Resorts generally have higher room rates than other properties located in the same area (Gee, 1988, p. 217). Quality service at resorts often begins with the reservation process, which may include interaction with travel agents and tour operations, who generally account for approximately 20 percent of a resort's business, so careful and regular contact will be made with such agencies (Gee, 1988, p. 272). Resorts generally also have a computerized reservation system which not only provides accurate room information, but which can be integrated with the property's main computer system in order to provide guest history information. In this way, guests who have already stayed at the property can be marketed to for future stays since return business is a cornerstone of the property's success.Beyond the luxury hotel chains, there are individual properties which use quality, service and exclusivity to set prices that exceed $1,000 per night. The Governor(s Suite at the Fontainebleau Hilton in Miami Beach has a rate of $5,000 per night and features 20,000 square feet with four bedrooms, five bathrooms, a kitchen, a dining room, living room and billiard room. There is a panoramic view of the Atlantic Ocean and Miami, and the suite features marble floors, bronze statues and crystal chandeliers. The suite has an occupancy rate of 62 percent (Baum & Wolchuk, 1992, p. 56). Premium properties, whether targeting the leisure traveler or the business traveler, are also likely to feature a complete workout area with equipment and free weights; as the room rate increases, the amenities associated with the workout area may well increase to include an on-site masseuse (available to guests for a fee), a personal trainer, sauna, steam room and Jacuzzi in addition to a full-sized swimming pool and a lap pool. There are other suites around the world that command thousands of dollars per room night. The target market for these suites are the wealthiest travelers, and the percei |
