After weighing the pros and cons of our 3 suggested marketing strategies, we decided the best option would be to construct a Banyan Tree Kids Camp. Our first recommendation of constructing a hotel in a new country would be difficult to budget, and with Banyan Tree facing heavy debt, we felt it could be too much of a financial burden. Our other recommendation was to book live entertainment to play at Banyan Tree Resorts to entice more couples to visit. This would be a cost-effective way of increasing revenue for Banyan Tree but, we decided to go with the kid’s camp because it allows us to target the much broader market of families. Since Banyan Tree is known as a more romantic getaway geared towards couples we feel like we need to keep those customers in mind when constructing the kids camp. For this reason, we will be constructing only one Banyan Tree Kids Camp first as a trial. If the camp is successful we will continue building them at more Banyan Tree locations. However, we believe that even if the camp is a great success we should keep them out of some locations. This is because some couples might not be too excited about spending their vacation time surrounded by children. For this reason, we have also decided to construct the camp with its own splash pad and pool area specifically for children. This will help ensure that every type of customer will be satisfied with their Banyan Tree experience.
After collecting research about our existing hotels, we decided that Thailand would be the most ideal country to construct the camp. Thailand is a growing vacation destination for families and is a country that has something to offer every kind of traveller. When reviewing our Banyan Tree locations in Thailand we felt the best location for family travel was Banyan Tree Phuket. Phuket, Thailand is the perfect location because it’s away from the crowded and noisy city of Bangkok and features some of Thailand’s most popular beaches. This island offers plenty of fun family activities from snorkelling in the Andaman sea to riding an ATV through the jungle. Another deciding factor when choosing Banyan Tree Phuket was the fact that this resort already features a kid’s day camp called the Turtle Club. The Turtle Club is a babysitting service open from 8 am to 6 pm that is offered free to travellers who have purchased the “Sense of Family” package. Our plan is to expand the Turtle Club, so it can have children stay overnight and rename the building Banyan Kids Camp. This would include building sleeping accommodations as well as a constructing a full kitchen to serve meals to the overnight guests. As mentioned before we also think it would be a good idea to have a kid’s only pool and splash pad area located beside the Banyan Kids Camp. This will allow the children to enjoy themselves and have fun without the fear of annoying the adult guests. We think by transitioning the Turtle Club into an overnight camp we can attract more families to the Phuket location. We also plan to redesign the “Sense of Family Package” to include complimentary overnight accommodations for children at the new camp making it more affordable. Parents who have purchased this new package can schedule a 1 or a 2-night stay for their children at the Turtle Club completely free of charge. This will allow parents to have a night or two of privacy while ensuring them that their children are safe and sound nearby. We are offering this service free of charge to any families visiting the Phuket location to ensure the vacation is affordable for the average middle-class family. To keep the children excited about our camp will feature fun off resort excursions and base daily activities around the child’s age. Children 8 and under will enjoy their days doing activities like hiking through nearby trails while learning about the indigenous flora and fauna of the island or visiting the Phuket Elephant Sanctuary. Children who are 8 and above will take part in more mature activities such as snorkelling and an excursion to the Splash Jungle Water Park located a half hour away. By offering these exciting daily activities we can ensure that children will have a once and a lifetime experience that they will remember for the rest of their lives. For the parent’s peace of mind, we have decided to hire 2 overnight security personnel to patrol the Banyan Kids Camp. Parents can now rest assured their children are comfortable and safe.
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