Newfoundland and Labrador Product Development Strategy

- 151 -But with demand generating and demand influencing types of properties, there is a longer andmore challenging market development cycle before such properties can reach market maturityand profitability. Hence we will need to assist and support their development.Demand Generating AccommodationsA ‘demand generating accommodation’ is one that to a significant extent generates its owndemand by virtue of being a destination in its own right or as an important component of alonger trip to the province or region. This would include a multi season destination resorthaving at least 50 accommodation units along with a variety of recreational and otheramenities on-site, plus dining. Examples would include a golf course, indoor aquatic facility(pool, whirlpool, sauna), spa, recreation room, outdoor activities, etc. Accommodationsshould be of vacation style, not just basic hotel rooms. Things like lounge areas, dinettes,patios or decks, etc. are important, as is guest activity and entertainment programming.While the location for a resort is usually a pristine, natural setting away from otherdevelopment, that is not necessarily the case. Suburban locations and others close to travelroutes are also possible, except for roadside locations that may be suitable for transientaccommodations, but not for a resort. The critical issue here is that the resort is able to drawpeople to it for more than overnight stays, and generally to make a significant contribution asa base for activities and day tripping in the area. But it also needs to be distinctly differentfrom a transient accommodation, whereby the experiences are what it has to offer, not theutility of overnight accommodations and dining for travellers.A demand generating accommodation would also include a wilderness lodge operated as abase for outdoor adventure or for fishing or hunting. Or it could include a specialized, nichemarket property, such as a spa retreat.Support should be for:o New development and/or expansions where warrantedo Addition of recreational and other amenities that will grow demando Upgrading and property transformation to meet market expectationso Programming, packaging and marketing to develop shoulder and winter seasonmarketsIn the case of ‘property transformations’ we mean a substantial redevelopment of theaccommodation property such that it changes the fundamental character and/or quality of theproperty, allowing it to occupy an entirely new positioning in the marketplace.Demand Influencing AccommodationsA demand influencing accommodation is one that is of sufficient appeal that it will help drawpeople to the area and extend stays and spending in the area, including:THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study