Facilities Building and

Exterior/Interior Design
Appropriate analysis for each market
segment.
 A. AMUSEMENT PARK/THEME
An amusement park is a place that has lots of
attractions for kids and adults, such as roller
coasters, water rides, and all kinds of
entertainments.
 Depending on the size, an amusement park can also
contain shops, entertainment outlets like a cinema as
well as restaurants.
 Starting an amusement park business is a huge deal,
as it requires land, huge capital and a unique
innovation for it to become successful.
Market Segment
• Research to determine the size of the market
and the competitors in your area.
• If there is already a well-established park in
the area, it will be easier to break into the
market if your park offers a substantially
different experience, whether in terms of rides
or theme.
• The two major types of park are water parks
and thrill-based parks involving roller-coasters
and other types of rides.
• There are seven major types of theme, though
many parks combine several of them:[
 Cont’d. TYPES OF THEME PARK
• Adventure – Thrill rides, mystery, action.
• Futurism – Discovery, exploration, science,
robotics, science fiction.
• International – Flavors of the world, areas with
national themes.
• Nature – Animals, gardens, natural wonders.
• Fantasy – Cartoon characters, magic, myths and
legends.
• History and Culture – Historical ambiance, areas
with period themes.
• Movies – Rides based on films, stunt shows,
behind the scenes.
Sample -ADVENTURE
Sample - FUTURISM
Sample - INTERNATIONAL
Sample - NATURE
Sample - FANTACY
Sample – HISTORY & CULTURE
Sample- MOVIES
The place or county in which take place the alleged events from which a
legal action arises.
to a field of activity, especially one where there is a lot of action, as
an arena of a particular kind.

B. EVENTS PLACE
 Market Segment
1. anything that takes place or happens, esp something important; hap
pening; incident
2. the actual or final outcome; result (esp in the phrases in the event,
after the event)
3. any one contest in a programme of sporting or other contests
4. (Philosophy) philosophy
a. an occurrence regarded as a bare instant of space-
time as contrasted with an object which fills space andhas endurance
b. an occurrence regarded in isolation from, or contrasted with, human
agency.
5. in any event at all events regardless of circumstances; in any case
6. in the event of in case of; if (such a thing) happens: in the event of r
ain the race will be cancelled.
7. in the event that if it should happen that.
 Types of Event Venues
• HOTELS have it all. Not
only do they tend to
have some of the
largest event space they
also have the catering,
AV and bedrooms all in
house this therefore in
an event management
viewpoint makes it
easy.
• Fine Dining Restaurants
At most banquet halls and
ballroom venues, you are
forced to go with their
food. And don’t be
surprised to find a
magnificent venue where
the food quality is
average.
• Marquees
(Outdoor
Entertainment/Receptions)
Set up in beautiful natural
surroundings; imagine a large
tent that has been
transformed into an
picturesque event location. A
marquee also allows you to
bring that lovely view inside!
Starting with a blank canvas,
there are also no restrictions
on theming and decor.
• Outdoors
Let’s face it, who needs
lavish decorations when an
amber sunset, blooming
wildflowers or acres of kelly-
green hills can serve as your
backdrop? Outdoor event
are among my favourite,
everyone loves the outdoors
on a glorious day.
• Stadiums
Stadiums are colossal! If you
are looking for a venue that
hold 1000’s of people then a
stadium is one of you best
bets. Like a hotel they also
tend to have all their own
catering and AV as it needs to
be specialized to the venue
which can make creating such
a large event that little bit
easier. Stadiums are also great
for smaller events with a
theme, they always have great
spaces which can have the
added touch of a stadium tour.
• Stately Home
One of my personal
favourites, Stately homes
are always decorated to the
highest standard, opulence
and grandeur radiates
around you and there is
nothing else to do but smile.
They add that special touch
to any event being
surrounded but such history
and individuality. I’d say
stately homes are best for
incentives / retreats and
weddings.
• Art Galleries
A lot like museums – but still
ever changing so you can
use them frequently and not
be scared of seeing the
same thing. A favourite of
mine is the Gallery this
contemporary space is
transformed every couple of
weeks with new exhibits
changing the atmosphere of
the rooms.
• Purpose built Conference
Centres (Villas/HomeOwners)
• Although a little dreary
sometimes these venues do
exactly what they say on the
tin.– they are decorated with
business in mind and design to
make an event curators life
easy. From in-built AV and in-
house catering they tend to be
a little plan in community base
but when a space is need for a
simple webinar or serious
conference they are the go-to.
• Club and Bars
There are thousands or bars,
pubs and clubs to choose
from. Whether you want a
speakeasy, Dive or rooftop you
will find them plentiful. Perfect
for those events set for fun
and frolic like summer and
Christmas parties. As an event
agencies we always love
throwing in a premium club as
a wild card when approached
for a bog standard party just to
spice things up a little!
 A. place that is a popular destination for vacations or recreation, or which is
frequented for a particular purpose.
"a seaside resort"
B. holiday destination, holiday center, tourist center, center, spot, retreat,
haunt;
C. the action of turning to and adopting a strategy or course of action,
especially a disagreeable or undesirable one, so as to resolve a difficult
situation.
D. "territorial questions must not be settled by resort to violence"
E. recourse to, turning to, the use of, utilizing; application to, appealing to,
looking to
F. "it is desirable that the matter be settled without resort to legal
proceedings"

C. RECREATION AND RESORT

2specific hotel market segmentation programs should be developed to meet the needs of and sell successfully to each segment that is appropriate for a property.

3sales, advertising, and public relations programs that are well coordinated can reach out to specific hotel market segments on a consistent basis, as well as a at a moment's notice.

MARKET SEGMENT
• Market Segmentation. ... It allows you to target and market to a
variety of consumer groups with different behavior with an offer
that matches their needs and budget level. Your hotel market
segmentation shall help to identify the purpose of the trip: either
business or leisure.
• A balanced approach to segmentation of target markets for the
luxury independent resort ensures a broad base of business in
order to avoid being adversely affected by changes in the
marketplace.

• Specific resort market segmentation programs should be developed

to meet the needs of and sell successfully to each segment that is
appropriate for a property.

• Sales, advertising, and public relations programs that are well

coordinated can reach out to specific resort market segments on a
consistent basis, as well as a at a moment's notice.
 Market segment analysis with sales and
marketing recommendations
• a - local and regional corporate resort market
segments
• b - national corporate resort market segment
• c - leisure market segment
• d - group market segment: association and corporate
• e - tour and travel - market segment for resort
• f - government market segment for resort
• g - SMERF market segment for resort
(Social, Military, Educational, Religious, Fraternal)
 TYPES OF RESORT
• A resort provides full-service accommodation facility
that offers assorted amenities and recreational
activities to highlight a leisure experience.
• Resorts are the primary providers of services for
business and get-togethers and are typically situated
on vacation-oriented settings such as mentioned
below.
 1. Beach Resort

• With reference to Beach Resort in Locally Market

which is located close to a major beach, such resorts
are a Perfect Weekend Gateways.
• Generally, beach resorts offer activities including
Para-sailing, snorkeling kayaking, boating and scuba
diving.
 2. Island Resort
• These resorts are situated on an island.
• The amenities offered by the resort usually include
fishing, snorkeling, swimming, sun bathing, boating,
kayaking, and parasailing, together with other kinds
of water sports.
 3. Mountain Resort
• Mountain resorts are situated across the base of a
mountain.
• Such resort offers activities like snowmobiling,
downhill skiing, sightseeing, cross country skiing and
more.
 4. Lake Resort
• Such resorts are primarily located directly on or in
close proximity to a lake.
• Lake resorts are popular among the travelers for
adventures like swimming, boating, fishing, or water
skiing.
 5. Pet-friendly Resort
• Such resorts allow the entry of pets such as dogs and
cats in the rooms.
• Some pet-friendly resorts might put restrictions on
the size of the pet.
 6. Golf Resort
• These resorts specifically cater to the sport of Golf,
and take in one or more golf course and or
clubhouse.
• Golf resorts typically offers Golf packages to visitors
that consist of cart fees, range balls, luxury
accommodations and meals.
• Accommodation in such resorts is available in form
of hotel like rooms or personal spacious villas.
 7. Spa Resort
• It is a short-range lodging facility with the main idea
of providing spa services to extend healthy habits of
visitors.
• Traditionally, such spas were located near natural hot
springs or sources of mineral waters.
• Typically a week stay is an all-inclusive program that
includes spa services, healthy cuisine, wellness
education and physical fitness activities.
D. RESTAURANT
• A restaurant or an eatery, is a business which prepares
and serves food and drinks to customers in exchange for
money.
• Meals are generally served and eaten on the premises,
but many restaurants also offer take-out and food
delivery services, and some offer only take-out and
delivery.
• Restaurants vary greatly in appearance and offerings,
including a wide variety of cuisines and service models
ranging from inexpensive fast food restaurants and
cafeterias to mid-priced family restaurants, to high-
priced luxury establishments.
 MARKET SEGMENT
• the restaurant market is segmented based on the
speed of service and the amount of service offered
to the customer.
• The four major market segments in the restaurant
industry include full service, quick service, eating and
drinking place, and retail host.
 MARKET SEGMENT ANALYSIS
1. The full service segment is made up of restaurants
that fully prepare the meals and serve the customers.
Restaurants typically feature menu options based off a
certain cuisine type. Customers of full service
restaurants typically are not in a rush and they are
expecting a more high quality experience, which results
in a higher price for their product. An example of a full
service restaurant is any sit-down restaurant, such as
the chains.
2. The quick service segment is made up of restaurants
that offer buffets or take-out service. Most restaurants
prepare the meal immediately after the order is placed,
and the food is often prepared in front of the customer.
Customers tend to have customization options when it
comes to the preparation of their meal. Quick service
restaurants still tend to focus on one type of food,
similar to full service restaurants. Quick service
restaurants can be relatively inexpensive.
3. The eating and drinking place segment includes
caterers and stand vendors. Food served by these
companies is typically consumed right then and there.
From Chron.com: “For example, a catering company
may prepare and serve a meal for a company’s sales
convention at a hotel
4. the retail host segment is made up of franchises
located within gas stations or grocery stores. An
example is a McDonald’s located within a Walmart.
 TYPES OF RESTAURANT
• Ethnic
• Ethnic restaurants specialize in ethnic or national
cuisines. For example, Greek restaurants specialize in
Greek cuisine.
• FAST FOOD
• Fast food restaurants emphasize speed of service. Operations
range from small-scale street vendors with food carts to
multibillion-dollar corporations like McDonald's and Burger
King.
• Food is ordered not from the table, but from a front counter
(or in some cases, using an electronic terminal). Diners
typically then carry their own food from the counter to a table
of their choosing, and afterward dispose of any waste from
their trays. Drive-through and take-out service may also be
available. Fast food restaurants are known in the restaurant
industry as QSRs or quick-service restaurants.[
• A casual dining restaurant is a restaurant that serves
moderately-priced food in a casual atmosphere. Except
for buffet-style restaurants, casual dining restaurants
typically provide table service. Chain examples include
Harvester in the United Kingdom and TGI Friday's in the
United States. Casual dining comprises a market segment
between fast-food establishments and fine-dining
restaurants. Casual-dining restaurants often have a full
bar with separate bar staff, a full beer menu and a limited
wine menu..
• Family style restaurants are a type of casual dining
restaurants where food is often served on platters
and the diners serve themselves. It can also be used
to describe family-friendly diners or casual
restaurants.
• Fine dining restaurants are full service restaurants
with specific dedicated meal courses. Décor of such
restaurants features higher-quality materials, with
establishments having certain rules of dining which
visitors are generally expected to follow, often
including a dress code.
E. HOTEL
 fact
• A hotel is an establishment that provides paid lodging on a short-term basis.
• Facilities provided may range from a modest-quality mattress in a small room to
large suites with bigger, higher-quality beds, a dresser, a refrigerator and other
kitchen facilities, upholstered chairs, a flat screen television, and en-suite
bathrooms.
• Small, lower-priced hotels may offer only the most basic guest services and
facilities.
• Larger, higher-priced hotels may provide additional guest facilities such as a
swimming pool, business centre (with computers, printers, and other office
equipment), childcare, conference and event facilities, tennis or basketball courts,
gymnasium, restaurants, day spa, and social function services.
• Hotel rooms are usually numbered (or named in some smaller hotels and B&Bs) to
allow guests to identify their room.
• Some boutique, high-end hotels have custom decorated rooms. Some hotels offer
meals as part of a room and board arrangement. In the United Kingdom, a hotel is
required by law to serve food and drinks to all guests within certain stated hours.
 Market Segment
• One of the components needed to apply hotel revenue management is market
segmentation. It allows you to target and market to a variety of consumer groups
with different behavior with an offer that matches their needs and budget level.

• Your hotel market segmentation shall help to identify the purpose of the trip:
either business or leisure. The price does not decide of the market segmentation.
Clear distinction must also be achieved between individual and group business.

• The market segmentation shall help you identify the trends of your business:

• Length of Stay
• Day of Weeks stays
• Total Revenue per room, Total Revenue per client
• Booking Lead Time
• Cancellation %
• No Show ratio
 Classification of hotels by their type
• Hotels are classified according to the hotel size,
location, target markets, levels of service, facilities
provided, number of rooms, ownership and
affiliation etc.
 1. Size - Or number of rooms
• Under 200 rooms

• 200 to 399 rooms

• 400 to 700 rooms

• More than 700 rooms

• The above categories enable hotels of similar size to

compare operating procedures and statistical results.
 2. Target Markets
• Business Hotels: These hotels are the largest group of hotel types and they primarily cater to
business travellers and usually located in downtown or business districts. Although Business hotels
primarily serve business travellers, many tour groups, individual tourists and small conference
groups find these hotels attractive. Guest amenities at business hotels may include complimentary
newspapers, morning coffee, free local telephone calls, Breakfast etc.

• Airport Hotels: These type of hotels typically target business clientele, airline passengers with
overnight travel layovers or cancelled flights and airline crews or staff. Some hotels might give free
transport between hotel and airport. Some Airport hotels also charge the guest by the hour instead
of normal daily night charges.

• Suite Hotels: These kind of hotels are the latest trend and the fastest growing segments of the hotel
industry. Such hotels have a living room and a separate bedroom. Professionals such as
accountants, lawyers, businessmen and executives find suite hotels particularly attractive as they
can work and also entertain in an area beside the bedroom.

• Extended Stay Hotels: Extended stay hotels are somewhat similar to the suite hotels, but usually
offers kitchen amenities in the room. These kind of hotels are for long-stayers who want to stay
more than a week and does not want to spend on hotel facilities.
 Cont’d
• Resort Hotels: Resort hotels are usually located in the mountains, on an island, or in some other
exotic locations away from cities. These hotels have recreational facilities, scenery, golf, tennis,
sailing, skiing and swimming. Resort hotels provide enjoyable and memorable guest experiences
that encourage guest to repeat to the resort.

• Bed and Breakfast / Homestays: These are houses with rooms converted into overnight facilities,
this can size up to 1 to 10 guest rooms. They are also known as 'Home Stay's'. The owner of the B&B
usually stay on the premises and is responsible for serving breakfast to the guest.
• Timeshare / Vacation Rentals: Another new type or segment of the hospitality industry is the
timeshare hotels. These are sometimes referred to as " Vacation-interval" hotels. Timeshare hotels
are where the guests who purchase the ownership of accommodations for a specific period. These
owners may also have the unit rented out by the management company that operates the hotel.

• Casino Hotels: Hotels with gambling facilities are called Casino Hotels. Although the food and
beverage operations in the casino are luxurious their functions are secondary to and supportive of
casino operations.

• Conference and Convention Centres: These type of hotels focus on meeting and conferences and
overnight accommodation for meeting attendees. They also provide video conferencing facility,
audiovisual equipment, business services, flexible seating arrangements, flipchart etc. These hotels
mostly located outside the metropolitan areas and have facilities like golf, swimming pools, tennis
courts, fitness centres, spas etc.
 3. Levels Of service
• World class service: These are also called luxury / Five Start hotels, they
target top business executives, entertainment celebrities, high- ranking
political figures, and wealthy clientele as their primary markets. They
provide upscale restaurants and lounges, Valet, concierge services and
also private dining facilities.

• Mid-Range Service: Hotels offering mid-range or otherwise 3 to 4-star

hotels service appeal the largest segment of the travelling public. This kind
of hotels does not provide elaborate service and have a adequate staffing.
They also provide uniformed service, food and beverage room service, in-
room entertainment's and also Wi-Fi etc.

• Budget / Limited Service: These hotels provide clean, comfortable, safe,

inexpensive rooms and meet the basic need of guests. Budget hotels
appeal primarily to budget-minded travellers who want a room with
minimum services and amenities required for the comfortable stay,
without unnecessary paying additional cost for costly services.
 4. Ownership and Affiliations
• Independent / Single Owner Hotels: They do not have
identifiable ownership or management affiliation with
other properties. Example of the same would be family
owned and operated hotel that is not following any
corporate policies or procedures.
• Chain hotels: Hotels which are part of a hotel chain and
these kinds of ownership usually imposes certain
minimum standards, rules, policies and procedures to
restrict affiliate activities. In general the more centralised
the organisation the stronger the control over the
individual property .
END.. 