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A D V E R T I S I N G
I N F O R M A T I O N
A P U B L I C AT I O N O F I N T E R VA L L E I S U R E G R O U P
If you’re seeking to reach decision-makers in
shared ownership and the broader hospitality
industry, Vacation Industry Review is an excellent
advertising vehicle that promotes your products,
goods, and services to thousands of international
readers with an eye on the industry.
Vacation Industry Review is published by Interval
Leisure Group, a leading global provider of nontraditional lodging, encompassing a portfolio of
leisure businesses from exchange and vacation
rental to vacation ownership.
RESORTDEVELOPER.COM
PROF ILE
S
JULY – SEPTE
MBER 2014
ACCOR VAC
ATIO
CANYON WOO N CLUB
DS GRANDE
HOLIDAY
INTERNATION
INN CLUB
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VACATIONS
STAYSKY
WILLIAMSBU ATION CLUB
VACATION
CLUB
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THE VILLA
GROUP
Vacation Industry Review is a quarterly publication for
the international shared ownership industry, specifically targeted to resort developers;
EUROPE
IN
sales, marketing, and managerial professionals; key industry leaders; and members of
TH
SPOTLIGEHT
homeowners’ associations’ boards; as well as other individuals interested in exploring
this segment of the hospitality industry. With a circulation of more than 18,000, the
WHAT
VACATIO ’S HAPPENIN
G IN
N OWNER
SHIP
CLUB
INTRAWESTNOW
magazine is distributed throughout North America,
OCTOBER – DECEMBER 2014
vacation industry review
RESORTDEVELOPER.COM
Europe, Asia, and elsewhere.
By Judy Kenninger
IS YOUR
ADA–CO RESORT
MPLIANT
?
OCTOBER – DECEMBER 2014
VIEWPOINT
SELLING
TO
SINGLES
vacation industry review
Vacation Industry Review reports on the
PHOTOG
PROPER RAPH YOUR
TY AT ITS
BEST
RESORTDEVELOPER.COM
development, financing, marketing, and
Club Intrawest – Ucluelet (opposite) in British Columbia is the developer's
newest property; owners and guests celebrated its opening day (above). Member
events are a key Guiding Light at Club Intrawest, with activities such as Palm
Desert Yoga week (left) and the Sandestin Horse Derby (center).
Lessons Learned
E
BY
Craig M. Nash
CHAIRMAN, PRESIDENT, AND CEO
INTERVAL LEISURE GROUP
The importance of
attracting capable
young talent to
timesharing can’t be
overstated. It’s
critical that today’s
students understand
that opportunities
extend beyond titles
of resort manager,
sales executive,
concierge, and chef.
ver have one of
those back-in-school dreams? The bell has rung
and you can’t find your classroom. Or you realize
you’ve never been to class and tomorrow’s the final.
They say such dreams are a sign of anxiety or fear of
being unprepared.
But school’s been on my mind lately for a positive reason: I just reviewed the final plans for the
Shared Ownership Investment Conference, and I’m
pleased to see that, once again, students from two
Florida schools — Florida International University
and the University of Central Florida — will be an
integral part of the two-day event in October. As in
past years, the FIU Chaplin School of Hospitality &
Tourism Management and UCF Rosen College of
Hospitality Management students will assist with
registration and facilitation of the sessions.
Additionally, the conference will gain from the
involvement of Mike Hampton, dean of FIU’s hospitality school. He is slated to moderate our View from
the Top panel, and will offer perspective as part of
the conference’s opening session.
As the Interval-sponsored conference is and
always has been a learning opportunity for all attendees, it’s only fitting that our future industry
professionals are able to benefit from this annual
conversation — both in terms of hands-on event
experience and networking with vacation ownership
and other hospitality leaders. And why not? After all,
with growth in tourism, expansion of international
markets, and high expectations of the traveling public, hospitality careers are extremely appealing. And
shared ownership is a sector ripe for opportunity.
TRENDS
Advanced Coursework
Just as Interval’s relationship with FIU and UCF
students is mutually beneficial, our industry’s partnership with hospitality schools is also one of
symbiosis. While we rely on the institutions to produce talented, knowledgeable employees, they turn
to us to provide meaningful careers for their graduates. But the relationship is so much more involved
than that.
Take FIU for example: Perhaps best known for
the South Beach Wine & Food Festival, which it
jointly hosts with Southern Wine & Spirits of Florida,
the forward-thinking school contributes to the
advancement of the hospitality sector in general and
shared ownership in particular. We can thank leaders
such as Hampton and Randall Upchurch, associate
dean of the FIU Chaplin school, for adding timesharespecific coursework to the curriculum — classes
that portray vacation ownership as broader, deeper,
and much more than a mere pie chart divided into
52 pieces.
The vision of its faculty extends beyond expanding its timeshare curriculum. The hospitality school
has been instrumental in broadening the school’s
global reputation, leading to opportunities for students worldwide. It speaks to the school’s reputation
that the Chinese government approached the university to establish a campus in Tianjin.
At the UCF Rosen college, dedicated teachers
such as Amy Gregory work to make shared ownership companies employers of choice. Gregory has
established the Web page timeshareeducation.org
to promote and teach about timesharing. With
the assistance of a committee sponsored by
the American Resort Development Association
(ARDA) and industry partners including Interval
International, UCF is developing more coursework
to add to the curriculum.
Mission:Extraordinary
Hired Learning
The importance of attracting capable young talent to
timesharing can’t be overstated. It’s critical that
today’s students understand that opportunities
extend beyond titles of resort manager, sales executive, concierge, and chef. These young people must
be taught that a career in shared ownership can
mean leveraging expertise in real estate law, inventory management, mortgage servicing, IT and social
media, and even environmental development.
We in the shared ownership industry have so
many avenues in which to assist, support, and
review RESORTDEVELOPER.COM
encourage the students enrolled in hospitality
2014 vacation industry
– DECEMBER
OCTOBER
schools. Our staff
can teach
classes, we can host
tours at our resort properties, provide job training for
eager interns, participate in mentoring programs,
host job fairs, and — of course — hire these wellschooled and qualified employees.
And let’s not forget what these students can
teach us about the next generation of consumers. I’m
sure we’ll be looking to our youngest employees for
insight as we guide the evolution of our product to
meet the needs of the millennial buyer.
As vacation ownership has become increasingly
sophisticated, so have the information and skills
required to succeed in today’s timeshare environment. We are well-advised to do everything we can
today to support the professionals of tomorrow
and the institutions that educate them. And that’s
got to go a long way in reducing our collective
anxiety, preparing us to stay competitive, and
ensuring a good night’s sleep. Minus the back-inschool dreams.
6
By Joyce Hadley Copeland
for New Markets
in
Reshaping Ships
tricky image problems
to navigate
industry has had
city street
on at least one
While the cruise
people went to sea
on a bench on a busy
about 20 million
International
e. A young girl
the past few years,
A conch shell sitting
to the Cruise Lines
to ring like a telephon
in 2013, according
lines. With a
cruise vacation
improba bly startsseashell to one ear, looking at her mother
representing 63 cruise
CLIA
the organization
high seas this year,
Association (CLIA),
gamely places the
ity ships hitting the
22 million. Seventeen
voice at the
half-dozen new high-capac
for reassurance. “Hello?”
of cruisers will approach between 2015 and
calling,” the woman’s
predicts the number
“Hi! This is the sea enthusiasm. “When was the last
come online
are scheduled to
and adding
with
more new ships
by more than 9 percent
other end bubbles
passenger capacity
come at a price:
me?”
has
boosting
sailing
2016,
visited
Smooth
by the
time you
annual revenue.
advertising campaign
US$3.4 billion in
l in a long-running
young families and
.
dining and
So begins a commercia
targeting
freestyle
reinvention
al,
by
radical
have been replaced
Caribbean Internation
full-on
cruise line Royal
.
Regimented schedules
have amped into
sea, conmarket of millennials
Shipboard amenities
. Cabins
the voice of the
the ripening new
entertainment options.
soon — skydiving
and imagine,” croons
surfing and —
You can get a
with roomy
“Close your eyes
you, for a change.
adventure s, including
cruisers coexist
high
“people wait on
number of solo
reinstated
s. Surfing. Zip-line
juring a place where
designed for a growing
. Some ships have
go to amazing restaurant moves into a dreamy
two-story
multiple bedrooms
massage. You can
couple
family units with
floors and ultra-luxe
10
dancing.” One young
with private concierge
pretends to hang
above me. Go out
A 20-something
“classed cruising,”
and marble baths.
it a loud
on the sidewalk.
rooms, dining rooms,
his lips and gives
waltz right there
suites with living
brings the shell to
Another
bench.
on a park
AH!
smack — mmmm-W
on mixed-use projects with a shared ownership
Satisfaction
component. The magazine covers topics such as
products and services of interest to the industry, the
activities of prominent individuals and companies
within the industry, environmental and operational
39
issues of property managers and developers, and
news from Interval International.
s do more
New cruise trend
h among
than make a splas
— they reimagine
new markets expe
rience.
the onboard
Ship
Shifting
management of shared ownership resorts, and
tributed to employees, and then promptly forgotten. Not at
Intrawest. One reason was the simultaneous introduction
of Guiding Lights — concepts, principles, and feelings
incorporated into all aspects of the Club Intrawest experience. “We consider every touch point between the club
and members, from websites, confirmation letters, and
phone conversations to the arrival and check-in experience
and the vacation homes themselves,” Thompson says.
“There are hundreds of touch points, and we strive to have
the Guiding Lights infused in each one.”
For example, one Guiding Light is the word “Club,”
In April, as Club Intrawest commemorated 20 years of delivering great
which refers to a shared feeling of ownership, responsibility,
vacations, the American Resort Development Association gave the
and pride. “We have a really strong member community,”
Vancouver, B.C., Canada–based developer another reason to
Thompson says. “With just 60 to 70 homes at most of our
communities, our members can interact and create relacelebrate: an ARDA Circle of Excellence (ACE) award for Excellence in
tionships with each other and with our resort staff. Many
Customer Service, arguably the industry’s highest honor.
come back to the same resorts year after year.” Each
Although the boutique developer with just nine resorts has always
resort location features a Member Corner with bulletin
prided itself on customer service, an initiative started five years ago
boards to facilitate member interaction, such as finding a
has enabled the company to go from great to even greater, surviving
fourth for golf, setting up children’s playdates, or recomand thriving alongside its bigger rivals by adhering to its core values.
mending favorite restaurants and activities.
The club concept doesn’t end when members go home.
Club Intrawest boasts some of the industry’s most active social media
sites. On Facebook, Club Intrawest keeps up the conversation with its
Mission, Short and Sweet
members, and 25 percent have “liked” the developer’s page. “We didn’t
It all began with a review of the Club Intrawest mission statement. “We
want it to be a marketing tool, but rather a place where members can
had met many of our early goals — developing an innovative, internaconnect,” Thompson says. “We post content, but the idea is to get the
tional, multisite resort club with unique and special locations across
discussion going so members connect with each other. Members ask
Canada, the U.S., and Mexico,” recalls Chris Thompson, vice president
each other for vacation ideas and how to use the product.”
of business development for Intrawest Resort Club Group, which operWhen Club Intrawest announced its affiliation with Interval
ates Club Intrawest. “We also realized that our greatest successes to
International, Thompson says the company hosted a question-anddate came in our high rates of member satisfaction.”
answer session on Facebook. “It was great because members jumped
The result was a new mission statement: “We help members create
in to help answer other members’ questions. Some had past experience
the best vacations of their lives.” It had an added bonus: At 35 fewer
with Interval and others had already gone to the Interval site to see what
words than the one it replaced, it focused solely on the company’s true
the experience would be like. They were very positive.”
purpose.
Another Guiding Light is Treasured, which refers to influencing
For many companies, updating a mission statement is an exercise
people’s perception of Club Intrawest with fond memories. Each
that ends with a finely crafted document posted on a few walls, dis-
(ARDA). “We
ent Association
l
Resort Developm
on and as individua
CEO of the American
— both as an associati
want, in
conduct research
what today’s travelers
With
— to determine
experient ial travel.
brands/developers
y, flexibility, and
ing walls, surf
terms of new technolog
zip lines, rock-climb
opting
features such as
of our resorts are
adventure/thrill
many
s,
is another
bungee trampoline
simulators, and
families, which
suit multigene rational
for diversity to
five-day itinerkey trend.”
three-, four-, and
s—
short cruises —
closer to passenger
A fresh array of
that
from new ports located
and mid-week breaks
aries on ships leaving
have
of long weekends
ownership resorts
mirrors the flexibility
now enjoy. Shared
lines such as
their liking.
many vacation owners
on luxury cruise
e plans common
Mind
success. The Karisma
dabbled in all-inclusiv
Styles of One
sounds
Two Vacation
some with stunning
guest experiand new markets
Silversea Cruises,
cornerstone of the
to changing times
resorts have
Experience is the
Mexico’s
in
ownership
Inclusive
If innovating in response
properties
shared
Gourmet
collection of
cruise lines and
the way.
Hotels & Resorts’
familiar, it’s because
good ideas along
beach butler service
ence at Karisma
is included, from
tracks, often swapping
closely follows
everything
Nearly
industry
followed parallel
Riviera Maya.
industry, the timeshare
we can
“Like the cruise
products and offerings
to gourmet cuisine.
for insight on what
president and
consumer trends
Howard Nusbaum,
their needs,” says
develop to satisfy
Digital versions of the printed editions are accessible at
ResortDeveloper.com. Readers can flip through the pages,
search entire publications, click on links, print the
magazines, or download them in PDF format. Notification
links are emailed to subscribers when new electronic
issues become available.
shifted. Not
s have certainly
market preference
more multigenerational
Demographics and
cruisers getting younger, a significant milestone
only are the first-time
to celebrate
Market
are sailing together
According to Cruise
families than ever
or onboard wedding.
for the
such as an anniversary
and marketing trends
market share, size,
American
in the core North
Watch, which tracks
population
the
of
y led the
percent
cruise industry, 53
the U.S. has traditionall
a cruise. And, while
al travelers —
market has taken
number of internation
to
volume, a growing
— are finding cruising
way in passenger
the U.K., and Germany
especially from Brazil,
25
24
Viewpoint
Giving Back
Pulse
Interval Leisure Group’s chairman,
president, and CEO, Craig M. Nash,
covers a variety of issues and concerns
related to shared ownership.
Recognition of the philanthropic efforts
and acts of social responsibility among
the resort development and shared
ownership community.
People and industry news, including
new job announcements, promotions,
products, and services.
In Brief
Green Scene
Meetings
A roundup of news and views on what’s
happening at the front line of the industry.
Topics of critical interest, from regulation
to research, are covered in this section.
What’s happening on the environmental
horizon, including developments in green
building and advice on earth-friendly
business practices.
News from the most important
conferences and conventions in the
shared ownership industry keeps
readers apprised of critical issues
and current trends worldwide.
Insider
Market Spotlight
New affiliations and projects at Interval
International member resorts, as well
as new marketing initiatives, benefits,
programs, and services from Interval
International.
A closer look at some of shared
ownership’s most promising regions
of development.
Timeshare Talk
Experts weigh in on factors that shape
and influence industry activity, offering
thoughtful analyses and forecasts.
RESORTDEVELOPER.COM
Resort Profiles
In-depth information on resorts,
development companies, and more.
Insight
Leaders in the shared ownership and
travel/hospitality industries share their
perspective on current topics of interest,
from resales to research, and more.
Topical Features
Development, sales, marketing,
management, legal, and other shared
ownership–related business issues.
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