RESORTS INTRODUCTION TO BY: FARRAH WAHEEDA BINTI AZAN HARIATI BINTI HAMDAN FIRST EDITION
RESORTS INTRODUCTION TO BY: FARRAH WAHEEDA BINTI AZAN HARIATI BINTI HAMDAN Department of Tourism and Hospitality Politeknik Muadzam Shah
i EDITOR COMMITEES Managing Editor Farrah Waheeda Binti Azan Editor Farrah Waheeda Binti Azan Hariati Binti Hamdan Writer Farrah Waheeda Binti Azan Hariati Binti Hamdan Designer Farrah Waheeda Binti Azan Hariati Binti Hamdan Application Publishers and Developers Farrah Waheeda Binti Azan Hariati Binti Hamdan e ISBN: 978-967-2498-69-8 DTR10153 INTRODUCTION TO RESORTS Politeknik Muadzam Shah © Farrah Waheeda Binti Azan © Hariati Binti Hamdan First Edition 2022 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, without permission in writing from the publisher. Published in Malaysia by: POLITEKNIK MUADZAM SHAH LEBUHRAYA TUN ABDUL RAZAK 26700 MUADZAM SHAH, PAHANG Tel. No: 09 450 2005/ 2006 /2007 Fax No : 09 450 2009 Website: www.pms.edu.my
ii ABOUT AUTHOR . Hariati Binti Hamdan was born in Melaka. She currently serving as Tourism & Hospitality lecturer and hold the position as a Head of the Diploma Recreational Tourism Program in Department of Tourism and Hospitality Politeknik Muadzam Shah, Pahang Darul Makmur. She studied Diploma in Chef Training at UiTM Shah Alam and then furthered her Degree in Bachelor Business and Economics with Honors in (Hotel Management) at Universiti Malaysia Sabah and Master Business and Administration at UiTM Shah Alam. She has certificate of achievement in Advanced International Tourism Management &Professional International Tourism Management. Farrah Waheeda Binti Azan was born in Mersing Johor. She currently serving as Tourism & Hospitality lecturer Politeknik Muadzam Shah, Pahang Darul Makmur. She graduated with a Master Heritage and Conservation management and Degree Park and Amenity Management (Hons) from UiTM Shah Alam. She has extensive knowledge in the conceptual and practice of Hospitality and Tourism industry through her vast experiences comprising as a researcher in tourism field at Institusi Biodiversiti Tropika dan Lestari Universiti Malaysia Terengganu.
iii ACKNOWLEDGEMENT We would like to express our appreciation and thanks to those who have provide a lot of guidance and encouragement especially my student DTR10153 Introduction to Resortsession 1: 2021- 2022 and session 2: 2021-2022 towards the arrangement of this Introduction to Resort Quick Notes eBook. We aim to continuously contribute our efforts and knowledge for our next students and look forward to provide the best for their understanding in resort management course. Farrah Waheeda Binti Azan Hariati Binti Hamdan Departement Tourism & Hospitality lecturer Politeknik Muadzam Shah, Pahang Darul Makmur.
iv PREFACE Alhamdulillahirabbil'aalamin, all thanks go to the Most Merciful God with His permission, Introduction to Resorts E-book is successfully published. Tourism has become possibly the fastest growing industry in the world. This E-book is a source of reference and module for lecturers during teaching and learning session. The book aims to provide a comprehensive introduction to resort to encourage further study and to stimulate interest in the subject area. This book is designed to familiarize students with the basic of Introduction to Resorts, Categories of Resorts, Managing the Resorts, Resorts Club Management, Recreational Activities in Resorts, Resort Security, Contemporary Trend and Future Outlook of Global Resorts Industry. This book emphasizes on tourism expedition preparation, conducting a trip to the resort attraction area, preparing report and presentation whereby students are required to select the resort destination tourism area as a case study area to achieve the syllabus Diploma Recreational Tourism programme. Therefore, teaching and learning process by lecturers will emphasize the strength of knowledge and skills that students need to apply. Not only that, the teaching and learning methods also emphasize student center learning (SCL). We hope that this E-book can be best used by all lecturers in Polytechnic. Thank you.
iv ABOUT AUTHOR ii ACKNOWLEDGEMENT iii PREFACE iv Chapter 1 INTRODUCTION TO RESORTS 1 INTRODUCTION 2 HISTORY OF RESORTS 6 HOTEL AND RESORTS 7 ACTIVITY 8 Chapter 2 CATEGORIES OF RESORTS 9 INTRODUCTION 9 TYPES OF RESORTS 12 TYPES OF RESORTS BY DESIGNATION 17 TYPES OF RESORTS BY LOCATION. 19 CATEGORIZE RESORTS BY SIZE 20 ACTIVITY 23 Chapter 3 MANAGING THE RESORTS OPERATION 24 INTRODUCTION 24 RESORTS FACILITIES IN MALAYSIA 27 THE IMPORTANCE OF HANDLING RESORT FACILITIES AND APPLYING ECO-FRIENDLY PRACTICES 27 THE SEASONAL OF GUEST TURNOVER 30 ACTIVITY 31 Chapter 4 RESORTS CLUB MANAGEMENT INTRODUCTION 32 ROLE AND FUNCTIONS OF CLUB 32 MANAGEMENT IN RESORTS 33 TYPES OF CLUB IN RESORT MANAGEMENT 35 CLUB MEMBERSHIP IN RESORTS MANAGEMENT 38 SIGNIFICANCE OF CLUB MEMBERSHIP TO RESORTS 40 CLASSIFY BENEFITS OF CLUB MEMBERSHIP TO CUSTOMER 43 ACTIVITY 44 CONTENTS
v Chapter 5 RECREATIONAL ACTIVITIES IN RESORTS INTRODUCTION 46 RECREATIONAL ACTIVITIES 50 DIFFERENTIATE INDOOR AND OUTDOOR ACTIVITIES 57 SNORKELLING SITES IN MALAYSIA 62 MARKETING SKILLS 64 ACTIVITY 65 Chapter 6 SECURITY RESORTS 66 INTRODUCTION 67 TYPES OF FACILITY PROTECTION 69 IMPORTANCE OF RESORT SECURITY 70 SOP MAINTAINING SAFETY 75 ACTIVITY 76 Chapter 7 CONTEMPORARY TREND AND FUTURE OUTLOOK OF GLOBAL RESORTS INDUSTRY 77 INTRODUCTION 77 HOSPITALITY INDUSTRY 77 CHARACTERISTICS OF THE HOSPITALITY 78 CURRENT TRENDS IN HOSPITALITY AND TOURISM GLOBALIZATION 81 REFERENCES 82
CHAPTER 1 INTRODUCTION TO RESORTS
1 1.1 RESORTS INDUSTRY 1.1.1 RESORTS INDUSTRY A resorts is a destination that tourists travel to for vacations and day trips, and which typically has hotels where these tourists can stay. The resort industry is divided into three major categories: Hotels in resort destinations -The first are just hotels that are situated in well-known vacation spots like Mexico, Beijing, and Greece. Hotels with full services in vacation spots Hotels that offer more than simply a bed for the night are referred to as full-service hotels. Services like a fitness center, spa, meeting spaces, children's play areas, and a pool are possible. Completely self-contained resorts Completely self-contained vacation spots include Gym and Legoland, where lodging, dining, and recreational amenities are all offered in a single, fully enclosed location, so visitors don't need to venture outside the resort's limits to fulfil their vacation demands. 1.1.2 RESORTS MANAGEMANT The administration and coordination of tasks to accomplish a goal is management. Setting the organization's strategy and organizing staff efforts to achieve these goals through the application of resources available are examples of such administration activities. The hotel and accommodation sector includes resort management. Within a hotel or resort, there are frequently a variety of managers, such as those in charge of the food and beverage department, etc (Mustapha et al., 2020).
2 • Instruction in resort management also covers marketing, facility planning, leisure studies, hotel management, restaurant and food services management, and marketing. • Along with applicability to particular vacation types and locales, resort management also involves people management, transport and logistics management, safety and health services, professional standards and ethics. 1.2 THE HISTORY OF RESORTS 1.2.1 ROMAN EMPIRE Roman baths were designed for bathing and relaxing and were a common feature of cities throughout the Roman empire. Baths included a wide diversity of rooms with different temperatures, as well as swimming pools and places to read, relax, and socialize. Roman baths, with their large, covered spaces, were important drivers in architectural innovation, notably in the use of domes. Figure 1.1: Roman Empire
3 1.2.2 A MAIN STAY OF ROMAN CULTURE Public baths were a feature of ancient Greek towns but were usually limited to a series of hipbaths. The Romans expanded the idea to incorporate a wide array of facilities and baths became common in even the smaller towns of the Roman world, where they were often located near the forum. In addition to public baths, wealthy citizens often had their own private baths constructed as a part of their villa and baths were even constructed for the legions of the Roman army when on campaign. However, it was in the large cities that these bath complexes (balneal or thermal) took on monumental proportions with vast colonnades and wide-spanning arches and domes. Baths were built using millions of fireproof terracotta bricks and the finished buildings were usually sumptuous affairs with fine mosaic floors, marble-covered walls, and decorative statues. Figure 1.2: Roman Culture
4 1.2.3 INFLUENCE OF ARCHITECTURE Baths and the need to create large airy rooms with lofty ceilings brought the development of the architectural dome. The earliest surviving dome in Roman architecture is from the frigidarium of the Stabian Baths at Pompeii, which dates to the 2nd century BCE. The development of concrete in the form of stiff mortared rubble allowed unsupported walls to be built ever wider apart, as did hollow brick barrel vaults supported by buttress arches and the use of iron tie bars. These features would become widely used in other public buildings and especially in large constructions such as Basilica. Even in modern times Roman baths have continued to influence designers, for example, both the Chicago Railroad Station and the Pennsylvania Station in New York have perfectly copied the architecture of the great Frigidaire of the Baths of Caracalla (June, 2006). Figure 1.3: Roman Bath
5 1.2.4 Belgium The word “spa” may be derived from the Walloon word “espa” meaning fountain. This, in turn, came from the name of the Belgian town Spa, where in the 14th century a curative, thermal spring was discovered. Spa may also originate from the Latin word “spagere” (to scatter, sprinkle, moisten) or may be an acronym of the Latin phrase “sanitas per aquas” (health through water).2 In Britain, the word spa is still used, whereas in the rest of Europe the term “thermal waters” is preferred. Bathing in thermal water for therapeutic purposes has several descriptions (for example, taking the waters, balneotherapy, spa therapy, hydrotherapy), which will all be used throughout this paper, and are interchangeable. 1.2.5 England After the fall of the Roman Empire and the rise of Christianity, the popularity of spas waned, and medicinal bathing was eventually shunned completely in favor of spiritual cleansing. In 1326, a Belgian ironmaster discovered a natural spring in the Belgian town of Spa and a health resort soon appeared, and it is from here that we get the word spa. Picture 4- Spa In Belgium Figure 1.4: Resort in England
6 1.2.6 Switzerland Swiss Resort was established in the midyear of 1989. It is owned by Mr. Wolfgang Emmenegger from Zurich, Switzerland, and his wife Mrs. Rosarie Cantada Emmenegger. They envisioned a resort and restaurant which will let Filipinos feel a Switzerland experience through their rooms and ambiance. This Swiss inspired resort is in San Agustin, Aguinaldo Hi-way Dasmariñas Cavite Philippines . Figure 1.5: Verbier
7 1.3 DIFFERENCE BETWEEN HOTELS AND RESORTS The main difference between Hotels and Resorts is that hotels are designed to offer sleep and some other offerings. The guests in hotels stay for a shorter period of time, whereas Resorts are designed to provide relaxation to the people whilst providing various other activities that a hotel may not provide. The guests in resorts stay for a longer period of time. 1.3.1 DEFINITION HOTELS Hotels are places where people or travelers stay who are attending some function or conference in a different state or in a new environment. The guests usually stay for a shorter period of time. They are in areas which are popular destinations like airports or railway stations. 1.3.2 DEFINITION OF RESORTS Resorts are located near natural surroundings and are designed to provide relaxation to the people. The guests stay for a longer period. Resorts provide every activity that a hotel provides and many other activities that a particular hotel cannot provide (Kannan, 2012). Figure 1.7: Resorts Figure 1.6: Hotels
8 Activity 1.1: Different Hotels and Resorts Instructions: Work with a partner and describe the different Hotel and Resort Parameters of Comparison Hotels Resorts Definition Purpose Duration Location Activities
CHAPTER 2 CATEGORIES OF RESORTS
9 2.1 TYPES OF RESORTS AND ITS CHARACTERISTICS 2.1.1 Categorize the types of Resorts by Season Table 2.1: Type of resorts by season Year- Round Resorts A year-round public resort that provides all the following within the resort's ownership or leasehold premises. Year- round resorts-based activities: - SEASON YearRound Resorts Winter Summer
10 Beach play A gorgeous beach on which to unwind and find your peace is a must-have for any holiday. Secluded beaches with warm waters, soft sand, and gentle surf are ideal for swimming and relaxing in your own natural saltwater spa. Massage Release any tension that’s built up from your fast-paced life and relax with a professional massage. While visiting most luxury resorts, you can expect to find a dedicated spa staff. Massage therapy is one of those essential aspects of any vacation that you should partake in and, if you’re enjoying your getaway with a partner, relax together and enjoy a couple’s massage. Figure 2.1: Beach play
11 Summer Resort During the summer, a resort is visited for vacations or holidays. The visitor might be looking for a beach Summer resort with a swimming pool near the beach or at the edge of the forest. Guests who’s looking for a calming experience can visit the spa, sauna, or swim in the pool. Guests can also enjoy summer resort activities such as surfing, sunbathing, kayaking, and scuba diving. Figure 2.1:Massage Figure 2.2:Scuba Diving
12 Winter It was originally intended for winter sports destinations, but it was later expanded to include coastal resorts, thermal resorts, and cities and regions with a strong tourism focus. Clean air, mountain panoramas, and mild temperatures characterize this winter retreat. Many ski lifts are used to transport people up the mountain for hikes and picnics. Other activities that make these winter resorts appealing summer visitors include mountain biking and fishing Figure 2. 3- Winter Resort
13 2.1.2 CATEGORIZE THE TYPES OF RESORTS BY DESIGNATION Table 2.2: Types of Resorts by Designation Spa Resorts Golf Resorts Ski Resorts Guest Ranch Diving Resorts Fishing Resorts Marina Resorts Casino Resorts Conference Resorts Camp site Eco-Resort Theme Park Resort
14 Spa Resort Spa hotels typically have amenities such as a steam room, sauna, fitness center, and swimming pool. Some Spa Hotels may include exercise classes or the option of hiring a personal trainer, yoga instructor, or nutritionist. Not only is the Spa itself magnificent and designed with a special Wellness-Style in mind, but the rooms are also adorned in this manner. It's all about unwinding and unwinding. A Spa/Wellness Hotel's fine dining restaurants are equally significant. The food on offer must correspond to a healthy lifestyle. Dive Resort Dive Resorts are dive operations that provide scuba and snorkeling instruction, Discover Scuba Diving experiences, guided scuba diving tours, snorkeling excursions, and scuba equipment rentals to visiting scuba divers and snorkelers. In addition to scuba diving, other services may include dive equipment sales and various Figure 2. 6: The Reef Dive Resort@ Mataking Island Figure 2. 5: Damai Puri Resort & Spa
15 watersports activities. Resort diving operators are usually found in resort areas and may be directly linked with hotels and resorts that provide lodging for visiting divers Golf Resort Golf Resorts is a full-service lodging facility, that caters specifically to the sport of golf, and provides access to a golf course. Golf Resorts typically offer golf packages that provide visitors with all greens, cart fees, range balls, accommodations, and meals. Casino Resort Slot machines, table games, and sports betting are all prominent forms of gambling that can be found in a casino. The hotel provides lodging and may contain additional popular amenities such as food and beverages, valet parking, a swimming pool, health club, and onsite entertainment. It is located near or immediately connected to the casino. Figure 2. 7: Villea Rompin Resort and Golf,Kuala Rompin Figure 2.8: Genting World Resort
16 Conference Resort Conference / Convention Hotels are popular with travelers because they can accommodate events, exhibitions, training sessions, and meetings. Apart from specialized amenities, such hotels will also provide leisure facilities, full-service lodgings, and other features. The MICE traveler category, which is particularly profitable due to its tendency to spend their time and purchasing power on hotel services, is one of the most important client groups for such hotels. Figure 2. 9: Bangi Resort Hotel
17 Eco Resort For an eco-friendly hotel that wishes to lower its carbon impact, lowenergy, or energy saving lighting is an essential. Green hotel furniture is typically created from environmentally friendly or sustainably derived materials. Bamboo and cork, in addition to recycled or reused wood, are excellent possibilities. An ideal eco hotel is constructed with environmentally friendly materials and uses minimal fossil fuels. Organic materials must be used for the sheets, mattresses, towels, and linen. The toilet paper must be created of recyclable materials. The cleaning solutions and detergents used in ecofriendly hotels are often low in volatile organic compounds (VOCs). The environment and our health are both harmed by high VOC products. Guests should be able to dispose of their waste in recycling containers in the lobby, rooms, and restrooms. Figure 2.11: Lembah Temir Figure 2.10: Eco Resort
18 2.1.3 CATEGORIZE THE TYPES OF RESORT BY LOCATION. Urban They provide immersive experiences and a sense of retreat; despite their urban location, they boast a connection to nature, with plenty of indoor/outdoor spaces, natural light, and rooftop everything; extensive health and wellness options, as well as more daring and unique design, are all commonplace. Beach Resort It is ideal for families because it includes a children's club, an evening entertainment programmed, shopping, and other amenities. If the Resort is located outside of the city, it offers all the necessary infrastructure (it is a "village" in and of itself). A Beach Resort is frequently chosen as a wedding venue (with a Figure 2.12: The Siam,Thailand
19 beach setting ceremony, wedding planner on side, a photographer, a hairdresser, and a beauty salon etc). Island Resort Beaches, coral reef biodiversity, and forest biodiversity, as well as secluded and private places, are all used to entice visitors to resort islands. [requires citation] Others may rely on built-in attractions such as spas, amusement parks, casinos, or nightlife. Figure 2.13: Maldives Island
20 Figure 2.14: Shangri-La Tanjung Aru, Kota Kinabalu 2.1.4 CATEGORIZE RESORTS BY SIZE Resort is categorized by the number of rooms to which service is provided. For example − Below 200 rooms – Very Small Up to 200 rooms – Small 200 to 399 rooms – Medium 400 to 700 rooms – Large More than 700 rooms – Mega This category is useful if the management needs to compare different hotels within the same size .
21 Figure 2.15: Maldives resort Figure 2.16: Desaru resort Figure 2.17: Legoland resort 2.1.5 CATEGORIZE THE TYPES OF RESORT All-Inclusive Resort An all-inclusive vacation is a vacation that includes all the essentials in the booking price. Besides accommodation, you can expect food, drinks, activities, and entertainment to be included, without having to pay extra for it. Mixed-Use Resort Development projects may be classified as "mixed-use" if the resort provide more than one use or purpose within a shared building or development area. Mixed-use projects may include any combination of housing, office, retail, medical, recreational, commercial or industrial components. Themed/Fantasy Theme hotels are a relatively new hotel type resulting from the continuous development of market segmentation trends in the lodging industry. The unique experience created by a theme hotel is the hotel's
22 Figure 2.18: Eagle Ranch resort, Port Dickson key competitive advantage and differentiator. Floating Cruise ships are huge passenger ships designed primarily for leisure travel. Unlike other modes of transportation, ocean liners usually embark on roundtrip cruises to numerous ports of call, where passengers can participate in "shore excursions." Cruise ships on "cruises to nowhere" or "nowhere voyages" make two- to three-night round excursions without stopping at any ports. The term Floatel, combines the word Float and Hotel and describes a hotel that is floating or above water that is usually permanent, contrary to a cruise ship or boat. Sometimes also spelt Flotel, the term refers to luxury or boutique hotels on rivers, lakes, harbors and oceans (Brey, 2011).
23 REVIEW QUESTION In a form of group, choose any type of resort that based on the various designations, and discuss your own resort with your group members on: • Preferred name • Preferred activities in the resort • Preferred facilities to be locate in your resort Present and elaborate your findings in class.
CHAPTER 3 MANAGING THE RESORTS
24 3.1 Personnel organization and human relations The hospitality and lodging industry include resort management. Within a hotel or resort, there are many different types of managers, including those in charge of food and beverage. Hospitality administration, hotel management, restaurant and food services are all covered in the Resort management program. Management, facility planning, leisure studies, recreation administration, and marketing are some of the skills needed in a resort personnel management, travel and logistics management, and safety and health management are all examples of management. Services, professional standards and ethics, and applications to different types of vacations and locations. Figure 3.1: Resort Paya Beach Tioman Island According to Keith Davis “Human relations deals with motivating people in organizations to develop teamwork which effectively fulfil their objectives and achieves organizational objectives.
25 3.2 Resorts Facilities in Malaysia These can include a swimming pool, either indoor or outdoor, depending on the climate, a spa and sauna or steam room, a gym, a restaurant and a bar, and sometimes a spa centre, or wellness centre, where massage, facial treatments, manicures and pedicures and other pampering treatments are provided. As a rule, resorts are self-contained holiday accommodation where a range of services and facilities are available. Special facilities will vary according to the resort, but there are some common facilities and services usually found in resorts (Salehudin et al., 2013). 3.2.1 Facilities Offered by Resorts a) Free Wi-Fi Wi-Fi is becoming a baseline amenity at resorts. Now that most devices can connect to the internet, many guests will want or need a speedy, reliable connection during their stay. The best way to provide this is for your resort guests is with hotspots and internet in every room, as well as common areas such as the lobby. b) LCD TV Television is generally available as free to guest services, which may include local channels and satellite or cable programming, or as interactive television, which provides services such as video on demand or any other paid services including movies, music, news and other services. c) Cafe Whether you eat dinner too early and get hungry later in the evening or are just craving going out for drinks and appetizers, on-site dining at resort is an easy way to pick up food when you're in the mood for something to eat. Having a cafe at the resort means you can stop in for a full meal, an appetizer or a dessert.
26 d) Room services Room service is considered as an important issue in resort industry. It represents the wishes of guests, which were increased in recent years as a result of guest desire of more luxury and time saving. It also represents the desire of food and beverage managers in maximizing their department income. e) Air conditioning It goes without saying that air conditioning is a necessity in any resort, especially when it comes to ensuring that your guests can relax and unwind in optimum style and comfort. Whether your guests join you for a short or long break, they will expect to sleep, eat and unwind in comfortable surroundings. f) Pool With proper management, pools can be one of the most dynamic resort and can create a truly high turnover for resort. g) Meeting room Many events have a variety of activities on the agenda, such as large conferences and breakout sessions. These require different spaces with varying sizes, furniture, and technology. Most resort have several meeting rooms, allowing you to hold all activities onsite. In addition, many resorts also have spaces for informal congregating, such as a lounge. These flexible areas provide opportunities for networking, which many guests may appreciate. h) Gym & sauna Fitness and wellness in the resort must be above and beyond expectation for the guests, above all in the fitness areas. The synergy between the traditional core business of a resort, hospitality, and the importance of quality sleep, healthy eating, and physical exercise for guests, must be complete. Moving on from a yoga session at dawn, an afternoon run, and an anti-aging cooking class in the evening.
27 Figure 3.2: Gym & Sauna at Philea Resorts and Spa, Melaka 3.2.2 The importance of handling resort facilities and applying eco-friendly practices Hospitality facilities management is the most important and very powerful process. This process makes the work efficient and correct. It helps to manage proper facility exponential growth of the business. If the facilities are managed, then the workload should be minimum and it always helps to smoothly run the resort business and also helps from timewasting. So, it’s very beneficial for hospitality business growth. As consumer knowledge of environmental issues grows, an increasing number of resorts are turning to green practices to address their guests’ environmental concerns and improve their image. However, there are many reasons to implement green technology and sustainable practices into a resort's organization. Figure 3.3: Shangri-La Rasa Sayang Resort and Spa, Penang is applying ecofriendly practices.
28 3.3 The Seasonal of Guest Turnover 3.3.1 What is Customer Turnover? From TTEC Company by Kenneth D. Tuchman as a Founder (2022) said, Customer turnover, or churn rate, is the percentage of an organization's customer base lost during a given period of time- usually a month or annual basis. A bad churn rate can be very damaging to revenue and profitability. It’s nearly impossible to reduce Customer Turnover without understanding which customers are leaving and why. TTEC identifies and addresses at-risk customers to improve customer retention through a data-driven, personalized approach. For example, we use predictive analytics to help brands identify customers at risk of churn and implement steps to stop those customers from leaving. We then engage the customer with the right personalized message at the right time to increase brand satisfaction. 3.3.2 Why is it important to understand customer turnover? Next, Customer turnover is important to understand because turnover rates give insight into the number of customers loyal to a business, how customer experience influences business and even how trends change from one year to the next said by Editorial Team Indeed Company (Narkhede, 2014). How to Calculate Customer Turnover? After that, how to calculate customer turnover by CX Today Team (March 2, 2022) is businesses may measure customer turnover with the following formula: (Figure 3.4: Customer Turnover Formula)
29 As an example of how this works, consider a business that wishes to measure customer turnover across the year. They start the year with 1,000 customers but lose 100 of these over the 365-day period. Plugging these numbers into the formula, the business can calculate its annual customer turnover as 10%. Customer Turnover = (100 ÷ 1000) x 100 = 10% However, companies mostly measure customer turnover at shorter intervals to highlight how CX improvement initiatives impact turnover. After all, spending an entire year optimizing CX only to realize that these efforts have not improved retention will likely prove a tough pill to swallow. Tips for reducing customer turnover Also, by Editorial Team Indeed Company (October 9, 2020) said, Companies can reduce turnover rates by focusing on strategies to retain their customers: Gather feedback regularly. Collecting feedback from consumers gives you data to understand customer turnover rates. Aim for customer satisfaction. Study attrition to create a better customer experience. Value customer feedback. This is the best source of data for analyzing your attrition rate. Communicate in a personal manner. Consumers value personal responses from a company Analyze how the consumer interacts. Pay attention to every contact point a customer has with the company. From entrance to exit, they should be able to find everything they need or easily get help. This impacts turnover for both physical and digital businesses.
30 Resolve customer concerns. When a situation happens to make a customer consider leaving, timely intervention from a supervisor or person of influence can stop the churn. Empower employees to stop the churn. Give employees the power to retain a customer after receiving feedback. Make employees part of the discussion on how to stop attrition based on their observations (Hemdi & Nasurdin, 2006).
31 Activity 3.1: Demand On Recreational Activities Instructions: Work with a partner and guests’ demand on recreational activities and their preferences no Location/ Preference Type of Resort Demanded Recreation Activities 1) Beach 2) Island 3) Luxury 4) Health 5) Forest 6) Beach 7) Island
CHAPTER 4 RESORTS CLUB MANAGEMENT
32 4.1 ROLE AND FUNCTIONS OF CLUB MANAGEMENT IN RESORTS As a resort manager, they have to manage all aspects of a resorts, including lodging, food and beverage management, human resources, housekeeping, attractions, and guest services. They will be in charge of employees, finances, customer service, promotions, and quality control. Resort managers often have to work nights and weekends, putting in long hours to ensure the success of their establishment. ● Daily Operations, Finances, and Marketing ● Customer Service ● Human Resources 4.1.1 Daily Operations, Financial, and Marketing Duties Resort managers oversee product stocking, accounting, and marketing efforts at the resort. As a resort manager, you'll hire contractors to perform services, such as painting or plumbing. They will ensure that all supplies, from housekeeping materials to furniture, are in good condition and in stock. You'll monitor payroll, customer billing, and expense accounts. They will also oversee and approve marketing and sales campaigns, and they will be required to approve discounts drafted by their marketing and sales coordinators.
33 4.1.2 Customer Service Resort managers ensure positive customer experiences by maintaining high-quality facilities and remedying problems. At the resort, they will conduct room, kitchen, and grounds inspections to make sure that they are all up to code. They will greet guests at arrival, create standards surveys, and find acceptable solutions to problems that may arise. They will also need to keep abreast of local happenings so they can book tours or recommend activities to guests unfamiliar with the area. They may also coordinate functions or events for your guests. 4.1.3 Human Resources Responsibilities As a resort manager, they will be in charge of hiring, training, and scheduling new staff members. You'll also maintain employee records and fire ineffective employees. They will set goals for employees and help your staff achieve these goals. They might also have assistant managers who you'll work with to manage departments, such as housekeeping, dining, security, and desk personnel. They will schedule and lead staff
34 meetings to regularly communicate with your staff and to ensure that all departments are meeting the resort's standards. 4.2 TYPES OF CLUB IN RESORT MANAGEMENT 4.2.1 Private Club Private membership clubs are organizations that generally have some meaningful conditions for membership, with operations often controlled by the membership, and whose facilities and activities are only open to members and their guests. Private Club also is a place to meet and mingle with people of similar interests of athletic, social, industrial, intellectual, etc. It is a selected group of people who gather in a specified place for social and recreational needs that are provided through professional management. The club is private because not just anyone can join or enter. You must be a member. That means you will probably pay dues or membership fees. 4.2.2 Semi Private Club A semi private club is a club that sells memberships, yet also allows non-members to book tee times. The lines between the membership and the public access can get a bit blurred at a semi private club. Typically, there are restricted times when only the members can play. In some cities you also have the choice of a semi-private course. This is a hybrid that, while open to the public, also offers a membership for perks not available to everyone. The fees will be higher than a strictly public course but those charges usually go toward maintenance and operations. Generally, they have less traffic than a public, municipal course. They also have practice areas, offer lessons and other amenities. They are more likely to have a restaurant than just a snack bar.
35 4.2.3 Public Club Public club is a club that is open to anyone. People pay a fee for the opportunity but there is no membership requirement. They can be funded by a municipality (city, etc.) or privately owned. These are nice because the fees are inexpensive. Also, if you are able to play during what are commonly work hours, the tee times are pretty open. People can check with the facility about whether they can book a slot. They are very accommodating to all levels of occupation and frequently have no minimum number of occupations. It also offers a more relaxed atmosphere. 4.2.4 Sport Club A Sport Club is defined as a registered student organization that exists to promote and develop interest in a particular sport or physical activity. A club's focus may be recreational, instructional, competitive, or a combination of these types of activities based on its constitution. 4.2.5 Health Club Health club is more similar to a fitness center than a gym. The focus is on the whole-body wellness rather than just physical fitness. In fact, every high-end gym and fitness center can be classified as a health center, due to the variety of amenities. Health clubs also offer various services to help members to meet their fitness goals. A health club spa brings fitness and spa into one space. Facilities will often include a large gym or fitness space, regular classes as well as the usual wet and thermal spa facilities. Most will offer a range of memberships alongside their spa days or breaks.
36 4.3 CLUB MEMBERSHIP IN RESORT MANAGEMENT Table 4.1: Club Membership in Resort Management Num. Club membership Details 1. An associate membership Also known as a nonresident membership, applies to out-ofstate members that desire to use the club on a seasonal (e.g., infrequent) basis. Due to a lower usage pattern, this type of club member pays lowered initiation fees and monthly dues as set forth in the club’s bylaws. 2. A clergy membership Is offered to local clergy. Under a clergy membership the member does not have voting rights or hold office. In most cases this type of membership is associated with no initiation fees and a lowered dues structure. 3. A founder membership Applies to an individual or individuals that provided the funds that established the club. Naturally by this definition there are very few individuals that would fall into this classification. The granting of a founding membership must be in accordance with the club’s bylaws. A founding member has voting rights relative to club operations, and they pay dues (monthly or annual). 4. Golf membership Some clubs offer a golf membership for individuals who want nothing more than to use the golf course facilities of the club. For many private clubs the mere presence of full golf facilities is a major attractor for local residents either located near or within the immediate community. The
37 preference of golf-related activities cannot be discounted based on the notion that a golf member often does not have access to clubhouse services (e.g., food and beverage services). There are initiation fees and monthly fees that correspond with this classification. 5. Honorary membership Are offered to individuals that are respected leaders in the community. The primary purpose of offering an honorary membership is an act of goodwill. Members that fall in this category may be entitled to lower dues but with restricted voting rights. 6. A junior membership Applies to individuals who are under a specified age as noted in the club’s bylaws. This classification only applies to the children of club members. A junior membership plays an important role in maintaining a constant stream of interest within those families that have been loyal members. Therefore, the junior membership is primarily a marketing tool to maintain a certain membership level. Individuals holding a junior membership do not have voting rights relative to club operations. 7. A regular membership Within an equity club means that members pay an initiation fee to join a club of preference with either none or at least a
38 partial part of the initiation fee being refunded upon the member’s separation from the club. In addition, there are monthly dues (on top of initiation fees) that are required as part of membership. The regular member has full access to the clubhouse and all recreational services offered by the club. This type of membership is influential because the member exercises voting rights relative to club conduct. 8. A senior membership Is available to individuals that have been members for a specified number of years and have reached a certain age. A senior membership is a sign of respect to members who have stayed loyal to the club for a number of years. There are monthly dues for this type of membership; however they are at a reduced rate in comparison to a regular membership. 9. The social membership Classification appeals to those individuals who seek out social functions within the club while not desiring to use recreational services (i.e., golf course, tennis, racquet, etc.). This type of member is commonly restricted to using the services offered within the clubhouse, which basically means that the social member is not entitled to use the recreational services offered at the club.Given that the social member is not entitled to use full club services, the initiation fees and monthly dues that apply to this membership category are less than that for ‘regular’ membership.