高檔度假酒店經(jīng)營(yíng)管理，酒店產(chǎn)品組合策略
沙漠度假酒店賣什么
    位于智利北部的阿塔卡馬沙漠，有一個(gè)高檔度假酒店。酒店只有52間客房，平均收費(fèi)659美元/每人/每夜，由“探險(xiǎn)”酒店管理經(jīng)營(yíng)策略集團(tuán)經(jīng)營(yíng)管理。酒店的賣點(diǎn)在于探險(xiǎn)，它的目標(biāo)市場(chǎng)是探險(xiǎn)旅游者。酒店在旅游地為顧客組織了35個(gè)探險(xiǎn)活動(dòng)，這些活動(dòng)包括：步行、遠(yuǎn)足、騎馬、登山、攀巖、駕車探險(xiǎn)遠(yuǎn)征等。根據(jù)探險(xiǎn)游客的平均逗留時(shí)間，酒店推出了4天游2636美元的包價(jià)項(xiàng)目。該包價(jià)包括四個(gè)晚上的住宿、四天的所有飲食及探險(xiǎn)旅游活動(dòng)費(fèi)用，酒類另外收費(fèi)。為了安全和管理，沒項(xiàng)探險(xiǎn)活動(dòng)最多10人參加。每天在晚餐前，有顧客選擇決定第二天的活動(dòng)內(nèi)容，酒店相應(yīng)配上導(dǎo)游兼安全員。
    在這遙遠(yuǎn)的沙漠里經(jīng)營(yíng)度假酒店，營(yíng)造一種探險(xiǎn)旅游的氣氛是非常重要的。針對(duì)探險(xiǎn)旅游度假者喜歡放松自己、享受寧?kù)o的特點(diǎn)，酒店客房?jī)?nèi)沒有配備電視機(jī)和影碟播放機(jī)，只有衛(wèi)星天線連接的電話。在阿塔卡馬沙漠酒店聽到的聲音只有鳥鳴和夏天房間內(nèi)天花板上老式風(fēng)扇的呼呼聲。
    廚師長(zhǎng)為探險(xiǎn)游客準(zhǔn)備了清談、新鮮而可口的菜肴。新鮮的素菜、水果都是隨著每天的航班運(yùn)來的，當(dāng)然這些成本都計(jì)算在昂貴的房?jī)r(jià)內(nèi)。
    這家只有52間客房的度假酒店，雖然地理位置遠(yuǎn)在沙漠邊緣，日常供應(yīng)有著諸多不便，但它們的產(chǎn)品、服務(wù)和設(shè)計(jì)的節(jié)目，完全符合他們的目標(biāo)市場(chǎng)即探險(xiǎn)旅游者的需求。所以，他們經(jīng)營(yíng)很成功，業(yè)績(jī)十分理想。
思考與習(xí)題
    ①案例中沙漠度假酒店給客人提供了多少類功能項(xiàng)目？每類項(xiàng)目又有多少不同內(nèi)容的品種？
    ②請(qǐng)嘗試列出該酒店產(chǎn)品組合的分布圖，觀察其產(chǎn)品的廣度、長(zhǎng)度、深度游什么特點(diǎn)，想想該酒店經(jīng)營(yíng)的成功，與產(chǎn)品組合有何聯(lián)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.