JW Marriott Desert Ridge Resort Spa (Phoenix, Arizona)
The average rate for guests is marked 309.00, but also vary depending on the season. Peak season begins from October and ends in April while the shoulder season starts in May and ends in September. (JW Marriott Desert Ridge Resort Spa Phoenix, 2010a) JW Marriott Desert Ridge boasts of various highly rated facilities within the hotels premises. The hotel offers a wide range of services that are suited for males and females, children and adults, and sports enthusiasts. JW Marriott Desert Ridge has a 3-star spa with 41 treatment rooms an 18-hole golf course, a tennis center, a fitness center, and sparkling pools for sports-oriented guests and the KokopelliKids Club for children. On site, there are also various establishments and resort shops that guests usually frequent such as coffee shops, restaurants, ballroom areas and clubs, shopping centers, business centers, and so on. (Lodging Hospitality, 2008 18)
Figure 1. Floor Map of JW Marriott Desert Ridge Hotel
Background
The capability of JW Marriott Desert Ridge to gain competitive edge over other successful hotel establishments will be the focus of the case study considering the establishments unique features and services for its clients. Determining the unique features and kinds of services offered by JW Marriott Desert Ridge is expected to yield positive results in guiding other hotel establishments about best practices in hospitality and lodging management especially since the particular establishment has fared successfully when compared with the establishments competitors. Although JW Marriott Desert Ridge has only opened in 2002, the quality of services and capability of the hotel is comparable to other hospitality establishments that have been in the business for decades. JW Marriott Desert Ridge is even a larger establishment next to old hotels in the US, and thus, is assumed to lead occupancy rates with the number of rooms and extensive amenities and facilities made available on site. Table 1 below shows a comparison among well-known large-sized hotels including JW Marriott Desert Ridge. (Lodging Hospitality, 2008 18)
Table 1. Amenities and Facilities in Large-Sized Hotels
BiltmoreFairmont ScottsdaleHyatt RegencyPhoenicianWestin KierlandJW Marriott Desert RidgeYear Opened192919861976198820022002OwnedMorgan StanleyStrategic Hotels ResortsHyatt CorpStarwoodHost MarriottMorgan StanleyTotal Rooms739649490654732950Suites2012425755581Villas 670107320Meeting Space sqft100,23353,00070,00064,000175,000230,000Number of meeting rooms272829314042Restaurants345564Lounges112211SPA -Treatment rooms152719292141GolfAdobe - 18 holesGolf Partners withArroyo - 9 holesCanyon 9 holesAcacia 9 holesArnold Palmer 18 holesLinks - 18 holesTPC - 18holesDunes - 9 holesDesert 9 holesIronwood 9 holesNick Faldo 18 holesWe-Ko-Pa Cholla 18 hole Saguaro 18 holesOasis 9 holes(closed for 2009)Mesquite 9 holesGreyhawk 18 holesTroon North - 18 holes
Based on Table 1, it is palpable that JW Marriot Desert Ridge is the largest in sized considering the number of rooms in the establishment, the number of facilities and amenities, and so on. Furthermore, Table 1 shows that although JW Marriott Desert Ridge was only established in 2002, it has greater offerings that other hotels. JW Marriott Desert Ridge has the most number of rooms, meeting space, spa treatment rooms, and meeting rooms. (Medical Meetings, 2007) One of JW Marriott Desert Ridges most appealing features is its golf course. Onsite are two golf courses in the establishments Wildfire Golf Club the Palmer Course and Faldo Course, 7, 145 yards and 6,846 yards respectively. The golf course is one of JW Marriott Desert Ridges offerings that pull increased clientele to the establishment especially since the championship golf course also hosts professional golf tournaments. There are also nearby golf courses, such as the Padre Course and Indian Bend Course at the Camelback Golf Club.
The ability of JW Marriott Desert Ridge, even as a newcomer, to compete with other hospitality establishments prove the relevance of determining and analyzing management decisions and guidelines implemented within the establishment. The context of the case study was based on the interest of understanding how JW Marriott Desert Ridge is able to maintain competitive advantage.
Location
The location of JW Marriott Desert Ridge may be considered as a strategic advantage for the establishment. JW Marriott Desert Ridge is strategically located on site the Phoenix Sky Harbor Airport, which makes the establishment accessible to travelers. The location of the hotel may also be an advantage for travelers who want to be within reach of the local airport. Thus, most travelers will be willing to check in the JW Marriott Desert Ridge for convenience purposes. Adding to the convenience and accessibility of JW Marriott Desert Ridge is its proximity to the citys exit through the Loop 101 freeway. Aside from being near the airport and the freeway, the JW Marriott Desert Ridge is also neighboring the Desert Ridge marketplace and the City North where most people, whether locals or tourists, frequent for shopping, dining, unwinding and so on.
Figure 2. Satellite View of JW Marriot Desert Ridge
Source Google, 2010
The proximity of JW Marriott Desert Ridge to Las Vegas may be either an advantage or disadvantage that affects the organizations occupancy rates. On the map below, it may be seen that JW Marriott Desert Ridge is over 80 miles North East of Phoenix. The nearness of JW Marriott Desert Ridge may be an advantage especially since many people are travelling to Las Vegas daily. Individuals who travel by air stopping at the Phoenix Sky Harbor Airport and even those who drive up to Las Vegas and pass by Phoenix may choose to settle first in the state before heading to Nevada. In this case, the JW Marriott Desert Ridge may prove to be a worthy stop over. On the other hand, however, the situation may be a disadvantage. The proximity of the JW Marriott Desert Ridge to Las Vegas may be a source of competition. It is possible that travelers will directly choose to visit Las Vegas rather than stay in Phoenix, which means that Las Vegas is luring more visitors and travelers in, keeping the economy within the area high and healthy.
However, whether the establishments location is an advantage or a disadvantage to the organization, it is clear that it would be best for guests at the hotel resort to bring or rent their cars in order to facilitate convenient travel from the hotel to another location, such as the airport, the golf course, the nearby mall, and other cities that guests may want to visit such as Las Vegas. The drive from JW Marriott Desert Ridge to Las Vegas is short, averaging 1.5 hours, while it takes only a few minutes to drive from the hotel resort to nearby establishments such as malls, restaurants, etc.
Figure 3. Satellite View Showing the Proximity of JW Marriot Desert Ridge to Las Vegas
Source Google, 2010
As previously discussed, the peak season at the JW Marriott Desert Ridge begins from October to April while the shoulder season is between May to November. Occupancy rates vary due to the seasonal climate in the state. The climate in Phoenix is generally dry with extreme weather conditions. During the summer, the temperature will rise extremely and will go down during the winter season. The highest temperature in the state reaches from 100 to 122 degrees Fahrenheit. Lowest temperatures during the winter season reach 60 to 70 degrees Fahrenheit. On the other hand, the weather patterns are acclimated to the seasons receiving generous and equal amount s of rain and sunlight. The state experiences heavy rains especially during March and drying sunlight during June. The proximity however, of Phoenix to the Gulf of California makes the state vulnerable to extreme weather catastrophes such as hails and overpowering winds. (Ahrens, 2008 56-59)
Resort
The services and amenities available at the JW Marriott Desert Ridge make the hotel an ideal place for a diverse mix of consumer population. The hotel offers various services and activities for the young and old, men and women, and individuals with different interests, such as sports, shopping, relaxation, dining, and so on. JW Marriot Desert Ridges market segment is thus, mixed targeting solo travelers, couples, groups, families, business individuals, companies, etc. Although the clientele of JW Marriott Desert Ridge consists of both local and international guests, majority of customers are from the country, usually travelling from other cities to take a vacation or businessmen who conduct meetings and conferences at the hotel resort. As for available services, Table 2 below shows the offerings of JW Marriott Desert Ridge for its diverse clientele.
Table 2. Services or Offerings of JW Marriot Desert Ridge to Diverse Guests
Type of GuestAvailable ServicesAmenitiesPackages
Sports EnthusiastsPhysically Active GuestsGolf Course by the Wildlife Golf Club
Tennis courts at the Tennis Center
-with full-service staff for carrying equipment, training, private lessons, first aid.
Shopping Center for sporting goods and equipment
Swimming Pools
Fitness Gyms
Spa Center
-salon services including salon, bistro, and boutique services
Walking Trails
Segway Transport
Bike Rentals
Business-Related Events, Businessmen and women, and other large events such as Weddings, Birthday Parties, etc.Function halls
-Grand Canyon Ballroom
-Grand Sonoran Ballroom
-Grand Saguaro Ballroom
-Wildflower Ballroom
Meeting rooms
Wi-Fi Access
Parents and their ChildrenNickelodeon Getaway
-poolside shows
-games and entertainment
-arts and crafts
-watercolor workshops
Bike Rentals
StargazingSingle Men and Women, Couples, ParentsSpa Center
-salon services including salon, bistro, and boutique services
Dining areas
-Ristorante Tuscany
-Blue Sage Restaurant
-Just a Splash Bar Grill
-Roys Hawaiian Fusion Cosine
-Meritage Steakhouse
-Vista Lounge
-Starbucks Caf
-Blue Sage Marketplace
-Spa Bistro
Shopping Areas
Wine and Beverage Selections
Clubs
-Cloud Club Sky Lounge
For sports enthusiasts and individuals with highly active lifestyles, there is a golf course located near the front of the hotel sponsored by the Wildlife Golf Club. A tennis center was also built for guests. The tennis center was structured to host large populations as there are eight tennis courts and full-service staff within the courts for carrying equipment, training, private lessons, and first aid. A shopping center for tennis equipment and apparel is accessible on site. For sports-oriented people interested in swimming, there are five pools, including a Lazy River pool and others with waterslides. A standard fitness gym is also accessible on site. (JW Marriott Desert Ridge Resort Spa Phoenix, 2010b)
For men and women, singles or couples, business people, and even families, the spa center would be one of the main attractions in the hotel. The spa center in JW Marriott has received a 3-star rating and continues to provide high quality services to its clients. Forty-one treatment rooms are available at the spa center with the guests choice of spa service. The treatment rooms are located in a peaceful and quiet area overlooking a natural scenery. Aside from the spa services, the Revive spa center also has a salon, a bistro, and a boutique on site. The spa center ensures that guests will be able to receive the best treatments and services while being able to access other shopping centers within the area. (JW Marriott Desert Ridge Resort Spa Phoenix, 2010c)
Although the JW Marriott Desert Ridge is nearby the Desert Ridge marketplace and the City North where dining and shopping areas are lined, the hotel still built ten restaurants within the hotels premises. The restaurants on site offer a wide range of menu choices and different ambience. The restaurants include Ristorante Tuscany, an AAA 4-Diamond award rated restaurant offering an Italian cuisine The Blue Sage Restaurant offering an American cuisine the Just a Splash Bar Grill, a restaurant situated beside the pool, also offering an American cuisine Roys Hawaiian Fusion Cuisine that offers a menu of Asian Fusion food selections the Meritage Steakhouse, which is specifically located within the Wildlife Golf Club the Vista Lounge, which is perfect for individuals with the eclectic taste Starbucks Caf the Blue Sage Marketplace for casual dining over sandwiches the Spa Bistro within the Revive Spa Center offering an international cuisine and the Nickelodeon Character Breakfast which offers American food selections for children. Within 0.3 to 2 miles away from the JW Marriott Desert Ridge are nearby restaurants including the Yard House (Continental Cuisine), Kona Grill (American Cuisine), Cantina Laredo (Mexican Cuisine), Ocean Prime (Seafood), Humble Pie Scottsdale (Pizza), Blue Martini (Tapas), and 25 Degrees (American Cuisine). (JW Marriott Desert Ridge Resort Spa Phoenix, 2010d)
For business individuals and companies, the JW Marriott has large function halls, areas, and meeting rooms. Among the large rooms include areas located outdoor for different events (115,000 square feet), the Grand Canyon Ballroom (33,218 square foot), the Grand Sonoran Ballroom (25,992 square foot), the Grand Saguaro Ballroom (25,000 square foot), the Wildflower Ballroom (5,336 square foot), and other small- to medium-sized meeting rooms. Wi-Fi access is available in these areas as it is within the hotel premises. Although the function rooms, areas, and meeting rooms are ideal for business gatherings, events, or meetings, JW Marriott Desert Ridge also offers its services to other events such as weddings, reception, birthday parties, and similar events. (JW Marriott Desert Ridge Resort Spa Phoenix, 2010e)
The Nickelodeon Getaway by Marriott is the establishments offering for children, making the hotel an ideal vacation venue for families. The Nickelodeon Getaway was an event planned by Marriott to entertain children guests. There are various activities in line for specific dates, such as poolside shows, games and entertainment such as Bingo, arts and crafts activities such as T-shirt decorating, scavenger hunts, pajama parties, and so on. Children may also spend their birthday parties as part of the Nickelodeon Getaway and will be lucky enough to be visited by Spongebob and Dora the Explorer during the event. (JW Marriott Desert Ridge Resort Spa Phoenix, 2010f (JW Marriott Desert Ridge Resort Spa Phoenix, 2010h)
Other miscellaneous resort activities for both children and adults include bike rentals, Segway tours which enables guests to tour the hotel premises through the Segway transport, stargazing, walking trails, watercolor workshops, and such. (JW Marriott Desert Ridge Resort Spa Phoenix, 2010h)
Apart from the market segments previously discussed, JW Marriott Desert Ridge also targets different market segments and offers a merchandise mix based on the activities and available packages the establishment offers for guests. The different offers of services include the following
Escape Inclusive Dining Package wherein guests are able to indulge in a wide food and beverage selections during their stay
Escape Inclusive Deluxe Package wherein guests may be able to enjoy a room with a deluxe view, play time for golf, spa treatments, and food and beverage services
Unlimited Golf Experience for Two where guests are able to play golf without time limits
Cloud Club Elite Package for Two through which guests are granted access to the Cloud Club Sky Lounge, the bar, business services, the library, and the Revive Spa Center
Girlfriends Spa Getaway for Two through which guests are treated to Starbucks Caf, the Revive Spa Center, the Vista lounge, and the Fitness Gym, the Golf Course, and the Tennis Center
Revive Spa Wellness Package for Two through which guests are given access to spa treatments daily for 50 minutes, access to the fitness gym and the spa facilities
Stay for Breakfast package for travelers
Nickelodeon Spongebob or Dora Package for families where children are treated to Nickelodeon-themes breakfast and shows and activities in the weekend
Revive Spa Romance for Two through which couples are treated to a deluxe guest room complete with champagne and strawberries and truffles, couples massage at the Revive Spa Center, and
Blue Sage the Escape Inclusive Unlimited Golf Package through which guests are treated to unlimited golf passes and complimentary food items and passes to the tennis center, parking, and the Revive spa Center.
Source JW Marriott Desert Ridge Resort Spa Phoenix, 2010g JW Marriott Desert Ridge Resort Spa Phoenix, 2010h
Overall, the various services and products offered by the JW Marriott Desert Ridge prove how the establishment has a mixed market segment and specializes in a merchandise mix through which the hotel is able to target various populations and maintain profitability.
Based on the background and the features, amenities and services at the JW Marriott Desert Ridge, one primary limitation is the pricing especially amid the global economic recession wherein people would most likely choose to be practical in spending for hospitality and lodging services. The JW Marriott Desert Ridge, however, cannot easily adjust its pricing strategy, especially since the establishment is targeting mixed market segments and offers a comprehensive merchandise mix. The companys pricing strategy sets the quality and coverage of services that the establishment is willing to offer for its guests, including luxury, pleasure, and privacy. As for the stores layout, merchandise mix, and special offers, these features and services may not be considered as limitations especially since these allow JW Marriott Desert Ridge to obtain a larger market share and increase profitability. The stores layout is logical, with strategic locations of the parking lot and the golf course. Furthermore, the Ristorante Tuscany was strategically located within a remote location at the golf course for the hotels patrons. Apart from the wide range of services, the special offers provided by the hotel are also a good strategy to gain a larger market share. The special offers are aimed at attracting the interest of a diverse market segment. The special offers range from 299 to 799 per night. The most expensive package, which starts from 329 to 779, depending on the length of stay, is the Unlimited Golf Experience Package and the Revive Spa Wellness Package.
Retail
The JW Marriott Desert Ridge relies on its retail operations in order to provide additional services for its guests and fulfill the establishments goals as a hospitality and lodging establishment. The hotels primary retail services are included in the deals and packages that it offers for guests. (Marriott, 2010c) The kind of retailing services provided by JW Marriot Desert Ridge is patterned after the life-style retailing strategy. Life-style retailing may be explained as the policy of tailoring a retail offering closely to the life-styles of specific target-market segments (Findlay, 2002 47). The retailing operations at the establishment are also a network-based strategy. The competitive advantage of implementing the network-based retailing strategy is one establishments capability of creating a network among the brands to establish sound and productive trading relationships with them (Lowson, 2002 226). Since the JW Marriott Desert Ridge carries various brands within the dining, shopping, and recreation lines, the establishment was able to create a network-based trading with the brands it carries for retail services. The retail services offered by the establishment are indeed services that fit the lifestyle of its guests or clients.
The hotel carries several brand names that fuel its retail operations, specifically for shopping, dining, and recreation. The boutique and salon, for instance, are retail offerings of the Revive Spa Center. The JW Marriott Desert Ridge carries the brand specifically for guests who are also Revive clients. Guests who avail of spa services may be able to purchase retail products at the boutique and the salon. (JW Marriott Desert Ridge Resort Spa Phoenix, 2010c)The boutique provides goods and products that the establishment uses at the Revive Spa Center, which includes not only the Revive brand but also other brands within the product line including spa products from June Jacobs, Peter Thomas Roth, and Kerstin Florian. The Revive Spa Products include goods for spa, spa gifts, clothing such as the Revive signature robe, and so on (Revive Spa at JW Marriott Desert Ridge Resort Spa). JW Marriot Desert Ridges retailing of Revive Spa services prove to be an advantage to the establishment as the spa center is frequented by guests. (Marriott, 2010b)
The tennis center and golf course at the hotel also provides various sports products for JW Marriott Desert Ridges guests or clients. There is a shop located within the vicinity of the fitness center and golf course for guests to purchase tennis clothing and equipment. (Tennis Resorts Online, 2009) The dining establishments on site are also part of JW Marriott Desert Ridges retail operations that are leveraged to provide high quality services to meet the demands of consumers, especially since the restaurants offer a diverse selection of cuisine. Another palpable example of how JW Marriott Desert Ridge relies on retail operations to lure guests is the hotels carrying of Nickelodeon as a brand name. JW Marriott Desert Ridges objective of targeting younger populations was made palpable since it carries Nickelodeon. Overall, JW Marriot Desert Ridges retail operations are part of the hotels strategy to gain a larger market share. (Marriott, 2010b)
The proximity of JW Marriott Desert Ridge to the Desert Ridge Marketplace is a disadvantage to the hotels retail operations, especially since the latter is a shopping center that also retails various brands in shopping, dining, entertainment, and so on. Thus, the wider offering of retail shops available at the Desert Ridge Marketplace makes the establishment a competition to JW Marriott Desert Ridge. (Desert Ridge Marketplace, 2010)
Recommendations for Improvement
The threat posed by the Desert Ridge Marketplace raises the need for JW Marriott Desert Ridge to optimize its retail operations. The primary problem is the limited number of retail stores on site compared with the shops accessible at the Desert Ridge Marketplace. Basic marketing principles prove that consumers are highly drawn when they are offered more options or choices when compared with services that have little or limited offerings. (Barrows Powers, 2008 85-87 Medlik Ingram, 2000 161-162) For this reason, JW Marriott Desert Ridge may be able to increase its competitive advantage by (a) increasing retail operations, (b) creating a brand, or (c) implementing special programs or incentives for its guests.
Increasing retail operations mean that JW Marriott Desert Ridge should be able to diversify and take in other various establishments that offer unique services for guests. At present, JW Marriot Desert Ridge has nine restaurants but only two shopping centers, both at the Spa and Gold Center. Perhaps if JW Marriott Desert Ridge is able to add other shopping centers for general shopping needs, or other specialty stores such as gift shops, gaming center, entertainment center for film viewing, photo center, and so on, the hotel may be able to retain and increase interest of guests to shop and spend within the hotel premises. (Kurtz, 2008 488-489) The challenge however, in doing so is the amount of time and capital required to put the plan into action. Adding more facilities meant that the establishment will need to close down and reopen when added services are complete, which means that the hotel will lose possible profit during that time. (Ismail, 2002 98-101) Furthermore, it is impossible for JW Marriott Desert Ridge to match the number of retail shops at the Desert Ridge Marketplace. The hotel may only succeed if it is able to adopt unique retail stores that are specifically targeted to the needs and demands of guests. (Plunkett, 2007 36-37) Thus, if JW Marriott Desert Ridge chooses to go with this plan, the hotel needs to conduct marketing research intensively in order to determine what kind of services the hotel should offer to lure more guests to the establishment. The strategy for this option is differentiated marketing. (Barrows Powers, 2008 85-87 Ismail, 2002 98-101)
Creating a JW Marriot Brand name may be either successful or unsuccessful. The idea that supports the plan is the strong and popular brand name of JW Marriot. It is possible that when the company creates a brand and retails the product line within a specific shopping center at the hotel, guests will be motivated to shop and spend in this specific shop. (Kurtz, 2008 561) The unparalleled quality of services offered by JW Marriott may be translated to the perceptions about the quality of products and services that the company may attempt to design and produce under its brand name.
The third option has something to do with implement special programs or incentives for guests in order to motivate them to shop and spend within the hotel premises. (Rutherford OFallon, 2007 27) Since JW Marriott already offers various packages for guests, the establishment may begin to add additional benefits to the packages such as incentives including discounts when guests shop and dine within the hotel premises. (Jones Merricks, 1994 3-5) JW Marriott Desert Ridge may also attempt to establish partnership with Desert Ridge marketplace for marketing purposes. Desert Ridge marketplace will recommend hospitality services at the JW Marriott Desert Ridge to its patrons, while the latter will also recommend visiting the Desert Ridge marketplace as part of the vacation experience. The JW Marriott Desert Ridge may also provide stay-and-shop programs providing its guests the opportunity to shop and dine at the Desert Ridge marketplace. (Fyall Garrod, 2005 88-123)
Overall, in attempting to increase retail operations, JW Marriott Desert Ridge may choose to adopt and implement differentiated marketing on site in order to offer unique services that target the needs and demands of its guests. Off site, however, market segmentation and undifferentiated marketing is still the best means for JW Marriott Desert Ridge to lure more guests from diverse populations, and thus, a larger market share. (Fyall Garrod, 2005 88-123)
Another recommendation would be allowing guests to choose the services they want to receive. JW Marriott Desert Ridge already offers various packages for its diverse clientele. (Wood Brotherton, 2008 302-305) The hotel may attempt to provide a build-your-own package program wherein guests will be able to choose the services they want to experience during their stay at the JW Marriott Desert Ridge.
Conclusion
The JW Marriott Desert Ridge Hotel Resort is one of the most luxurious establishments in the country offering a wide variety of luxurious goods and services for its clientele. The strong suits of JW Marriott Desert Ridge, as an organization, is its top notch services and on site facilities that provide guests with satisfying experiences including the golf course, the swimming pools, tennis courts, spa center, shopping and dining establishments, clubs, and so on. These services and facilities have allowed JW Marriott Desert Ridge Hotel to acquire a large market share through a diverse market segment. Although the hotel resort has been performing well due to its wide offerings and services, there are still existing improvements that the establishment may adopt in order to improve its retail operations. JW Marriott Desert Ridges retail operations (spa, tennis and golf sporting goods, dining, etc.) include the various goods and services that the establishment offers for its guests, which are also instrumental in allowing it to obtain a large market share and diverse market segment. For JW Marriott Desert Ridge, the establishment may be able to improve its retail operations by diversifying and offering other services and goods apart from what it currently provides, creating a JW Marriott brand that will be made available at the hotel resort for guests, the implementation of special programs and packages to encourage guests to stay at the hotel resort and spend within its premises, implementing differentiated marketing practices, and providing guests with various options in terms of choosing packages and services they would want to take advantage of.
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