VACATION INDUSTRY JULY – SEPTEMBER 2019 PROFILES: Bay Gardens Beach Resort SGI Vacation Club Sheraton Kaua‘i Resort Sunrise Suites by Lifestyle BRAND FIT Connections That Create Credibility and Cachet AQUA-ASTON HOSPITALITY Sharing Aloha Values KINDER COLLECTIONS Strategies That Put Customers First
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KINDER COLLECTIONS Strategies That Put Customers First FITadobeindd.com/view/publications/d4892f89-7477-44fa-94de-a1cb6fc20c00/1/...Worldwide’s vacation ownership segment. Before
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VACATION INDUSTRY JULY – SEPTEMBER 2019
PROFILES: Bay Gardens Beach Resort SGI Vacation Club Sheraton Kaua‘i Resort Sunrise Suites by Lifestyle
BRAND FIT
ConnectionsThatCreateCredibilityandCachet
AQUA-ASTON HOSPITALITY
Sharing Aloha Values
KINDER COLLECTIONS
Strategies That Put Customers First
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PROFILESSheraton Kaua‘i ResortSharing 50 Years of Ohana 32
Sunrise Suites by LifestyleAll-in for All-Inclusive Luxury 36
Bay Gardens Beach ResortMaking a Splash in St. Lucia 38
IN EVERY ISSUEInsight Time off for Good Behavior 4
In BriefIndustry News Roundup 6
InsiderBenefits, News, Updates, and More 8
Back PageWhat We’re Talking About 52
FIND US ONVacation Industry Review is published by Interval International. It is designed to provide accurate and authoritative information regarding the subject matter covered. It is published with the understanding that the publisher is not en gaged in rendering legal, accounting, or other professional ser vice. If legal advice or other expert assistance is required, the services of a competent professional should be sought.
advertisingChristine Mas PalmasonInterval International305-925-7025 [email protected]
For address changes and corrections, or to receive a complimentary subscription, please send an email to [email protected].
CONTENTS
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IN REVIEW Meetings Forging Forward at ARDA World 2019 12
Finance Newer, Kinder Collections Strategies 16
Spotlight Aqua-Aston’s Seven Decades of Advocacy 20
Trends Resort Developers Jump on the Brandwagon 26
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executive editor Torey Marcus
editor-in-chief Betsy Sheldon
creative director Ailis M. Cabrera
associate editor Paul Sisolak
staff writers J.B. Bissell | Laurie Gallardo
graphics manager George A. Sariego
senior graphic designer Maria Garcia-Aguilar
graphic designers Frank Gonzalez | Cristina Mencia
graphic artist Jessica Rivas
assistant vice president graphics and production Janet L. Orr
photo editor Kimberly DeWees
production director Claire S. Sayan
American Resort Development Association 15DG Film Company 46Dream Vacation Week 31Entertainment Promotions 47Equiant 48Fidelity National Timeshare 49Harbor Linen 50Info-Exchange 35Interval International IFC, 3, 5, 9, 10, 17
Interval World IBCLeisure Time Passport 25Meridian Financial Services 51Vacation Industry Review 41Vacation Industry Review Digital BCVIP Gold 35VRI 19Winners Circle 35
Advertising Index
“We expect our exchange company
to bring technological innovation — as well
as quality and experience — to the table.
We want a partner that anticipates our needs,
exceeds our expectations, and takes care of our
valued owners. And Interval
delivers that and more.”
D E M A N D E X C E L L E N C E . D E M A N D I N T E R V A L I N T E R N AT I O N A L .
DAVID SIEGELFOUNDER, PRESIDENT, AND CEO | WESTGATE RESORTS Affiliated with Interval International since 1991
INSIGHT JULY – SEPTEMBER 2019 RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW
BY Jeanette E. MarbertPRESIDENTANDCEO,
INTERVALINTERNATIONAL
Time off for Good BehaviorIt’s been one of those weeks — a calendarpackedwithpresentations,meetings,appoint-ments,andevenalast-minutebusinesstrip.Attheendoftheday,stiflingatwingeofguiltforthedistraction,Isneakamomenttothinkaboutmyupcomingvacation,hikinginEuropewithmyhusband.
It’saparadox,tobesure:Wecanprovideourownersandmemberswithbucket-listtravelexperiences theydreamofand reinforce the
Jason GamelwasnamedpresidentandCEOoftheAmericanResortDevelopmentAssociation(ARDA)inApril.Gamel,formerlyWyndhamDestinations’seniorvicepresidentoflegal,wasselectedduringanationwidesearchtoreplacehispredecessor,HowardNusbaum,whoretiredafterservingfornearlytwodecades.PriortohisroleatWyndham,Gamelworked
Arthur Spaulding,aveteranrealestateattorneywithdecadesofexperienceinthehospitalityandvacationownershipsectors,hasbeenappointedchairoftheAmericanResortDevelopmentAssociation’s(ARDA)EthicsCommittee.Spaulding’sresponsibilitiesincludeheadingthecommittee’smeetingsandreportingtotheboardofdirectors,andoverseeing
Oyster Bay Beach ResortandThe Westin St. John Resort Villasarebackinbusinessafterbothproperties,damagedintheaftermathofhurricanesIrmaandMariainSeptember2017,hadshutdownindefinitely.OysterBay,locatedontheeastsideofSt.Maarten,fullyreopenedinFebruaryaftercompletingthelastofanextended,three-phasereconstructionthatinvolvedrefurbishing182totalunits.The16-monthrecoveryandrestorationeffortsofTheWestinSt.John,intheU.S.VirginIslandsencompassedconstructionofnewbalconiestoitsstudiovillas;newfurnitureinallvillas;andnewmetalroofstowithstandfutureelements.
Le Blanc Spa Resort,inCancún,Mexico,completedaUS$30million,inside-outrenovationthisspring.All260roomsattheresortwereredesigned,withneutralcolorschemes,privatebalconies,whirlpooltubsandluxurybathrooms,plusothertouches.Inaddition,theLeBlanclobby,meetingspaces,guestsuites,andon-siterestaurants—withrevampedmenus—alsoreceivedarefresh.ThereopeningofLeBlancSpaResort,PalaceResorts’flagshipproperty,followsthegrandopeninglastyearofLeBlancLosCabos.
Theyear2018sawUS$471millionintotalfractionaltimesharesales,amongotherdevelopments,accordingtoThe Shared Ownership Resort Real Estate Industry in North America: 2019,releasedthisspringbyconsultinggroupRagatz Associates.Thereportsummarizesseveralpositiveindustryindicatorsandhighlightswithinthelastyear,including:• A12percentincreaseinprivateresidenceclubsalesvolumes• 50totalfractionalinterestprojectsandprivateresidence
Weisz, right, with former ARDA President and CEO Howard Nusbaum.
6%
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CRUISE EXCHANGE MAKES WAVES
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INSIDERA F F I L I A T I O N S
W H A T M E M B E R S L O V E
N E W B U S I N E S S
Banyan Tree Cabo MarquésisthenewestpropertyforGrupoMexicanodeDesarrollo.Locatedinanexclusive,master-plannedres-identialcommunityoverlookingthePacificOcean,villasfeatureanopen-planlayout,with large terraces, travertine tiling,high-end touches, private pools, and majesticseaviews.Amenitiesincludeatrioofrestau-rants;twooutdoorpools;afull-servicespa;afitnesscenter;anartgallery;cookingandyogaclasses;andround-the-clockconciergeservices.Nearbyaredeep-seafishing,boattours,andhorsebackriding,plusshopping,dining,andnightlife.
Plaza Barra First inRiodeJaneiro,Brazil,istheninthPlazaVacationClubresorttojoinInterval International’sexchangenetwork.OwnedandoperatedbyPlazaHotéis,PlazaBarraFirst’s174unitsarepartofamixed-usecomplex.Amenitiesandactivitiesincludearestaurant,agymandsauna,akids’club,anoutdoorswimmingpool,andagardenarea.Off-site,ownerscanplaygolf;shopatupscalemalls; surf at Barra da Tijuca or ReserveBeach;orexplorenatureattheMarapendiEcologicalPark.
Aqua-Aston Hospitalityhassignedaman-agementcontractforCopperWyndResort&Club,inScottsdale,Arizona.TheresortisundergoinganextensiveUS$60millionren-ovationwithexpectedcompletionin2020,atwhichtimeitwilljointheranksofMarriottInternational’sAutographCollectionHotels.CopperWynd includes the award-winningrestaurant,Flourish,afull-servicespa,anextensivefitnesscenterwithtwoswimmingpools,alightedtenniscourt,andmore.
OneofthemostpopularcomponentsofIntervalOptionsiscruiseexchange.“Cruisingismorein-demand than ever before,” says Sharon Freed,Interval’sseniorvicepresidentofconsumermarket-ing.“Andforgoodreason,withmoreitinerariestomoredestinations,andmodernshipswithabevyofamenities,activities,andculinaryofferings.”Awidevarietyofsailingsareavailable,fromtheCaribbeantoAlaskatotheMediterraneanandbeyond,andaboardtheworld’smostpopularcruiselines.JustanotherwayIntervalInternationaladdstothevaluepropositionofvacationownershipandexchange.
IntervalInternationalisunveilinganexcitingnewwaytoengagemembersthroughtheirsharedloveoftravel:membercruises.TheprogramwilllaunchonNov.30,2019,withtheinauguralseven-nightEasternCaribbeanmembercruiseaboardRoyalCaribbeanInternational’snewestship,theSymphony of the Seas.Theopportunityprovedsopopular,thecruisesoldoutinamatterofdaysafteritwasannouncedtomembersinMarch!
Innovators and InfluencersTakinganinnovativestance,cultivatingacultureofindustryinfluenc-ers, and embracing emerging technology to empower consumerswerecentralthemesatARDAWorld,woventhroughseveralsessions.
2019The American Resort Development Association celebrates its 50th anniversary at ARDA World 2019, setting course for the next 50 years ahead.
BY PAUL SISOLAK
An optimistic and palpable semblance of change was in the air during ARDA World 2019 — a distinct feeling that ARDA and the vacation ownership industry have reached a critical junc-ture, bridging past achievements and embracing future opportunities.
“We’reable to statistically see the tide rise forourbusinessbecausewe’reusinganalyticstoreallyhoneinonwhoshouldbetalkingtowhom,”hesaid.“That’sbeenahugechangeforus.”
New PlayersThisyearsawtheintroductionoftimely,urgenttopicstothetimesharestage.Onepaneldiscussionon the lawsgoverning the terminationandextensionoftimeshareplanswasprompted,inpart,bytherecent
TherealnewplayerstotheconferencemainstageweretheentrepreneurswhopitchedtheirproductsandideastoapanelofexpertjudgesatTheLion’sDen—ARDAWorld’sversionofShark Tank,includingdirectbookingproviderStayWanderful,andVirtualConcierge Service, a provider of in-room smart speakers, à laAmazon’sAlexa.
CLOCKWISE FROM TOP LEFT: ARDA World 2019’s opening session brings a standing ovation. Mark Wang passes the ARDA board of directors chairman gavel to Robert Spottswood, as Howard Nusbaum, ARDA president and CEO, looks on. Keynote speaker David Nour. Attendees network at a conference mixer. A panel of chief marketing officers engages in discussion. MVW President Steve Weisz receives the ACE Lifetime Achievement Award.
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Nusbaum introduced his successor, Jason Gamel. FormerlyWyndhamDestinations’seniorvicepresidentoflegal,GamelwasslatedtoassumehisnewrolewithARDAonMay15.“I’mreadytolead,andI’mreadytolisten,”saidGamel,promisingtolaygroundworkforthenexttwodecadesandbeyond.
Likewise,Wang,presidentofHiltonGrandVacations,endedhistenure as ARDA board chairman by handing his gavel to RobertSpottswood, president/director of Spottswood Companies, whobeginsatwo-yeartermendingin2021.
A Party — With a Cause Ontheentertainmentfront,IntervalInternationalpresenteditssigna-turefundraisingconcertevent,PartyWithaCause,onthesecondnightoftheconference,wherealternativerockersLifehouserockedtheOrlandoHouseofBlueswitha90-minuteset,playinghitssuchas“HangingbyaMoment”and“HalfwayGone.”
ARDA Awards and AccoladesAttheawardsgaladinneronthefinaleveningofARDAWorld,MarriottVacationsWorldwide(MVW)receivedtheARDACircleofExcellence(ACE)Awardforbestcustomerservice.SteveWeisz,MVW’spresidentandCEO,wasalsohonoredwiththeprestigiousLifetimeAchievementAward.
ABOVE: Lifehouse plays the Orlando House of Blues. RIGHT: The band poses with Interval Chairman Craig Nash, second from right, and Interval President and CEO Jeanette Marbert, center. LEFT: Marbert and Marcos Agostini, Interval’s executive vice president of global sales and business development, pay tribute to Nusbaum, center.
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ompassion, empathy, and consideration. They’re notusuallydescriptionsthatcometomindwhenthinking
Agrowinggroupoffirst-andthird-partycollectionsexpertsseekstotransformthisstereotypewithakinder,gentlertouch.Advocatesofthisnewapproachmaintainitcanultimatelyprovebetterforbusinessandsignalamuch-neededmes-sage: Collection companies care about their customers andsincerelywanttohelperasetheirdebt.
ThisattitudinalshiftcanbetracedbackadecadetotheGreatRecession. Lawsuits against collectorswerecommonplace,and collection agencies felt the financial sting. It was time forachange,accordingtoGregoryB.Sheperd,presidentofdebtcollection and financial services provider Meridian FinancialServices, Inc. “Collectionagencies realized theyneeded tobegentler,”herecalls.“Notonlytoabidebytherules,buttotreatconsumerswithmoreempathy,dignity,andrespect.”
1. Survey the SituationInitiateaconversationwithconsumerstoasktherightexplor-atoryquestionsaboutthemselves,theirprofession,income,timeshareinvestment,pluspotentialreasonswhytheirdebtpersists(likeajoblossorillness).Understandingthateveryfinancialsituationandcircumstanceisdifferentpreventsunnec-essaryassumptions.
2. Customize Channels of ContactConfirmyourconsumers’preferredmethodofcontacttoensurenocommunicationgoesoverlooked—andthatyouragentsandaccountmanagersaccommodatetheirneeds.
If you’renot selling IntervalGold®or IntervalPlatinum®, you’remissing thechance to closemore salesandkeepyourownersengagedthroughouttheyear.Interval’supgradedmembershipsaresoaringtonewheights,withseveralexcitingbenefitsthatprovidetremendousvalue.
The Gold — and Platinum — Standard
Don’t miss out on this golden opportunity.
Hotel Benefits IntervalGoldandIntervalPlatinummembersaroundtheworldcanuse
6. Do Your Due Diligence Contactconsumersasearlyaspossiblebeforetoomuchtimepasses,interestcompounds,latefeespileup,anddebtsnowballs.“Istartcallingearlyintheprocessassoonassomeoneisonedaypastdue,”saysBurns.“Thesooneryouheaduptheproblem,themoreoptionsyouhave.IfIcallonedaypastdue,that’s29daysuntilthe30-daydelinquencyperiod.It’saboutgettingoutinfront,havingoptions,andhavingmoretime.”
Allow consumers the opportunity to have a say in how they pay. As with independence choosing their preferred payment plan and communication channel ... it’s one more avenue to empower owners with added leverage.
JULY – SEPTEMBER 2019 RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW
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Sharing Aloha Valuesfor More ThanBYJOYCEHADLEYCOPELAND
70 Years
Advocate With Aqua-Aston“For70years,ourcompanyhasbeencontributingandbeingagoodcitizen,notonlyasanenvironmentalsteward,butalsoinpromotingHawaii’suniquehostcultureandprovidingsupport—whetheritbefinancialorvolunteerism—toeffortsthatreflectHawaii’sculture,”saysTheresavanGreunen,seniordirectorofcorporatecommunications.“Wedecidedtousethisopportunitytotellourguestsandourcommunitywhyitmatters.”
Keeping It GreenThecompanyhaslongbeenpromotingenvironmentalstewardship.Recognizedsince2010bytheHawaiiGreenBusinessProgramforitsgreencertifiedhotels,Aqua-Aston’smany"greendeavors"includeprotectingHawaii’sfragilemarineeco-system,whichrepresents85percentofthecoralreefsintheU.S.Whenscien-tistsbeganraisingthealarmthatchemicalscommonlyusedinsunscreenweredamagingtheworld’scoralreefs,thecompanytooknotice.
Aqua-Aston’s commitment to sustainability “greendeavors,” such as reef-friendly sunscreen dispensers on-site at Aqua-Aston resorts, have proven popular among beachgoers and garnished the Hawaiian hospitality company recognition by the Hospitality Sales & Marketing Association International and other accolades.
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We’re All in This TogetherEvenso,therewasalotatstakeforAqua-Aston.“Therewerealotofdifferentconcernsthatcameupinitially,”vanGreunensays.“‘Howcanwetalkaboutsunscreen?We’renotinthesunscreenbusiness.Istheresuchathingasreef-safesunscreen?Isthisreallyathing?Howdowejusthandoutsunscreen?Itisanexpense.’”
A Historic Victory OnJuly3,2018,Hawaiibecamethefirststatetobansunscreencon-tainingoxybenzoneandoctinoxate,theingredientsthatcausethereefdamage.Thelawgoesintoeffectin2021.
Aquashottoprominencewithaportfolioofinnovativebrands—rangingfrombudget-consciousLiteHotelstotheexperientialInstinctHotelCollection—quicklybecomingoneofHawaii’sfastest-growingcompanies. Its corporate culture has earned the company kudossuchastheBestPlacetoWorkandHealthiestEmployer.
Embracing DiversityAcommondenominatorisacommitmenttocorporatesocialrespon-sibility.Aquawasamong the firsthotelcompanies inHawaiitosupporttheLGBTQcommunity,andhostedtheLGBTTourism&
ASTON MAHANA AT KAANAPALI
Associates from Aqua-Aston properties, from Aston Mahana at Kaanapali (top) to The Surfjack Hotel & Swim Club (below right), participated in Charity Walk 2018, an annual fundraiser to benefit local Hawaiian charities.
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HospitalitySymposium,whichincludedsensitivitytrainingguid-ingguest-servicepersonnelinmakingthismarketsegmentfeelathomeandwelcome.ToleranceandrespectfordiversityiswovenintoAqua-Aston’s5Promises(seesidebar),eachrootedinatra-ditionalHawaiianvalueandusedasguidingprinciples for thecompany’sguest-servicesexperience.
Leading With the Spirit of AlohaWithtwocondo-resortsinOrlando,Florida,andanall-inclusiveeco-resortofferingsportfishingandexpeditionsinPuertoJimenez,CostaRica,Aqua-AstonHospitalityplanstocontinueexpandingitspresenceinleisuremarketsoutsideofHawaii.
Joyce Hadley Copeland is based in Tucson, Arizona, and contributes regularly to travel and hospitality publications and websites.
The 5 Promises
Aqua-Aston Hospitality’s culture of service for employees and guests is rooted in traditional Hawaiian values. These guiding principles, printed on posters in the employee breakroom and on pocket-size brochures for easy reference, define the guest experience.
Ho‘okipa. Be a Gracious HostThis means engaging others (including strangers) with the utmost sense of hospitality and responsibility for their well-being. From the moment we welcome them to the moment they leave, we treat each guest as if they are a guest in our home.
Aloha. Make a ConnectionThis is the unconditional extension of trust and friendship to others. Taking responsibility for those to whom aloha is extended ensuring their safety, well-being, and peace of mind.
Ho‘ohi. RespectHaving respect for oneself and treating others with reverence is our way of showing how we honor the opinions of others through courtesy and mutual respect. All are strengthened and blessed by diverse perspectives, skills, and contributions.
Pü‘olo mea maika‘i. Create MemoriesThe literal translation means a bundle of good things. The most important part of our job is creating memories.
Kuleana. Own ItThis represents one’s personal responsibility as a privilege and an honor. It is when you accept responsibility as a duty, not in pursuit of reward or praise, but because it is the right thing to do. We take ownership in every situation.
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At last year’s Charity Walk, Aqua-Aston Hospitality associates took advantage of the reef-safe sunscreen co-developed with Raw Elements.
Here are three ways Leisure Time Passport can boost your bottom line:
1. Close more sales: Givepotentialownersatasteoftimesharebeforetheycommit.
2. Optimize your spend: Recovercostsassociatedwithyouroverallmarketingexpenditures.
LEISURE TIME PASSPORT The perfect complement to your trial ownership
or exit sales program.
Enhance your trial ownership or exit sales program by offering year-round leisure benefits. For more information on how Leisure Time Passport can increase your sales, call Claudia Nash at 305-925-6808, or email [email protected].
YOUR TICKET TO THE WORLD HAS ARRIVED
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Jumping on the Brandwagon
Alliances With Popular Brands Add Credibility and Cachet
BYJUDYKENNINGER
Vacation ownership companies are finding that partnering with top brands can be a winning strategy. Aligning with a globally recognized name or product brings a number of benefits — it can attract attention, impart credibility, connect with loyal followers, speak to target markets, open up collaboration opportunities, and elevate the vacation experience. But as in any business venture, it’s all about the execution. Here is a look at how four companies are finding success:
AtAzulBeachResortRivieraMayaandAzulBeach Resort Riviera Cancún, the guest expe-rience,due toapartnershipwithViacom International Inc.’sNickelodeonbrand,canincludebeingdousedbybucketsofgreen“slime,”asubstanceubiquitoustoNickelodeonshowsthat’susuallydumpedonaperson’sheadineitherhumiliationorcelebration.
“Karismaiscommittedtocreatingunforgettablefamilyexperienceswithafocusonquality,innovation,andexcite-mentforfansandguestsofallages,”saysRinaldoFernández,presidentofthecompany’sGlobalTravelersClubDivision.“The Azul Beach Resorts by Karisma deliver an elevated
This was a natural fit, Fernández says. “Our partner-shipwithViacomallowsustocombineKarisma’srenownedGourmet-Inclusive Experience with Nickelodeon’s adventur-ousspiritandplayfulnesstocreateanelevated,carefreefamilyvacation. Given that both brands have loyal followings, thisallowsustopresentacompletelynewofferingtofamiliesthatalreadyloveandappreciateKarismaand/orNickelodeon.”
The arrangement allows Karisma to market directly toNickelodeon’s fan base. In addition, Karisma can leveragefavoriteNickelodeoncharactersandexistinginitiatives.
TheViacomarrangement is justoneofKarisma’sbrandpartnerships.ThedeveloperalsohasdealswithTUIGroup,amajor tourismcompanywith travelagencies,aircraft, andhotels;andtheJimmyBuffett–inspiredMargaritavilleResorts.
“Thewaytogetthemostoutofthebrandpartnershipistobeproactiveaboutongoingevolutionanddevelopment,”Fernández says. “Finalizing partnerships with top brandsisonlyafirststep.The truevalueof thepartnershipcomesin the collaboration it can bring, the ideas generated whentwo talented teams work together, and the new productsand initiatives that result. After our first Nickelodeon Hotels&ResortsPuntaCana,we’ve stayedworking regularlywithViacomtofurtherrefinethevacationexperienceatthatprop-ertywhileconceptingexcitingnewofferingsthatwilldebutatNickelodeonHotels&ResortsRivieraMaya,openingin2020.”
His advice for other companies looking to partner up?“Don’tbeintimidatedbymajorbrands.Providedyouhaveaqualityproduct youcanstandbehind, andyourbrandsarealigned,youdon’thave tobe the largestdeveloperorhotelcollectiontooffervalue.”
Slime Time With Karisma Hotels & Resorts
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unprecedented toMexico,saysNormaPreciado,directorofentertainmentmarketingforGrupoVidanta.“Ourgoalwastoupgradetheentertainmentofferingsforourguestsandvis-itors to rivalany in theworld.ThroughourpartnershipwithCirque du Soleil, we were able to create an entertainmentexperiencebeyondanythingtheworldhaseverseen.
The partnership began in 2010, when Grupo VidantareachedouttoCirqueduSoleilEntertainmentGroupandaskedtheentitytocreatesomethinguniquefortheminMexico.Thecollaborationresultedinthedinnershowidea,alongwiththetheater,whichwasawardedtheBuildingProjectof theYearAward by Grupo Expansión and Obras magazine in 2015.Choosing fromafieldof1,000entries, the judgescited thetheater’s social and economic impact, innovation in theaterarchitectureandengineering,andconsiderationofMexicanartandheritage.Itsshaperesemblesagrandpalapastruc-ture, and it’s surrounded by water and crowned with palmleavesopeningtotheskies.
Inadditiontoprovidingaspectacularamenityforguests,theshowcreatedjobsandledtoanincreaseindestinationvisitors.“WeconsiderJoyà,whichdrawsonMexico’shistoryandheritage,agifttoMexico,”Preciadosays.“Theshowisamust-dowhenintheregion,anditdrawsguestsandevenoff-resort tourists. It’s been an incredible journey, and theshowwillcelebrateits1,500thshowandfifthanniversaryin2019!”
Thetwocompaniesworkwelltogether,shesays.“CirqueduSoleil’svaluesareverysimilartooursatGrupoVidanta,soitmadeforanaturalfit.Wearebothverypassionateaboutwhat we do — they are masters of entertainment, and wespecialize in resorts, infrastructure, vacation experiences,dining,andgolf.It’sfantastictocollaboratewithsuchacre-ativeforce.”
This partnership was the result of a chance meeting.“I’vealwaysbeenafanofBobMarley,sowhenIranintoRohanwhenvisitingasupplier,Istartedtochatwithhim,”explainsAlejandro Zarfino, chief operating officer of The FivesHotels&Residences. “He toldme thathehada lineofcoffeecalledMarleyCoffee,buttheydidn’thaveacoffeeshop.Ibecameveryinterestedinthestorybehindit.”
the fact that thestorecontainsnomarijuana-relatedmer-chandise.On theplusside,hesays,“ThestoryofBobMarleyhasworldwideconnotationsofpeaceandlove;there’snocon-troversythere.We’rethrilledtobeapartofthat.”
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JUMPING ON THE BRANDWAGON
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RafaelNadal, currently rankedsecond in theworldinmen’stennis,haswon17GrandSlamtitles,anOlympicGoldMedal,and80careertitles.ButforPalladiumTravelClub(PTC),PalladiumHotelGroup’svacationclub,Nadalishittingallacesinatotallydifferentway.ThroughapartnershipwithhisRafa(asheisknowninSpain)NadalAcademy,guestsatGrandPalladiumCostaMujeresResort&Spahavetheopportunitytoampuptheirgameattheon-siteRafaNadalTennisCentre.
Inaddition toagreatamenityforguests, the tenniscenterattractstennis enthusiasts who seek it out,introducingfanstotheirresortbrands.
ThepartnershiphasalsoallowedtheRafaNadalAcademytobuildasecondcenter,followingatwo-yeartrackrecordofsuccessatthepre-miersiteinMallorca,Spain.“Therewastrulysomethinginthepartner-shipforeachofus,”hesays.“Whenbothpartieshave thesamevaluesand goals in common, it becomeseasier to develop products or ser-vicesforasharedaudience.”
Judy Kenninger, head of Kenninger Communications, has been covering the vacation real estate industry for nearly two decades.
When, in mid-February, the Sheraton Kaua‘i Resort completed renovations to the Garden Wing, its 66-unit vacation ownership component, resort associates did what came naturally. They held a dedication ceremony and blessing in the newly revamped lobby.
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Sheraton Kaua‘i Resort AN INTERVAL INTERNATIONAL PREMIER RESORTSM
Company Commitment to KauaiThePacificOceaninthisareaishometoavarietyofmarinelife,includingHawaiiangreenseaturtlesandHawaiianmonkseals.Theareasurround-ingtheresortisamixoflow-risestructures(ofwhichtheSheratonKaua‘iResortisone),privatehomes,apartmentbuildings,andcondominiums.
“Ourtraditionalmethodofmarketingistoleverageourrelationshipwithcustomersbothonthehotelsideandthevacationownershipside,”Kinneysays.“Wegenerate interest to learnmorebyusingin-houseprogramsandcontactingexistingowners.Wehavemillionsofreward-programmembers.It’sallveryspecificandbyinvitation.”
Community InvolvementAsfurthertestimonytoSheratonKaua‘iResort’scommunityinvolvement,earlierthisyearitwasannouncedthattheproperty’sdonationprogram,Table53,hasgivenmorethanUS$250,000inthepastsixyearstoavari-etyoflocalnonprofits.
Help your resort staff manage inventory and better
serve owners.
Give associates the opportunity to experience
benefits firsthand.
RESORTDEVELOPER.COM
MOTIVATE
For more information on these programs, contact your Interval International resort sales and service representative.
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JULY – SEPTEMBER 2019 RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW
“When you only have one week a year to vacation, what you want to bring back are memories,” says Santiago Merizalde, business development director of Lifestyle Holidays Vacation Club. “Memories are not only created from having a luxury unit with comfortable beds — they’re made from exciting moments in an environment with elements that make your experiences unforgettable.” And at Sunrise Suites by Lifestyle, that is the goal.
MARRIOTT’S BALI NUSA DUA GARDENSSUNRISE SUITES BY LIFESTYLE
Sunrise Suites by Lifestyle AN INTERVAL INTERNATIONAL PREMIER RESORTSM
A Win-Win RelationshipOwnerswhopurchaseatSunriseSuitesbyLifestylereceiveaone-yearIntervalGold®membershipwithIntervalInternational,givingthemaccesstoenhancedbenefitssuchasIntervalOptions®exchanges,allowingthemtotradetowardadifferentvacationexperience,suchasacruise,ahotelstay,orexperientialtravel;hotelsavingswithPricelinePartnerNetwork;carrentaldiscountswithHertzGoldPlusRewards®;andmore.
JULY – SEPTEMBER 2019 RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW RESORTDEVELOPER.COMVACATION INDUSTRY REVIEWBAY GARDENS BEACH RESORT
HOME IS WHERE
THE WATER PARK IS
BY J.B. BISSELL
When asked what the ambiance is like at Bay Gardens Beach Resort, Sanovnik Destang is quick to respond. “It’s not just a resort property,” he says. “It’s an extension of your family and you’re simply coming home.” And while the home-away-from-home catchphrase is used quite a bit throughout the timeshare industry, this particular assertion feels utterly sincere — and has plenty of history to back it up.
Home CookingThe“home”cookingdoesn’thurteither.Hi-TideRestaurantandSeaGrapesBeachBar&Restaurantarebothlocatedon-siteatBayGardensBeachResort,andofferanarrayoflocallyinspiredentrees,rangingfromgreenfigandsaltfishgnocchitoroastedcurriedgoatmeatandjerkrabbitstew.“We’reknownforprovidingthebestinCaribbeancuisineandinfusingitwithinternationalflavors,”saysDestang.
Green TeamHelpingMotherNaturegoesbeyondthedinnermenu,too.AccordingtoDestang,BayGardenswasjustnamedthefirstGreenGlobeGoldMember–certifiedpropertyonSt.Luciaatthreeofitslocations.
Water WorldBayGardensBeachResorthas78units,23comprisingthevacationclub:11one-bedroomunitsand12two-bedroomlock-offsthatrangeinsizefrom1,100to1,450squarefeet(102to135squaremeters).Arecentlycompletedrenovationhasresultedinnewfurnishingsanddecor,andappliancesintheclubunits.They’realloutfittedwithmodernconveniences,includingcomplimentaryWi-Fi,cableTVwithaDVDplayer,andcomfortablefurniturearrangements.
Home BaseSplashIslandisalsoagreattoolforthemarketingteam.It’snocoinci-dencethatallthecompany’ssalesaredonefromasingleofficethat’slocatedatBayGardensBeachResort,wherepotentialpurchaserscanseefirsthandhowmuchfuntheirfamilycouldbehavingatSplashIsland.
impactReaders of Vacation Industry Review are active members of the vacation ownership and hospitality sectors. They use the magazine as a tool to keep up with what’s happening and to find out about new products and services. A Vacation Industry Review reader survey found:
More than 80 percent say that the editorial content of Vacation Industry Review is useful or valuable to them.
In excess of three-fourths indicate that the advertised products and services in Vacation Industry Review are useful or valuable.
Get the results you need — call today.
TO PLACE AN AD IN VACATION INDUSTRY REVIEW:
Contact Christine Mas Palmason Phone: 305-925-7025
JULY – SEPTEMBER 2019 RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW
SGI Vacation Club’s two-decade rise to dominance in Malaysia’s timeshare market has been swift and sure. Debuting as Swiss-Garden International Vacation Club Berhad in 2001, the Kuala Lumpur–based club achieved instant brand recognition for its association with the well-established Swiss-Garden International Hotels Group. By 2015, it owned two coveted BrandLaureate SMEs awards — the BestBrands Award 2013 for Corporate Branding and the BrandLaureate SMEs Signature Award in 2015 — along with the majority of market share.
SGI VACATION CLUB
Theclubwent fromstrengthtostrengthwhenitwasrebrandedasSGIVacationClubina2015corporaterestructuring,becomingpartofthehospitalityofferingofOSKGroup,aconglomeratewhosebusinessinterestsalsoinclude property development and invest-ment,construction,andfinancialservices.
A Bold Plan Latein2018,withitsfirstthreeresortssoldout,the14,000-memberclubphasedoutitsoriginal30-year,right-to-useofferingandopenedthreenewresortswithashorter-termandmoreaffordableproduct.
“Alotofprospectsinourmarketwouldpreferashorterproduct,”saysCEOIvanTingChunHong.Newmemberscanchoosebetween an Explorer Membership (sevennightsinaone-bedroomunit)andaDiscoveryMembership(sevennightsinatwo-bedroomor14nights inaone-bedroomunit) foraperiodof15years.“Ourplanistorolloutproductseverythreeorfouryears,”Tingexplains.“Whenweare fullysold,wewill launchanotherproductwithnewproperties. Our vision for the near future is to continue to be theleadingvacationcluboperator inMalaysia,withover20,000mem-bersby2020.”
The Magic Bullet Deliveringonthatvisionrequiresarobustsalesteamandastrate-gicapproachtosalesandmarketingwithinMalaysia,aswellasinpromisingnewmarketssuchasChina.
Reaching out to New MarketsPartofSGIVacationClub’ssalessuccessisleavingnostoneunturned.To bring 2,200 new members on board in 2018 alone, the teamappliedamixoftried-and-truesalesmethodssuchascocktails,mini-vacations,andtargetedsocialmediamarketing.Facebookadsgenerate
“MalaysiaisaveryattractivetouristdestinationforpeopleofthecountriesinAsia—China,Japan,Indonesia,Thailand,Singapore,Brunei,” Ting says. Three-quarters of inbound tourist arrivals arefromASEANneighbors,accordingtotheMalaysianInboundTourismAssociation (MITA), and arrivals from mainland China continue topickup.“Weare lookingatwaystoseehowwecanselltopeopleinthesenearbyforeigncountries,”Tingsays.“WeareabouttosignupwithtwoChinesepartiesthatwillsendprospectstoMalaysia.”
Golf, Beach, and Countryside LocatedbetweentheprestigiousDamaiLautGolfandCountryClubandtheSGIatBeachResortDamaiLaut,Swiss-CourtHolidayApartmentsiseasilyaccessiblefromtheNorth-SouthExpresswaylinkingcitiesontheMalaysianpeninsulafromThailandtoSingapore.Thecomfortablyfur-nished556-square-foot(51squaremeters)studiounitsprovideanidealgetawayfromthehustleandbustleofKualaLumpur.
Nearby, sophisticated Swiss-Villas Damai Laut offers stylishtwo-bedroomunitswith947squarefeet(88squaremeters)oflivingspace,includingafullkitchenandsweepingviewsofgolffairwaysandsurroundingforest.Guestsofbothresortshaveaccesstoawiderangeofrecreationalactivities,includingaward-winninggolfandthefacilitiesatSGIatBeachResortDamaiLaut.
Just90minutessouthwestofKualaLumpur,Melaka isa formerPortuguesecolonythatblendsthecustomsandtraditionsofitsMalay,Chinese,Indian,BabaNyonya,Portuguese,Chitty,andEurasianances-tors.SGIVacationClubMelakaisonJalanParameswara,ashortwalkfromtheculturalcenterwithhistoricmonuments,galleries,bridges,andmuralsalongtheMelakaRiver,andthefamousnightmarketat“JonkerWalk.”
The Whole Package AlongsidetheexperiencesSGIVacationCluboffersinMalaysia,theabilitytotraveltheworldthroughIntervalInternational’sworldwidevacationexchangenetworkisaperkSGIVacationClubmembersvalue.
DG Film Company is a full-service production company with 20 years of experience — including the creation of customized resort presentations worldwide.
nDGFilmCompanyoffersprofessionalfilm
presentationsthatmeetclients’marketingneeds
whileremainingwithinbudget.
n Resortsareshowcasedinacaptivatingstyle,
incorporatingcreativevideoelementsthatappealto
clients’targetaudiences.
n Websitevideosboostinternetsearchresultsand
increasetherateofviewerresponse.
For a two-to-three-minute showcase video, participating resorts will receive preferential pricing on:nScriptdevelopment,includingmusicandnarration
Sample videos can be found at dgfilmco.com. See how DG Film Company can help achieve crucial marketing goals for your resort property. Contact the company at 435-674-1133 or by email at [email protected].
Resort video footage can be included on Interval HD at intervalworld.com.
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Fidelity National Timeshare provides a variety of
transaction-focused services exclusively to the
shared ownership industry. Led by industry veterans,
this powerhouse offers decades of experience and a
Resorts that choose to participate in this Interval Affiliate
Advantage can receive preferential pricing on:
nLoanreceivablesservicing
nHOA/maintenanceservicing
nInvoicingandpaymentprocessing
nMerchantservices,includingPOStransactions
nDelinquencycontrol
nPortfoliomanagement
nPlatformasaService(PAAS)
nOn-sitetransitionalstaffing
nDocumentcustodyservices
nSecuritizationreporting
nBackupreporting
nDatacollectionanalytics(BITS)
nDisasterrecoveryplans
Celebrating More Than 30 Years
of Providing Servicing Solutions
Equiant Delivers Receivables Excellence
To find out how Equiant can create a custom solution that suits your operational needs, contact Peter Moody, chief business development officer, at 480-636-4888, or [email protected].
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With more than 40 years as a manufacturer and
distributor of institutional textiles made specifically for
the hospitality industry, Harbor Linen has put together
Meridian is a veteran of the shared ownership industry. The company understands the impact of bad debt, as well as the importance of keeping your owners’ accounts current, and preserving their confidence in the purchase decision.
Meridian Financial Services, an Interval Affiliate
Advantages partner, is a sophisticated third-party
collection agency able to service whole and partial
portfolios.
Services include:
n Full-service collection agency for domestic and international clients
n No-cost-to-client recovery program n Customized industry collection strategiesn Credit reportingn Skiptracingn Online servicesn Credit and collection consulting
Meridian Financial Services = Collections at No Cost to You
To learn, at no cost, how Meridian can work for you, please contact: Greg Sheperd, president, 866-294-7120, ext. 6705; [email protected] Zaida Smith, vice president, international sales, 866-294-7120, ext. 6747; [email protected]
Take Advantage of Preferential Pricing and Value-Added Benefits
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JULY – SEPTEMBER 2019 RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW RESORTDEVELOPER.COMVACATION INDUSTRY REVIEWJULY – SEPTEMBER 2019BACK PAGE
Morritt: “Those whom most companies consider their customers, I consider my friends. The owners at Morritt’s Resorts are our greatest asset and strongest marketers. Word of mouth built our resorts, so keeping our friends involved and listening to their concerns is the smartest way to build a strong owner base.”
Schmidt: “In order for our customers to be happy, we must enchant them by offering not just what was promised at
the time of the sale, but even delivering more than what was promised, and,
thus, as well as enchanting, also give them a perception of advantage.”
DAVID MORRITT, CEOMORRITTPROPERTIESCAYMANLTD.
CARLOS HENRIQUE SCHMIDT, CHAIRMANOFTHEBOARD
PLAZAHOTELSANDRESORTS,BRAZIL
LISA SIEGERT-FREE,MANAGINGDIRECTORANDGENERALMANAGER,THECHRISTIELODGE
MIKE VASEY, GENERALMANAGER,VIRESORTS,ANDCEO,VACATIONOWNERSHIPSALESINC.
What is one important step an organization can take to keep owners happy?
Siegert-Free: “If you take care of your employees, they will take care of your guests. For example, our employees are offered full-time, year-round employment. We do not downsize our staff in off-season as we want to keep continuity in service to our owners and guests.”
Vasey: “Listen to them. At VI Resorts, we are able to slow down and listen to what our owners are saying and focus on meeting their
needs at every interaction we have with them. We believe the best part
of our club is its owners.”
RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW
To advertise in Interval World magazine, contact Christine Mas Palmason at 305-925-7025; [email protected].
For information on consumer advertising opportunities in Europe, contact Annie Mercer at 44 (0) 20 8336 9581; [email protected].
In Asia/Pacific, contact Fizah Ibrahim at 65 6318 2510; [email protected].
When you advertise in Interval World ® magazine, your message will reach 1.3 million travel-savvy consumers in the U.S., Canada, and Caribbean.
Have readers. Will travel.
THEY ARE AFFLUENT.More than half report a household income of over $100,000 per year.
THEY LOVE VACATION OWNERSHIP. More than three in four are satisfied with the product.
THEY TRAVEL — A LOT.Interval members take more land trips and cruises, and rent more cars than the general U.S. population.
JULY – SEPTEMBER 2019 RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW
Visit resortdeveloper.comandCLICK Publications within the Resources & Tools tabtogainfullaccesstothedigitalversionofthemagazine.OrdownloadtheIntervalSalesToolKitapptoaccessthemagazine.