Rioma Cominelli explains to delegates how to use a range of tools to improve the holiday experiences for owners and guests - or as she says, indulge their senses.
2. Graduated at the South African School of Marketing
Author of the Timeshare Code practice in South Africa (1987)
Longest standing executive of VOASA (1983-2010)
Developed 12 resorts
Timeshare sales – 65 000 owners & 2 Points Clubs
Rentals of 300 000 nights per annum
Increase in occupancies from 34% - 71% in 12 months
Achieved top Timeshare sales for 3 consecutive years.
3. Aging owner base – currently 78 years
Owners began objecting to Maint. fee
Owners began to abandon weeks
Next generation could not be enticed
Value of weeks began to plummet
Maintenance fees became less collectable
Resort income deficits began to emerge
Resort maintenance & quality deteriorated
Onsite Resales –difficult due to poor spread
Resales – limited success –no finance.
5. 53% - “our kids aren’t keen to take over”
79% - “we’re too old to travel and enjoy”
54% - “our circumstances have changed”
81% - “there are better choices”
68% - “tired of resort & swapping
43% - “locked in and cannot sell.”
6. “ resort is tired/outdated ”
72% “can holiday better & cheaper”
58% “there’s little do to at resorts”
84% “concept is too long term.”
7. • How would you rate the resort overall? (1 – 10)
• Was the Resort Manager welcoming?
• Were you invited to "Meet the management”?
• Were staff friendly and helpful?
• Was the Manager visible during your stay?
• Did staff make you feel very special?
• Did the staff appear to enjoy their jobs?
• Was info given on what to do at the resort?
• Were you told often of the daily events taking place?
• Is the resort awesome, everything you want?
• Is the resort engaging with loads to do?
• Is the resort memorable and exciting?
• Would you choose to return to this resort?
• Would you recommend this resort to your friends?
• Is this resort one of your top 5 holiday options?.
8. Resort 1 Resort 2 Resort 3
1 How would you rate the resort overall? (1 – 10) 6 4 6.5
Yes No Yes No Yes No
2 Was the Resort Manager welcoming
3 Were you invited to a "Meet the management”
4 Were staff members friendly and helpful?
5 Was the Manager visible during your stay?
6 Did staff make you feel very special?
7 Did the staff appear to enjoy their jobs?
8 Was regular info given on what to do?
9 Were you told of the daily events taking place?
10 Is the resort awesome, everything you want?
11 Is the resort engaging with loads of things to do?
12 Is the resort memorable and exciting?
13 Would you choose to return to this resort?
14 Would you recommend this resort to friends?
15 Is this resort one of your top 5 holiday options?
9. All inclusive packages
• More Flexible
• Not locked in
• More things to do
•More affordable
Caravans and camping Cruising
Hotels and B&B’s
10.
11.
12. Large developers now all faced similar realities:
Too few weeks spread across several resorts
Too much to lose (i.e. maintenance fees)
Millions still to collect from purchasers
Very difficult to sell poor spread of weeks
Even more difficult to sell on site.
13. Developers repackaged abandoned weeks:
Into Clubs and points systems
Added “bells and whistles”
Added easy finance
Absorbed unsold inventory
Worked with home owners.
• SALES EXPLODED AND NEW MARKETS OPENED UP
• Dream Vacation
• Holiday Club
• Star Club
• Club Trafalgar
• Flexi Club
• Premier Club
• Golf Club
14. Massive surge in new sales on and off site
Abandoned weeks - absorbed by various clubs
Resorts were upgraded and improved
Demand for resorts increased
Rentals improved
Product became more attractive
Record sales
Younger blood interested
Maintenance fee collection improved
54% of South African stock owned by Clubs
Exit /Resale Strategy – Improved.
15. Clubs won’t pay maintenance fees
Clubs will take over resort
Maintenance fees have to be paid for Clubs to survive
Clubs support enhancements, to improve fulfillment
Clubs drive rentals and mini vacations
Resorts can protect democracy
Abandoned weeks are readily absorbed.
16. TRUTHS
The way the guest “feels” is key to his opinion
A well run Timeshare resort is no longer adequate
The more ”senses” engaged the better the rating
Guests expectations are ever increasing
Guest wants to have loads to do onsite.
17. • Daily room service
• Guest amenities (shampoo etc)
• Hot and cold towels
• Welcome and farewell parties
• In room hot beverages
• Food deliveries to apartment
• Hairdryers
• Service questionnaires
• List of “things to do.”
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19.
20. Focus on Engagement
Add new affordable experiences
Add Revenue generating activities
Create resort brands individually.