高档度假酒店经营管理，酒店产品组合策略

高档度假酒店经营管理，酒店产品组合策略
沙漠度假酒店卖什么
    位于智利北部的阿塔卡马沙漠，有一个高档度假酒店。酒店只有52间客房，平均收费659美元/每人/每夜，由“探险”酒店管理经营策略集团经营管理。酒店的卖点在于探险，它的目标市场是探险旅游者。酒店在旅游地为顾客组织了35个探险活动，这些活动包括：步行、远足、骑马、登山、攀岩、驾车探险远征等。根据探险游客的平均逗留时间，酒店推出了4天游2636美元的包价项目。该包价包括四个晚上的住宿、四天的所有饮食及探险旅游活动费用，酒类另外收费。为了安全和管理，没项探险活动最多10人参加。每天在晚餐前，有顾客选择决定第二天的活动内容，酒店相应配上导游兼安全员。
    在这遥远的沙漠里经营度假酒店，营造一种探险旅游的气氛是非常重要的。针对探险旅游度假者喜欢放松自己、享受宁静的特点，酒店客房内没有配备电视机和影碟播放机，只有卫星天线连接的电话。在阿塔卡马沙漠酒店听到的声音只有鸟鸣和夏天房间内天花板上老式风扇的呼呼声。
    厨师长为探险游客准备了清谈、新鲜而可口的菜肴。新鲜的素菜、水果都是随着每天的航班运来的，当然这些成本都计算在昂贵的房价内。
    这家只有52间客房的度假酒店，虽然地理位置远在沙漠边缘，日常供应有着诸多不便，但它们的产品、服务和设计的节目，完全符合他们的目标市场即探险旅游者的需求。所以，他们经营很成功，业绩十分理想。
思考与习题
    ①案例中沙漠度假酒店给客人提供了多少类功能项目？每类项目又有多少不同内容的品种？
    ②请尝试列出该酒店产品组合的分布图，观察其产品的广度、长度、深度游什么特点，想想该酒店经营的成功，与产品组合有何联系。
   
High-end resort hotel management, hotel product portfolio strategy
Desert Resort to sell what
    Atacama Desert in northern Chile, an upscale resort hotel. The hotel is only 52 rooms, with an average charge of $ 659 / per person / per night, by the "adventure" Hotel Management Group management. The selling point of the hotel is the adventure of its target market is the adventure tourists. 35 adventure activities organized by the hotels in the places of travel for customers, these activities include: walking, hiking, horseback riding, mountain climbing, rock climbing, driving adventure expedition. According to the average length of stay for adventure tourists, the hotel has launched a four days tour package price of $ 2,636 project. The package price includes four nights accommodation, a four-day costs of all food and adventure tourism activities, alcoholic extra charge. For security and management, not adventure a maximum of 10 participants. Every day before dinner customers to choose the content of the decision the next day's activities, the hotel accompanied by the appropriate guide and safety officer.
    Operating in this remote desert resort hotels, it is very important to create an atmosphere of an adventure tourism. For adventure tourism vacationers like to relax and enjoy the quiet hotel rooms equipped with TV and DVD player, only the satellite antenna to connect the phone. Voice heard in the Atacama Desert Hotel only birds and summer room old-fashioned ceiling fan whirring.
    The chef prepared a talk, for the adventure tourists fresh and tasty dishes. Fresh vegetables, fruits are shipped with daily flights, of course, these costs are calculated in the expensive prices.
    This 52 room resort hotel, the location far from the edge of the desert, the daily supply has a lot of inconvenience, but their products, services and programs designed in full compliance with their target market demand for adventure tourists. Therefore, their business was very successful, very good performance.
Thinking and Problems
    The ① case Desert Resort offers a number of functional projects? Each type of project there are many different variety of content?
    (2) Try the maps list the hotel's product portfolio to observe its breadth, length, depth, what characteristics of the tour, think about the success of the hotel business and product portfolio in place to contact.