Our expert panel • Salvatore Dickinson, CHME, Chief Executive, Dickinson & Associates • Kim Schaller, Chief Marketing Officer, Hershey Entertainment • Tom Trotta, President, International Lifestyles
Today’s agenda • Kim & the question “to package or not to package” • Tom & consumer behavior • Sal & dynamic packaging • Q&A from you
“To Package or Not to Package”Kim SchallerVice President, Chief Marketing OfficerHershey Entertainment & Resorts Co.
665 rooms 100,000 sq. ft. meeting space
234 rooms 25,000 sq. ft. meeting space
To Package…or NOT to Package… …THAT is the question..
Customers Want Them vs. We Don’t Need Them!
Pros Today’s customers expect them
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!
Operationally difficult • Front Desk hates them • Potential guest dissatisfaction • They reduce revenues • We don’t need them
Operational Solutions Bridging the Great Divide Packages Task Force
Fully Explore the Types Three potential types: • Discounting elements • Elements added together not discounted • Value added
Magic Words “Packages starting at…” “Based on availability”