The Market Segments That Chewton Glen Hotel Spa and Country Club Is Case Study

Essays on The Market Segments That Chewton Glen Hotel Spa and Country Club Is Targeting Case Study The paper "The Market Segments That Chewton Glen Hotel Spa and Country Club Is Targeting" is a delightful example of a case study on marketing. The purpose of this report is to determine the market segments that Chewton Glen Hotel Spa and Country Club are targeting in order to maximize its profitability and remain relevant in the market. A detailed study of the services that Chewton Glen offers and an analysis of the industry in which it operates has been carried out. A study to determine the level of Maslow’s Hierarchy of needs that Chewton Glen aims to satisfy has also been carried out. The study also involved an analysis of Chewton’s market strengths as well as the competition it faces in the market. Chewton Glen was found to have positioned itself as a hotel/resort Spa that offers quality health and fitness services to its customers. Thus, the hotel was found to offer safety needs to its customers regarding their health and wellbeing. This is a factor that has led t o its good reputation in the market. The results obtained from the study were of crucial importance in determining the market segments that Chewton Glen Hotel Spa and Country Club are targeting in its bid to retain its market relevance.IntroductionThe history of Chewton Glen Hotel, Spa and Country Club dates back in 1837 when it began as a country house up to 1950 when it was converted into a hotel by the Duval family. It operated as a hotel up to 1990 when it established a Spa in order to improve on the services it offered to its customers. Owing to the increased awareness of the importance of fitness and wellbeing; the hotel began improving its Spa in 2005 by equipping it with high-tech facilities as well as highly trained instructors. With these improvements, the hotel has become a preferred destination for guests who want to take advantage of its Spa facilities in order to improve their physical fitness and wellbeing (Hoffman, Bateson, and Kenyon, 528). It is as a result of this that the number of visitors to the facilities has been increasing every year. Chewton Glen attempts to position itself as a Hotel/resort Spa offering quality health and fitness services have born many fruits and Chewton Glen has now come to be known as one of the best Spa retreats not only in the UK but also in entire Europe (Tim, 203). In fact, Chewton Glen is proud of being associated with some of the prestigious accolades and awards which include the Laurent Perrier Spa award and England’s leading Spa Resort by the World Travel Awards 2006 among others.1. Industry analysisThe value of the world’s Spa tourism industry has of late grown to over US$40 billion with visits increasing to 131 million due to an increasing number of consumers who have realized the benefits of Spa therapies and treatment. Competition has also increased compelling Spa facilities to offer specialized services so as to remain relevant in the market and hence consumers have a wide range of produ cts from which to choose depending on their primary purpose and goals of visiting Spas (Bernard, and Pamela, 124).