Nisbet Plantation Beach Club on Nevis

2009-12-04 20:42:33 by

Nisbet Plantation Beach Club on Nevis is a small, independent luxury resort with 36 cottage-style guest accommodations set on 30 lush acres. For more than 10 years, Nisbet Plantation has partnered with Madigan Pratt & Associates to deploy a Customer Relationship Marketing (CRM) program that builds loyal and profitable customers. This program proved itself by helping Nisbet recover more quickly than other Caribbean resorts after 9/11 without deeply discounting rates.

As reported by HotelInteractive, "The resort has stayed true to its luxury brand, which was built around personal service, and its long-term customer relationship marketing (CRM) program.

"With a strategy focused on the four P?s of marketing (product, price, place and promotion) and the customer experience, this small, independent hotel is successfully overcoming today?s difficult times. With a limited budget and a lot of ingenuity, Nisbet has fared far better than the region for occupancy and maintained average daily room rates for higher revenue. To protect its business, Nisbet addressed each of the four P?s of the marketing mix and how it related to the total customer experience, before, during and after stay.

"Product
Nisbet?s management team took steps to minimize the market?s impact by enhancing the customer experience and maintaining fiscal responsibility.

"Price
Many luxury resorts in the Caribbean and around the world have slashed rates in an effort to increase occupancy. Research has shown that this tactic not only hurts revenues, but in the long-term, damages brand integrity and hinders the hotel?s ability to recover post-recession. To compete against such ?deals? as $99 a night at a 5-star hotel and 65% off at an all-inclusive resort, Nisbet did reduce rates but only slightly.

"Place
Nisbet looked at all distribution channels to increase occupancy.

"Promotion
For nearly a decade, Nisbet Plantation has embraced the principles of CRM. This approach seeks to manage the relationship throughout the customer lifecycle, from awareness to loyalty. At the core is a comprehensive database, which includes key customer, prospect and travel agent information. This enables Nisbet to follow direct marketing best practices and send highly targeted personalized and relevant communications to guests and prospects.

"Public Relations
To increase visibility, Nisbet has a proactive public relations strategy. News and special offers are promoted to travel media through press releases, media pitches and relationships with key outlets. Nisbet also actively pursues media opportunities and press visits. Between 2008 and 2009, Nisbet Plantation?s press coverage increased by 85%.

"Results
Throughout these difficult times, Nisbet Plantation has achieved strong occupancy and maintained ADR (average daily rate) rates that outperform the Caribbean."

The conclusion of this case study by Madigan Pratt speaks very highly of the business model employed by the Nisbet Plantation,

"Nisbet Plantation has maintained its brand integrity and service promise, delivering an excellent guest experience before, during and after a stay. It has shied away from rate reductions, embraced its CRM program and thus fared significantly better than most Caribbean hotels. By focusing on the basics with innovative approaches, it is performing strongly and well-positioned to prosper as the economy recovers."

Read the full case study at www.madiganpratt.com/casestudydownload.