the magic & the logic of resort differentiation chania october 2008
TRANSCRIPT
The magic & the logic of
Resort Differentiation
ChaniaOctober 2008
4 generations of resorts in 50 years
2
1960 1970 1980 1990 2000 2010 2020
1st generationSERVICE
•Sports•Marina•Etc.
2nd generationFACILITIES
•Residential•Etc.
3rd generationMIXED-USE
•Experiences•Wellness •Etc.
4th generationEXPERIENCES
?
3
Good news: More opportunities than ever !
Tourism market growth
Unsatisfied needs
New needs
New segments
Competitors’ mistakes
4
Big concerns: too much...
“rivalry”
“me too”
“old fashioned”
“new entrants”
Financial Crisis
Etc.
Source: Eurostat, 2004
Changing demographics Forecast change from 2000-2020
“Materialistic Lifestyle”
< 18 -
19-24 6,5
25-32 21,7 28.2 %
33-40 16,3
41-51 15,2 31.5 %
52-60 27,2
>61 13,0 40.2 %
Visitors’ Age at the Adventure Travel Show, 2007
The Age Paradox
ELDER
YOUNGER
RELAXATION
ADVENTURE
ELDER
YOUNGER RELAXATION
ADVENTURE
Present
Past
9
RESORT DIFFERENTIATION
Source: DRF
The Business Model
Sales price
Value System
Targeting
Production cost
Value Production
Clienting
pro
fita
bili
ty
10
Target the Emerging SocietyTargeting
Value proposal
ClientingValue
production? ?
?
A new targeting for resorts
11
12
The hen’s eggs market in Denmark
50%“Factory”
eggs
Marketprice
50% “Free range”
eggs
Premium price + 30%
13
Danish people: crazy or stupid?
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The emerging society!
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- Ethical keeping of animals in freedom
- The good old times
- Rural romanticism
- Etc.
An emotionalstory
From a commodity to an emotional product
+
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EMOTIONAL SOCIETY
EXPERIENCES
100,000 years
AGRICULTURAL SOCIETY
“COMMODITIES”
SOCIETY’s progression
ECONOMIC VALUE’s
progression
“DREAM SOCIETY”
INFORMATIONSOCIETY
SERVICES20 years
INDUSTRIAL SOCIETY
PRODUCTS150 years
Dream clients for Dream Resorts
INFORMATIONSOCIETY
DREAMSOCIETY
Rational intelligence Emotional intelligence
Rationalism
ValuesPragmatism
Stories
Physical comfort Spiritual comfort
Technology Emotions
The new drivers
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Build a “Blue
Ocean”Targeting
Value proposal
ClientingValue
production? ?
How to improve the business model?
18
Dream Society
Market Universe
Red OceansThe industry today The known market
Blue OceansInnovative IndustriesThe unknown market
The competition turns the ocean bloody
The competition is irrelevant
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Cirque du Soleil
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Circus?
Theatre?
Musical?
Opera?
In order to beat the competition,
we must stop trying to beat the competition.
Creation of the scene
Development of experiences and emotions
Landscaping Architecture
“A place to play”
“Story creation”
Analysis of the setting
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Creating something scarce and unique
Attractions to exploit
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Creation of the scene
Development of experiences and emotions
Landscaping Architecture
“A place to play”
“Story creation”
Analysis of the setting
23
Creating something scarce and unique
What is your story?
What is the story of YOUR Resort?
What do people say so that YOUR Resort is
perceived as something really special?
What is said about the experiences that one
can enjoy there?
The importance of “story telling”
24
Creation of the scene
Development of experiences and emotions
Landscaping Architecture
“A place to play”
“Story creation”
Analysis of the setting
25
Creating something scarce and unique
4 types of experiences
EDUTAINMENTTo learn
ENTERTAINMENTTo see
ESCAPE To do
AESTHETICSTo feel
Involved guest
Observing guestA
cti
ve g
ue
st
Pa
ssiv
e g
ue
st
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Development of experiences and emotions
Creation of the stage
Landscaping Architecture
“A place to play”
“Story creation”
Analysis of the setting
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Creating something scarce and unique
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Spots of Experience
Development of experiences and emotions
Creation of the scene
Landscaping Architecture
“A place to play”
Analysis of the setting
“Story creation”
From a place to stay to a place to play
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Example: Villa Perelia
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Build a“Blue
Ocean”
Resort’sStoryline
Targeting
ClientingValue
productionResort Management
Agency
How to improve the business model?
32
Dream SocietyValue
proposal
Guiding principles and differentiators
The Story Line
Build a“Blue
Ocean”
ResortManagement
Agency
Targeting
Value production
Clienting
?
How to improve the business model?
34
Dream SocietyValue
proposal
Chief Executive Officer
The New C.E.O.
Chief Experiences Officer
