Free Essay

How Successful Is the Warner Leisure Hotel Business Model of Targeting the Third Age Market

In: Business and Management

Submitted By eckimo83
Words 562
Pages 3
How successful is the Warner Leisure Hotel business model of targeting the Third Age market?

Although holiday camps have been in existence in the UK since the early 1900s, their prominence in the hospitality industry was not established until the 1950s. Holiday camps thrived until the availability of package tours in the 1970s, where due to a subsequent decrease in demand, many were closed down shortly afterwards (Ward and Hardy, 1984). Warner Leisure Hotels identified a potential opportunity in concentrating on one particular sector (Mintel, 2013), the Third Age market. Carr and Komp (2011) describe the Third Age as the period of life which occurs after retirement but prior to the onset of disability, in which individuals are capable of remaining actively engaged.
Warner initially launched a marketing campaign “Just for Adults”, in order to attract their target clientele, and cater for guests over the age of 21 only. Warner now run 13 hotels and resorts in various countryside and coastal locations across the UK (Warner Leisure Hotels, 2013).Their hotels are historical or grade I and II listed buildings which appeal to this market, and have manicured gardens with pathways suited for short walks to take exercise. Short breaks of either three or four days are offered, tied in with coach packages for ease of transportation. Guest hosts are employed to encourage guests to participate in a range of group activities such as swimming, bowls, archery and ballroom dancing. Furthermore, in 2011 a deal was signed with the BBC to offer Strictly Come Dancing Experience Breaks, where guests are entertained by professional ballroom dancers and participate in a dancing competition (Berman, 2010). As Haboush et al (2006) suggest, this style of dancing and music are familiar to the Third Age demographic and is therefore designed to increase comfort and enjoyment. The range of leisure activities offered clearly demonstrates that Warner believe activity in later life is essential for aging well and that the older generation benefit from engaging with society and with each other (Gibson and Singleton, 2012).
Breaks are offered subject to pricing strategies, for example an upgrade to a Signature package denotes a larger room and an upgrade of restaurant, therefore options are provided for a range of budgets. Food and drink choices are dependent on the type of package booked, ranging from standard restaurant to fine dining. A “single diner” strategy is adopted, whereby any guests who are lone visitors are seated together in the restaurant and conversation is encouraged by staff. Warners website is clearly designed with their target customers in mind, text is large and the website is very clear and simple to navigate around, as the Third Age market are the least proficient in the use of computers and the internet.
Targeting the Third Age market has proved to be a successful business model for Warner Leisure, as they have clearly identified what their customer wants in terms of level of service, the location and type of building, new experiences and leisure options, and have responded and tailored their breaks accordingly. Warner Leisure Hotels (2013) state that in 2011 Warners were voted the UK’s favourite short-break chain hotel, ahead of Hilton hotels, and enjoy a 95% occupancy rate. Given that, as Leitner and Leitner (2004) suggest, the older population is projected to increase, the future looks bright for the growth of Warner resorts.…...

Similar Documents

Premium Essay

Business Model

...Business model for Premium Hotel ITC ITC's Hotels Business continues to be rated amongst the fastest growing hospitality chains, with over 94 properties in 67 locations, and operating under four distinct brands – ‘ITC Hotel’ for ‘luxury’, ‘WelcomHotel’ in the ‘five star segment’, ‘Fortune’ in the ‘mid-market to upscale segment’ and ‘WelcomHeritage’ in the ‘heritage leisure segment.’ ITC Hotels pioneered the concept of ‘Responsible Luxury’ in the hospitality industry, drawing on the strengths of the Company’s exemplary sustainability practices. Responsible Luxury personifies an ethos that integrates world-class green practices with contemporary design elements to deliver the best of luxury in the greenest possible manner. The Responsible Luxury commitment of ITC Hotels blends elements of nature to deliver a unique value proposition to guests who are conscious of their responsibility to be planet positive. A leader in the premium hospitality segment, ITC Hotels has pioneered several first–of-its-kind offerings, creating new benchmarks with the introduction of value based accommodation brands, branded cuisines and the ‘eco-easy’ model of hoteliering. Today, these unique interventions have made ITC Hotels the ‘greenest luxury hotel chain in the world’ with all its premium luxury hotels LEED (Leadership in Energy and Environmental Design) Platinum certified. Recognising the changing preferences of the business traveller, ITC launched ‘My Fortune’ this year under the ‘Fortune’......

Words: 2174 - Pages: 9

Free Essay

The Review of a Business Model

...The review of a business model  Bachelor assignment        THE REVIEW OF A BUSINESS MODEL   Research on changing the business model for a Dutch tour operator    Leon van der Heijden ‐ June 2010                                          University of Twente  Faculty: School of Management and Governance  Education: Industrial Engineering & Management  Drienerlolaan 5  7522 NB Enschede  www.mb.utwente.nl    Supervisor: Dr. K. (Kasia) Zalewska‐Kurek  Co‐reader: Dr. J. (Joris) M.J. Heuven              Mensink Capital B.V.  World Trade Center Amsterdam  A Tower – Level 5  Strawinskylaan 509  1077 XX Amsterdam  www.mensinkcapital.nl    Principal: Drs. H. (Hugo) J.T. Mensink    Author: L. (Leon) E. van der Heijden  Willem‐Alexanderstraat 39  7511 KJ Enschede  l.e.vanderheijden@student.utwente.nl          Frontpage: Smith, Alan (2009). The Movement. www.businessmodelgeneration.com              Management summary    The travel industry is one of the largest and also one of the fastest changing industries in the World.  The emergence of the internet has radically changed the way business is conducted throughout the  industry. This research focuses on a Dutch tour operator which is having trouble adjusting to the fast  changing  business  environment.  This  tour  operator  did  not  make  the  transition  to  online  direct  selling  but  still  sells  its  products  via  retail  partners  only.  Due  to  fierce  competition  of ......

Words: 27366 - Pages: 110

Premium Essay

Targeting Market Segments and Communiting

...presentation title is targeting marketing segments and communities. The overview of this topic are Segmentation and targeting overview, marketing segmentations bases and variables, targeting online customers and targeting communities on the Internet. Marketing segmentation is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service. A market segment is a sub-set of a market made up of people or organizations sharing with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments-different segments have different needs, it is homogeneous within the segment- exhibits common needs, it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and or service needs are divided up into groups so they can be charged different amounts. These can broadly be viewed as positive and negative applications of the same idea, splitting up the market into smaller groups. For example, age, gender, price and interest. Market segmenting is dividing the market into groups of individual......

Words: 2186 - Pages: 9

Premium Essay

Hotel Business Plan

...MARKETING PLAN (For 2011 – 2012) THE IMAGERY HOTEL, XYZ CITY, INDIA The presented sales and marketing plan has been worked upon while covering the theoretical knowledge gained during the duration of module. The sales and marketing plan covers only the rooms division strategy due to word count limitation (Revenue aspects such as Food & Beverage outlets, other revenue etc are not being discussed). Glossary at the end of appendices features the key industry specific terms used in the plan. Executive summary The Imagery hotel is an established luxury hotel located in the XYZ city of India. The hotel is part of a renowned chain of hotel. The hotel has been an industry leader in the city since its inception in 1991. The hotel follows the objectives that are consistent with the company’s goals and mission statement. In the year 2011, The Imagery Hotel is targeted to contribute sales revenue of INR 165 Million against a projection of INR 140 Million. The Imagery Hotel, has to further maintain its market leadership in the city by achieving the highest RevPAR Premium. The marketing plan addresses following major attributes: • Growing need to increase the high rated businesses • Increasing the market share • Segment wise in depth analysis to gain competitor’s business • Channel wise in depth analysis to gain competitor’s business • Laying down the processes to ensure the customer is satisfied Introduction The Imagery hotel located in XYZ city offers......

Words: 4101 - Pages: 17

Free Essay

Market Targeting

...MARKET TARGETING As it is not possible to please everyone with the product as there are various people around world with various needs,various habits and so Market targeting works on a strategy in which a particular group is target and for that company can even concentrate on advertising,due to which they give more power to its brand. The company can choose the various approach for targeting the customers. In undifferentiated approach the company try to attract every type of consumers dispite of various age,gender etc. The differentiated approach is an approach in which the company targets two or more groups . The third approach is the concentrated approach where the company targets only one specific group,but with this approach there involves a huge risk if the company looses the customers than there is chance for huge loss. ADVANTAGEOUS OF MARKET TARGETING 1. As the company targets the specific group of people ,so they had to prodce particular product . So this helps the company to obtain more accuracy in the work . 2. Due to targeting a particular group the company only needs to concentrate on the particular product and their mail goal lies in targeting only that group and nothing else and so they don’t try to make produce other than partular group which inturn reduces cost . DISADVANTAGEOUS OF MARKET TARGETING 1. For the company to know as to attract and target which group of persons and by targeting which group will provide higgest profits......

Words: 312 - Pages: 2

Premium Essay

Business Plan 1st Year Hotel Management

...Business Plan Hotel LUX: it starts here Kristel Lako 120547 Vivian de Lange 121181 Anne- Sophie Kersten 121104 Nadia Hassoune 123094 ------------------------------------------------- Team assignment Business Plan Team managers: R. van Ginneken & Maarten Staps Deadline: 07-6-2013 Class: 1HM 14 Vivian de Lange 121181 Anne-Sophie 121104 Kristel Lako 120547 Nadia Hassoune 123094 Executive Summary "When there is true hospitality, not many words are needed" The core purpose of this report is to show an idea of a feasible business hotel in Munich. The business plan explains all points, while going into debt in accounting, finance, marketing and Human Resource, why this concept will be profitable on long term. Hotel LUX is a 4 star business hotel and the main target group will be young entrepreneurs and local partners. The hotel is strategically located in the city centre of Munich and it enables its guests to be at the heart of the business community. The long-term goal of hotel LUX is to become one of the top choices in Munich for temporary lodging. This will be accomplished by creating a differentiated experience capitalizing on personal service, the facilities that the hotel provides and its unique location in one of the most attractive places in Germany, for business as well as leisure guests. We plan to be more than just lodging and accommodation and we aim for a social and warm atmosphere to relax in, and an......

Words: 11999 - Pages: 48

Free Essay

Business Model

...Executive Summary The propensity for businesses to move beyond domestic markets into international markets is known as globalization. The ability to trade and operate in international markets has increased the profits and overall net income of these multinational corporations. McDonalds, Exxon and Wal-Mart are among many global companies that have been able to increase their revenues by operating in international markets. Wal-Mart’s international ventures accounts for 20.1% of their total revenue which is estimated at $60 billion annually. The purpose of this paper is to select a company and discuss their business model. The company we will be looking at through out this paper is Wal-Mart. Wal-Mart’s slogan “Saving people money so they can live a better life” is what Wal-Mart’s business model is all about. Selling thousands of quality merchandise to low-income consumers at extremely low prices has been responsible for their success in the United States. Achieving success domestically is quite different from succeeding internationally. Doing business globally requires different business models. For a successful transition into the global environment, each business model must be designed to adhere to the preference or norms of each individual country. Both Wal-Mart and Ikea realized that success in the global market goes beyond offering low priced items when they moved into the global market. Its failure in Germany and South Korea made them realize that culture is a factor......

Words: 2155 - Pages: 9

Premium Essay

Hotel Good

...Good Hotel: Doing Good, Doing Well? Background Information Joie de Vivre (JdV) is a San Francisco based hotel management company with 16 properties in the city. It was founded in 1987 by Chip Conley. He knows that his company comes up with unique hotels, with own personality.   It has managed to grow to 36 boutique hotel properties. It became the second largest in 2010. JdV had combined two of their properties, Best Western Hotel Britton and Best Western Flamingo. Pam Janusz is the general manager for Good hotels. She received a message inquiring that rumors were true that the owner of Good Hotel and the two other properties that Janusz managed since November 2009. Best Western Americania and Best Western Carriage Inn, had foreclosed on their holdings and sold the three properties, all of which were in JdV’s South of Market Street (SoMa) group to a new ownership group. She will be helping with the transition from one ownership to another, by evaluate Good Hotel performance along with helping staff to adjust. When it opened in November 2008 with 117 rooms, it opened as Good Hotel.   Good Hotel is known as “hotel with a conscience”. It has a positive approach, eco-friendly hotel, and it known its recycled materials. This hotel believes in doing good things for the environment. The new group planned to run the three hotels themselves and they would end the management with JdV if no problems arose with the sale at the end of May 2010. The lodging industry was......

Words: 2101 - Pages: 9

Premium Essay

Box Jelly Founder Models New It Business for Hotels

...increasing and it seems as if Hawaii's hotels are still outdated. Tony Standford acknowledges that such technology is essential in our economy: "It's absolutely crucial to our economy. We are competing with world-class destinations in Asia who won't hesitate to spend money on technology that will improve the visitors' experience." (qtd. In Staradvertiser). Standford came up with the idea to provide a managed information technology service to local hotels after a meet with a Waikiki hotel manager. The hotel manager explained that their PBX (Telephone and network system) had reached the end of its life cycle and would cost a substantial amount of money to renew and still remain out of date. With this opportunity in mind, Standford created a new modern IT company. His objective is to upgrade hotel systems by providing state-of-the art technology products such as wireless internet, Netflix, and tablets in every room to replace the telephones. This system has the ability to store all contents and apps in the cloud, allowing software updates to the system to be remotely handled through the cloud. The use of this technological advancement in hotels will greatly reduce expenses by eliminating the cost of maintaining hotel servers. When relating this article to the theory of supply and demand, results lead to a simultaneous occurrence of events. Technological advancements will produce a positive supply shock as well as a Positive demand shock. If Hotels switch to a modern IT, they......

Words: 806 - Pages: 4

Free Essay

How Successful Was the Third Crusade

...Warren DATE \@ "d MMMM y" 19 November 2014 History Essay How Successful was the Third Crusade? The Third Crusade’s ultimate objective was to recapture the Holy Land. When they returned without this the overwhelming opinion was that they had failed on there efforts. However, they returned with far more than they had left with, gaining new territories and matching the previously “immortal” Saladin throughout the expedition. They managed to gain a highly useful treaty with him. These successes were met with substantial failures though, including the death of the German Emperor Frederick Barbarossa whilst crossing Anatolia and the return of Philip II to France to deal with internal threats. However, the Crusaders took the port of Acre as well as taking Cyprus from the Byzantines. Overall I would say the Crusade failed because they did not retake Jerusalem, but the Crusader’s achievements were still considerable considering how tough the task was originally, and the fact they were fighting a full strength Muslim army. A major success of the second Crusade was how well prepared the Crusade troops were thanks to Richard I’s vast preparation. Richard was an experienced soldier and he knew exactly what was required for a successful Crusade. As soon as he was crowned king in 1190, he channeled all his resources (Normandy, Aquitaine etc) towards applying the Crusader’s with what they needed to be successful. Richard knew just how tough it was to even get to the Holy Land, let......

Words: 1040 - Pages: 5

Premium Essay

A Comprehensive Analysis of Hyatt Hotels Corporation and How It Relates to Competition Within the Hotel Industry

...A COMPREHENSIVE ANALYSIS OF HYATT HOTELS CORPORATION AND HOW IT RELATES TO COMPETITION WITHIN THE HOTEL INDUSTRY Table of Contents EXECUTIVE SUMMARY 1 EXTERNAL ENVIRONMENT ANALYSIS 3 General Environment 3 Demographic Segment 3 Technology Segment 7 Economic Segment 11 Political / Legal Segment 14 Socio-cultural Segment 16 Nature Segment 18 Global Segment 19 Industry Environment 21 Intensity of rivalry 21 Supplier power 22 Buyer Power 22 Threat of substitutes 22 Threat of new entrants 23 Competitor Environment 23 Introduction 24 Future objective 25 Current strategy 26 Capability 28 Assumption 30 Driving Forces 31 Economic growth 31 Globalization 31 Technology 32 Room Service Remodeling 33 Go green 33 Key Success Factors 34 Multiskilled and flexible workforce 34 Franchising 34 Quickly adopt new technology 35 Strategic Group Map 35 INTERNAL ENVIRONMENT ANALYSIS 39 Resources 39 Tangible resources 39 Intangible resources 41 Capabilities 44 Core Competencies 45 Brand Development: 45 Golden Passport Membership 47 Making Meeting Easy 47 Distinctive Competencies / Four Criteria Test 48 Supply Chain 50 Inbound Logistics 50 Operations 52 Outbound Logistics 54 Marketing and Sales 56 After-Sales Service 58 Weighted Competitive Strength Assessment 59 Financial Report 63 Profitability Ratios 64 Liquidity Ratios 67 Leverage ratios 69 Efficiency Ratios 71 Revenue Per Available...

Words: 27379 - Pages: 110

Premium Essay

Strategic Market Segment

...Confirming Proofs Chapter 3 Strategic Market Segmentation Segmenting markets is a foundation for superior performance. Understanding how buyers’ needs and wants vary is essential to designing effective marketing strategies. Effective approaches to segmenting markets may be one of the most critical factors in developing and implementing market-driven strategy. The need to improve an organization’s understanding of buyers is escalating because of buyers’ demands for uniqueness and the growing array of technology available to generate products to satisfy these demands. Companies are responding to the opportunities to provide unique customer value with products ranging from customized phone pagers for business users to self-designed, individualized greeting cards for consumers. Indeed, McKinsey research underlines the weakness of thinking about markets only in general terms—talking of market trends, growth markets, mass markets, declining markets, and so on—and collecting information that describes only broad trends, where differences within markets are averaged-out. They point to the identification of opportunities from a deeper understanding of markets at a “granular” level. Market fragmentation and increasing granularity characterize a growing number of markets. The compelling logic of market granularity is that effective strategy can emerge only from a much finer understanding of market segments, their needs, and the capabilities required to serve them.1 Best Buy provides an......

Words: 16308 - Pages: 66

Free Essay

How to Write a Business Model

...BUSINESS MODEL GENERATION Yves Pigneur Patrick Van Der Pijl Alexander Osterwalder Alan Smith Tim Clark www.businessmodelgeneration.com, EUR 27,60 THE CORE TEAM a core team did the heavy lifting in authorship, design and production of this collaborative effort involving over 400 strategy practitioners from around the world. Lead authors Alexander Osterwalder, Ph.D, and Professor Yves Pigneur, Ph.D., Creative Director & Designer Alan Smith from The Movement, Producer Patrick Van der Pijl of Business Models Inc. and Editor Tim Clark of Hitotsubashi University Graduate School of International Corporate Strategy. www.businessmodelgeneration.com 2 AGENDA 1. 2. 3. 4. 5. 6. 7. 8. 9. BUSINESS MODEL BUSINESS MODEL EXAMPLES MORE... BUSINESS MODEL REVENUE MODEL BUSINESS MODEL BUSINESS MODEL MISC. FRAMEWORK ENVIRONMENT MEASUREMENTS INNOVATION 3 1. BUSINESS MODEL 4 BUSINESS MODEL 5 BUSINESS MODEL A Business Model Of A Company Is A Simplified Representation Of Its Business Logic. 5 BUSINESS MODEL 5 BUSINESS MODEL BUSINESS MODEL “describes what a company offers its customers, how it reaches them and relates to them, through which resources, activities and partners it achieves this and finally, how it earns money.” Dr. Alexander Osterwalder 6 KP KA VP CR CS 2. C$ by Alexander Osterwalder & Yves Pigneur (taken from the book „Business Model Generation“) BUSINESS MODELCH FRAMEWORK......

Words: 4176 - Pages: 17

Premium Essay

Market Segmentation, Targeting, and Positioning

...CHAPTER 8 Market Segmentation, Targeting, and Positioning CHAPTER OVERVIEW Chapter 8 shows different approaches that companies can take to a market in order to best serve customer and company needs. It begins with a brief overview of three marketing approaches that companies can take: mass marketing, product-variety marketing, and target marketing. A fuller discussion details the three steps of target marketing, beginning with market segmentation: dividing a market into groups that is measurable, accessible, substantial, and actionable. This can be done in different ways by using geographic, demographic, psychographic, behavioral, or other variables. Next, the process of market targeting and the different approaches a company can take are discussed. These include undifferentiated, differentiated, and concentrated marketing. The chapter concludes by covering market positioning strategy and how companies can position their products for the best competitive advantage. CHAPTER OBJECTIVES Students should be able to: 1. Explain market segmentation, and identify several possible bases for segmenting consumer markets, business markets, and international markets. 2. List and distinguish among the requirements for effective segmentation: measurability, accessibility, substantiality, and actionability. 3. Outline the process of evaluating market segments, and suggests some methods for selecting market segments. 4. Illustrate the concept......

Words: 13719 - Pages: 55

Premium Essay

Seven Successful Business Strategy Models You Must Emulate

...obsolete or somebody else will." – Bill Gates Apple’s innovative style has made them consistently rank top ten in the Fast Company's list of innovative companies. I try to model Apple in my own little way byconstantly improving on businesses. I constantly seek innovative ways to increase customer’s loyalty and profit. If you want to make innovation one of your company’s core values, then Apple is one of the successful business strategy models you can emulate. "Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart, we make it by innovation." – Steve Jobs 2. Virgin Group: Strong Competitive Strategy "A business has to be involving, it has to be fun and it has to exercise your creative instincts." – Richard Branson I respect Richard Branson's Virgin Group for their guts. They are always unafraid to tackle giant companies head on. The Virgin group is respected in the business world for their strong Competitive spirit; they are quite good at outsmarting the giant companies. Virgin’s competitive style of management has made them go head to head with giant corporations such as British Airways, AOL and Coca Cola. If you have the entrepreneurial spirit of competition, then Virgin is the company to model your business after. "We have always had a pretty competitive ferocious battle with British Airways. It lasted about 14 years and we are very pleased to have......

Words: 1241 - Pages: 5