Cabo San Viejo

905 Words4 Pages
Cabo San Viejo Cabo San Viejo’s customer base is composed of mostly middle-aged females belonging to a high, sophisticated and affluent group, with an aging demographic, optimum age group of 45-54 year old which have the highest total percentage stays. Males were initially reluctant, but after their first visit, they are keener on returning. By attracting these group of customers they can consider the fact that they will be returning customers as well, since this age group will grow older and reach the age where they will have more time at hand, be at the peak of their careers and more willing to stay healthy. After all, the average age of the Cabo guest is rising, now at 58, up from 47 in 1992.With an aging population, this is a healthy customer base since this target group is optimum for Cabo san Viejo’s positioning statements. The whole idea of “new start on a healthy life” is something that their target group will be thinking about at that age. Also, women tend to share their experiences with other females, which will help Cabo with their sales if their experience was good. Furthermore, they also have special programs for targeted audience, belonging to a certain group, who have a higher tendency of travelling, increasing their customer base to worldwide. Cabo’s 95% positive response from guests contributes to the extremely good word of mouth advertising they enjoy and rely on. Likelihood of recommendation after the first visit is high with 65 – 70% of their guests hearing about the spa this way. With this form of marketing, having these types of groups will be beneficial, as they will talk about it to their friends and families. Cabo should adopt the loyalty program giving their customers a more personalized experience where they feel special and important to the company. No matter how successful their business is, it is important for the company to reward
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