virna2017october2december

17 / 25

“We can find out what they’re looking for and offer
something that ismore tangible to their lifestyle and
family,” Kinney says
Another example is the emerging geo-tracking
technology that could allow resort staff to make
a welcome call or send a text to guests as they
approach the resorts. “When prospective own-
ers are treated uniquely, it reduces anxiety and
increases their sense of belonging and engage-
ment,” Kinney says.
The customapproach continues as vacation
counselors begin the process to educate pro-
spective owners by determining their preferences.
Asking the customers what their expectations,
needs, and wants are when they vacation allows
the salesperson to tailor the approach to the con-
sumers, rather than attempt to sell thema product
that might not be the best fit.
Millennials Matter
The sales technique is so successful that even
millennials, notoriously commitment-phobic, are
among a growing segment of buyers for Marriott Vacations Worldwide.
In many cases, they are familiar with the product, and place a high value
on life/work balance.
Armed with resources at their fingertips, millennials are very aware of
their options, including Airbnb, hotel sites, and travel aggregators such as
KAYAK. But most of them have grown up vacationing in timeshare, and
it’s their frame of reference, Kinney says. “They are
the epitome of consumers who believe in the shared
economy!”
As the first wave of millennials start their own fam-
ilies, the salesperson’s questions focus on traditions
andmemories they’d like to create, and how they per-
ceive timeshare’s value proposition.
TheMarriott formulamust beworking: Customers
arereportingahigherthan90-percentsatisfactionrate
across the entire brand. “Part of that is Mr. Marriott’s
philosophy,”Kinneysays,referringtoJ.W.“Bill”Marriott
Jr., executive chairman and chairman of the board of
Marriott International, Inc.
“Mr. Marriott always said that, regardless of
whether they become owners with us or not, anyone
who walks through our doors should leave with as
good as, or a better, impression of the company than
they had when they walked in. It’s our responsibility to
keep that mindset.”
Catherine Lackner, based in Miami, Florida, writes for newspa-
pers, magazines, and various media, and has been covering the
vacation ownership industry for 12 years.
Marriott Vacations Worldwide
Developer: Marriott Vacations Worldwide Corporation
Headquarters: Orlando, Florida
Brands: Marriott Vacation Club, Ritz-Carlton Destination Club, and
Grand Residences by Marriott
Price: From US$18,000 for week-equivalent points packages
Website:
FAST FACTS
30
SALES GALLERY IN HILTON HEAD ISLAND, SOUTH CAROLINA
SALES GALLERY IN HILTON HEAD ISLAND
To advertise in Interval World magazine, contact Nicole Meck at 949-470-8324;
For information on consumer advertising opportunities in Europe, contact Annie Mercer at
44 (0) 20 8336 9581; .
In Asia/Pacific, contact Fizah Ibrahim at 65 6318 2510;
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 LOVE VACATION OWNERSHIP.
More than 85 percent are satisfied with the product.
THEY WANT MORE.
Nearly 20 percent express an interest in purchasing
additional resort weeks.
THEY ARE AFFLUENT.
Interval members report an average household income
of $121,550 per year.
THEY TRAVEL — A LOT.
Interval members take more land trips and cruises,
and rent more cars than the general U.S. population.