LEDGER - The Landmark Resort

Page created by Josephine Reyes
LEDGER - The Landmark Resort
                                                         LANDMARK RESORT

         Volume 341                                                                                 January 2021

How do we rate?
What does the general public consider when they are unfamiliar with a hotel / resort.                 4.2 out of 5
An easy way to determine whether or not a property has the features you're looking for
is by checking its website and the ratings and reviews available online. These ratings            TripAdvisor
can tell you a lot about the quality and amenities of the hotel / resort.
                                                                                                  Based on the
Official vs. Unofficial Star Ratings
                                                                                                   opinion of
The first thing to understand about star ratings is that there are official and unofficial        1890 people
star ratings. Any hotel can say that it is a five-star hotel or a three-star hotel. But unless
you are sure that the star rating is official, take it with a grain of salt. The original star-
rating system was started by Forbes Travel Guide in the 1950s. Since then, several dif-
ferent evaluating bodies have assigned stars, so it's important to check who the evalua-
tor is and what its system entails. For instance, in the U.S., Forbes is still one of the
leading star-assigning bodies, as is AAA.                                                             4.5 out of 5
AAA's Diamond Rating System comprises two distinct components. The Approval
Requirements are uncompromising, mandatory standards, while Diamond designation                   Google
is based on specific criteria measured during an on-site visit. The extensiveness of              Based on 858 reviews.
services, amenities, and décor provided, as well as standards for cleanliness, comfort
and hospitality are measured. The Landmark has consistently been awarded Three
Diamonds by AAA.
Online Ratings and Reviews
There are a variety of on-line sites that provide crowd-sourced ratings and reviews.
TripAdvisor, Google, Facebook and Trivago are among the most popular sites.
Tripadvisor, the “world’s largest travel site,” accounts for 25% of all hotel reviews from
the top 10 sites. It offers online reservations and bookings for transportation, lodging,
                                                                                                      4.7 out of 5
travel experiences, and restaurants. TripAdvisor has a bubble rating system from
one - five, and every guest that submits a review can rate a property accordingly.                Facebook
These bubble ratings directly influence quality scores. As you might expect, more
                                                                                                  Based on the
positive reviews mean an improvement in overall ranking. As of mid-December we are
                                                                                                   opinion of
rated 4.2 out of 5 on TripAdvisor, based on 1,880 reviews. A more detailed look at the
                                                                                                  173 people
activity for TripAdvisor can be found in a summary on page 3.

continued on page 2
LEDGER - The Landmark Resort
Volume 341                                                  LEDGER                                                     January 2021

How do we rate?                   continued from page 1

Google and Facebook
It’s no surprise that Google and Facebook are also at the top of the list. Google has a
massive audience - with many people using Google search daily - which increases the
chance for them to view our resort and our Google business listing (which can help              4.4 out of 5
generate leads and direct prospects to our website). Our Google rating for the resort is     Same rating as Travelocity and Orbitz -
                                                                                             both owned by Expedia. 205 reviews.
4.5 out of 5 stars, based on 853 reviews. Our Facebook rating is 4.7 ouf of 5 stars,
based on 173 reviews.
Again, the list of online travel companies is substantial. And they all have different
rating systems. Based on 205 reviews, our Expedia / Orbitz / Travelocity rating is 4.4 / 5
(“Excellent”). On Hotels.com our rating is 9.0 / 10 (“Superb”), based on 143 reviews.
On Yelp, we are rated 3 / 5, based on 55 reviews.
Others that we don’t regularly track:
n Hotwire                  n Booking.com                n TripIt
n Wikitravel               n Angie’s List               n Wander
n oyster.com

RCI and II
Many Landmark Resort owners participate in the Resorts Condominiums International
(RCI) and/or the Interval International (II) exchange programs. Both RCI and II have
recognition programs based on guest input on post-visit comment cards. We have
recently learned that the Landmark has regained the RCI Silver Crown recognition for
2021, and was very close to earning the highest RCI recognition - the Gold Crown. The
resort is an II “Select Resort.”
We monitor a variety of ratings and reviews to assess guest satisfaction with the
Landmark Resort. This information tells us what we are doing well, and identifies areas
in need of improvement.We strive for continuous improvement in our service and
quality, and look to have that reflected in the reviews and ratings provided by our

Jill K. Anderson
Chair, Ratings and Awards Committee
Secretary, Rental Management Company

LEDGER - The Landmark Resort
Volume 341                                                 LEDGER                                                              January 2021

Importance of Reviews                                                                         TripAdvisor Review
I’m pretty certain most people read reviews before making a smart decision. In the            Breakdown by Rating
hospitality industry, guest reviews are so important that it’s a matter of life or death. A
positive review can make you and a negative …well you get the picture.                                                 .........     57%
                                                                                                                  ..............     20%
So what can resort/hotel operators do to get positive feedback and create a great
                                                                                                            ....................     11%
online presence? We start by asking happy customers to post a review, using tools
from TripAdvisor (Reputation Pro) and messages in the Check-in brochure and on our                    .........................      7%
in-house TV channel. Once our guests have posted a review, we look to respond in a                ..............................     5%
timely manner. Jeff Larson, Director of Marketing & Sales, responds to the majority of
the posted reviews, thanking the guests for their comments and offering additional
information when necessary. Sandy Hoffman, Front Desk Manager, responds to
reviews on Hotel.com. And Tristan Guger, Food & Beverage Manager, will respond to             Google Review
some of the reviews aimed at the restaurant.                                                  Breakdown by Rating
Why is responding to guest reviews important? According to a research by TripAdvisor:
n 87% of travelers agree that a good response from the hotel management to a bad                                         .........   64%
  review improves their impression of the hotel.                                                                   ...............   28%
n 77% of travelers said that regular responses (to online reviews) from management
                                                                                                             ....................    5%
  would make them believe that the hotel/resort cares more about their guests.                         .........................     1%
                                                                                                 ...............................     2%
n 62% of those who were surveyed said that they are more likely to book a hotel that
  responds to review compared to a relatively similar hotel that does not respond to
With online reviews playing a bigger role in the decision-making process when
travelers scout for lodging, it is extremely important to manage our online reputation
better by responding to reviews.                                                                  9 out of 10
                                                                                                 Based on 2 reviews. Yes, two.

LEDGER - The Landmark Resort
Volume 341                                          LEDGER                                 January 2021

Wednesday Night
The Carrington Pub & Grill started their
Wednesday night Japanese cuisine -
Hokkaido Sunset special - this past
week. Featured on the menu:
Dragon Roll ..... $12
Tempura Shrimp, Avocado, Fresh
Cucumber, Sushi Rice and Nori,
Sambal Mayonnaise
Shoyu Ramen Bowl ...... $19
Slow-braised Pork Shoulder, Smoked
Pork Belly, Roasted Shiitake
Mushrooms, Fresh Napa Cabbage,
Bamboo Shoots, Sweet Corn and Green
The Carrington’s regular hours are
4 - 9pm Wednesday - Saturday nights.
The Japanese cuisine is offered on
Wednesday nights. Hope you can stop in
and give it a try.                         Shoyu Ramen Bowl

Thursday Night
The Thursday Night Special is Buy One,
Get One (BOGO). Buy one entree at the
regular price, and get the second entree
free. This is offered as a dine-in only.
Drinks and tip are not included. Started
December 3rd.

                                           All-American Burger         Shrimp Florentine

LEDGER - The Landmark Resort
Volume 341                                                   LEDGER                                                        January 2021

TripAdvisor - A Review of 2020 Metrics
TripAdvisor is the #1 website for posting reviews. The resort has a business listing, and promotes stays on the TripAdvisor website.

  REPUTATION INSIGHTS                           Reviews                          Average Rating              Mgmt Response Rate

                                                194                                  4.2                            97%
  Your reviews are a reflection
  of your recent performance           52.67% vs Competitor Average         63% vs Competitor Average         Competitor Average: 33%

  MARKET POSITION                               Ranking                           Unique Visits

                                               4 of 6                            22,326
  How often are travelers
  viewing your TripAdvisor listing?             Egg Harbor                  5115% vs Competitor Average

  CLICK ACTIVITY                         Direct Referral Clicks               Special Offer Clicks                Phone Calls

                                              4,038                                  231                            101
  How often are travelers clicking
  on these exclusive features?        5
                                      564% vs Competitor Average        5
                                                                        541% vs Competitor Average        5
                                                                                                          538% vs Competitor Average

  PHOTOS & AMENITIES                    Photo Engagement Rate                 Average Photo Views                Photo Uploads

                                                19%                                  1.5                            278
  How engaging is your listing
  on TripAdvisor?                     5    Competitor Average: 21%      550 vs Competitor Average         5
                                                                                                          5188% vs Competitor Average

  DEMAND TRENDS                              Visitor Sources                   Booking Lead Time                 Length of Stay

                                                                                  61 days                        2.6 days
  Learn more about travelers
  viewing your listing
                                                                        5 5.3 days vs Competitor Average 50.0 days vs Competitor Average

LEDGER - The Landmark Resort
Volume 341                                                LEDGER                                                         January 2021

Sandy Hoffmann
                                                                                                       FOR SALE
Sandy Hoffman is the Front Desk                                                                     A one-bedroom condo suite.
Manager at the resort. She has been with
                                                                                                 This lovely one-of-a-kind gem is
the Landmark for 15 years - with her
                                                                                                    located on the ground level
work anniversary this month. She is
                                                                                                       of the Flagship building.
responsible for the Front Desk staff, and
                                                                                                With a secluded and private wood
the smooth operation of the reservation
                                                                                                  view only steps away from the
system, as well as checking guests in
                                                                                                             F5 exit door.
and out.
                                                                                              This unit is beautifully designed with a
Sandy enjoys meeting people, and                                                                        serene nautical theme.
delights in seeing the satisfied guests that                                                       If interested in a tour or have
she and her staff come in contact with                                                          questions, please contact Natalia
daily. There are always plenty of                                                                  at 612-479-3234 or email at:
challenges with discovering what a guest                                                            chefnatalia777@gmail.com
may need and being able to help make
their stay a more positive experience.
Turning a dissatisfied guest into a
long-term, repeat customer is what she
believes to be among her greatest accomplishments. And part of the mission for her
and her staff.
                                                                                                RECENT REVIEW
Sandy lives in Sturgeon Bay with her husband Tom. She is an 8-year cancer survivor.             We booked a stay over the winter
Tom and Sandy have a cabin in Michigan’s Upper Peninsula, and enjoy visiting there                 for a little getaway during the
for snowmobiling, snowshoeing, and relaxing.                                                   off season in Door County and took
Sandy plans to retire in the next 2-3 years. She is sad to see the relationships built with     advantage of the more affordable
many long-time owners fade away as they sell their units. Looking ahead to retirement            rates. We were very happy with
that is what she will miss most.                                                                 our room and the resort overall.
Sandy can be reached at:                                                                          We enjoyed the beautiful views
shoffmann@thelandmarkresort.com                                                                from the lobby and our hotel room.
920-868-5159                                                                                  The hotel also implemented new rules
                                                                                                    due to COVID precautions.
                                                                                                   - 645kaitlynr via TripAdvisor

LEDGER - The Landmark Resort
Volume 341                                               LEDGER                                                         January 2021

Web Dashboard - A Review of 2020
The Landmark Resort maintains a robust website. Today, more people find us on the web than any other means.
  Jan               Feb                Mar               Apr                May               June
  10,384            10,279             7,522             3,931              8,886             23,146        Visits
  9,605             9,641              6,990             3,668              8,457             22,273        Absolute Unique Visitors
  38,280            36,869             24,247            11,324             28,728            88,560        Pageviews
  2.85              2.78               2.54              2.3                2.54              2.81          Average Pageviews
  00:02:36          00:02:37           00:02:11          00:01:41           00:02:12          00:02:41      Time on Site
  80.6%             81%                81.5%             83.1%              82.8%             81.2%         New Visits

  July              Aug                Sept              Oct                Nov               Dec
  22,813            19,951             14,688            9,623              4,540             5,598         Visits
  21,421            18,795             13,527            8,802              4,123             5,189         Absolute Unique Visitors
  84,239            71,914             50,797            33,591             15,384            18,698        Pageviews
  1.54              2.35               2.31              2.32               2.37              2.3           Average Pageviews
  00:01:55          00:01:53           00:02:00          00:02:04           00:02:04          00:01:58      Time on Site
  81.2%             74.6%              74.7%             74.5%              75.4%             76.5%         New Visits

  n Website traffic typically follows a seasonal pattern, and this year was very different.
  n The COVID-19 pandemic made for wild swings in web traffic: April, 2020 was down 59.23% versus
    2019, while June, 2020 was up 43.65% versus the same month in 2019.
  n Pageviews was down 4.05% for 2020 (502,631 vs 523,850)
  n The average pages per session was down 5.33% (2.5 vs 2.64)
  n The average time on the site was down 4.91% (00:02:10 vs 00:02:17)
  n Interesting to note that when totalling the entire year: website traffic was down by only 1.19%.
  n The pandemic has exposed our website to erratic behavior and an unprecedented year - with very few conclusions to be
    drawn from the statistical data that was collected in the calendar year 2020.
  n To take the 2020 numbers versus the 2019 data - and use it to infer trends - would most definitely lead to misleading and
    inaccurate conclusions.
LEDGER - The Landmark Resort
Volume 341                                                LEDGER                                                  January 2021

Recent & Random
                                                                                   TripAdvisor Reviews
Let’s celebrate the new year, as well as a few                                     Overall Rating & Factors
recent events in the lives of our staff.
                                                                                   Overall Rating .............       4.2
             Kristy Atkinson, Housekeeping, gave                                   Rooms ......................       4.2
                                                                                   Sleep Quality .............        4.1
           birth to a baby girl on November 27, 2020.
                                                                                   Service ......................     4.1
Her name is Brynley Rose. Baby and mom are doing well.                             Location .....................     4.5
                                                                                   Cleanliness ................       4.2
                Michael Bleck, Server at the Carrington
                                                                                   Value ..........................   4.2
              Pub & Grill, celebrates his four year work anniversary this month.

Sandra Greenfeldt, Front Desk Reservationist, has retired.                         Expedia Reviews
                                                                                   Overall Rating & Factors
Sandra had 28 years of service with the resort.
                                                                                   Overall Rating ...........         4.5
               William “Bill” Hanson, Electrician in our Maintenance Department,   Cleanliness ...............        4.5
             marks his four year work anniversary.                                 Staff & Service ..........         4.4
                                                                                   Amenities ..................       4.4
Sandy Hoffmann, Front Desk Manager, observes                                       Property Condition ....            4.3

her 15 year work anniversary.

                 Karen Korn, Staff Accountant,

                   observes her two year anniversary at the resort this month.        Board Meetings
Rick Rogers, Executive Coordinator of Operations, and his wife Jen
                                                                                               February 6, 2021
welcomed a baby girl into their lives on December 16, 2020.                                     March 27, 2021

They named her Lucy.                                                                             April 30, 2021
                                                                                       May 1, 2021 | Spring Clean-up
                                                                                        May 2, 2021 | Annual Meeting

LEDGER - The Landmark Resort
Volume 305                                               LEDGER                                                               January 2018

Nominating Committee Candidate Form
The Nominating Committee of the Landmark Owners Association is seeking applications for additional Nominating Committee
members for the 2018 elections. Please note serving on this committee will entail in-person meetings at the Landmark Resort and/or
telephone conferences in order to recommend a slate of candidates to the Board of Directors.

               Please fill in the following questionnaire if you are interested and willing to serve on the Landmark Resort
                                                           Nominating Committee.

                    NAME:      _______________________________________________________________________________

                ADDRESS:       _______________________________________________________________________________

       CITY / STATE / ZIP:     _______________________________________________________________________________

             TELEPHONE:        _______________________________________________________________________________

 COMMITTEE REQUEST:            NOMINATING _________              OTHER _________

         UNIT(S) OWNED:        _______________________________________________________________________________

  List past or present positions that you feel would qualify you as a candidate for the Landmark Board of Directors.

  How do you feel your participation would benefit the Landmark Resort?

  List any specific issue(s) you would most like to discuss at Board meetings?

  Please send the above information by February 1, 2021 to Landmark Resort, 4929 Landmark Dr., Egg Harbor, WI 54209, Attn: Wendy Beilfuss or
  by e-mail to WBeilfuss@thelandmarkresort.com.
Volume 341                                                LEDGER                                                              January 2021

Owners Board of Directors / Advisors Candidate Form
The Landmark Resort Nominating Committee is seeking owners who are willing to have their names placed in nomination at the
annual owners meeting. Please note these positions are time consuming, yet extremely important. Board meetings will require your
attendance about once a month.

        Please fill in the following questionnaire if you are interested and willing to serve on the Landmark Board of Directors,
                                 either as a Director or Advisor (check one) and return to Wendy Beilfuss.

                    NAME:       _______________________________________________________________________________

                ADDRESS:        _______________________________________________________________________________

       CITY / STATE / ZIP:      _______________________________________________________________________________

             TELEPHONE:         _______________________________________________________________________________

POSITION OF INTEREST:           DIRECTOR _________             ADVISOR _________

         UNIT(S) OWNED:         _______________________________________________________________________________

List past or present positions that you feel would qualify you as a candidate for the Landmark Board of Directors.

How do you feel your participation would benefit the Landmark Resort?

List any specific issue(s) you would most like to discuss at Board meetings?

Please send the above information by February 15, 2021 to Landmark Resort, 4929 Landmark Dr., Egg Harbor, WI 54209, Attn: Wendy Beilfuss or
by e-mail to WBeilfuss@thelandmarkresort.com.
Volume 341                                          LEDGER                                                           January 2021

Constant Contact - A Look Back at 2020
The Landmark Resort utilizes Constant Contact for database management and sending emails (to owners, guests, prospects).

                                                   AVERAGE OPEN RATE


                56                                                                                     AVERAGE
                                                                                                 CLICK-THROUGH RATE

                                              2020 Landmark Resort Open Rate                2020 Landmark Resort Click Rate

          548,276                             versus previous 12 months ... +7%    5        versus previous 12 months ... +8%   5
                                              versus industry average ........ +8% 5        versus industry average ........ +1%5

       THE RESORT’S CONTACT LIST GREW BY              13%.                             That's   3,282 more people!

                        TOP PERFORMERS FOR 2020                                                      BIGGEST FANS
                                                                                          These people opened our emails the most.
                 Landmark Resort | April 2020 Ledger Newsletter
                    Sent April 8, 2020 | 82% Click-through rate

                      Landmark Resort | July 2020 Ledger
                    Sent July 10, 2020 | 81% Click-through rate
                   Landmark Resort | September 2020 Ledger
                 Sent September 9, 2020 | 79% Click-through rate
Volume 341                                               LEDGER                                                                January 2021

                                                Group Sales
                                                In December, we booked the following groups:
    Owners Secure Section
         of Website                               GROUP NAME                                                        DATE(S) OF EVENT

                                                  Coleson / Maurina Wedding             Wauwatosa, WI               7/30-8/01/21
           USER NAME:
                                                  Catto-Henshaw Family Reunion          Pulaski, WI                 8/11-8/15/21
                                                  Kopshinsky / Vetta Wedding            Brookfield, WI              8/13-8/15/21
         PASSWORD:                                Parr Anniversary                      Milan, IL                   8/20-8/22/21
        Resort#1_Owner                            Oneida Golf & Country Club            Green Bay, WI               8/31-9/01/21
                                                  Kring / Juedes Wedding                Fitchburg, WI               9/23-9/25/21
                                                  Kaldunski / Larsen Wedding            West Allis, WI              9/24-9/26/21
        Go to the resort’s website:
                                                  Street / Buss Wedding                 Darlington, WI              12/03-12/05/21
                                                  Marrero / Spoerl Wedding              DePere, WI                  6/03-6/05/22
        Click on the Owner Login
    (bottom right-hand corner of page)            Salva / Shinn Wedding                 Kenosha, WI                 6/03-6/05/22

                                                                                                 Maintenance Request
                                                                                                          If you find anything in
                                                                                                         your unit that is in need
                                 Swimming Pool Closure                                                   of repair, please fill out a
                                                                                                 Maintenance Request Form.
                                 The resort’s indoor swimming pool will be closed
                                                                                                 These forms can found at the Front Desk.
                                 Sunday, January 24, 2021 - Friday, January 29,
                                 2021. The closure is for the annual maintenance and             Once filled out, you may submit the form

                                 cleaning to the swimming pool and whirlpool in the                  via email, mail, or return the form

                                 Pilot House building. Due to COVID, there will be no               to the Front Desk. Appropriate staff
                                 alternate swimming pool available to us.                                  will address the issue.

                                                                  - 12 -
You can also read