About

Summary

CSMA Club contracted Acorn Tourism to inform them about domestic hospitality trends and how each of its leisure retreat properties is positioned in the marketplace, its competition, target audience, and the potential for future development. The analysis covered eight properties and a motor museum, evaluating them individually and as a portfolio. The objective was to guide CSMA Club’s decision-making on positioning, pricing, and development opportunities to enhance competitiveness and attract more members.

Our Approach

Acorn Tourism conducted a comprehensive market analysis, including a detailed assessment of each property’s strengths, weaknesses, and market position. The research addressed occupancy rates, revenue, competitive environment, and guest demographics. A CSMA member survey was also used to gain insight into member preferences and perceptions. Trends such as increasing demand for short breaks, the influence of digital booking channels, and the growing appeal of staycations were integrated to develop a tailored market positioning for each property. Recommendations emphasized refurbishing certain properties, revising pricing strategies, and exploring niche markets like family and off-season travellers.

Outcome

The report provided CSMA with actionable insights to enhance each property’s appeal to both current and potential members. Key outcomes included strategies for targeted marketing, pricing adjustments to align with competitive properties, and potential property upgrades to meet consumer expectations. By aligning with domestic travel trends, the CSMA Club Leisure Retreats portfolio is now better positioned to attract high-occupancy rates and foster member loyalty, helping CSMA make informed choices about expanding and enhancing their leisure offerings.