Case Study
Abbey Group Resorts’ Return Special Value Program
I. Background of the study
Retutn special value program provide incentives to meeting planners and convention goers to return to the resorts as leisure guests.
Meeting attendees are given a future leisure stay at the lower group rate given by the resort that hosted the group.
The group rate is good for one year but excludes holiday weekends
The program was developed because the Abbey Group is a seasonal resort operator
Lean season is from April to the first two weeks in May and from September through October
The overall objective is to increase year round occupancy
The meeting attendee has a strong financial incentive to book the space available summer rate at the winter price
The concept was developed in the spring and summer of 1998 by the director of sales and marketing
The RSVP program is now included in sales presentations to meeting planners.
The meeting planners can use the incentive for themselves at a later date, and they can use it as an incentive to increase attendance at the conference
II. Statement of the problem
Possible lower sales during summer or their peak season
There is no assurance for guest returnees
The RSVP program is not valid for holiday weekends
III. Course of action
Add an additional outdoor activities that is not covered of the incentives so that they will still hit their target sales even though there is a huge discount on guest returnee
Marketing department should orient the meeting planners about the resorts’ specification and convince them that it is a great offer to avail an accommodation at a lower rate
Suggest an alternative weekend instead, so that it won’t harm the company’s sales
IV. Swot Analysis
Strengths
Lower rates on guest returnee
Incentive can be avail at a later date
Year round occupancy rate will increase
Strong financial incentive
Weaknesses
Abbey Group Resort is Seasonal operating resort
Lean season is from April to the first two weeks in May and from September
I. Background of the study
Retutn special value program provide incentives to meeting planners and convention goers to return to the resorts as leisure guests.
Meeting attendees are given a future leisure stay at the lower group rate given by the resort that hosted the group.
The group rate is good for one year but excludes holiday weekends
The program was developed because the Abbey Group is a seasonal resort operator
Lean season is from April to the first two weeks in May and from September through October
The overall objective is to increase year round occupancy
The meeting attendee has a strong financial incentive to book the space available summer rate at the winter price
The concept was developed in the spring and summer of 1998 by the director of sales and marketing
The RSVP program is now included in sales presentations to meeting planners.
The meeting planners can use the incentive for themselves at a later date, and they can use it as an incentive to increase attendance at the conference
II. Statement of the problem
Possible lower sales during summer or their peak season
There is no assurance for guest returnees
The RSVP program is not valid for holiday weekends
III. Course of action
Add an additional outdoor activities that is not covered of the incentives so that they will still hit their target sales even though there is a huge discount on guest returnee
Marketing department should orient the meeting planners about the resorts’ specification and convince them that it is a great offer to avail an accommodation at a lower rate
Suggest an alternative weekend instead, so that it won’t harm the company’s sales
IV. Swot Analysis
Strengths
Lower rates on guest returnee
Incentive can be avail at a later date
Year round occupancy rate will increase
Strong financial incentive
Weaknesses
Abbey Group Resort is Seasonal operating resort
Lean season is from April to the first two weeks in May and from September