Ms. Verena Gerber, managing director and primary owner of Eco Paraiso, was
wondering how to market and operate her nature-oriented, upscale,
ecolodge in Yucatán, Mexico. Although the lodge was five years old, it still
had not broken even in any fiscal year. Her co-investors indicated they were
getting impatient with the lack of profits, and were beginning to express
doubts about the financial viability of ecotourism. The terrorist attacks of
September 11 had made matters even more difficult. International tourism
across the world registered dramatic declines after the attacks, but bookings
at her hotel, as well as at others, were beginning to rebound slowly. Her recently
hired manager, Max Voggensperger, an experienced hotelier from
Switzerland, was optimistic about the potential of ecotourism in Mexico,
and believed Eco Paraiso offered some unique benefits to a variety of
tourists. But Ms. Gerber was not sure about what to do.
Ms. Verena Gerber, managing director and primary owner of Eco Paraiso, waswondering how to market and operate her nature-oriented, upscale,ecolodge in Yucatán, Mexico. Although the lodge was five years old, it stillhad not broken even in any fiscal year. Her co-investors indicated they weregetting impatient with the lack of profits, and were beginning to expressdoubts about the financial viability of ecotourism. The terrorist attacks ofSeptember 11 had made matters even more difficult. International tourismacross the world registered dramatic declines after the attacks, but bookingsat her hotel, as well as at others, were beginning to rebound slowly. Her recentlyhired manager, Max Voggensperger, an experienced hotelier fromSwitzerland, was optimistic about the potential of ecotourism in Mexico,and believed Eco Paraiso offered some unique benefits to a variety oftourists. But Ms. Gerber was not sure about what to do.
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