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Resort Industry Analysis Paper

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Resort Industry Analysis Paper
For this assignment I chose to use Vail Resorts as my publicly traded hospitality organization. The primary target market of Vail Resorts is explained in their annual report for 2007, on page 16 of the report this is what it says,The Companys Colorado ski resorts appeal to both day skiers and destination guests due to the resorts proximity to Colorados Front Range (Denver/Colorado Springs/Boulder metropolitan areas), accessibility from several airports, including Denver International Airport and Eagle County Regional Airport, and the wide range of amenities available at each resort. Colorado has approximately 26 ski areas, six of which are classified as Front Range Destination Resorts, including all of the Companys Colorado resorts, catering …show more content…
Additionally, Heavenly is proximate to two large California population centers, the Sacramento/Central Valley and the San Francisco Bay Area. These markets provide the Company with excellent opportunities to market its season pass products which provided approximately 25% of the Companys total lift revenues for the 2006/2007 ski season (2007 Annual Report).I fully agree with Vail Resorts on their primary target market being day skiers or Colorados Front Range community. I personally know many people in the Denver area that go skiing every weekend in the winter. Vail Resorts gets a fraction of their revenue from season pass products which are purchased by the Front Range communities, so those people that buy these products are a huge market for Vail …show more content…
Wikipedia states, another characteristic of a destination resort is that is offers food, drink, lodging, sports, entertainment, and shopping within the facility so that guests have no need to leave the facility throughout their stay (Resort). Vail Resorts has had all of their ski resorts in the top 10 list for many years, so people will come to the best. Vail Resorts markets to destination guests and has so much to offer for singles, families, and really just anyone that likes what Vail Resorts has to offer. Vail Resorts prides itself on its many offerings like lodging, restaurants, bars, clubs, and outdoor activities. Because Vail Resorts are so close to Denver International Airport and Eagle County Regional Airport they are very accessible to all types of people. Destination guests are the secondary target market because they have to travel in order to get to Vail Resorts, as well as they usually only come maybe for 1 week out of the season, compared to the Front Range
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