Watch the full panel discussion here.
Panellists (from left to right): Peter Pienaar: General Manager, Business Development, Southern Sun; Tony Forbes: Business Development Executive, Beekman Group and iExchange; Karen Halvorsen: Co-owner, Cape Escape (rental); Nicky McCulloch: Co-owner, Cape Escape (resales); Peter Edmondson: Managing Member, TravTrust Investments (sales for Dream Vacation Club) and Jonathan Kilroe-Smith (Group CEO for Club Mykonos Langebaan) who moderated the session.
BALANCING NEW BUSINESS AND UPGRADES
The panel provided valuable insights into balancing new business acquisitions with nurturing existing members, emphasising strategies to ensure long-term growth and sustainability.
Peter Edmondson (Managing Member, TravTrust Investments who are the sales agents for Dream Vacation Club) shared that their current sales mix is 60% new buyers and 40% upgrades, underscoring the importance of cultivating customer relationships:
“We focus on carefully curating our existing members to maximise their lifetime value. A transparent, compliant, and honest sales pitch ensures we align with customer needs, creating satisfied, lifelong customers who drive growth through loyalty and referrals.”
He emphasised the need to keep the product sustainable by monetising points:
“Members value opportunities to turn their points or memberships into memorable moments—like attending major sport or music events. These experiences keep current members engaged and attract new ones, fostering a sense of community within our clubs.”
Tony Forbes reinforced this point, emphasising the need for a balanced strategy:
“Building lifelong customer relationships is a cost-effective strategy for sustainable growth. Success also hinges on maintaining a balanced mix of ownership models while leveraging the strength of your property portfolio and ensuring sales teams are specialised and aligned with the right products.”
He also addressed the importance of portfolio diversity:
“A broad mix is key. High-quality properties, well-managed experiences, and exceptional service contribute to success. Exchange options and prepaid levies add flexibility, while unique amenities—such as quad bike rides—enhance the customer experience and support long-term loyalty.”
Peter Edmondson concluded by emphasising the importance of compliance as a cornerstone for the industry’s future:
“We must fully embrace compliance and leverage it as a strength. By integrating PPRA standards into our operations, we enhance credibility and build lasting trust with our members.”
