ARDA Insights Blog                                                                                                                                                                                                                                                                                                                                      

The Universal Appeal of Timeshare

(Meetings and Events, International, Developments Magazine, Guest Blogger) Permanent link

The Universal Appeal of Timeshare 

By Franz S. Hanning, RRP, Chairman of the ARDA Board of Directors
ARDA Guest Blogger

March 28, 2014
 

The Universal Appeal of Timeshare 

Vacations have a universal appeal—they’re a common interest that crosses cultures and borders, as evidenced by the expansive international presence timeshare already has today. 

From Finland to Thailand to South Africa, timeshare is not only breaking ground, but also breaking records around the world. Sales at the Anantara Vacation Club: Phuket in Mai Khao, Thailand, have increased 100 percent, year over year. Kodagu Valley Resort in Coorg, India, is now working on a sister property, thanks to overwhelming demand. And a full sell-out of Grand Solmar Land’s End Resort & Spa in Cabo San Lucas, Mexico is projected in the next two years.  

This indicates that demand for timeshare across the world is growing steadily—a trend we hope to see continue in the coming decade.  

But the real beauty of international expansion is that everyone benefits. Consumers abroad have access to the product in their local regions, owners have the opportunity to travel to new, exciting destinations through exchanges, and the communities in which we operate locally reap the rewards from the continued growth of international tourism to America. 

Over the years, we’ve broken down borders to the point where vacations are now a global enterprise. It’s safe to say the world is now more interconnected than ever—and when it comes to timeshare, the sky is truly the limit. 

Read more about the universal appeal of timeshare in this month’s Developments magazine. And I’ll see you soon at ARDA World in Las Vegas! 

 

Introducing the New VacationBetter.org

(Initiatives and Trends) Permanent link

Introducing the New VacationBetter.org

By Peter Roth, Vice President of Marketing and Communications
March 12, 2014 

Introducing the New VacationBetter.org

Our industry is in a very exciting place—high customer satisfaction rates, new product offerings, and a positive financial outlook. 

To reflect this, ARDA has re-energized its consumer website, VacationBetter.org, to embody this new energy and vibrancy. We created this site as a trustworthy resource for consumers to turn to for timeshare information and resources—with the main goal of reinforcing the positive experiences of owning and vacationing with timeshare.

With this goal in mind, we took several steps in revamping the new VacationBetter.org site, including:

  • Worked closely with members of the Communications Committee to help determine how to better engage the industry and provide a valuable tool for our developers and others in the industry.
  • Conducted a competitive search for an agency to help us develop a world-class website to accurately reflect the excitement, beauty, and fun of timeshare vacations.
  • Hired the same firm that helped the U.S. Travel Association create their high-impact Travel Effect website and campaign. NJI Media is an interactive design firm with significant travel and association experience.
  • Conducted primary research with a variety of ARDA members and constituents to learn how they would leverage VacationBetter.org and what they wanted to see from the site. Based on this input, we developed a strategic framework—along with a new logo, design, and content elements.

The overall tone of VacationBetter.org is consumer-friendly, reliable, trustworthy, and conversational. Through more interactive content, it provides helpful information without being sales-focused, serving as a neutral go-to source for two key audiences: would-be owners and new owners. Key highlights of the site are:

Content for Audiences New to Timeshare 

For first-timers, we provide compelling content that educates them on what timeshare is and how it works. On the homepage, they start with a “What Kind of Traveler Are You?” quiz that identifies their travel type as: Adventurer, Relaxer, Family Member, or Urban Explorer.

Content for New Owners 

Content for the “new owners” audience is framed to help reaffirm their decision during the critical rescission period, so they remain confident that their timeshare purchase was a great decision. The site includes a Timeshare Owners’ Guide with “hidden tips” for owners that tell them how to best use and enjoy their timeshare. We also have a section on understanding and using exchange programs. Finally, there will be a place for owners to share their own vacation stories or tips with other site visitors. The “What’s New” section offers visitors a reason to return, with frequent posts discussing the benefits of travel and timeshare.

How to Use VacationBetter.org 

The new site will be a terrific resource for consumers—owners and non-owners alike—and will gain traction via wide industry support. It is designed for ARDA members to use through their various communications channels—and when their owners also use it, we will be able to truly develop an “echo chamber” of support.

There are many ways that we can collectively encourage use of the site like (1) direct linking to VacationBetter.org, using our logo or “bug”; (2) provide information in the sales room and directly after the sale; (3) promote the site on social media and in owner communications; and (4) send people to the site when they book a tour or sales visit.

We encourage you to visit VacationBetter.org and to use it with your owners and future owners. It’s a credible resource that can provide third-party information to educate your prospects and make your owners smarter and more loyal vacationers. Check out the all new VacationBetter.org site today!