McKerns Development Press and PR

Leslie McKerns

McKerns Development

www.mckernsdevelopment.com

Well I guess we’ve all heard the news – hotels are dropping the word “Resort” from their name faster than a hot rock. But not the hot rocks that get lovingly placed upon you at a resort. Oh, no.  

Having carefully distinguished themselves as a resort getaway, hotels now find that they can only get business bookings by removing the word “resort” from their marquee.

Apparently too much scrutiny of the corporate event has caused resorts to devolve their brand. So, that dip in the hot spa better be for medical reasons. Like you shifted your scapula by throwing your hand in the air with good ideas.

This economy has left many with the surprised look of a too tight Palm Beach facelift. It is teaching that too-slow-to-react to a fundamental shift means you lose.

Who would have thought that people would be running from their brand? Well, when the brand no longer stands for something people want, or they want it but don’t want other people to know they want it, there is a shift away. And then the need for repositioning begins.

Well, if the name “resort” is up for grabs, I’m grabbing it. I’ll lease it out to you supermarket guys if you want to be a food resort where your apples are swaddled in foam wrap, tightened into place with shrink wrap and nestled in a warm basket.

http://www.mckernsdevelopment.com/apps/blog/