Resorting to Incentives

Resort and club properties from east to west have been working overtime to come up with creative new ideas for maintaining business levels in a challenging economy.

by C&RB Staff (editor@clubandresortbusiness.com)
August 2008
 

Resort and club properties from east to west have been working overtime to come up with creative new ideas for maintaining business levels in a challenging economy. 

At the Stamford (Conn.) Marriott Hotel & Spa, according to a recent article in the Stamford Advocate, the staff actually began working on new ideas last year that could be applied to help counter an anticipated downturn this season. “We noticed business traffic had decreased from some firms, especially in banking and finance. We needed to stay ahead of the curve,” said Peter Griffith, Director of Sales and Marketing. 

By introducing new business traveler perks such as complimentary massages, yoga clinics, room upgrades, and free food and beverage service in its 16^th-floor Concierge Lounge, the property has been able to maintain weekday occupancy rates of at least 90 percent and weekend occupancy of between 50 to 100 percent, with overall occupancy in the high 60 percent range, which is in line with this year’s national averages. 

The Stamford Marriott, which is in a downtown location, has also stepped up its promotion of the unique indoor golf studio that it has offered since 2005, in partnership with golf professional Jon Cote.  

Meanwhile, in the Phoenix area, a recent report in The Arizona Republic described how properties have been battling falling occupancy rates this summer with new incentives such as luggage-fee rebates and extended cheaper summer rates, in an attempt to draw in both in- and out-of-town guests. 

The Sheraton Wild Horse Pass Resort on the Gila River Reservation, for example, rolled out a "Love Your Luggage" package that includes up to a $50 credit per room for luggage fees paid to airlines. The program has helped to spur $15,000 in summer bookings, according to Patrick Conners, Director of Sales and Marketing. 

“The [airlines] were charging for all the little bits and pieces, and it was kind of upsetting guests as they flew in,” Conners noted. “We tried to spin it as a positive.” 

In addition, a weekend package tied to the opening of a Lego store at a nearby retail center, where guests got to interact with a Lego master builder, brought in another $10,000.  

The Four Seasons Resort Scottsdale at Troon North, meanwhile, decided that instead of rebating luggage fees, it would help customers avoid them. After noticing that guests were leaving behind robes that came as amenities, the resort started shipping them to visitors.