INDIVIDUAL ASSIGMENT

Full name: Nguyễn Thị Minh Anh

ID Student SS150255
Instructor: Nguyễn Thị Thới
Class: MKT1602
Submit date: 20/06/2022
Table of Contents
1) Overview destination market demand & travel trends ............................................................................ 3

Market demand: ............................................................................................................................................. 3

Travel trend: .................................................................................................................................................... 3

a) Staycation trend (on-site tourism) ..................................................................................................... 3

b) Touchless travel trends and automation ........................................................................................... 4

c) The trend towards personal transport............................................................................................... 4

d) The trend of tourism to find unspoiled lands .................................................................................... 4

e) Trends toward “isolation” vacations.................................................................................................. 5

2) Overview service products, describe and make the SWOT Orson have 4 types resort: .......................... 5

a) MOUNTAIN VIEW................................................................................................................................ 5

b) DELUXE ROOM OCEAN VIEW.............................................................................................................. 6

c) JUNIOR SUITE OCEAN VIEW................................................................................................................ 6

d) PRESIDENT ROOM............................................................................................................................... 6

Experience: ...................................................................................................................................................... 6

INFINITY SWIM ............................................................................................................................................ 6

ORSON SPA.................................................................................................................................................. 6

SERVICE ....................................................................................................................................................... 7

DISCOVER ........................................................................................................................................................ 7

DIVE AND SEE CORAL .................................................................................................................................. 7

LAY EGGS - RELEASE BABY TURTLES TO THE SEA ....................................................................................... 7

ONG DUNG PRIMEVAL FOREST, CHUA MOUNTAIN .................................................................................. 7

VISITING RELICS, VISITING SPIRITUAL DESTINATIONS ............................................................................... 8

SWOT: Orson resort ........................................................................................................................................ 9

3) Capacity inventory survey and analysis: .................................................................................................. 10

SERVICE ......................................................................................................................................................... 10

4) Forecast the demand & build up the consistency promotional campaigns to reach higher tourist
arrival ................................................................................................................................................................ 11
5) Offer the outstanding service process to differentiate from competitors ( Benchmark Model) .......... 12

6) Provide recommendation. ........................................................................................................................ 13

1) Overview destination market demand & travel trends

Market demand:

In 2022, BR-VT welcomed nearly 420,000 visitors, with a revenue of over 358 billion VND.
Compared to the same period in 2021, the number of tourists to BR-VT during the 9 days of Tet
holiday increased sharply, more than 81% over the same period. In which, the occupancy rate in
key tourist destinations such as Vung Tau city, Xuyen Moc district, Con Dao, Dat Do district is over
95% capacity, especially the high-end segment (from 3 stars or more) reaches over 95%. 97%. This
has far exceeded the expectations of the tourism industry. The tourism business world was
surprised when the Vietnam National Administration of Tourism announced that BR-VT is the
second province in the country (after Tay Ninh) to boom in tourists during Tet.

These days, the pace of life has returned to normal, offices, companies and factories have entered
the working circle, but tourists to BR-VT are still many. Surveying at many hotels and tourist
attractions, at this time, family groups and individuals travel to make up for the holidays, combine
pilgrimages, visit scenic spots and swim in the sea quite crowded. The capacity of many hotels and
resorts near the sea is still quite good, reaching 30 - 50%. (According to Web portal Con Dao Travel
Vietnam)

Travel trend:
In 2020, according to McKinsey's assessment, the number of tourists is expected to decrease by
about 80% compared to last year, leaving hotels, tourist attractions and major events around the
world deserted. People's travel trends have completely changed after Covid-19. However, with the
efforts of the government and businesses, there are still new opportunities that are gradually
emerging.

a) Staycation trend (on-site tourism)

The term on-site tourism appears more in predictions about tourism trends in 2021 since Covid-19
took place. This makes travel without passport standards.

The local discovery tour designed for the local people. These activities are often related to
discovering cultures and places that locals often pay little attention to because they seem too
familiar to become attractive new places of discovery, especially for young people and young
people. family with small children. Many people also book rooms at hotels across the river to
experience the feeling of curiosity.

In the UK - a country with a large source of revenue from the tourism industry, it is forecast that
there will be a loss of £ 22 billion in 2020 because of the Covid-19 pandemic. Immediately after the
social distancing restrictions were eased, the market appeared to demand a surge in staycations.
For example, in the spring, operator Luxury Cotswold Rentals shared that they saw a 166% increase
in traffic to their website year-over-year and a 138% increase in queries.

b) Touchless travel trends and automation

Touchless travel - this is probably what everyone will immediately prioritize and also possibly the
most visible change in the travel and tourism industry. Even with strict health and safety protocols,
the exchange of travel documents in airports and hotels carries a potential risk of infection. The
same goes for touch surfaces at check-in, security, border control, and hotel front desks.

This means that automation is expected to become a new normal part of travel trends in 2021.
Biometrics (facial recognition, contactless fingerprint scanning...) will replace replace fingerprint
scanner and physical fingerprint.

c) The trend towards personal transport

In terms of tourism products, vacation rentals are attracting a large number of the public, even
surpassing hotel booking services due to their small capacity and greater privacy. Car rentals are
also expected to follow suit as tourists tend to stay away from public transport such as buses and
trains.

d) The trend of tourism to find unspoiled lands

During the social distancing period, nature-oriented elements become more attractive. Travelers
yearn to get out into the open, awe-inspiring views and enjoy the great outdoors.
Tours geared towards nature restoration and conservation – where tourists play an active role in
helping the ecosystem return to its state – are also becoming more popular. Argentina's Iberá
estuary, the world's second largest freshwater wetland, has four campsites. Income from this
activity helps finance the regeneration of native species, including jaguars (however, domestic and
international commercial flights have been suspended).

Inventing cities are also trying to create more green spaces – Copenhagen, for example, is building
an artificial archipelago accessible by swimming, kayaking or boating that can be used for hiking
outdoors and fishing.

e) Trends toward “isolation” vacations

A lot of people dream of resting in places where there are no crowds. Popular beaches, home-
sharing services, large hotels, and bustling cities may all be relegated to the wishlist. Meanwhile,
private villas, boats and boutique hotels, as well as quiet seaside, lakeside, mountain and rural
locations will be the top choices.

Keeping up with this trend of solo travel or social distancing, Le Bijou hotel in Zürich, Switzerland,
has begun offering smart apartments with Covid-19 services, including food delivery. , meals
cooked by a personal chef (order remotely via iPad), 24/24 health monitoring and even in-room
coronavirus testing.

In the Maldives archipelago located in the Indian Ocean, many parties offer tours of an entire
island. Sun Siyam Resorts announces that for one million dollars, guests can book a room on either
island (Iru Veli or Vilu Reef) for 15 days and up to 50 guests. At lower prices, Norway's innovative
Birdbox cabins accommodate only two people and can be set in pristine natural surroundings with
little footprint.

2) Overview service products, describe and make the SWOT Orson

have 4 types resort:
a) MOUNTAIN VIEW
Quantity: 30
Area: 58m²
Direction: mountain view
Convenient: Living Room, Mini Bar, Coffee/Tea, Safe
 Price: 2,550,000 VND

b) DELUXE ROOM OCEAN VIEW

Quantity: 2
Area: 75m²
Direction: sea
Convenient: Living Room, Mini Bar, Coffee/Tea, Safe
Price: 3,250,000 VND

c) JUNIOR SUITE OCEAN VIEW

Quantity: 15
Area: 85m²
Direction: sea
Convenient: Living Room, Mini Bar, Coffee/Tea, Safe
Price:

d) PRESIDENT ROOM
Quantity: 14

Area: 120m²
Direction: sea
Convenient: Living Room, Mini Bar, Coffee/Tea, Safe
Price:

Experience:
INFINITY SWIM
With an area of up to 500m2 and facing the sea, our infinity pool is definitely a place to relax.
where you soak and bask in the tropical sunshine.

ORSON SPA
Offers a range of spa and massage treatments designed to balance the senses and relieve everyday
stress. Manicure and pedicure services are also available to choose from.
SERVICE
Free bicycles Free

Airport

shuttle Free shuttle to Con Son township

Car and motor bike rental

Laundry service

Babysitting service

The tour desk offers all tours Unique on the island

Private guide on request

Free WIFI throughout the resort

DISCOVER
DIVE AND SEE CORAL
Dubbed as one of the places with the most preserved ecosystems in Vietnam. Con Dao offers
visitors a colorful world under the ocean.

LAY EGGS - RELEASE BABY TURTLES TO THE SEA

With an area of 14,000 hectares of water, Con Dao has a very large population of sea turtles. Every
year during the breeding season (which lasts from April to September), there are thousands of sea
turtles on the sands to lay eggs. Being able to witness and record the moment when turtles dig
their nests and lay eggs is an interesting experience.

ONG DUNG PRIMEVAL FOREST, CHUA MOUNTAIN

About 4 km from the town center, Ong Dung primeval forest is located in the area of Con Dao
national park. The cool air of the forest trees and rocky mountains, the occasional chirping of birds
or the sound of squirrels moving branches will make your spirit so refreshing. Get off the bus and
take a short stroll through the rainforest, you will arrive at Ong Dung beach on the other side of the
island. A calm beach like a lake with rocky cliffs and green trees appears in front of you.
VISITING RELICS, VISITING SPIRITUAL DESTINATIONS
Con Dao Museum: The relic site currently displays about 2,000 documents and valuable items
about the nature and people of Con Dao from past to present, and learns about the history of the
Con Dao prison struggle for 113 years.

Hang Duong Cemetery: is the most famous spiritual tourist destination on Con Dao, the resting
place of more than 2,000 martyrs, including the grave of Vo Thi Sau. At night, many tourists come
here to visit and pray

. Prison system: Con Dao prison is on the list of 23 special national monuments. This "hell on earth"
is the meeting point of the source of numerous domestic and foreign tourists.

The roads on the island also have many beautiful spaces such as the route lined with eagle trees,
yellow cassia and red phoenix in summer, pink bougainvillea bushes along the way, old houses,
piers reaching out to the sea, etc. Coastal road close to the cliffs..
SWOT: Orson resort
Strengths
- Good price
- Modern room design
- Menu have many options for
customer such as: Asian food,
American food, vegetarian food,..
- Has a private beach, has completed
Spa, massage, GYM...
Opportunities
- The grave of Vo Thi Sau attraction
many customers on 23 January lunar
calendar.
- After covid-19 increase customer
want to travel with their family
- Outlying areas of the city suitable for
leisure Travel
- Covid 2022 Con Dao is considered a
safe destination
Weaknesses
- Option for resort a little
- Too little activity at resort
- Not too much difference compared to
the competition
- Outlying areas of the city
- Not appreciated for the service
- The overall architecture is not unique
or strange.
Threats
- Many competitors such as Secret con
dao, six sense con dao design and
service better
- Social media of competitor better
- The Covid 2020 epidemic will greatly
affect the number of foreign visitors
 3) Capacity inventory survey and analysis:
SERVICE

Figure 1: Inventory survey Orson in 2022

The Secret resort is leading demand forecast have 67188.8 because they have 196 quantity
room, service who rate better. Next is Orson have 22983.4 and the last is Poulo which low
demand forecast but which have feedback from customer so good and 36 quantity room
focus special target customer.

Why Orson have the difference days which others competitor at figure 1?

Because this is strategy for Orson make attract to target loyal customer. Nowadays, many
resort don’t have membership card for customer, it brings high traffic for resort.
4) Forecast the demand & build up the consistency promotional
campaigns to reach higher tourist arrival

Figure 2: Promotional campaigns Orson resort

5) Offer the outstanding service process to differentiate from
competitors ( Benchmark Model)

Figure 3: Blue printing Orson resort

Figure 3: Positioning map (Price and service) Orson resort

6) Provide recommendation.
Addcording to Booking, Agoda,..
- Improve quality of restaurant
- Need to improve service skills of staff such as reception, cleaning
- Need to reconsider the price compared to the current resort's services
- Improve the quality of accommodation to help customers feel more comfortable
- Website need to real picture of resort, which brings good feeling to customer
- Image room of website the same, it makes customers difficult when choose offer
- The resort change to price of service because infrastructure very poor.
- Orson resort need to marketing for resort because travel industry many competitor such as The
Secret, Six Senses ,..
- Improve the condition of rooms

I suggest that we should hire more employees to make sure that the rooms are always in good
condition. We can hire more repairmen and technicians for maintenance purpose. For housekeeping
service, we can hire two janitorial managers to supervise the housekeepers and arrange their schedules.
The housekeepers should also immediately clean and tidy up the room once the guests have checked
out.