Recently, I had the opportunity to attend an owner's/buyer's breakfast at Westgate Resort. While the experience was generally pleasant, there were a few key areas where they could improve their results in the buyer's/owners' breakfast by considering the principles of behavioral economics. Here are three ways Westgate Resort can improve its breakfast experience:

 1. Reconsider the Use of Styrofoam Plates

Upon arrival at the breakfast, one of the first things I noticed was that the meals were served on Styrofoam plates. While this might seem like a small detail, it's important to remember that over 46% of buyers today express concerns about environmental sustainability. The use of Styrofoam—a material that is not biodegradable and is often perceived as environmentally unfriendly—

can send the wrong message to potential buyers who care about the planet.

By switching to more sustainable options like biodegradable plates or reusable dishware, Westgate Resort could align with the values of its environmentally conscious guests. This small investment could make guests feel more comfortable and aligned with the resort's brand image, potentially increasing buyer satisfaction and loyalty. Cutting costs by using Styrofoam might save money upfront, but it could cost more in the long run if it turns away eco-conscious buyers.

2. Revamp the Color Scheme to Reflect the Luxury of the brand

The room where the breakfast was held had a simple cream color scheme. While neutral tones are safe, they may not effectively communicate the luxury and exclusivity that Westgate Resort likely wants to project. Color theory suggests that colors significantly impact mood and perception, which could be leveraged to enhance the guest experience.

For instance, incorporating shades of purple could evoke feelings of royalty and luxury, making guests feel like they are receiving a high-end experience. Alternatively, introducing warm yellows could create a sense of joy and positivity, adding a lively, welcoming vibe to the breakfast setting. By thoughtfully choosing a color palette that reflects the resort's luxury and relaxation brand image, Westgate Resort could create a more immersive and memorable experience for its guests.

3. Use Scent to Create a Relaxing Atmosphere

The journey to the breakfast area included an elevator ride, which is a perfect spot to implement some scent theory. The elevator ride is a brief moment of transition for guests, and the right scent could set the tone for the rest of their experience. Research shows that the smell of lemon can reduce stress and promote a sense of calm, which aligns perfectly with the tropical and relaxing atmosphere that Westgate Resort aims to provide.

By introducing a subtle lemon scent in the elevator and throughout the breakfast space, Westgate Resort could enhance the sensory experience of their guests, making them feel more relaxed and positively predisposed towards the resort. This small but impactful detail could leave a lasting impression and help differentiate Westgate Resort from competitors.

Conclusion

By incorporating elements of behavioral economics—such as sustainable practices, thoughtful color choices, and strategic scent marketing—Westgate Resort could elevate their owner's/buyer's breakfast experience to a new level of luxury and environmental mindfulness. These changes could enhance guest satisfaction and align with today's buyers' values and expectations, ultimately increasing loyalty and sales.