Aman Resorts operates at 26 unique locations all over the world, portraying “peace, uniqueness and family”. It targets high net worth individuals who like to be out of their normal lifestyle and enjoy their family time relaxed and differently, away from the pressures of work. Aman Resorts are located in select tranquil locations and provide a very unique and localized experience. Such uniqueness is the key competitive advantage against other resorts, which helps it to retain a lot of its loyal repeat customers. In addition to the above uniqueness, Aman Resorts does an excellent job at creating value just by listening to its clients. Customers like to be treated as individuals and enjoy how they are looked after, whether it’s the driver taking them to locations that would most interest them or to stocking the fridge with the customers preferred drinks. While this seems like common sense, customers will prefer to go to Aman Resorts, and pay the premium for going there, even though their rooms are simpler and more expensive than other resorts such as the Four Seasons.
The personalized service further reinforces the leading position in its competition against other resorts. Aman doesn’t have more than 40 rooms on average at each location and no two resorts are alike, even if they are in the same country, which helps Aman command a premium price and helps position itself as a premium brand. Meanwhile, Aman Resorts sustains its brand power and relies heavily on word of mouth and online marketing to its loyal clientele, aversive to traditional means of advertising and providing discounts. However, learning more about the customer could theoretically be done by any hotel based on what data is being gathered. If a hotel chain notices that you always drink Diet Coke out of the mini fridge, for example, they can make sure that when you stay the fridge is stocked. While this would be impractical for motels and low to middle end hotels, this would certainly be beneficial for...
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