Paradisus Rio de Oro Resort & Spa: Experience Strategy Case Study

Enhancing Guest Experience at Paradisus Rio de Oro Resort & Spa: A Strategic Approach

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1. Introduction: Enhancing Guest Experience at Paradisus Rio de Oro Resort & Spa: A Strategic Approach

Based on the facts given, this report seeks to offer a thorough overview of the Paradisus Rio de Oro Resort & Spa. The resort serves travellers looking for luxury and is located in Holguin, Cuba. This report's main objective is to highlight the key problems discovered in Task 1 and offer suggestions for how to fix them. Task 1 highlighted a number of operational problems at the resort, including low occupancy rates, inadequate staffing levels, subpar guest service, and few eating alternatives. Also, it was discovered that the resort's website had several usability difficulties that might have a detrimental effect on visitors' experiences. These concerns will be looked into in greater detail in this study, along with their sources and effects. Also, it will offer suggestions for how the resort may deal with these problems, such as by upgrading the dining encounter, staff development, and website usability. The analysis will also look at the resort's advantages and disadvantages, as well as the opportunities and risks it confronts in the market. The report will analyse these variables and offer tactical suggestions that will aid the resort in maintaining its competitiveness and boosting its profitability. Overall, this study will present a thorough analysis of the existing state of the Paradisus Rio de Oro Resort & Spa and realistic suggestions for its development. In addition to this the research done by Joe Pine will also be considered to create new strategies that will be economically good for the resort and spa management.

2. Further Strategy

Spa Management

Evaluation of the total facilities and offerings at Paradisus Rio de Oro Resort & Spa is crucial in order to provide a thorough strategic study of the spa management there. On the resort's website, the YHI Spa lists a number of services it provides, including hydrotherapy, massages, body treatments, facials, and facials, in addition to a fitness centre and beauty parlour. The resort also provides a range of sports and leisure pursuits, including tennis, beach volleyball, kayaking, dancing courses, and a gaming area featuring billiards and table tennis. It is helpful to take into account the viewpoints of Joe Pine, a top authority on experience design, to gain a better understanding of the relevance of spa management in the hotel business (Heyes, 2017).

Pine contends that in order for organisations to be competitive, they must concentrate on giving their clients unique and transformative experiences (II, 2013). This refers to creating a setting that encourages rest and renewal while also giving specialised and one-of-a-kind personal stories that cannot be found anywhere else in the field of spa management (Wallman,James , 2022).

The investigation leads to the conclusion that the spa staff at Paradisus Rio de Oro Resort & Spa is in a position to give visitors a life-changing and unforgettable experience. The YHI Spa is prepared to provide individualised experiences that adhere to Pine's experience design principles by providing a variety of treatments that satisfy different preferences and needs (Mehmetoglu, 2011). Similar to this, the resort's sports, recreation, and gambling facilities give visitors the chance to make their vacation memorable and fun. In general, it can be said that , Paradisus Rio de Oro Resort & Spa's spa management has the potential to be a crucial difference in the cutthroat hospitality sector. The resort can keep improving its products and give visitors life-changing experiences by utilising the insights of professionals like Joe Pine (Smith, 2020).

Experience Management

The experience management model is a client-centred strategy that concentrates on giving visitors to a resort unique experience. The resort experience at Paradisus Rio de Oro Resort & Spa may be assessed using this model and Joe Pine's five frameworks for thinking about experience design (Bergmann, 2002).

Customization	Theme	Escalation	Education	Entertainment
Customization according to Joe Pine means adjusting the experience to the unique requirements and tastes of the visitor (Pine, 1998). There is space for growth in this area, although the Paradisus Rio de Oro Resort & Spa does offer some degree of flexibility through its numerous room types and packages. The resort might provide more specialised services like tailored spa treatments and distinctive dining menus.	The general layout and mood of the encounter are referred to as the theme(Pine, 1998). The Paradisus Rio de Oro Resort & Spa's beautiful décor and serene location match the resort's focus of luxury and relaxation. The resort might, however, improve its concept by including more aspects of Cuban history and culture in its layout and entertainment options.	Escalation is the steady upping of the experience's intensity in order to heighten excitement and anticipation (Pine, 1998). The resort has a few escalation options, such upgrading to a suite or scheduling a private supper on the beach. To further heighten the sensation of suspense and excitement for visitors, there is however potential to offer more opulent and unique experiences.	The term "education" refers to chances for visitors to pick up new information and skills while they're there (Pine, 1998). The resort provides some educational opportunities, such culinary classes and Spanish lessons, but there is room for improvement by adding cultural tours or workshops on Cuban history and customs.	The different sorts of entertainment offered during the encounter are referred to as entertainment (Pine, 1998). Together with live music and dance acts, the resort provides a variety of leisure opportunities, such as water sports. The potential exists to provide more distinctive and engaging entertainment options that fit the resort's ethos and improve the overall visitor experience.

3. New strategy

Reason behind adopting new strategy

It is obvious that Paradisus Rio de Oro Resort & Spa requires a fresh strategy in light of the results from Task 1. The resort is dealing with a number of issues, including as decreased occupancy rates, antiquated facilities, and a lack of competitive difference. However, the study by Joe Pine emphasises the significance of giving visitors memorable experiences—something that the resort is currently struggling with. A fresh approach is required to deal with these problems, one that concentrates on giving visitors an exceptional and unforgettable experience.

This can be achieved through a variety of initiatives, including:

• Renovating and updating the resort facilities: The resort's facilities are outdated and in need of renovation. By investing in upgrades, such as new technology, improved guest rooms, and updated common areas, the resort can improve the overall guest experience and differentiate itself from competitors (Nagy, 2014).
• Creating unique and personalized experiences: To stand out in a crowded market, the resort must focus on creating unique and personalized experiences for guests. This can include offering customized packages, personalized amenities, and tailored experiences that cater to each guest's individual preferences (Simasathiansophon, 2019).
• Investing in staff training: The resort's staff plays a critical role in the guest experience. By investing in staff training and development, the resort can ensure that all employees are equipped with the skills and knowledge needed to provide exceptional service and create memorable experiences for guests.
• Building strong partnerships: To enhance the guest experience, the resort should consider building partnerships with local businesses and attractions. This can include offering guests’ access to exclusive events, attractions, and activities that are not available to the general public (Szromek, 2022).
• Leveraging technology: Technology can play a significant role in enhancing the guest experience. By investing in technology, such as mobile apps, virtual concierge services, and personalized messaging, the resort can create a more seamless and personalized experience for guests (Suttikun, 2020).

New Vision and Objectives for the next 3 years

The new vision and goals for The Paradisus Rio de Oro Resort & Spa for the following three years might be based on the learnings from Joe Pine's experience design frameworks as follows:

Vision:

To be the most sought-after experiential resort in the Caribbean, providing personalized and immersive experiences that exceed guests' expectations and create lasting memories.

Objectives:

• To develop one-of-a-kind, personalised experiences that are tailored to each visitor's interests and demands in order to improve the resort's experiential offerings.
• To provide fresh, tech-enabled experiences that improve visitors' relationships with the resort and offer quick, convenient service.
• To encourage a culture of ongoing guest experience enhancement by asking for and acting on customer feedback and involving staff in experience creation and delivery.
• To focus on new markets, the resort may increase its reach while promoting its immersive offers through strategic alliances and targeted marketing initiatives.
• To make sure sustainable and ethical tourism practises are integrated into every part of the resort's operations to reflect visitors' growing concern for social and environmental impact.

As long as the resort's vision and goals are in line with Joe Pine's experience design frameworks, it will be able to stand out from the competition, win over repeat business, and increase income. The resort will gain a competitive edge and become a market leader in experiential travel by focusing on unique and immersive experiences, utilising technology, and continual improvement.

Mission:

The new mission statement for Paradisus Rio de Oro Resort & Spa is to provide the guests with a unique and unforgettable experience that combines the natural beauty of Cuba with exceptional service and luxurious amenities.

4. New strategy having identified the current strategy

What do you recommend for the next 3 years and why?

After conducting a thorough analysis of the current strategy and considering Joe Pine's framework for experience design, the study will recommend the following strategy for the next 3 years for The Paradisus Rio de Oro Resort & Spa:

• Enhance the Resort Experience: The resort should focus on enhancing its overall experience by improving the quality of its services, facilities, and activities. The resort should also consider incorporating new technologies, such as mobile apps and virtual reality, to enhance the customer experience.
• Expand the Target Market: The resort should expand its target market to include younger adults and families with children. This can be achieved by introducing family-friendly activities and facilities, such as water parks and game rooms.
• Implement Sustainable Practices: The resort should adopt sustainable practices to reduce its environmental impact and appeal to customers who are conscious of environmental issues. This can be achieved by reducing waste and energy consumption, promoting local culture, and supporting the local community (Bradford, 2015).
• Increase Marketing Efforts: The resort should increase its marketing efforts to reach a wider audience. This can be achieved by using social media platforms, influencer marketing, and collaborating with travel agents to attract more visitors.
• Develop New Revenue Streams: The resort should consider developing new revenue streams to increase its profitability. This can be achieved by partnering with local businesses to offer unique experiences, such as culinary tours and cultural excursions (Sahli, 2020).

Overall, these recommendations will help The Paradisus Rio de Oro Resort & Spa to improve its customer experience, expand its target market, adopt sustainable practices, increase its marketing efforts, and develop new revenue streams. By implementing these strategies, the resort can achieve long-term success and remain competitive in the market.

Ansoff’s Matrix

For Paradisus Rio de Oro Resort & Spa, the study will recommend using a combination of market penetration and product development strategies for the next 3 years from the four elements of the Ansoff Matrix.

• Market penetration: Using current products, this strategy aims to gain market share in established markets. By focusing on repeat business and cultivating client loyalty through customised experiences, first-rate customer support, and reward programmes, Paradisus Rio de Oro Resort & Spa can enhance occupancy rates. Increased duration of stay and marketing the resort as an all-inclusive getaway for a wider spectrum of visitors, such as families and honeymooners, are further components of this strategy (Bonelli, 2021).
• Product Development: This tactic entails creating fresh goods or services for current markets. To set oneself apart from its rivals, Paradisus Rio de Oro Resort & Spa should concentrate on creating and providing novel experiences for visitors. They can include unusual spa services, adventurous pursuits, sightseeing excursions, and gourmet delights. The resort can also make investments to modernise its current amenities to improve the overall visitor experience (Bonelli, 2021).

5. New strategy plan

The new target segments

Based on the overall analysis and Joe Pine's research, the Paradisus Rio de Oro Resort & Spa should target two new segments that will particularly focus on Cuba and all over the world:

• Wellness travellers: This market sector has the potential to bring in a sizable amount of money for the resort because of the rising interest in health and wellbeing. The resort might provide specialised wellness packages and activities including spa services, yoga lessons, nutritious food selections, and fitness programmes.
• Experience Seeker: The resort could meet the needs of this market segment by providing a variety of activities and excursions that enable visitors to fully experience the local culture and natural surroundings. This market segment seeks out distinctive and memorable experiences. To improve the overall guest experience, the resort might also implement cutting-edge technology, such virtual reality activities (Huh, 2019).

New USP

The Paradisus Rio de Oro Resort & Spa's focus on giving visitors a customised and genuine luxury experience is their USP (unique selling proposition). By implementing the new strategy, the resort hopes to improve the visitor experience by providing individualised and tailored services based on their requirements and preferences. This comprises individualised dining occasions, specialised spa services, and specially designed tours. The resort wants to stand out from its rivals and become the top luxury resort in the area by offering a distinctive and customised experience. This USP is consistent with Joe Pine's study, which highlights the value of delivering unique and memorable experiences to build client loyalty and set your business apart from the competition.

How to attract the customers

To attract the customers identified in the target customer segment, Paradisus Rio de Oro Resort & Spa needs to implement targeted marketing campaigns and promotional activities.

1. Firstly, the resort should create personalized marketing materials and offers that cater to the specific needs and preferences of the identified target segments. Similarly, for the wellness-focused segment, the resort could offer wellness retreat packages that include spa treatments, yoga classes, and healthy meals.
2. Secondly, the resort should leverage social media platforms and digital marketing to reach and engage with potential customers. The resort can use targeted advertisements on social media platforms to reach the identified segments and promote its unique selling points.
3. Finally, the resort can collaborate with travel agents and tour operators who specialize in the identified target segments to promote its offerings and reach a wider audience. By implementing these strategies, Paradisus Rio de Oro Resort & Spa can successfully attract and retain customers from its identified target segments (Shaaer, 2020).

How to re-adjust the new operations

Paradisus Rio de Oro Resort & Spa should concentrate on boosting the client experience by offering individualised services, enhancing the calibre of food and beverages, and modernising the spa and wellness facilities in order to re-adjust operations. The resort can also make investments in technology, such as smartphone apps for simple check-in and booking procedures, as well as adopt sustainable practises to draw in consumers who care about the environment. In order to guarantee consistency in service quality and delivery, the resort should also concentrate on training and development programmes for staff (Huh, 2019).

Suggestions for CSR and add anything about innovation

Paradisus Rio de Oro Resort & Spa can concentrate on sustainability activities including waste reduction, water and energy conservation, and community support as part of its CSR strategy. The resort can also think about incorporating cutting-edge tools and techniques like green roofs, renewable energy sources, and eco-friendly modes of transportation. This will not only help the environment but also draw in customers who care about the environment and are willing to pay more for sustainable travel. Also, the resort can work with nearby companies and groups to support charitable initiatives and give back to the neighbourhood. The resort can develop a distinctive value proposition, set itself apart from rivals, and work towards a more sustainable future by implementing these measures (Ramkissoo, 2020).

6. Further strategic recommendations

A detailed examination of Paradisus Rio de Oro Resort & Spa revealed a number of problems that may be fixed to enhance visitors' overall satisfaction. Some of the significant operational concerns are listed in the following table, along with suggestions for how to resolve them:

Issue	Recommendation
Slow Check-in process	Streamline the check-in process by implementing online check-in and ensuring enough staff are available during peak hours.
Inconsistency in housekeeping services	Improve communication between staff and guests to ensure guest preferences are met. Increase the frequency of housekeeping checks to ensure the rooms are kept clean throughout the stay.
Limited food options for vegetarians and vegans	Increase the variety of vegetarian and vegan options on the menu to cater to guests with dietary restrictions. Train staff to provide accurate information on food ingredients and preparation.
Poor Wi-Fi connectivity	Upgrade the Wi-Fi infrastructure to provide reliable and fast internet access throughout the resort (Bradford, 2015).

The resort might concentrate on developing sustainable practises and encouraging social responsibility in addition to these operational difficulties. This can entail taking steps to lessen plastic waste, promote neighbourhood businesses, and make investments in sustainable energy. These initiatives may not only benefit the environment and the neighbourhood, but they may also help the resort stand out from the competition.

The resort might innovate by utilising cutting-edge tools like augmented reality to improve the visitor experience. Visitors may, for instance, be given an augmented reality (AR) tour of the resort to learn about the many features and activities on offer. The usage of technology could also help to customise and personalise the visitor experience, offering a more specialised and unique stay.

Conclusion

In conclusion, the Paradisus Rio de Oro Resort & Spa can benefit from a new strategy focused on experience design and targeting new segments. By implementing the recommended changes, the resort can achieve its objectives of increased revenue, customer satisfaction, and brand recognition, as well as become a leader in the hospitality industry, as suggested by Joe Pine's research. The suggested strategy for the next three years is to focus on creating a unique and personalized guest experience by using technology, expanding the wellness offerings, and targeting new customer segments. This will allow Paradisus Rio de Oro Resort & Spa to differentiate itself from competitors, increase customer satisfaction and loyalty, and ultimately drive revenue growth.

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