canyon ranch | health spa & resort
TRANSCRIPT
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Presented By,
Group-07
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ITIntelligence
Value Positioning
Competition Threat
Delivering the
ExperienceFuture Path
anyon Ranch
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Canyon Ranch | A Perfect Value Positioning
Canyon Ranch
2 Destination Resorts
Health & Healing Hotel & Spa
3 Spa Clubs
3 Revenue generating departments, 230+ different services
Designed to introduce Customers to the Brand
Hotel • Highest Profitable
Spa
Health & Healing
• Fastest Growing
Profitability
Extremely attentive to service with high Staff
to Guest ratio
“ A Place to relax, enjoy and explore your potential for a healthier, happier & more fulfilling life.. “
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The IT Intelligence
Computerized Lodging Systems (CLS) : From a mere Support function to Strategic function
Decentralized IT Infrastructure for both Destination Resorts & SpaClubs ; working relatively independently.
CLS focuses on efficiently processing transactions rather than collecting decision-support data.
CLS represents the Primary source of Guest data; They know what their Customers are spending, but they don’t know on what their customers are spending.
Company has shifted its focus to collect more and more data about Guest-Stays.
Guestware- A software implemented to collect & record preferences and support incident tracking, rapid response, guest surveying.
Lack of ‘Point-of-Sale’ software to track independent beauty product sales in a salon
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Increasing Potential Competitors / Substitutes
Potential Threats
Convergence of medicine and spa services
Spa as an alternative treatment
Hospitals with a wellness centres and nutritionists
Day spas aligned with medical professionals
Actual Competition
Substitute luxury purchases
Any product or service that costs about five grand
Other vacation opportunities
Other recreational products
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What differentiates them from Competitors ?
Gold Standard in the Spa Industry
Word of Mouth Marketing
Totality of all services under
one roof
Integration of health & healing
with Spa
Trained Staff, Variety of
Efficient Services
‘Package’ or Bundling of
Services
Providing ‘Life Enhancing’
experience
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Delivering the Canyon Ranch Experience
Booking a Vacation through Call
Pre-booking personnel (3 weeks prior to
visit)
Getting the background info
about prospective guest’s stay
Health questionnaire sent,
asked to return prior to arrival
On arrival, security check-in &
greetings by Names
A brief orientation & Tour of facilities
‘Handoff’ between Program
coordinator and reserved services
Meeting with respective Service
Provider
Wrap-up session for suggestions &
referrals
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Future Path | Challenges or Opportunities ??
Growing while maintaining fundamental
characteristicsMaintaining Competitive Advantage in the face of increasing competition/
potential substitutes
Use of Data-Intelligence
Real-Time access CRM & Quick Action Mechanism
Integration of growing array of products under parent brand umbrella
Continuously providing same services/quality among all business units
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Implementation of Data Driven Customer Strategy
DDS
Minimize Costs
Reward Loyalty
Personalize Interactions
Acquire New Customers
Potential Repurchase Frequency
Customizability of Products/Services
Extract Value from
Customer Data
“Born Digital” - i.e., captured directly in digital format its inception and not manually input in computersystems or digitized through scanning a document.
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We hope it was a delightful experience !
Thank You