According to Clark and Maher in the Journal of Vacation Marketing “The primary focus of marketing activities can be viewed as developing and maintaining repeat patronage or loyalty from the firm’s customer base. Due to many alternatives for consumers, vacation marketers are building loyalty by developing relationships with consumers. (Clark and Maher, pg59) Relationship selling is a big part of Nantahala Cabins. We try to secure, build, and maintain long term relationships. Some of our guests come back year after year and some guests after seeing our cabins and staying with us says that they will come again. The book Relationship Selling by Mark Johnson and Greg Marshal defines relationship selling as having “the central goal of securing, building, and maintaining long-term relationships with profitable customers. Relationship selling works to add value through all possible means.” (Relationship Selling, pg 424)
In our advertising and when speaking with people over the phone not only do we offer great clean cabins with all of the amenities for our guests we also offer to help plan their vacation by explaining the activities offered in our area and offering to book these activities for them. We try to offer value for our customers and our value proposition is furthered by helping them plan their vacation.
Nantahala Cabins is customer-centric. When we design, decorate, and stock our cabins we try to think like a guest to make the cabin more appealing. When we first built the cabins we built small one room cabins. We sought to build a glorified hotel room for not much more than the price of a hotel room. Some of our one room cabins have two full beds, futon, dining table, and small kitchen all in one room with the bathroom behind the kitchen. We felt that guest would like a small cabin with the ability to cook meals to save on cost of dining out. We also built the bed so that they fold up into the walls like Murphy beds. This gives the guests more floor space. We also built covered porches on the cabins so that no matter the weather; sun, rain, or snow; one could enjoy the outdoors or still be able to enjoy the hot tub even in the rain or snow.
Then we expanded always thinking of our guests and built a handicap accessible one bedroom cabin, a three bedroom cabin, and then the luxury log cabins. The three bedroom cabins works well for families and the luxury log cabins works well for guest that would like a full log cabin with handmade log beds and a view of the Great Smoky Mountains.
Also in thinking about our guests we faced the porches of our cabins differently so that when you are on a porch one does not think that there are other cabins right on top of you. Each two cabins share a parking and a picnic are but with the porches facing different directions there is a semblance of privacy.
When our guests mention an item that they would have like seen in the cabins I try to accommodate them and on their next visit they might see some of their suggestions. A guest mentioned that there was not a cork screw, so we purchased cork screws for all of the cabins. Then when a guest mention that it would be nice to have a reading light; we built lights into the top of the Murphy beds for reading in bed or put table lamps beside the other beds.
Another example of Nantahala Cabins being customer-centric is when we word our advertising we try to aim for specific targets. Howard Nusbaum, president and CEO of the American Resort Development Assn said in an interview with Hotel & Motel Management magazine that “especially in this economy, we all need rejuvenation,” he said. “That’s what the industry is trying to do. We’re trying to educate consumers.” (Ricca, 2009) Our ad in the May 2010 edition of Family Circle magazine states “Bring the family on a mountain adventure with hiking, rafting, boating, mountain biking, zip line, train and more. Enjoy full kitchens, hot tubs, great views and a picnic area. Let us help you plan your mountain getaway!” (FamilyCircle, Pg251) We worded this to appeal to the target audience of the FamilyCircle magazine; which is families. Our ad in the May 2010 edition of Our State magazine is similar “Enjoy the Great Smoky Mountains in a cabin nestled in the beautiful Nantahala Gorge. Experience the region’s best hiking, rafting, mountain biking, boating, zip line, train, an Appalachian evening with dinner and concert and many other activities. Let us help you plan your mountain adventure!” (Our State) These ads keep our guest in the forefront and focus on the customer by educating them of our value added benefits.
Not logged in