How do you make your small second line resort very unique?

Answer 1

While this may largely depend upon the resort's locale, and what potential customers may be looking for in staying in your particular resort, there are several things you might do to become outstanding:

Shop the competition
Stay at other resorts in your area
Regardless of whether they might be first or second tier resorts Informally poll the guests to see why they come to your area, what they like most about it, and what they might like to see more of. Don't forget that you are now a guest also, and this will confer advantages in info gathering--you are more likely to get candid info from a vacationer at a resort pub in this manner. Pay attention to the cheers and jeers.

Stay at second tier resorts in other areas
The advantage here is that you can probably sell the reciprocal owner on a temporary 'swap,' and save money. Go during your off-season, and invite them to yours in their off-season. As long as your locales are similar, possibly the second most good data might be gained this way, as you will each have unique ideas that are working well.

Have an assessment done
Either hire a formal service, engage someone who has lived in resort areas all their lives, or even have a friend come stay at your place and assess the experience for you.

One drawback to picking the wrong friend might be that they will not want to give it to you straight, however. Seek a mildly autistic person, as while they may lack some social skills, they are generally more observant, and will note things that others will dismiss, yet still add stress to a stay.

Don't forget to pay attention to off-season as well as in-season times, as guests' preferences and reasons for coming will change with the seasons.

Ask the guests
Surely you have survey cards, and it doesn't hurt to ask informally on check out if your guests had a nice stay; but that's what every other hotel clerk asks them, and you want to be unique! Ask them what they disliked the most, and you're liable to get a more frank reply. Ask them what they liked the most. Of course, it wouldn't hurt to add similar queries at check-in, along the lines of what particular interests they might have that you can help them with, and any special events, great meal deals, or special spots that you know of.

Particularly because you are second tier, discover or develop unique opportunities more aggressively--especially those geared toward gaining a more local experience for your guests, which can be hard to obtain at the top tier resorts, as they are more all-inclusive, and tend to be the final destination for that type of traveler.

People are usually coming to a second tier to save money while still having a great time doing, probably, whatever your area is famous for; the accomodations are often secondary to them to having the right experience outside your place, that they came for; so a little free lance concierging, shopping your recommendations just as your guests are ultimately shopping you is only common sense.

Note that everyone likes a bargain, and resort areas tend to have great resale shops, due to the nature of the retirees living full time in the area; if you are not aware of them, ask an employee or otherwise research which ones are best, and impart the info to receptive guests. Be sure to add the best full retail shopping also, so no false presumptions are assumed (many faux well-to-do guests might otherwise claim offense at a perceived statement of 'cheapness' on their part; but trust us, those are the ones who will often go thrift shopping first!