The Power of Resort Activities
By Dr. Amy Gregory, RRP
Guests and owners alike are looking for things to do
while they are on vacation, and our timeshare resorts are always looking for
new ways to fill those needs. Activity programming is essential in providing a
dynamic and fresh experience for guests—whether they are on a preview tour,
visiting as an exchanger, or
returning as an owner. In fact, recent research shows a direct and positive
relationship between owner/guest satisfaction with on-site resort activities
and overall timeshare vacation satisfaction. In other words, if those staying at the timeshare resort are
satisfied with the activities, they are more likely to be satisfied with their
overall vacation experience. Unfortunately, the reverse is true as well.
Students enrolled in the Masters of Hospitality Management program at the
University of Central Florida set out on a quest to identify activities,
preferences, and motivations of timeshare guests. In partnership with several
area timeshare resorts, the students worked to identify unique, overarching
themes related to activities programming, preferences, and motivations. Here
were some of the key findings.
Of the nearly 400 timeshare guests participating in the survey, 72% reported
being either “satisfied” or “very satisfied” with the activities programming
offered at the resort. The results of the research reveal five predominant
activities in which timeshare resort owners and guests typically participate:
aquatics, relaxing, eating/dining, reading, and games.
With the activities they participated in ranked accordingly, the participants
then shared their motivation for each activity. This was a critical research
component, as understanding individuals’ motivation for the activity can help
programming staff develop events that are truly satisfying. Motivations vary by
the activity, with four main motivations: to feel good, get in shape, be
entertained, and learn something.
Survey participants were also asked
to identify up to three activities they would like to see offered. The
responses included live entertainment shows/ music, culinary instruction, and games
(trivia, bingo, etc.). This study found that activities are not only an
essential but critical component
for timeshare resort vacations when looking at
overall satisfaction. So planning around this factor is essential to meeting
the needs of your guests.
Read the entire article in this month’s Developments magazine.