A unique differentiated experience is to be had in Mexico for people of size. Smart marketers have seen an opportunity and an under served market segment. The Freedom Paradise resort has been receiving a lot of press about their "size friendly" beach and resort. There are references to some of the details that make can make a difference to people of size. Details like comfortable sturdy chairs in the restaurants and pool areas, reinforced beds in the rooms, first floor rooms to eliminate the need to climb stairs and other small accommodations are important to the target market.

Will people choose to stay at this resort over other resorts that do not cater to people of size? You bet they will. If the management is serious about catering to this market segment they stand to profit significantly.

The lesson is simple. Define, design, execute and profit.

Define an Under Served Market Segment - In this case, all inclusive vacations for people of size. In America people of size are an ever increasing demographic. Businesses would do well to train their staff to create a welcoming environment for people of size. It's not just about not discriminating it's about profiting by creating a loyal customer base.

Design an Offering/Experience - This is a matter of getting the details right. People of size don't go to restaurants that have mostly booth seating or plastic chairs. Should a resort advertise their chairs? Absolutely, for people of size it's beyond an issue of comfort. The issue is dignity and fear of embarrassment. The possibility of a chair breaking and sending a person to the floor terrifies a person of size so much that they aren't coming near a business until they know for sure that that isn't going to happen. Find out what is important to the market segment that you have defined and design in from the start details that are important to them. This is so important in a society with an aging population.

Execute - It's one thing to Define and Design a service, product of experience correctly it's another thing to make it all happen. Train your staff, but if they don't execute with excellence the whole offering is lost. Consistency is critical. If it works the first time it had better work the next time or the customers are gone forever. If a person of size doesn't fit in your chairs or worse one breaks even a little. They will most likely never be back to your restaurant and they won't bring their family or friends with them. Opportunity lost.

Profit - If a business gets it just right a loyal following is in the making. A loyal customer base is of course the basis for ongoing profits.

In a crowded travel industry money is to be made by defining, designing and executing unique, differentiated experiences for all different market segments.

It's gonna be a great future.