Resonance was engaged to create, program, distribute and analyze an online survey to the Bitter End Yacht Club’s database of approximately 10,000 past guests in order to better understand the current customer, how they compare to U.S. affluent travelers in general, and discover what types of travelers might be attracted to the destination in the future.
The survey achieved an unusually high 10% response rate and was instrumental in assessing the quality and satisfaction with current resort services, accommodation and amenities; assessing the relative attractiveness of different new amenities and improvements under consideration for the resort; evaluating the attractiveness of different proposed residential product types; and conducting a segmentation analysis of the database.
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