Running Head: TURNBERRY ISLE, THE HIDDEN GEM OF PROFITABILITY 1
Turnberry Isle, the Hidden Gem of Profitability
Hughes, Melissa – Panther ID 2431862
“FIU Chaplin School of Hospitality and Tourism Management – HFT4413 RVC/RPC”
July 18, 2015
TURNBERRY ISLE, THE HIDDEN GEM OF PROFITABILITY 2
Table of Contents
Abstract…………………………………………………………………………………………….3
Introduction ………………………………………………………………………………………..4
Revenue Management Team ……………………………………………………………………….4
Overview of Turnberry Isle…………………………………………………..…………………….5
Guest and Clientele Profile……………………………………………..….
……………………….6
Transient ……………………………..………………………….………………………….7
Groups……………………………..……………………………………………………….8
Events and Rates…………………………………………………………………….9
Making Decisions over pricing, overbooking and closeouts…….……………….
……………….10
Competition…………………………………………………..…..……………………………….11
Conclusion…………………………………………………………..…………………………….12
TURNBERRY ISLE, THE HIDDEN GEM OF PROFITABILITY 3
Abstract
With an ever growing amount of hotel and amenity options in Miami, Revenue Managers are
faced with the daily challenge to keep their property generating revenue throughout all seasons.
Located in the heart of Aventura, Turnberry Isle Golf Resort & Spa is considered a hidden gem
that to this day is able to stay on the cutting edge of the market. With on property amenities of 2
golf-courses, a resort spa, world class restaurants, and easy access to the beach and Aventura
Mall, Turnberry Isle has many outlets to generate revenue. After thorough research and an
interview with Turnberry’s Revenue Manager, Oliver Cuason and Sales team representative,
Dalton Francis, is it found that they focus heavy on two client profiles: Transient guest and
Groups. The purpose of this paper explore these two profiles, the company of Turnberry Isle,
their Revenue Management Team, an analysis of their revenue strategies, and an examination of
their competitions.
Keywords: Turnberry Isle, transient guest, group booking, reservations, revenue strategy,
hotel competition, revenue management
TURNBERRY ISLE, THE HIDDEN GEM OF PROFITABILITY 4
I was first introduced to hospitality when I started absolutely love working a few years
ago at the Marriott Golf Resort & Spa in Doral Florida, as a Guest Service Representative. What
I loved about the hotel were the amenities it offered for families on vacation and for corporations
that were using the hotel for a conference. The resort offered a getaway outside of the hotel room
the guest was sleeping in. When it came time to choose the hotel for my revenue research
interview, I wanted find another unique hotel that was within the Marriott family brand, as the
Marriott Doral that I used to work for has now become Trump National Doral. I started doing
research about other chains under Marriott and came across the popular obvious choice of Ritz
Carlton, and JW Marriott, so I went to the Marriott reservations website to search for hotels and
to my surprise I found the Turnberry Isle Miami, Autograph Collection Hotel! Turnberry Isle
