ORLANDO– The American Resort Development Associations annual convention and exposition got under way today at the Walt Disney World Swan and Dolphin Resort here where members of the timeshare industry gathered to discuss the state of vacation ownership and how to continue to cater to the next generation of potential owners. Eulogio Bordas, founder of Dream Resorts, led a session called “Global Marketplace” in which he advised attendees how to better prepare their resorts for the future. “The misconception has been that when it comes to mixed-use resorts, everything has been invented already,” he said. “But you should still be asking what can be done to improve your resorts profit models and how you can create added value.” Bordas explained that the vacation ownership industry needs to focus on the changing target consumer in order to stay ahead of the curve. “We have moved from an information society to an emotional society. Todays consmers are focused on how they can relax and enjoy life through experiences. They want to do things that fascinate them and are looking for special interest vacations,” he said, adding that consumers are demanding an element of personalization to their vacations. “That can be in the form of adventure, sports, nature or wellness.” To achieve that goal, Bordas reccommended vacation ownership companies create a story for each resort, develop an experience and then envision resort– a task that makes finding an experienced team critical. “Each resort starts as an empty piece of land. If you make it unique, you will create a sense of scarcity and that is how you attract owners. Consumers want to be part of something exclusive,” he said. Selecting the right architect for a project is an essential part of creating a one of a kind resort, according to Bordas. “Architects create the state where you will be telling the story of your resort,” he said. “Make sure you fine an architect that understands your vision.”
