates”

  2. Our expert panel • Salvatore Dickinson, CHME, Chief Executive, Dickinson & Associates • Kim Schaller, Chief Marketing Officer, Hershey Entertainment • Tom Trotta, President, International Lifestyles

  3. Today’s agenda • Kim & the question “to package or not to package” • Tom & consumer behavior • Sal & dynamic packaging • Q&A from you

  4. “To Package or Not to Package”Kim SchallerVice President, Chief Marketing OfficerHershey Entertainment & Resorts Co.

  5. 665 rooms 100,000 sq. ft. meeting space

  6. 234 rooms 25,000 sq. ft. meeting space

  7. To Package…or NOT to Package… …THAT is the question..

  8. Packaging is a 9 letter 4-letter word @#$!

  9. Customers Want Them vs. We Don’t Need Them!

  10. We Sell More Rooms vs. We Lose Rate

  11. Which came first – the room night or the package?

  12. Everything in life is about balance!

  13. Pros Today’s customers expect them

  14. Competition does them

  15. Public Relations Needs Them

  16. Fabulous Five! • Points North Magazine, Atlanta, GA • Five exclusive resorts showcased every month • Must offer minimum 2 night package • Discounted offer for guests • Advantages – free, reach 81,000 readers!

  17. Advertising keeps us “out there in consideration set”

  18. Creates a USP

  19. Partners Request ThemMedia & Travel Partner

  20. Cons

  21. Scrooge!

  22. Operationally difficult • Front Desk hates them • Potential guest dissatisfaction • They reduce revenues • We don’t need them

  23. Operational Solutions Bridging the Great Divide Packages Task Force

  24. Fully Explore the Types Three potential types: • Discounting elements • Elements added together not discounted • Value added

  25. Magic Words “Packages starting at…” “Based on availability”

  26. Work around operational challenges

  27. Analysis, Results Orientation