Developing communication strategy

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Reference no: EM132224385

Developing a Communication Strategy: Ultimate Escapes

The service sector consists of many industries, but perhaps none more compelling than the hospitality industry. The hospitality industry comprises a variety of segments including lodging, travel, and tourism, among others, with worldwide employment of approximately 350 million people. Within the lodging segment of the hospitality industry, today's success stories include those firms that are truly creative in the manner in which they conduct business. One of the most creative hospitality business models today would have to include the destination club business model offered by several firms such as Ultimate Escapes.

Ultimate Escapes is a worldwide destination club with ownership of 140 properties in 50 destinations offered under a business model similar to a private country club. Under this scenario, a limited number of members have access to a global portfolio of exquisitely maintained, luxurious vacation properties complete with five-star concierge services. Ultimate Escapes maximizes the availability of its locations for its guests by maintaining a member-to-property ratio of no more than 6:1.

Ultimate Escapes' properties offer high-end city and resort locations with property values typically ranging from $1 million to $3 million. Locations include selected beach, mountain, leisure, and city destinations throughout the United States, Mexico, Western Europe, and the Caribbean. City properties include locations such as New York, Chicago, Paris, and London; resort destinations include Colorado ski resorts, the California and Florida coasts, Mexico, and Caribbean locations such as St. Thomas and Turks and Caicos. Perhaps the most unique property, the La Buscadora, an 80-foot motor yacht in the British Virgin Islands, offers an all-inclusive vacation experience for groups of up to eight people featuring an on-board steward and gourmet cook in addition to activities such as scuba diving, snorkeling, water skiing, and ocean kayaking. Other destinations provide access to their own unique variety of activities such as golfing, shopping, theatres, spas, beaches, skiing, hunting, hiking, fishing, sailing, horseback riding, and more.

While in residence, Ultimate Escapes members and their guests are treated to outstanding amenities and services. Amenities typically include multiple bedrooms, fully equipped kitchens, luxury baths, and elegantly furnished dining and living areas. In addition, other special touches are included such as Stearns and Foster™ bedding with luxurious high thread-count linens, plasma screen televisions with full theatre surround sound, DVD players and state-of-the-art stereo systems, and thick terry bathrobes and towels.

Ultimate Escapes is committed to delivering five-star concierge services for all its members and their guests. Guest services include travel arrangements; the development of an “Escape Plan,” including reservations for selected activities such as dining, golfing, and show tickets; shopping services to ensure that the kitchen is stocked when guests arrive; cleaning services; and in-residence concierge services.

Clearly, Ultimate Escapes understands how to bundle benefits through the effective management of the member's service experience. The membership fee to join Ultimate Escapes ranges from $70,000 to $450,000, depending on membership level (premier, signature, elite), which is 80 percent refundable if the member chooses to terminate the relationship. In addition, annual dues are collected. Despite the high cost, current membership satisfaction remains high as demonstrated by Ultimate Escapes' annual membership retention rate of approximately 96 percent.

Questions:

answer these questions from the bottom of the case, Ultimate Escapes

1. Develop the basics of a promotional message that communicates the major benefits a destination club has to offer over owning a second home, staying in a hotel, or purchasing a time-share condominium.

2. Should the promotional message developed in question 1 be informational, persuasive, or reminder in content? Please explain.

3. Given the nature of the destination club business model, which communication tools would be most important for Ultimate Escapes to use when formulating a communication strategy? Why?

also cite the answers with APA format.

Reference no: EM132224385

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