Chapter 8The Uniqueness of Timeshare Resort Operations.ppt

Chapter 8The Uniqueness of Timeshare Resort Operations Guest/Owner Characteristics The target market for timeshare ownership is the growing masses of middle-aged baby boomers who want the advantages of owning a resort property without the headaches. People purchase timeshares for one or more of four reasons: Flexibility over when, where, and how they vacation. Economics—Owners report they save money over the long term. Certainty about the availability and quality of popular resorts. Safety and secure environments for family vacations. Guest/Owner Characteristics (cont.) Owners give three reasons as to why they hesitated before buying. financial concern about using the timeshare enough to justify the expense of the purchase the resort experience will not meet the expectations created during the sales presentation Two areas of concern to owners are the actions of their homeowners’ association and their annual maintenance fees. Guest/Owner Characteristics (cont.) In terms of activities, skiing, golf, sightseeing and beach/waterfront activities are more important to timeshare owners while entertainment, shopping and dining are more important to hotel guests. Marketing Resorts offer timeshares in a variety of formats. Over 90 percent sell interval interests in increments of one week of use each year or as points offerings. The standard type of ownership is the deeded week, offered by almost 90 percent of resorts. Marketing (cont.) The way timeshares are marketed depends on the motivation of the potential investor/guest. Home from home occasions Swapper occasions Activity occasions Family holiday occasions The most popular marketing programs for selling timeshare products are referrals in-house guests, telemarketing and direct mail. Reservations and Front Desk Front office procedures at whole and interval ownership resorts have much in common with those at traditional resorts. Reservations at a traditional resort might come in via a toll-free number o