Positioning the Canyon Suites: A Case Study of a Boutique Luxury Resort

The Canyon Suites at The Phoenician is blazing a new trail in the luxury hospitality industry, but is still facing challenges garnering widespread recognition by consumers. Located on the world-renowned Phoenician Resort property in Scottsdale, Ariz,. The Canyon Suites is the first "boutique resort within a resort," of its kind in the nation. It shares restaurants, pools, golf courses and a spa facility with the 583-room Phoenician, while also offering exclusive, higher-end amenities and services of its own. In February 2013, The Canyon Suites became the first Forbes Five Star Hotel in Arizona since 2002, and one of just 76 hotels worldwide. So why aren't its occupancy rates higher? The Canyon Suites is struggling to distinguish itself as a unique world-class resort, while still remaining loyal to its roots at The Phoenician. One key strategy to reach target audiences is through public relations efforts. For purposes of this study, external messaging in the form of press releases were evaluated, as well as a content analysis of print media coverage about the resort. The objective was to determine if the content and frequency of PR tactics corresponds with resort occupancy rates over the course of one year (Summer 2012 through Spring 2013), and to make recommendations on how it can improve future public relations outreach.