NATIONAL REPORT—Much like in the hotel segment, gone are the days where consumers accept a dated-looking timeshare or fractional resort. In fact, many designers argue that because of the ownership component that comes with both, design is even more critical. As a result, many resorts are being designed and/or upgraded to showcase a more high-end, yet residential style.
Compared to a traditional hotel room, designing a vacation ownership unit requires taking different factors into consideration, particularly flexibility, due to the fact that most units will be hosting multiple guests for longer stretches of time. “When designing a unit, the time frame is a key factor because you have to assume that most people will be using it for at least a week compared to a hotel where they’re staying one or two nights,” said Connie Jackson, a principal at Wilson Associates who has designed timeshare units for Disney Vacation Club, Hyatt Residence Club and Marriott Vacations Worldwide. “When the length of stay is longer, storage is a critical component, especially because many vacation ownership properties cater to families, so you want to make sure you incorporate ample ways to store clothes, toys, etc.”
In addition to sufficient closet and dresser space, Jackson noted she has incorporated additional storage into other furnishings. “Instead of a traditional console, we’ve designed full side-boards with shelving and doors that are glass instead of wood so you can see what’s inside. We’ve also done ottomans with flexible tops that can be used for storage, seating and as a table,” she said. “In the bedrooms, the nightstands must have additional drawers, and we try to incorporate another ottoman with a removable top or a bench with a shelf. The beds should be high enough so that guests can store their luggage underneath. We also try to use more floor lamps and wall sconces so tabletop space isn’t taken up by fixtures.”
The element of flexibility also applies to designing spaces that will accommodate different owners’ usage patterns, according to Deanna Francl, a principal with Gensler, who has worked closely with Hilton Grand Vacations Club and Wyndham Vacation Ownership. “Compared to a hotel, the vacation ownership units are much bigger with separate bedrooms, living areas and kitchens. That is a key point of differentiation that appeals to potential owners. But with that additional space, there is a push for even more flexibility. For example, when it comes to the kitchen and dining areas, some owners will want to use everything and dine in the unit, while others will not want to cook at all because they are on vacation. So you need to give them spaces that will cater to all different owners,” she said.
In addition to flexibility, another important element is durability since not only will most units be hosting many guests, but typically, vacation ownership resorts have much higher occupancy rates than most hotels. “The occupancy of a resort is so important. You need to assume, when designing a unit, that it will be used the whole year,” Jackson said. “Everything must be easy to clean. In locations like Florida, we use a lot of polyester fabrics, which are suitable for indoor/outdoor use because they repel moisture and won’t fade. The same goes for wall coverings. Resorts are moving away from those that can peel and harbor mold, opting for paint, which looks more residential. And you can use rubber moldings that resemble milled wood.”
While durability also is important when designing fractional properties, Donald Harrier, principal, HKS Hill Glazier, noted that, in many cases, owning encourages guests to be more concerned with maintaining the property. Among his experience with fractionals are properties for Ritz-Carlton and Four Seasons. “Especially with a fractional, which is usually more high-end than a timeshare, when you own, you tend to view the space as a second home and will take better care of it. You are much more aware of the maintenance because you’re paying for it,” he said.
While many fractionals tend to be located on the same property as a traditional hotel, Harrier commented that the design of the fractionals should reflect more of a second-home feeling compared to the hotel. “If a property is located in the mountains, for example, the hotel will generally reflect that look. But the fractional will be a bit more refined and more residential. It’s not themed, it has a different feel,” he said. “And because these are generally very upscale properties, the resorts want to get the highest cost per square foot for the residential components, so you don’t want to skimp when it comes to the design.”
For those vacation ownership properties that are associated with the major hotel companies such as Marriott, Hyatt, Wyndham and Hilton, branding also is playing an increasingly important role in the design, according to Francl. “Branding is such a big part. A hotel is more functional—you’re there to sleep, work, etc. A timeshare is an emotional experience, so a brand has an opportunity to make an impression. When you’re buying something, it becomes more personal,” she said. “Owners are forming a long-term relationship with the property and that changes the dynamic of the design.”
Francl added that it’s a fine line between ensuring a vacation ownership property has its own identity and also incorporating elements of its brand. “For these properties, they are part of a hotel brand, but there’s also an opportunity to differentiate. Timeshare owners don’t really shop around,” she said. “In my experience, the brands that get involved in the design of their resorts are hugely more successful when it comes to creating an immersive experience for owners.”
Among the design trends that have been emerging in the vacation ownership landscape, Jackson noted incorporating elements that make accommodating many people within one unit continues to be in demand. “Some units sleep up to 11 people and, as a result, the furniture must accommodate that. Most resorts are moving away from two full-sized beds in the second bedroom in favor of queen-sized beds,” she said. “We’ve also done lounge chairs that turn into beds, more sleeper sofas, as well as wall-mounted beds that fold down.”
In the kitchens, it’s all about creating a residential look. “Everyone is going towards stainless-steel appliances, as well as stoves with flat cooktops instead of burners because they’re easier to keep clean. Same goes for the bathrooms where we’re doing a lot more glass-enclosed showers and porcelain-tile floors,” she said.
