Resort Industry In Las Vegas Essay

Resort Industry in Las Vegas:
The positioning map, determinant attributes, and its analysis
The Sin City, Las Vegas, is known for gambling, entertainment, and nightlife – which attract millions of visitors every year. The resort industry there is highly developed. Statistics in 2014 from Las Vegas Convention and Visitors Authority show that there are 150,593 hotel rooms in total and the occupancy rate of hotels is 87.1% at the year of 2013. Every resorts and casinos in Las Vegas offer different prices, facilities, services, and experiences. Each resorts and casinos serves for their target audiences, who are chosen based on their own customer needs analysis. It is extremely important for resorts make their positions in this huge competitive

To research quality and reputation of hotels, browsing reviews online seems like the most convenient and popular way. In fact, a high rating of a hotel (usually considered as above 78%) makes potential costumers 13.5% more likely to book that hotel. (Anderson C, 2012) Table 1 shows different ratings of three resorts from four different travel/hotel websites. Clearly, the Caesars Palace gets the highest rating (79.5%) among all three, MGM Grand follows behind by only 1.25% difference, while Circus Circus has an extremely low rating (64.25%). M&S from Australia wrote a review of Circus Circus on Expedia in 2015, “When we opened our hotel room we all just stood in shock, it looked like a prison room, dark ugly room, lamp not working, concrete bars on window and room smelling like urine.” At the meantime, people on TripAdvisor describe their time staying at Caesars Palace as “Perfect Vegas Experience”, and a few customers claimed they got free upgrade to a suite, which was totally out of their expectations. Same as reviews on Expedia for MGM Grand, “comfortable”, “spacious” “clean”, and other positive adjectives were found a number of times. Although there are chances people write reviews online based on their personal psychological factors, it is still a quite useful source if the majority of guests make the similar

(Pine, B. J., & Gilmore, J. H., 1998) The role of hotels has changed; it is no longer only a shelter for customers to rest and refresh. Hotels nowadays mostly provide facilities such as SPA, fitness center, outdoor pool. In order to be successful in positioning services, resorts should be able to understand target customers’ preference and characteristics of the competitors’ offerings. (Wirtz, J., & Chew, P., 2002) Shows are thrown differently at different hotels: Caesars Palace is well-known as the Celine Dion concerts this year; MGM Grand provides customers with CSI shows and experiences; Circus Circus focuses on their circus shows instead. It actually illustrates how each resorts target their costumers: people who enjoy Celine Dion’s show are more likely to be in their 30s or 40s; adventurous youth enjoy being part of CSI experience; Circus shows attract teenagers and kids. Additionally, the official websites of Hakkkansan Nightclub (located in MGM Grand) and Omnia Nightclub (located in Caesars Palace) say they both book various top EDM DJs at least three times a week, whereas Circus Circus only has a few bars and lounges. It shows MGM Grand and Caesars Palace are aim to people who are over the age of majority. Circus Circus, instead, attract many younglings - it can be seen from its biggest highlight, Adventuredome Theme Park, where carries more than 25 rides and