Eco Resort Concept Validation

Question  A developer of a luxury sustainable resort community in Mexico asks, "If we build it will anyone come?"  

Answer  Since this was a new category of vacation resort, we thought it important to explore the context of experiences and perceptions of vacations overall.  The general target market was defined as LOHAS (Lifestyles of Health and Sustainability) conscious consumers, so we also gauged values around sustainability, specifically related to travel and vacations.  Finally, we got feedback on the business model, including the value of specific offerings and expected cost. 

The response was overwhelmingly positive for the resort concept, with the highest interest coming from LOHAS families who seek maximum fun for all and minimum work for the parents. 

(A Takayama Consulting project with Blue Marble Marketing.)

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