RESORT PROFILE
Designing
for the
FUTURE
36
Building on these strong foundations, company founder and
chairman Roy Peires and his board of directors have driven the com-
pany forward, delivering on the mission statement to exceed cus-
tomer expectations.
Recognizing that a positive customer experience from the outset
is essential, CLC World Resorts & Hotels has developed sales and
marketing tools to promote brand awareness and achieve the com-
pany’s targeted conversion rate of lead generations. The design and
development of resorts and accommodations that appeal to its target
audience and the timeshare market further ensures the achievement
of the company’s goals.
Signature Status
Peires’ vision has always been to design to impress, from the layout
of a resort with landscaped gardens, environmentally compatible build-
ings, and stylish interiors — all immaculately maintained — to the look
and feel of the CLC World Travel Centres and the interactive multimedia
sales presentation.
From the moment of initial contact to the purchase and enjoy-
ment of a CLC World product, each element of the process has been
considered and designed to generate new members and heighten
the customer experience.
In summer 2014, CLC World introduced a new level of luxury
37
CLC WORLD RESORTS & HOTELS
JANUARY – MARCH 2017
RESORTDEVELOPER.COM
VACATION INDUSTRY REVIEW
Since its formation in 1984 with the opening of
CLC Las Farolas Royale on Spain’s Costa del Sol,
CLC World Resorts & Hotels has become one of
Europe’s leading resort operators, with develop-
ments in top tourist locations spanning the globe.
to the product portfolio with its Santa Cruz Signature Suites at
California Beach Resort in Málaga, Spain — a design that has been
replicated at several CLC resorts including CLC San Diego Suites,
also at California Beach Resort. Selected units were transformed to
even higher levels of comfort and styling with top-quality furnish-
ings and decor — each suite unique in design. From monogrammed
linens to high-end kitchen fixtures and fittings, the suites deliver a
taste of opulent living complemented by a host of amenities and
facilities, from a private hot tub to dedicated concierge service.
But that was just the beginning. In spring 2015, CLC World
launched the CLC Signature Collection — a portfolio of apartments
in Spain and on Tenerife in the Canary Islands, planned with lux-
ury and individuality at the forefront. CLC World’s interior designer,
Beatriz Lario Slavenburg, ripped up the rulebook, moving away from
the uniform to the more eclectic style of a real home while main-
taining the luxuriousness found at a five-star hotel. Coupled with
the concierge service and personal-chef dining experiences, CLC
Signature Collection is a marriage of hotel service and resort rental —
services, amenities, luxury, and space, all in one package.
The creation of new and exciting products and the refurbish-
ment of existing units continues apace, taking its lead from cus-
tomer feedback received directly from existing members, CLC World
Travel Centres, and social media content — from sources such as
TripAdvisor, Twitter, and CLC World’s own Facebook pages.
Website Makeover
It is the CLC Experience that the company believes sets it apart —crafted
with all guests in mind and offering diversity of accommodation styles
and destinations, and a multitude of on-site options, whether for dining,
entertainment, or activities. Sharing the CLC Experience is a key element
of the company marketing strategy — to increase brand awareness with
the target audience before contact is made and potential members have
set foot in a CLC World Travel Centre or on a resort.
Communication of the CLC Experience is conveyed primarily
through the company website, the interactive sales presentation, and
social media platforms.
In September 2016, CLC World relaunched its website, moving
from a very corporate feel that was heavy on text, to a visually driven
design that clearly displays the products and their benefits.
The new website pulls together all the previously disparate
elements of the company and unites them under one banner that,
according to Patrick Ingram, CLC World’s chief operating officer,
“better showcases our products and fabulous client experience,
highlighting how what we offer far surpasses our competitors.” The
fresh and dynamic design has redirected the focus to the experience
of vacationing at CLC World resorts.
A New Blueprint for Sales
The rejuvenated sales presentation known as the Electronic Sales Aid
(ESA) was launched in conjunction with the website. Along with adopting
the visual focus of clcworld.com, it utilizes new technology to allow for a
multimedia, interactive sales experience. With the use of tablets that sum-
mon managers to the table, face-to-face contact with prospects can be
maintained, making the process smoother and more customer-focused.
In addition, the ESA includes a 3-D comparison of an actual CLC
World unit to a standard hotel room, driving home a key component
of vacation ownership: more space, luxury, amenities, and service.
Furthermore, the sales teams utilize digital media instead of relying solely
on brochures to sell the products.
Sales efforts are also augmented by the relationship with Interval
International. The exchange benefit further enhances the value of the
CLC World vacation product, and the Interval-provided sales aids help
convey this benefit to prospects. There’s the online Resort Directory, fea-
turing hundreds of affiliated resorts. And Interval HD, the high-definition
destination and resort videos on IntervalWorld.com, is widely used in the
sales process. Based on customer information and interests, sales staff
can select the most appropriate videos to show.
CLC REGAL OAKS, KISSIMMEE, FLORIDA
CLC MONTEREY, COSTA ADEJE, TENERIFE, SPAIN
CLC CASTILLO DEL REY, MIJAS-COSTA, MÁLAGA, SPAIN
CLC SAN DIEGO SUITES AT CALIFORNIA BEACH RESORT, MIJAS-COSTA, MÁLAGA
1...,8,9,10,11,12,13,14,15,16,17 19,20,21,22,23,24,25