The Dirty Dancing Revival
No, it’s not a terrible high school musical. It’s the re-emerging of the Full-Service Resort 2.0. Don’t worry, it looks nothing like your grandparents day, or the all-inclusive your parents aspired to.
As the hunger for experiences grows and more discretionary income is spent on travel, there is a growing desire for authentic, unique trips that evoke a real sense of place. Toss in a little bit of luxury to ease the escape of the everyday grind (and ability to humble-brag on social) and you’ve defined a winning value proposition for today’s consumer.
And while certain resorts have absolutely capitalized on this trend (yes, I’m looking at you Blackberry Farm, the Greenbrier, and the Ritz Carlton), it’s these classic resorts throughout small towns and vacation destinations that drip in the history and authenticity the next generation of travelers are seeking and can afford.
Because, it’s not just the room decor and thread-count that matter (and yes, of course, they do), but more importantly, the experiences these classic resorts can offer that are the draw for today’s consumer. In order to be sure these American classics take full advantage of this travel boom we're experiencing, I’d argue they need to address three critical things:
Make sure they have someone on the team who understands marketing in the days of Instagram. The settings and offerings of these resorts are social media gold. Leverage these assets to find the right guest for your resort. Your guest (and their family, friends, and social followers…) may be down the road or across the country, but thanks to a modern website that visually tells your story and a marketing strategy that can effectively find your needle in a haystack customer, you can reach your growing market on a reasonable budget.
The story builds from a unique and quality product. While some of the traditions of yesterday are charming, if the sheets and style haven’t changed since the resort was built, it will read more Bates Motel than family vacay. A resort facelift doesn’t have to cost a fortune, as travelers don’t want to break the bank, but small touches go a long way. Great lighting, nice linens, and a nod to the modern day (yes, I mean both select new pieces of furniture and strong wi-fi) create the balance needed to both allow people to escape to a simpler time but have a relevant experience in 2018.
Iterate the experiences to match today’s consumer desires. That classic bar, it’s the perfect setup for a mixology lesson from an old-school bartender in a white coat. The ballroom, sure, it serves classic cuisine (locally grown and organic, of course), but it also plays host to a range of experiences that provide so much more than a standard hotel could ever do (a monthly visiting chef dinner or an annual ball, anyone?). And please, the gazebo and pier are built for a weekly band and dance lessons for tourists and locals alike.
With those steps underway, there’s no chance of putting these resorts in a corner...