As markets evolve and consumer needs shift, so must the models that underpin our long-established timeshare sector. From traditional fixed weeks to innovative points-based systems and emerging technologies, these are the essential insights that will guide timeshare into a new era.
Are Traditional Timeshare Sales Methods Still Effective in Meeting Modern Consumer Expectations?
Paul Lishman, the Director of Easy Holidays and Resort Swop, shared his insights during the panel discussion at the VOASA Conference 2024.
“There’s an old saying: ‘Don’t fix what isn’t broken’. Having the client in front of you remains unmatched in effectiveness. Rarely, if ever, does someone walk in off the street and say, ‘I want to buy a timeshare or points’. It just doesn’t happen.
Strong referrals can be an exception, but most customers know little about timeshare. Even some people working within the industry find it confusing, let alone adding the complexity of points to the mix!
The traditional approach involves spending an hour and a half explaining the concept to clients, getting them excited, and layering additional benefits to sweeten the deal. But in reality, the future of timeshare sales doesn’t have to be so complicated.
It’s Very Simple: Sell The Client What They Need, Not What You Need
That’s where the industry often gets it wrong. Many sales are driven by the seller’s need—be it commission or quotas—rather than genuinely matching the product to the client’s lifestyle or financial situation. This leads to cancellations or unhappy buyers, which is counterproductive. You’ve wasted time, effort, and resources selling something that wasn’t a good fit to begin with.
Talk About The Experiences Not The Mechanics
When talking to someone about timeshare, instead of focusing on the mechanics of the product, start a conversation about the experiences it offers—highlight the incredible destinations and memorable holidays. While the product itself, whether it’s points, a hotel component, or exchange options, remains fundamentally the same, what matters is ensuring the client gets something they can afford and genuinely use.
Failing to do that has historically created negative perceptions around timeshare, particularly among older buyers whose experiences were less than ideal. Newer buyers, however, don’t carry that baggage. They’re unfamiliar with those past issues and are open to learning about timeshare for what it can offer today.
The Key Is Integrity
A sale should be rooted in doing the right thing by your client. You should be able to look in the mirror and confidently say, “I did a good job; my clients are happy.” That’s the foundation of good timeshare sales—ensuring it’s a worthwhile and transparent transaction for everyone involved.
Final Thoughts on How The Industry Will Look 5 – 10 Years From Now
Timeshare will always have a market because its core principle remains unchanged — it’s an inflation-beating holiday and a lifestyle investment. While the formats may evolve — be it points clubs, fixed weeks, or limited-term usage — they all stem from the fundamental concept of a timeshare resort offering guaranteed holidays. By maintaining this core offering, the industry will endure.”