Canyon Ranch operates two destination resorts and three spa clubs, offering over 230 services across hotel, spa, and health and healing departments. While it collects significant customer data on spending, Canyon Ranch lacks insights into what customers spend on. It implemented Guestware software to collect more customer preferences and feedback. Potential competitors include hospitals establishing wellness centers, and day spas partnering with medical professionals. Canyon Ranch differentiates itself through its integrated approach, trained staff, variety of services, and focus on providing a "life enhancing" experience. In the future, it aims to grow while maintaining its characteristics, using data intelligence to maintain its competitive advantage against increasing competition.

1. Presented By,
Group-07

2. IT
Intelligence
Value
Positioning
Competition
Threat
Delivering
the
Experience
Future Path
anyon
Ranch

3. Canyon Ranch | A Perfect Value Positioning
Canyon
Ranch
2 Destination
Resorts
Health &
Healing
Hotel & Spa
3 Spa Clubs
3 Revenue generating departments,
230+ different services
Designed to introduce
Customers to the Brand
Hotel • Highest
Profitable
Spa
Health &
Healing
•Fastest
Growing
Extremely attentive to
service with high Staff
to Guest ratio
“ A Place to relax, enjoy and explore your potential
for a healthier, happier & more fulfilling life.. “

4. The IT Intelligence
 Computerized Lodging Systems (CLS) :
 From a mere Support function to Strategic function
 Decentralized IT Infrastructure for both Destination Resorts & SpaClubs ; working
relatively independently.
 CLS focuses on efficiently processing transactions rather than collecting decision-
support data.
 CLS represents the Primary source of Guest data; They know what their Customers
are spending, but they don’t know on what their customers are spending.
 Company has shifted its focus to collect more and more data about Guest-Stays.
 Guestware- A software implemented to collect & record preferences and support
incident tracking, rapid response, guest surveying.
 Lack of ‘Point-of-Sale’ software to track independent beauty product sales in a
salon

5. Increasing Potential Competitors / Substitutes
Potential Threats
Convergence of medicine and spa
services
Spa as an alternative treatment
Hospitals with a wellness centres
and nutritionists
Day spas aligned with medical
professionals
Actual Competition
Substitute luxury purchases
Any product or service that costs
about five grand
Other vacation opportunities
Other recreational products

6. What differentiates them from Competitors ?
Gold Standard in
the Spa Industry
Word of Mouth
Marketing
Totality of all
services under
one roof
Integration of
health & healing
with Spa
Trained Staff,
Variety of
Efficient Services
‘Package’ or
Bundling of
Services
Providing
‘Life Enhancing’
experience

7. Delivering the Canyon Ranch Experience
Booking a Vacation
through Call
Pre-booking
personnel
(3 weeks prior to
visit)
Getting the
background info
about prospective
guest’s stay
Health
questionnaire sent,
asked to return
prior to arrival
On arrival, security
check-in &
greetings by Names
A brief orientation
& Tour of facilities
‘Handoff’ between
Program
coordinator and
reserved services
Meeting with
respective Service
Provider
Wrap-up session for
suggestions &
referrals

8. Future Path | Challenges or Opportunities ??
Growing while
maintaining
fundamental
characteristics
Maintaining Competitive
Advantage in the face of
increasing competition/
potential substitutes
 Use of Data-Intelligence
 Real-Time access CRM & Quick Action Mechanism
 Integration of growing array of products under parent brand umbrella
 Continuously providing same services/quality among all business units

9. Implementation of Data Driven Customer Strategy
DDS
Minimize
Costs
Reward Loyalty
Personalize
Interactions
Acquire New
Customers
Potential
Repurchase
Frequency
Customizability of
Products/Services
Extract Value
from
Customer Data
“Born Digital” - i.e., captured directly in digital form
at its inception and not manually input in computer
systems or digitized through scanning a document.

10. We hope it was a delightful
experience !
Thank You 