Panellists delved into additional questions that broadened the conversation on the new operating paradigm in today’s evolved market.
TIMESHARE IS OFTEN ASSOCIATED WITH AFFORDABILITY, BUT INTERNATIONAL BRANDS LIKE DISNEY AND MARRIOTT HAVE POSITIONED IT AS A PREMIUM, ASPIRATIONAL PRODUCT. SHOULD THE SOUTH AFRICAN INDUSTRY PURSUE THIS?
Samantha Croft: “I believe we’ve already begun moving in that direction. Within our portfolio, we’ve traditionally operated dedicated timeshare resorts, where only owners could stay — places like Beacon Island and Cabana Beach. However, we now offer more flexibility. Guests can book these resorts through our website, and timeshare owners who are part of our loyalty programme can convert their points into SunRands for hotel stays. This positions them at the top tier of our loyalty programme, reflecting the value we place on our timeshare owners. While we haven’t yet seen a significant shift of timeshare owners into hotels, there are exceptions, particularly in Cape Town. Due to limited timeshare options and some distressed inventory, owners often use their points to stay in hotels when visiting the city. Overall, I think we are gradually moving in this direction, and it’s an idea with real potential.”
Joel Papenfus: “Loyalty programmes are key to customer retention. Our members love being able to redeem points for benefits like reduced levies or accessing exclusive perks. This flexibility makes the product feel more rewarding. For smaller operators without loyalty programmes, partnering with larger networks like Southern Sun can offer these benefits. Collaboration gives members more options, enhancing satisfaction and loyalty.”
Paul Lishman: “Timeshare should be aspirational. It’s about creating those moments where your family says, ‘Wow, this is amazing!’ To achieve this, we need to focus on partnerships with premium brands and enhancing the overall experience. Offering unique benefits—like exclusive dining options or luxury perks—positions timeshare as a product for discerning travellers who value quality and exclusivity.”
You can watch the full panel discussion on VOASA’s YouTube Channel by clicking here.