Case Study
Nov 19th, 2009 by admin
Hospitality Marketing Case Study: A small luxury hotel prospers in difficult times
Nisbet Plantation Beach Club, a small luxury hotel on Nevis in the Caribbean, faced several challenges in late 2008.
Similar to other luxury hotels, the resort was hit hard by the economic downturn. In addition, air service to Nevis had virtually become extinct as a result of the closure of the island’s largest hotel for repairs.
Instead of turning to deep discounting, a strategy shown to negatively affect long-term performance, Nisbet held true to its brand and its long-term customer relationship marketing (CRM) program developed by Madigan Pratt & Associates.
With an innovative and low-cost strategy focused on the four P’s of marketing (product, price, place and promotion) and the customer experience, Nisbet has fared far better than most Caribbean hotels in occupancy and average daily room rates.
To get your copy of Nisbet’s Case Study, click here.
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