Cornell Hospitality Quarterly

 

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Cornell Hospitality Quarterly, Vol. 49, No. 2, 214-216 (2008)
DOI: 10.1177/1938965508317472

Commentary on "Driving Demand for the Quarterdeck"

Bill Kelly

Kelly's Resort Hotel, bkelly{at}kellys.ie

The Quarterdeck Beachside Villas are certainly not unique in facing the challenges of seasonality in beachside resorts. Can Doug justify financially keeping the Quarterdeck open from November to March with an average occupancy of 16 percent or 1.9 rooms per day? His number one focus should be investment. If Doug wants to make the Quarterdeck a year-round destination, he needs to invest and give the customers a year-round product—weatherproof the building, open the restaurant and bar area, maybe build a small spa facility. Selling "experience" and integrated product bundles rather than discounts will improve the ARR and also the customer experience. The viability of these options may be dependent on increasing the existing villa stock.

Key Words: investment • year-round product • opening new markets • selling experience • PR • direct marketing • internet marketing • online booking


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