*Sun N Sand Resort Overview: Introduction to the Category, Key Trends, and Key Players*
Sun N Sand Resort South Haven is a hotel in the south-east of the United States. It is situated on 200 acres of land, and has a total of 385 rooms. The resort is located in the south-east of Michigan and has a marina, split level meeting facilities and a large pool for guests to swim in. The resort is about 4.4 miles from the city of South Haven and 13 miles from the nearest beach access point. Around 34% of the resort’s rooms face southeast, with the remainder facing west to southwest/northwest. A large clubhouse with dining options such as The Clubhouse Restaurant, sports bar/grill, lobby lounge and full-service banquet room are available for guests. On the resort grounds there is a grand ballroom, carousel and miniature golf course. Also on the resort grounds there are volleyball and basketball courts as well as an amphitheater. The resort is also home to a fitness center with a sauna.
On the menu is what guests would expect from a hotel restaurant, with such choices as pizza, burgers, ribs, fish and chips and other hot items. The drinks menu features a wide range of alcoholic beverages, including cocktails, as well as soft drinks, tea and other non-alcoholic beverages.
In 2010 the resort was nominated in the Top 10 Most Romantic Hotels in America.
*How Sun N Sand Delivers Value to Brands & Consumers with their Unique Business Model*
The Sun N Sand Resort South Haven provides a unique business model that allows consumers to have access to different brands while staying at the resort. The hotel’s “All Brands, One Rate” philosophy allows consumers to shop around for the best deal on their hotel rooms and still be able to stay at the resort. This business model also gives the resort more opportunity to sell their own advertising and deals to corporate clients, because the hotel has a wider audience and is not limited to selling just their brand.
Brands Pay to be Included in the All Brands, One Rate Campaign. The Sun N Sand Resort South Haven allows brands to participate in their unique business model through an advertising campaign called “All Brands, One Rate”. The deal is that if a brand wants to be part of the campaign, they must pay a percentage of revenue. The fee paid depends on the size of the brand and what kind of sponsorship they want. For example, an advertiser may pay 15% of hotel revenue from consumers who stay at their hotel room.
*What are the Key Differentiators of a Sun n Sand Resort? What will be the key challenges for them in 2019? *
A unique variation on the “All Brands, One Rate” business model is to introduce different brands product lines that are exclusive to the resort. In this way, Sun N Sand brings improved differentiation to the market without increasing rates. While most other value resorts follow a season-long brand strategy, with varying co-branded hotel deals for each season (such as GoldSilverBronze), Sun N Sand resorts surround themselves with different brands and seasons so they can get more exposure off of their own name. Along with this, Sun N Sand also provides their guests with other business and leisure amenities to help bring in more guests. Also, keeping their “All Brands, One Rate” prices high keeps the demand of the hotel high while keeping the number of rooms low. This creates a situation where people are willing to spend huge amounts of money to stay at Sun N Sands. The high demand can be seen in the timeshare prices that they sell their timeshare units for.
*”In 2009, the Resort introduced its first themed hotel offering featuring the Hard Rock brand, a music-inspired property on seventeen oceanfront acres.” (Sun n sand). Towards the end of 2010, another brand was introduced to Sun N Sand Resorts, this time it is Caribbean Joe’s Rum Company. This brand is a rum distillery and a restaurant that features Caribbean food.
Guest Experience * * Expanded Price Points * * Innovation
Expanded Price Points are features or amenities that are only available to guests staying on an All-Inclusive pricing plan. The first feature is that All-Inclusive stays include 2 complimentary daily swims. This is a value-added product addition to their business model that allows the resort to increase sales of their all inclusive package by 50%. This is obviously a benefit for the hotel and the guests, but it also increases the number of people eligible to stay at a Sun N Sand Resort South Haven, which adds more value to the brand. In addition, the resort has many unique features that are only available to guests staying on an All-Inclusive plan. The resort has a “Swim with Dolphins” program where guests can swim with dolphins for $100, and their new Red Sea Bar and Grill restaurant serves Mediterranean and Mediterranean-inspired dishes such as Hummus, Fried Kibbe Gnaoua, Kalamata Olives & Pita Bread with Harissa Sauce. In addition, the resort has many children’s classes, an on-site spa and fitness center, a salt water pool for children and adults alike, a fitness facility with free weights and fitness classes such as Zumba and Belly Dance. The resort also offers sunset cruises around the Great Lakes. Guests can choose from 4 different cruises: Dinner & Cocktails Cruise (1 hour cruise), Sunset Cruise (90 minute cruise), Sunset Dinner Cruise (1 hour cruise) or Late Night Party Cruise (2 hours). These cruises are a value-added product that is not available at any other resort in the area.