Volume II | Issue No. 3
Why Positioning Matters for Resorts and Attractions
According to Entrepreneur®, positioning is “how you differentiate your offering from that of your competitors and then determine which market niche to fill.” Why is it important? Because positioning creates differentiation, which is vital to driving preference, market share and bottom line growth. The key to a successful position is determining what you have that is:
It’s not a miracle cure, but a strong position can support decision making, customer service policies, communications strategies, and provide a foundation for successful marketing to attract visitors and regain market share.
Start with an inventory of your assets and liabilities
The process of repositioning an underperforming destination, resort or attraction begins by taking an inventory of your strengths and weaknesses. Make a list of your destination’s:
Assets and liabilities aren’t always what you would expect. Physical property, buildings, destination features, even natural features and climate can be assets, but they can be liabilities also. And don’t forget to consider intangibles like goodwill, public perception, customer experiences and past press coverage (good and bad). All of these things could be assets, liabilities OR opportunities.
For those on the inside of the business, it’s especially important to try to look at your destination from the consumer’s perspective. Many marketers take stock of the features or attributes they have to sell or promote, and attempt to create a position around them. The problem is that many of those attributes (a ski lift, a beach, a restaurant, activities for kids) aren’t all that unique. A lot of places have beaches, don’t they? Features and attributes, while important to your destination’s offerings, are not meaningful points of differentiation.
With a clear picture of your destination’s plusses and minuses, and an understanding of what you’re really up against, you can begin the repositioning process.