NEWH - April 2004 - (Page 41)

the best of time… by: Ed Kinney, Marriott Vacation Club International With Marriott and other recognized hospitality brands leading the way, today’s ‘vacation ownership’ emerges as an all-around appealing leisure product whose time has definitely come. Building on the success and loyalty of their established hotel brands, more hospitality companies than ever before are discovering the benefits of sharing. Time, that is. With phased development costs, occupancies upwards of the 90’s, healthy party sizes and predominantly extended stays, it’s not hard to see why names like Disney, Hilton, Hyatt, Four Seasons, USA Interactive and, most recently, AOL’s street-smart co-founder, Steve Case, have all jumped on the timesharing bandwagon. More than 240,000 vacation owners in all 50 states and 143 countries own their vacations “the Marriott way,” offering options to exchange weeks with priority within the MVCI portfolio, trade their weeks for Marriott Rewards points or exchange within Interval International’s global system of 2,000 resorts in 75 countries. And in 2003, MVCI reached an unprecedented $1.2 billion in revenue. This represents a constant and sustained growth of 700 percent, over the last ten years alone. But it was respected hotel giant Marriott who helped pave the way for the major brands, as the first to enter the timeshare industry by nearly a decade. An Industry Reinvented From the day J. Willard Marriott and wife Alice first opened a nine-seat root beer stand on May 20, 1927, consistent quality and customer-focused innovation are the recognized hallmarks of the Marriott family name. “While timeshare had already begun to make its mark in the hospitality business, that mark became indelible in 1984 when Marriott recognized the value of the industry and its business model by joining the world of vacation ownership,” says Howard Nusbaum, president of the American Resort Development Association (ARDA). “Marriott’s entrance provided further credibility and brought into focus the ‘purpose built’ timeshare product consumers have come to love.” Today, as the vacation ownership arm of Marriott International, Inc., Marriott Vacation Club International (MVCI) is a recognized worldwide leader in vacation ownership with a program highly regarded for its unwavering quality and unique flexibility. According to Marriott Chairman and CEO J.W. “Bill” Marriott, Jr., the decision to take on timeshare was not one taken lightly. “My dad used to say, ‘study well those things you get into.’ So prior to entering the timeshare arena, we studied the industry very carefully,” says Marriott. “When we listened closely to the experiences of existing owners, it became clear that the timeshare concept had great potential, but in practice was often poorly executed. We felt that we could be successful in this area without diminishing our brand image by applying our hospitality experience, customer care and core values to the timeshare industry.” As a natural extension of its core lodging business, Marriott’s vacation ownership has become an endorser product that actually enhances owners’ and guests’ perception of the company and creates even greater customer loyalty. “We’ve found that satisfied vacation owners demonstrate a remarkable degree of customer loyalty,” Marriott explains. “And whether or not a guest chooses to own their vacations with Marriott, our goal is that they feel even better about us as a company after they go through a sales presentation than before. So either way it’s a win for both the customer and for us.” 41

Table of Contents for the Digital Edition of NEWH - April 2004

NEWH - April 2004
President’s Letter
Calendar of Events
Contents
From the Editor
Hospitality News
In Memory - Thomas R. Durkan, Sr.
Top Hotel Developers - John Q. Hammons
On the Road Again
HD Expo at a Glance
Surviving HD
Did You Know
Exclusive Lifestyle by Design
If It Were Easy
The Best of Time
Talk About Fast Track
What to Expect From the Vacation Ownership Industry
A Look Back in History
The New Direction for Timeshares in Europe
Confronting the Disabilities Myth
Furnishing Today’s Timeshare
Art - The Final Piece of the Puzzle
Showcase Projects
Design Education Today
Designer Profile: Esther Dunbar-Cullum
Oh Canada, Oh Canada
Top Awards
From Across the Pond
Spotlight On...
Tips on Specs
Window Treatments 101
Hot New Products
We Want Your Projects
Bios

NEWH - April 2004