To most Americans, the island resorts all look the same; they have beautiful beaches, and offer plenty of rest and relaxation. For island hotel resort companies it can be difficult to stand out amongst the thousands of different island resorts throughout the world, so for these companies, it is the details that matter. Most resorts have subtle differences in the marketing materials to help lure people to their resort. For example, many hotels use glossy, high quality paper brochures to show people how beautiful their resort is. Other resorts mail out packets in presentation folders with all kinds of paperwork for people to look at. Also, some resorts use television advertising to attract the attention of potential travelers. Again, each resort uses different techniques and they use subtle differences to get people to come to their resorts.
Some resorts use high quality paper and glossy finishes to enhance the beauty of their resort. This technique usually works for people who are interested in detail and for people who expect their resort to have a “get everything right” attitude. These types of vacationers want everything about their hotel to be perfect and they like things like mints on the pillow and little other little extras the hotel has to offer.
Other resorts mail out lots of information to their potential customers. These resorts focus on giving potential vacationers lots of detail about all of the services, amenities and activities the resort offers. This technique is used for those vacationers who like to do a lot of research before deciding on a resort location. These types of people prefer to look at all the different resorts by getting as much information as possible and then making a decision from there.
Finally, some resorts use television advertising to generate awareness of their resort. Now, when doing television advertising most resorts like to advertise on specific channels, such as channels that focus on travel or channels that focus on adventure. Resorts who choose to use television advertising also make sure that their ads are seen during times when it is cold, to make people want to go to the beach. This technique focuses more on awareness of the resort, so as long as more people know about the resort then that makes this type of advertising successful.
Because most island beach resorts look the same, and offer most of the same amenities, activities and quality of rooms, it is important for each resort to figure out how they can stand out amongst all the other resorts that are out there. These resorts get people to come through their advertising and by creating subtle differences. Each resort attracts the people they want to attract by tailoring their advertising to their target audience. Next time you are looking for a resort, pay attention to the kind of advertising they use and then think about what you want in a resort and see if you would select the resort that would most appeal to you based on their advertising.