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Four Trends to Watch in 2016

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Four Trends to Watch in 2016 

By Kathryn Mullan, ARDA
December 21, 2015   

Expansion in Latin America
 

There are four trends for our industry to watch as we transition out of 2015 and enter the New Year. Identified as some of the biggest drivers of change in travel by Skift Megatrends, it’s clear that some key consumer and tech changes that are playing out in this space will be influencers on vacation ownership as well.

Trend #1: Hospitality Driving Innovation in Travel 

The hospitality industry—hotels, vacation rentals, and the sharing economy—is seeing the power of mobile as consumers self-serve their preferences, check-in models are re-tooled, and the experience of the resort/hotel extends beyond the physical and into the natural and cultural surroundings.

Trend #2: The Rise of the Boutique Destination 

Local and authentic resorts that are based on unique and niche experiences are growing. Smaller destinations are finding ways to market their unique attributes to today’s traveler.

Trend #3: Mobile Pay and Wearable Technology 

It’s all about reaching consumers where they are—and they are with their mobile devices! The entire process of travel as a journey requires technology to support it.

Trend #4: Travel Brands Reimagined as Lifestyle Connoisseurs 

Millennials and Gen Xers are looking for deeper connections and a way to fit into the overall lifestyle a brand offers. Creating that lifestyle is becoming more and more important.

Read more about these trends and more in the November/December 2015 issue of ARDA’s Developments magazine!

 

Curating Vacations for Today’s Savvy Traveler

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Curating Vacations for Today’s Savvy Traveler 

by Kathryn Mullan 

Couple in Greece
 

In this month’s Developments, we explore key concepts and new initiatives on the front lines of vacation ownership: sales and marketing. We know that understanding your target audience and finding the best approach to reach them has been an established practice by the best of our industry’s teams for years.

But in today’s world of savvy travelers, we must also look for innovative ways to help future guests along the path of discovering their preferences and how vacation ownership can fit into that journey. 

For ARDA, we have utilized VacationBetter.org and implemented a sophisticated online listening initiative as a platform for finding out what motivates today’s travelers and prospective timeshare owners. We ask consumers “What kind of traveler are you?” in an online quiz to better understand their travel preferences but also to help them understand what they want from the perfect vacation. Today, it’s increasingly about choices and options and gathering information before making a travel decision—or purchase!

Many developers are customizing their sales and marketing approaches to co-create a vacation experience with the owner-guest that continues well beyond the sales table to check-in and during the on-site stay. Helping future guests understand their vacation preferences helps customize a vacation product that meets their needs. And developers must create experiences at resorts—amenities, programs, activities—that enhance the vacation for the owner based on their preferences. 

Read more about specific consumer data pointsfrom ARDA and innovative programs that developers are undertaking.

  

  

5 Ways to Sync Your Team Approach & Improve Owner Satisfaction

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5 Ways to Sync Your Team Approach & Improve Owner Satisfaction

By Judy Kenninger

 Team Conference

In an article for this month’s Developments, I talked to three timeshare developers about how their companies work to improve owner satisfaction. One common theme I heard was examples of departments and business units working seamlessly together as a team. In a comparison to how a crew team must work together to move the boat as one body (and thus win the race), departments in our industry that serve as touch-points to owners also must utilize a shared approach to engage owners from the sales room to a lifetime of vacations. 

Following conversations with Breckenridge Grand Vacations (BGV), Holiday Inn Club Vacations (HCV), and Welk Resorts (Welk), here are five ways to ensure that the consumer’s experience is consistent in every owner interaction. They are parallel to key training components of successful rowing teams.

  1. “Goal-Setting”:  Begin Together 
    From the outset of developing a new property, it’s important to have teams collaborate on ways to make vacations more memorable.  Hearing from the customer service team is just as important as hearing from the resort operations team.
  1. “Rigorous Training”:  Make Expectations Clear 
    Make sure the information given to owners upfront matches the experience they’ll receive—including tour offers, product details, and booking reservations.
  1. “Weight Program”:  Offer Active On-Boarding 
    Be proactive with new owners and contact them early and often to help ensure they get the most from their vacation purchase by understanding the product.
  1. “Team-Building”:  Visit One Another’s Worlds 
    Encouraging a cooperative environment between sales and owner services ensures a better understanding of the different perspectives on the owner lifecycle and how to better serve the needs of the owner. 
  1. “Testing”:  Listen, Measure, Survey & Educate 
    Many resorts survey their owners annually on their ownership experience but utilizing those results need to go further than an end-of-year report.  At BGV, for example, several different departments use the data to gauge their success and identify areas for improvement; reports on programs also are reviewed during sales meetings and feedback is answered.

At the end of the day, our industry is always striving to make the owner experience better.  And sharing best practices, lessons learned, and different perspectives across different departments will ensure success along the various points of an owner lifecycle.

 

The Dog Days of Summer

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The Dog Days of Summer 

By Howard Nusbaum, President, ARDA

Beach Boy
 

For many traveling families, summer vacations have a lasting impact on childhood memories. For parents, building vacation memories with our kids is an important touchstone – it is shared family time that creates emotional bonds and special memories for the entire family. And most adults look back on their earliest vacation memories with affection.  To get the other side of the story, U.S. Travel’s Project: Time Off Coalition recently held a few focus groups that poll kids, asking what they think about their parent’s travel habits.

This comes on the heels of multiple surveys and research indicating that many Americans don’t use all of their vacation days each year—that’s 429 million people, to be exact! It is a trend that has put up alarming numbers over the past decade despite evidence proving that vacations are good for your relationships, job performance, mental stamina and overall health. The Project: Time Off Coalition has launched several initiatives to buck this trend, and we’re hopeful the focus groups will lead to better understanding the disconnect between needing a vacation and actually taking one.

With only two weeks left of the official summer season, many of you are either stealing away to enjoy the last few precious days or are already looking back on your vacation with fondness and longing. I invite you to take the #vacationpledge and share a favorite memory about what keeps you traveling every year!

  

Timeshare Owners Buck Vacation Deprivation Trend

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Timeshare Owners Buck Vacation Deprivation Trend 

Sunset Dock
 

"Who Killed Summer Vacation?”  

“Life In A No-Vacation Nation.”  

“Americans Leave Paid Vacation Days on the Table Each Year.” 

These are headlines that have dominated news coverage over the last several months. And the statistics are just as depressing: 429 million vacation days unused, $224 billion in unused vacation liability on the U.S. private sector, the average U.S. worker takes almost a week less vacation per year today than they did between 1976 and 2000. However, we are also seeing what our industry and others in the broader travel industry are doing to change the American mindset that vacations aren’t just a luxury but a necessity. From commissioning research and studies to launching advertising campaigns and program initiatives, hospitality leaders everywhere are making the commitment to help change the way vacation is viewed in this country.

In the August feature story of Developments, Geri Bain explores what timeshare owners have known for years: vacations are good for you. “Vacation On My Mind” shares some of the quantifying research illustrating the various benefits of vacationing—including the role that timeshare owners are playing to help buck the vacation deprivation trend. While we’ve known for years that the pre-paid nature of our products ensure that owners actually take their vacations, we are now learning that the benefits owners gain from vacationing far outweigh the price paid for a vacation. Slowly but surely we are starting to see other leisure-impacted industries taking note of the effect vacationing has on lifestyle, productivity, relationships and health.

Read the full article here and take the #VacationPledge with us.

    
      

Sustainability & High-Tech Design: A Leading Development Trend in our Industry

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Sustainability & High-Tech Design: A Leading Development Trend in our Industry 

by Kathryn Mullan
Senior Editor, Developments Magazine
July 20, 2015

 Ice Break
 

After seven long years of absorbing existing inventory, the industry is seeing a substantial up-tick in new construction. That is why this month’s Developments issue on Construction & Design is such a welcomed topic!

This month’s magazine explores design trends for the hospitality industry, as well as resort amenities and services that travelers have come to expect and use to measure their vacation. These trends and travel preferences have grown at lightning speed over the past several years. As a result, timeshare developers are making more frequent investments in resort design that incorporate sustainability features and high-tech amenities than just a few short years ago. And the additional investment is paying off.

Guests want—and rely on—connectivity while on vacation. And while resorts now offer Wi-Fi capability throughout properties, resorts are also looking for ways to offset energy consumption and employ more energy efficiencies through sustainable measures, such as more efficient lighting sensors, multiple-unit charging stations, and multi-media viewing capabilities through smartphone devices (among other offerings). Additionally, indoor and outdoor design and resort construction features more recyclable and sustainable materials than ever before and from manufacturers and businesses that are eco-friendly themselves—a factor that is important to many owners and prospects. Today, more resorts are committed to sourcing sustainable materials for new build and renovation projects. Read more in Christine Blank’s feature article.

Sustainability measures are also being undertaken by resorts through programs and initiatives that inspire owners and guests to take active part. Wyndham Vacation Ownership, for instance, has partnered with the Arbor Day Foundation for the last five years via a planting-tree program that invites owners to offset their carbon emissions when traveling on vacation. From as little as $2 a day (tax-deductible) during their stay, owners and guests can have a donated tree planted in one of the nation’s state or national forests; these trees naturally absorb carbon dioxide, as well as purify the air and clean the Earth’s water supply. WVO has already received positive feedback from participating owners, who are passionate about green programs. See full details in Lesley Harris’s July article.

If you haven’t had a chance, explore the latest issue of Developments!

 

2014 Shows Steady Growth for Our Industry

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2014 Shows Steady Growth for Our Industry 

By Darla Zanini,
Executive VP, ARDA International Foundation (AIF)

July 15, 2015 

SOI infographic piece 

We are happy to share the latest research from our State of the Vacation Timeshare Industry: United States Study 2015.  It shows that the timeshare industry enjoyed steady growth in 2014.  Here are a few of the highlights.

When comparing 2014 to 2013:

  • Sales volume increased more than four percent, to $7.9 billion;
  • 1,555 timeshare resorts in the United States, representing about 198,490 units;
  • Average resort size was 128 units;
  • The average sales price was $20,020; and
  • Occupancy increased two percent, up to 78 percent (compared to a 641 percent hotel occupancy rate).

There were some other interesting tidbits as well:

  • Beach resorts are the most common type of resort;
  • Theme park resorts have the highest occupancy;
  • Florida has the most resorts—23% of the national total;
  • Nevada has the largest average resort size—182 units on average; and
  • Hawaii has the highest occupancy rate for a region, at 85.3%.

For more details, check out our infographic and for a full copy of the State of the Industry Study, please contact me at dzanini@arda.org. 

[1] STR Monthly Hotel Review: December 2013, Smith Travel Research.

From Bobsledding to Bedding

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From Bobsledding to Bedding

 Snowlands

 Our industry attracts some of the brightest talent and passionate workers who choose this business because they love it—and it shows!  One such example is Brittany Reinbolt. During the summer months, she provides housekeeping services on MasterCorp’s elite A-Team, earning her enough money to train and compete on the U.S. national bobsled team during the winter. 

Brittany’s dedication and work ethic as an athlete carries over into her work for MasterCorp. And in return for her hard work and passion, the company supports her pursuits toward an Olympic dream by allowing her the flexible schedule she needs to train. Resorts rely on hardworking and outstanding individuals to ensure the best vacation experience for guests, and many of our resorts turn to MasterCorp’s A-Team when clients require extra personnel for resort openings, management transitions, and training missions. 

Brittany’s story is one of many exceptional employees in this industry, and we are lucky to have them!  Read Brittany’s full story.


 

 

Top Resorts Earn Highest Industry Honor

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Top Resorts Earn Highest Industry Honor

By Kathryn Mullan, ARDA
June 24, 2015 

 Hyatt Ka'anapali Beach 

“ARDA awards its highest honor to both a domestic and an international resort.” 

The ACE Project of Excellence Award is ARDA’s most prestigious award, honoring resorts that are leading examples of vacation amenities and the ultimate owner experience. The award has gotten so competitive that this year, ARDA awarded this accolade to both a domestic and an international resort.

On April 15, ARDA was proud to award the domestic ACE Project of Excellence Award to Hyatt Ka’anapali Beach, a Hyatt Residence Club Resort, and the international ACE to Novaispania Los Cabos (an RCI affiliate, developed by the Pueblo Bonito Resort Group). “We are proud to present these ACE Project of Excellence Awards to two truly deserving winners, as great examples of amazing development throughout the world,” said Catherine Lacey, RRP, vice president of meetings and member administration, ARDA.

There are some key similarities between this year’s winners; both offer a slice of ocean- front paradise, stunning views and design elements, as well as exquisite concierge service. Here’s a glimpse into these award-winning properties.

Hyatt Ka’anapali Beach 

Almost every one of the 131 units looks out on Hawaii’s spectacular Ka’anapali Beach. The others? They have to settle for a view of the mountains of Maui. The grounds are lush with native plants. The outdoor dining offers views of both the ocean and the infinity pool. And in every direction, the grounds unfold as an exotic adventure. Of course, the story of Maui itself is a magical one. And it’s told throughout the property in the handiwork and craftsmanship of many local artists. With all the amenities and attention to detail, it’s easy to see why this Hyatt resort was a deserving winner of this ACE award!

Novaispania Los Cabos 

The world of this resort invites you to step away from the bustle of nearby Cabo San Lucas and everyday reality to rest and relax—rest the spirit, body, and mind and take in the beauty of enchanted gardens under waterfalls, all in Old World comfort. From the resort’s villas, there is the option for an indoor/outdoor kitchen, a private infinity pool, and a master bedroom that overlooks the ocean. A personal chef prepares your evening meal or you may have cocktails and dine at one of the many fine restaurants on property. This resort is proof that the market for luxury and world-class amenities is not endangered but growing, just like the resort itself and the employment it is bringing to the Cabo residents and the region as a whole.

These two resorts exemplified what it means to be an ACE award winner, and have set the bar high for future winners. Read the full story in the latest June issue of Developments.

Timeshares Lead to More Frequent, Happier Vacations

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Timeshares Lead to More Frequent, Happier Vacations

-- Peter Roth, ARDA VP Marketing & Communications

Expansion in Latin America

What has happened to vacation? Or as the Time Magazine asked “Who Killed the Summer Vacation?” Our recent survey results show that it’s definitely not the timeshare owner!

In fact, an impressive one-third of timeshare owners have taken four or more vacations in the last three years alone. This is quite telling when compared to non-timeshare owners--only 18% have taken four or more vacations in the last three years. With today’s hectic lifestyle it is becoming even more important for people to get away and experience a relaxing vacation.

Furthermore, timeshare owners say they experience a happier, more relaxing time while away. When compared to non-owners, timeshare owners experience more happiness in each of the seven distinct vacation lifecycle phases, from planning the vacation to the first day all the way to the afterglow that the vacation leaves when it’s over.

A better vacation experience with timeshares comes from the ease of planning, spacious accommodations, and the choice of resorts all over the world. To find out on how you can experience more and happier vacations, check out VacationBetter.org!
 

 

Intersecting Industries

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Intersecting Industries 

Brent Bellm, President & CEO of HomeAway 


 Economic Momentum


There are many alternatives to traditional hotel stays when it comes to vacationing today. Of course, timeshare is one and vacation home rentals is another. At HomeAway, we decided to see if we can marry the two and provide yet another alternative for today’s travelers.

Beginning in 2012, we engaged a number of vacation ownership industry leaders—including Westgate Resorts and Wyndham Worldwide—to distribute their inventory on HomeAway to gauge the demand of timeshare-style accommodations from HomeAway travelers. Traveler demand showed a very strong initial surge, and we knew we could create a synergy within the industry.

Our relationship with ARDA was initiated at the same time. HomeAway is an ARDA Trustee member, and we provide front-line support in the legislative and regulatory arena as well.

I believe we will see more resort developers and suppliers testing the waters of the vacation rental market for their unused and unsold properties. I also believe that we will see further distribution of these properties not only on our sites but on third party sites (like Expedia) as well. High-quality visibility and increased exposure is essential in this competitive environment, and so we have partnered with key vacation ownership professionals to ensure we’re offering the best accommodations for our travelers. And moving forward, we are looking for even more synergies between our approaches!

To read more, please see the recent April/May 2015 of Developments magazine.

 

A Brand Marketing Case Study: “Orlando. You don’t know the half of it” Campaign, Lessons for All of Us

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A Brand Marketing Case Study: “Orlando. You don’t know the half of it” Campaign, Lessons for All of Us

by Peter Roth
VP, Marketing and Communications
 

 Changing the Lens 

 Shifting the perception of timeshare as a viable—and beneficial—way to travel is integral to our strategic conversations at ARDA. From a Marketing and Communications standpoint, how we communicate with our key audiences and stakeholders is equally as important as what we communicate. In other words, integrating data and facts into compelling materials is essential in communicating effectively in today’s digitally-dependent, research-driven and content-overloaded society. 

 The good news is we are working more closely with ARDA’s International Foundation (AIF) to identify travel habits, vacation preferences, travel experiences, and vacation benefits (among other topics) that can be used to help position the timeshare experience effectively to different demographics and potential consumers across multiple channels. We are integrating these findings into infographics, blog topics, social posts, press releases, and as core content for all our communications.

While ARDA may be in the early stage of this effort, Orlando’s Economic Development Commission (EDC) is in the middle of a multiyear campaign of its own to change the perception of Orlando as more than a vacation destination. At ARDA World, Jennifer Wakefield, vice president of Communications and Marketing at the EDC, presented on how their campaign “Orlando. You don’t know the half of it” is doing—she shared many good tips and lessons learned!

The EDC first conducted research to determine perceptions about Orlando and created a 40-person committee of business leaders to help identify its mission and guide the strategic plan. The integrated campaign targeted local influencers and utilized paid elements, media partnerships, business promotions, national PR, social and online efforts, and stakeholder engagement for the initial launch, followed by a sustained PR effort. Their performance indicators are being measured through awareness, engagement and submissions for business investment, and they are well on their way to success! To find out more about this campaign, read here.

ARDA World Download

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ARDA World Download

By Howard Nusbaum

ARDA World 15 CEO Panel
 

Every year at ARDA World—where I am surrounded by thousands of energetic people who work to make our industry so vibrant—I am reminded why I love this industry. Listening to the presenters, panelists and CEOs talk about key innovations that meet customer demand and exceed owner expectations at resorts around the globe is yet another example of our industry greatness.

Since the introduction of timeshare in Europe in the late 1960s, developers and resort operators have continually sought to make the product better. Our satisfied owner population domestically has grown over the years to more than 9.1 million U.S. households and is now expanding to the next generation of vacationers—the Millennial generation. This success in targeting and marketing to this new generation underscored much of the content and conversation at ARDA World.

The energy and buzz at Convention was also fueled by our phenomenal keynote speaker, Jay Baer, a renowned smart marketer, customer experience expert, New York Times best-selling author and timeshare owner. Jay talked about the concept of “youtility”—giving away information and resources for free—as an engine for driving smart marketing and how to be effective in a world cluttered with content. In today’s digital world, with 24/7 information at our fingertips, effective marketing is harder today than ever. At the same time, technology has enabled customer experience and marketing to intersect. Fact: Sixty-seven percent of a buyer’s journey is done digitally. People make on average 28 visits to travel sites before booking a trip. And, by 2020, customer experience will overtake price as a key brand differentiator. 

In our industry, using technology has enabled our resorts to communicate directly with and encourage engagement from our owners. Technology is also changing the way customers are introduced to vacation products. From ARDA’s AIF data, we know that new owners are more knowledgeable about the product before entering a sales discussion.  This is facilitated by the great information and learning about the product and resorts easily accessible online. With more and more purchases of timeshare products coming from younger populations, we are evolving our means to reach and communicate with them effectively.

As Jay told us, the key to having a successful marketing strategy is being useful and providing help. If you sell something, you make a customer today—but if you genuinely help someone, you create a customer for life. Words to live by!

More to come at www.arda.org/convention, where you can download the “best-of” photos and PPTs from sessions and re-live all the awesome moments of ARDA World 2015…

 

 

The Place to Be: Orlando in April!

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The Place to Be: Orlando in April!  

By Howard Nusbaum

ARDA World 2015 is just about here and we are ready!  We are thrilled to have such great new content to share and are looking forward to returning to Orlando to see many familiar faces – and welcome new ones! 

For those new to the industry, this is your chance to meet new colleagues, hear from industry leaders and join us in recognizing the best of the best in our industry at the Awards Gala.

For those familiar with ARDA World, we hope you’ll enjoy attending several of the sessions during the four Educational Wave breakouts and hear our keynote speaker Jay Baer – a marketing consultant, speaker, and author of the New York Times bestselling book, Youtility.  His Convince & Convert blog is ranked among the world’s top marketing resources, and was named #3 social media blog in the world by Social Media Examiner.

Speaking of social – ARDA will be very active across all our social channels this year and will be engaging with attendees live from the Digital Zone.  Broadcasting from the center of the Exhibition Hall, the Digital Zone will have an ongoing social media feed for attendees using the hashtag #ARDAWorld, and provide a daily digest on ARDA Insight’s blog about top takeaways from educational wave sessions and forums at the end of each day.  

But don’t take it from me, hear ARDA’s out-going Chairman Franz Hanning share his thoughts on what to see at ARDA World 2015! Watch his video here.

 FranzVideoStill

 

See you in Orlando! 

ARDA World 2015 is Just About Here….Ready, Set, Go!

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ARDA World 2015 is Just About Here….Ready, Set, Go!

By Sharon Scott 

2015 ARDA World 

The annual timeshare industry convention is almost here—and for many, that means making sure your business get the maximum exposure even before the Exhibit Hall opens. Here are three quick tips from ARDA’s Resort Operations Council:

#1: Get the Word Out 

Hopefully by now, you have spread the word that your business and business representatives will be there through email blasts, newsletters, advertisements in timeshare publications and social media posts. Notify customers, properties and prospects ahead of time the location of your booth in the Exhibit Hall and schedule as many appointments as you can in advance.

#2: Plan Ahead 

It goes without saying that planning ahead is a crucial part of making ARDA World a successful business trip. From assembling the right sales team to staff your booth to creating the right marketing materials for display and trying out any new products, planning in advance is always well worth your time!

#3: Engage & Interact 

Once Convention begins, do your best to connect with the thousands of other timeshare industry professionals during the many meeting opportunities, networking events, sponsor parties, Exhibit Hall, educational sessions, and conversations in the hallways.

See you next month in Orlando!

Are You Ready for Convention?

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Are You Ready for Convention? 

 2015 ARDA World 

Peter Roth, VP Marketing and Communications, ARDA  

This year’s ARDA World Convention and Exposition is shaping up to be a great mix of education, networking and fun. Back in Orlando for the first time in four years, our team is excited about what’s in store!

This year’s theme is “Timeshare in Real Time” and will focus on the expectation of immediacy that today’s owner has—and how our industry can leverage that in sales, service and loyalty.  

There will be five days of meetings, educational sessions and exhibitions—giving attendees the chance to network with their peers and bring back innovative ideas to their teams. This year’s Convention features an impressive line-up of speakers and entertainers including Jay Baer, author of the New York Times bestselling book, Youtility, as the keynote opener. 

Be sure to register for the 14th Annual AIF Open Golf Tournament, and pack your formal attire for the annual Awards Gala recognizing outstanding work in our industry (don’t forget to order your tickets for the ARDA Awards Gala here). The Breakfast of Champions keynote speaker is Bill Clement, two-time NHL Stanley Cup Champion and television broadcaster. 

New this year is a “Digital Zone” in the center of the exhibition floor, where attendees can get involved in social media discussions, ask questions of the speakers and take photos in our photo booth. Be sure to stop by!

Registration for ARDA World is still open, and sponsorships are still available.  For more information about the 2015 ARDA World Convention, visit the ARDA World website.

We hope to see you April 12-16, 2015, at the Orlando World Center Marriott in Orlando, Florida!

 

What Does International Travel Mean for Vacation Ownership?

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What Does International Travel Mean for Vacation Ownership? 

 2014 Economic Impact.
 

Vacations and travel is our business. It was a topic of an Ipsos study at the recent Shared Ownership Investment Conference in Miami last October, it will be the basis for many educational sessions at ARDA World 2015 in Orlando on April 12-16, and it continues to drive developers and resort operators around the globe to conduct research on “why we travel.” 

According to the Ipsos/TripAdvisor study “TripBarometer 2015: Psychology of Travel Global Report” (September 2014), there are three compelling motivators for why people travel:

  1. Enhancing perspectives - travelers want to have unique and interesting experiences on vacation.
  2. Liberation – the need to enjoy life to the fullest, to let go and feel carefree.
  3. Immersion – diving into local culture and meeting new people and creating memories.

From research to personal experience to new vacation products and services, these are important discussions happening at all levels within the hospitality industry. Join the conversation and the group of influencers driving the future of vacation ownership into the future at ARDA World 2015

 

Turning Digital Disruption into a Successful Marketing Strategy

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Turning Digital Disruption into a Successful Marketing Strategy 

By Brooke Doucha & Jason Tremblay, founders of Seychelle Media 

 

Technology 

Traditional sales and marketing approaches as we know them will continue to be challenged by how today’s consumers engage and interact with brands. Consumers are highly connected and want to be communicated with in a specific way: on their terms, with messaging that’s personalized, and in the spaces where they’re most comfortable engaging. Well-equipped and informed by digital devices and mediums, they want to feel respected and responsible for ultimately making their own purchasing decisions. So in the vacation planning process, they turn to digital tools, reading or participating in peer reviews, booking travel online, uploading and sharing vacation photos to their Facebook pages, utilizing technology in every step. 

Timeshare developers are beginning to adopt digital marketing and communications to create more timely and meaningful dialogue with their owners, earning the loyalty of their customers and allegiance to their brand.

As digital tools have progressed, so have the data-points that accompany them.  Companies are trying to keep pace with trends in marketing and communications and turn analytics data into information that matters and informs their future strategy.   As we discussed in a recent Developments article, many businesses in our industry are unsure how to evolve with digital disruptions— a devastating innovation that eventually takes over the marketplace.  While our industry has successfully integrated digital marketing into their customer relations model, integrating it into their sales and marketing model is a more complex task.  Looking ahead, touching new segments of buyers through new channels and digital mediums is essential for us to reach consumers previously neglected by our traditional marketing approach.

We encourage you to read this article as you think about turning your own digital marketing strategy into one that attracts, engages, converts and inspires.


 

 

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