Resort Management: Creating a Positive and Memorable Guest Experience
The experience of staying at a luxury resort should be one that makes for lasting positive memories. From the time they check in to the time they check out, a guest at a high-quality resort should feel that their needs and comfort are the top priority of the staff. When a guest leaves with this impression, it can lead to repeat visits and brand “loyalty” which can mean future bookings and revenue for the resort. While everything may seem effortlessly flawless when walking into a highly rated luxury resort, most people do not realize what it takes to achieve that appearance of perfection. The one person who does know is the general manager of the resort whose job is to ensure that guests enjoy a satisfying and seamless stay.
If you were to ask what responsibilities fall to the general manager of a resort, the answer would be nearly everything. An individual serving in this role manages overall facility operations. This includes staffing, facility maintenance, marketing, customer service, budgeting, events management, and ensuring compliance with municipal health and safety requirements. The general manager is the team leader who assembles and trains a skilled staff and makes certain that each member of the team carries out their responsibilities whether that is housekeeping, food and beverage service, guest relations, site repairs, or any other component of resort operations. It is a job that requires excellent organizational skills, the ability to work well with other people, and being adept at managing multiple priorities at once. A general manager who is successful at their job has the satisfaction of knowing that the guests at the resort had an enjoyable experience—one they will always remember. Elizabeth Allen, adjunct professor in the Tourism and Events Management Program at George Mason University, recently provided an overview of some of the key elements of resort management.
Social media is a powerful marketing tool that can help resorts increase name recognition and bookings.
There was a time when a resort might have relied solely on word-of-mouth as a way of growing its customer base and reputation as a “hidden gem” offering world-class amenities and services. But as both digital marketing and competition in the hospitality industry have increased, resorts have turned to social media to increase their visibility and name recognition. Having a strong presence on social media apps such as TikTok, Instagram, Facebook, and X is essential to achieving the goal of increased bookings. Content on social media can tell the “story” about the resort with pictures and posts that highlight its most popular features. Posts can include fun facts about the area in which the resort is located. They can also include promotions about themed events or vacation packages that would appeal to specific demographic groups such as singles, couples, or families. In addition, social media content can feature testimonials from individuals describing their positive experiences as guests at the facility. Resort management can also develop partnerships with travel influencers on social media to achieve greater exposure. The digital space provides many opportunities for resorts to enhance their visibility.How Resort Management Differs from Hotel Management
The terms ‘resort management’ and ‘hotel management’ are sometimes conflated to mean the same thing, but there is an important distinction between the two. Hotels typically provide short-term accommodations for individuals traveling for leisure or business. The hotel may have limited amenities that could include a restaurant, pool, gym, or a small gift shop on the premises. Should a guest require other amenities or services, they would need to find those off-site. In contrast, a resort is a destination spot designed for longer stays that offers all the amenities, activities, and services that the guest needs. While guests at a resort do not have to leave the grounds of the facility, they may still choose to do so to explore a region and sample its culture, heritage, and natural resources. Many resorts provide all-inclusive “packages” offering a variety of activities (such as spa treatments, golf, horseback riding, or outdoor adventures) and meal plans that a guest may select. While hotels attract tourists and business travelers, resorts typically serve as a destination for family reunions, wellness retreats, corporate retreats, and similar gatherings.
The skills of a successful resort general manager can be easily transferred to other business environments.
The skills required to successfully manage a resort as a general manager can easily be transferred to any business organization both within and outside the hospitality industry. Thinking quickly on your feet, problem-solving, and enjoying the challenge of working cross-functionally are some of the key attributes of a successful resort general manager that will be in high demand within many other business environments.
To learn more about degree offerings in the Tourism and Events Management Program at George Mason University, please visit the program website.