In the world of vacation ownership, one of the most important components is effective sales and marketing tools. One such tool is offering the benefit of loyalty incentive programs to entice potential buyers. Such programs have been so well received that more and more companies are hurrying to put some type of rewards system in place or they are elaborating on their current rewards offerings. Fairfield Resorts, a division of Cendant Hotel Group and the largest vacation ownership company in the world, recognized the growing importance of offering a loyalty program by joining TripRewards. Upon enrollment, Fairfield’s approximately 500,000 owners now have the ability to earn points that can be applied to hotel stays at other Cendant-franchised properties or towards a variety of other options such as airline or theme park tickets. Joe Ruby, senior vp, marketing, Fairfield Resorts, noted that before joining TripRewards, the company, which currently has 74 resorts, did offer owners the option of a rewards program. “Prior to the introduction of TripRewards, Fairfield owners could participate in the Ambassador Rewards program. Based on eligibility, owners could earn credits and redeem them for Fairfield services as well as limited travel rewards and merchandise,” he said. “Some of our owners indicated that they wanted more earnings and redemption options.” Ruby went on to explain that the TripRewards program creates a win-win situation for both owners and for Fairfield Resorts by rewarding existing owners for helping the timeshare company potentially increase its marketing base. Vacation ownership companies find offering a loyalty reward program is essential because it is another piece of the flexibility component that timeshare owners find so appealing. “For Fairfield, this becomes another value-added benefit to our owners and builds on one of the foundations of our product— flexibility,” said Ruby. “Points can be redeemed for resort vacations, airline tickets, attractions and much more. We’re pleased to offer our owners further incentive to travel, and more ways to reap the benefits when they do.” Loyalty and rewards programs’ popularity have traditionally been extremely well received in the timeshare segment, according to David Gilbert, executive vp, resort sales and marketing for Interval International. “Timeshare owners have a very high affinity for loyalty programs,” he said, explaining some of the most popular programs include the ability to redeem points to cover resort expenses such as annual maintenance or membership fees and that many programs can be offered by developers or marketing teams at point of sale. Gilbert added that the Internet has proved to be a remarkably useful asset with respect to rewards programs by giving customers freedom to exchange and monitor their points earned through vacation ownership. While rewards programs can certainly help to generate added business within the timeshare segment, branded timeshare companies also use them to help create loyalty to its hotel brands as well. Starwood Vacation Ownership allows its timeshare owners to generate points that can then be used at other Starwood hotel properties, which is particularly attractive as the number of mixed-use properties continues to rise. “When someone buys a Starwood timeshare, it can create a loyal customer with the Starwood system. Their travel patterns shift to us…the brand becomes a part of their lifestyle…It keeps them with our group [of brands]versus our competitors,” said David Matheson, vp, corporate communications, Starwood Vacation Ownership. “Our strategy going forward is to create mixed-use properties with a timeshare and a Starwood hotel. Hotels used to see timeshares as a real threat, but now they realize it can help to fill hotel rooms in the off-season. “The points-based rewards system is easy to use and easy to understand,” he said, as he explained that timeshare owners can exchange their timeshare weeks to stay
