Chapter 9 - The uniqueness of timeshare resort operations. After completing this chapter, students will be able to: Explain how purchase prices influence buyers, describe how suppliers determine their purchase prices, identify methods buyers employ to reduce purchase prices,. | THE UNIQUENESS OF TIMESHARE RESORT OPERATIONS Copyright © 2012 John Wiley & Sons, Inc. Photograph Courtesy of SuperStock Learning Objectives Explain the major differences in the way traditional resorts/hotels and condominiums operate with respect to the role of: Guest/Owner Characteristics Marketing Reservations The Front Office Housekeeping Maintenance and Engineering Accounting and Finance Guest/Owner Characteristics The target market for timeshare ownership is the growing masses of middle-aged baby boomers who want the advantages of owning a resort property without the headaches. People purchase timeshares for one or more of four reasons: Flexibility over when, where, and how they vacation. Economics—Owners report they save money over the long term. Certainty about the availability and quality of popular resorts. Safety and secure environments for family vacations. Copyright © 2012 John Wiley & Sons, Inc. Guest/Owner Characteristics (cont.) Owners give three reasons as to why they | THE UNIQUENESS OF TIMESHARE RESORT OPERATIONS Copyright © 2012 John Wiley & Sons, Inc. Photograph Courtesy of SuperStock Learning Objectives Explain the major differences in the way traditional resorts/hotels and condominiums operate with respect to the role of: Guest/Owner Characteristics Marketing Reservations The Front Office Housekeeping Maintenance and Engineering Accounting and Finance Guest/Owner Characteristics The target market for timeshare ownership is the growing masses of middle-aged baby boomers who want the advantages of owning a resort property without the headaches. People purchase timeshares for one or more of four reasons: Flexibility over when, where, and how they vacation. Economics—Owners report they save money over the long term. Certainty about the availability and quality of popular resorts. Safety and secure environments for family vacations. Copyright © 2012 John Wiley & Sons, Inc. Guest/Owner Characteristics (cont.) Owners give three reasons as to why they hesitated before buying. financial concern about using the timeshare enough to justify the expense of the purchase the resort experience will not meet the expectations created during the sales presentation Two areas of concern to owners are the actions of their homeowners’ association and their annual maintenance fees. Copyright © 2012 John Wiley & Sons, Inc. Guest/Owner Characteristics (cont.) In terms of activities, skiing, golf, sightseeing and beach/waterfront activities are more important to timeshare owners while entertainment, shopping and dining are more important to hotel guests. Copyright © 2012 John Wiley & Sons, Inc. Marketing Resorts offer timeshares in a variety of formats. Over 90 percent sell interval interests in increments of one week of use each year or as points offerings. The standard type of ownership is the deeded week, offered by almost 90 percent of resorts. Copyright © 2012 John Wiley & Sons, Inc. Marketing (cont.) The way timeshares are marketed depends on .
