Developments - February 2020 - 28

"

"

bit. Where that's the app on your phone similar to what you
have for your boarding pass."
Besides offering a mobile-first billing channel, allowing
owners to tab directly to their developer or third-party
servicer website to make a payment, Ten Broek also sees the
digital wallet acting like a digital membership or ownership
card with links to key services like owner reservations or a
virtual concierge.
"A lot of timeshare programs
have different tiers of membership
based on how many points you
own, so this becomes a dynamic
digital manifestation of that," he
added. "Where you can open up
your phone and see your point
balance and see what level you are
or how many points you need to
achieve to get to the next level. It
can become your owner ID you
use at the property level to access
benefits or get discounts, so we
think there's a use case there."
Industry speaker and Brand Tango marketing executive
Jamie Kluetz also is preaching the import of being laser-focused
on the consumer when evaluating where timeshare can go next.
One of his greatest inspirations in building brand experiences is
the book Customer Obsession: How to Acquire, Retain and Grow
Customers in the New Age of Relationship Marketing.
Kluetz's feels that in order to disrupt timeshare, we should
focus on how we look at sales and on finding new customerobsessed ways to fulfill the product experience for everyone.
It all starts with the adoption of what he calls a 100% sales
philosophy. In the future, ownership may be just one outcome
for those who take the time to tour. What if we could ensure
that every customer who toured with a timeshare brand,

whether they chose ownership or not,
becomes a valuable contributor to
revenue and a critical participant in
the vacation economy. From lunch at a
restaurant to a weeklong rental booking,
every dollar we earn is recognized as a
sale, and everyone we come in contact
with is a potential owner. By leveraging
each relationship with data that we earn
in the sales and marketing funnel, we can
plug consumers directly into the product
they need, instead of the one we want to
sell them. From there, we cultivate their
customer lifetime value.
"I think one of the issues with
timeshare is that we tend to be very
transactional," said Kluetz, president
and chief creative officer for Boca Raton, Florida-based
Brand Tango. "After all, we were born out of the real estate
industry, so we tend to look at things in terms of closings and
deeds. Traditionally, timeshare has pitched a thin veneer of
hospitality, choosing instead to focus on a self-empowerment
format-your home away from home, a full kitchen, jacuzzies,
etc. Timeshare was a better alternative to hotels, and the
consumer connected with those product differentiators." An
industry was born.
Today's consumers bring a
different mentality to leisure
travel and how they spend
their leisure dollars, particularly millennials. When we
show them a model unit, they
have no frame of reference
because hotels have disrupted
accommodations with suite
offerings, and brands like
Airbnb have directly disrupted the "home away from
home" position we traditionally claimed. Kluetz added, "the gap between the timeshare
experience and other lodging experiences has been shrinking
dramatically, leaving us undifferentiated. Not a great place to be
when we're asking for $20,000-plus." It's time to pivot.
It's imperative, Kluetz said, for timeshare brands to be keenly
focused on developing products and programs that connect
with all consumers and encourage them to go deeper into the
relationship. We all need to get smarter, to play a consultative role
that only a robust data strategy can support.
"Everything ties back to a singular tangible benefit. We're
providing great vacation experiences," said Kluetz, whose
timeshare background dates to the mid-1990s, when he worked
for Orlando-area Island One Resorts and later at Bluegreen. "And

EVERYTHING TIES BACK TO A

SINGULAR TANGIBLE BENEFIT.
WE'RE PROVIDING GREAT
VACATION EXPERIENCES.

28 - Developments



Developments - February 2020

Table of Contents for the Digital Edition of Developments - February 2020

UP FRONT: New Decade, New Improvements
FIRST WORD: ARDA's Priorities for 2020
AROUND ARDA: Meet Elizabeth Baker, ARDA's Newest Staff Member
FACES FROM THE FRONTLINES: ARDA Fall Conference Wrap-Up
MEETINGS: WIN's Pinktober Event Raises Nearly $15,000 for Breast Cancer Research
TRUSTEE SPOTLIGHT: Sam Pontius, Timeshares Only and Fidelity Real Estate
VIP SPOTLIGHT: Mike Samet (Trustee) and Chris Clark (Chairman's League), Digital-Ignite
KEEPING PACE WITH DISRUPTION
PARTNER SHOWCASE: Capital Vacations: Filling an Industry Void with Sales Solutions and Resort Management
CREATING UNIQUE WORK-LIFE BALANCE BENEFITS TO ATTRACT AND RETAIN EMPLOYEES
BRANDS MATTER – AND MUST EVOLVE TO SURVIVE
‘CAPITAL LIGHT,’ AN INCREASINGLY COMMON PHRASE IN TIMESHARE – BUT WHAT EXACTLY IS IT?
ACCEPTING CRYPTOCURRENCY PAYMENTS: PROS AND CONS FOR BUSINESSES TODAY
HONORING THE SELF-OPINION OF OTHERS
AROUND THE INDUSTRY
MEMBER UPDATES: ARDA's Trustee and Chairman's League Members and New Corporate Members
LAST WORD: We are ARDA Strong
Developments - February 2020 - Cover1
Developments - February 2020 - Inside
Developments - February 2020 - 1
Developments - February 2020 - 2
Developments - February 2020 - 3
Developments - February 2020 - 4
Developments - February 2020 - 5
Developments - February 2020 - UP FRONT: New Decade, New Improvements
Developments - February 2020 - 7
Developments - February 2020 - FIRST WORD: ARDA's Priorities for 2020
Developments - February 2020 - 9
Developments - February 2020 - AROUND ARDA: Meet Elizabeth Baker, ARDA's Newest Staff Member
Developments - February 2020 - 11
Developments - February 2020 - FACES FROM THE FRONTLINES: ARDA Fall Conference Wrap-Up
Developments - February 2020 - 13
Developments - February 2020 - 14
Developments - February 2020 - 15
Developments - February 2020 - MEETINGS: WIN's Pinktober Event Raises Nearly $15,000 for Breast Cancer Research
Developments - February 2020 - 17
Developments - February 2020 - 18
Developments - February 2020 - 19
Developments - February 2020 - TRUSTEE SPOTLIGHT: Sam Pontius, Timeshares Only and Fidelity Real Estate
Developments - February 2020 - 21
Developments - February 2020 - VIP SPOTLIGHT: Mike Samet (Trustee) and Chris Clark (Chairman's League), Digital-Ignite
Developments - February 2020 - 23
Developments - February 2020 - KEEPING PACE WITH DISRUPTION
Developments - February 2020 - 25
Developments - February 2020 - 26
Developments - February 2020 - 27
Developments - February 2020 - 28
Developments - February 2020 - 29
Developments - February 2020 - PARTNER SHOWCASE: Capital Vacations: Filling an Industry Void with Sales Solutions and Resort Management
Developments - February 2020 - 31
Developments - February 2020 - 32
Developments - February 2020 - 33
Developments - February 2020 - CREATING UNIQUE WORK-LIFE BALANCE BENEFITS TO ATTRACT AND RETAIN EMPLOYEES
Developments - February 2020 - 35
Developments - February 2020 - BRANDS MATTER – AND MUST EVOLVE TO SURVIVE
Developments - February 2020 - 37
Developments - February 2020 - ‘CAPITAL LIGHT,’ AN INCREASINGLY COMMON PHRASE IN TIMESHARE – BUT WHAT EXACTLY IS IT?
Developments - February 2020 - 39
Developments - February 2020 - ACCEPTING CRYPTOCURRENCY PAYMENTS: PROS AND CONS FOR BUSINESSES TODAY
Developments - February 2020 - 41
Developments - February 2020 - HONORING THE SELF-OPINION OF OTHERS
Developments - February 2020 - 43
Developments - February 2020 - AROUND THE INDUSTRY
Developments - February 2020 - 45
Developments - February 2020 - 46
Developments - February 2020 - 47
Developments - February 2020 - 48
Developments - February 2020 - 49
Developments - February 2020 - 50
Developments - February 2020 - 51
Developments - February 2020 - 52
Developments - February 2020 - 53
Developments - February 2020 - 54
Developments - February 2020 - 55
Developments - February 2020 - 56
Developments - February 2020 - 57
Developments - February 2020 - 58
Developments - February 2020 - 59
Developments - February 2020 - MEMBER UPDATES: ARDA's Trustee and Chairman's League Members and New Corporate Members
Developments - February 2020 - 61
Developments - February 2020 - 62
Developments - February 2020 - 63
Developments - February 2020 - LAST WORD: We are ARDA Strong
Developments - February 2020 - Cover3
Developments - February 2020 - Cover4
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