Companies look to the future by exploring online sales options

Hotel & Motel Management, March 1, 2004 by M.A. Baumann

While timeshare has only scratched the surface of the Internet, new applications are forthcoming. Online timeshare purchasing soon will be a reality, according to Howard Nusbaum, c.e.o. and president of the American Resort Development Assn.

Most developers are seeking new ways to exploit the Internet and service an information-craved clientele. Bluegreen Corp. is rolling out a Web-based central-reservations outlet that will allow owners to book real-time reservations, pay maintenance fees, view account activity and gather detailed information about the resort portfolio. Chad Jernberg, Bluegreen's marketing and e-business strategist, said there will be on-line telesale options in the future.

Fairfield Resorts is exploring online sales models through the company's branded portal, said Mary Mahoney, senior v.p. of service and resort hospitality.

The Internet's ability to post owner testimonials is another example of its power.

"They can post a negative experience, perhaps from a misunderstanding of a situation, or the product they purchased," Jernberg said. "This can cause bad-will about a property and shed a negative light."

David Pontius, president of Resort Condominiums International North America, said the biggest challenge with the Internet is realizing how to keep up with consumer's expectations.

"Customers get frustrated that there's not enough information," he said. "They become accustomed to the better sites and they get spoiled."

"We're making a lot of steps forward," Jernberg said. There's a lot of room for improvement about how it's marketed, what's there and what to do with the information online."

hmm@advanstar.com