for Today’s Savvy Traveler
by Kathryn Mullan
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
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.