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This month, we present an interesting trend or development that has pretty much become a pattern of behavior in modern families. It’s about how children can, or will influence most decisions made by young parents. Right from the choice of TVs and music systems, to picking designations for the family’s annual holiday. (They have a clear say in what, how, where, and when . . .)

These wish lists are a clear indication that the head of the household is open to new ideas – even from children in the family.

Older parents (maybe 10 years ago) looked forward to the familiar when it came to picking a holiday destination every year. And the familiar surroundings of a home resort offered a sense of comfort in many ways.

But young members of the family get bored easily with the “same old stuff” as they say. They want to explore different locations and look forward to new experiences, each time they go on a vacation.

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Message of the Month – April 2019

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Brendan Cole is an experienced photographer, content creator, digital influencer and brand development specialist, based on the west coast of British Columbia, Canada. He is a world traveler who has visited over 60 countries and lived in North America, the Middle East and Asia. Brendan thinks locally and works globally; his services are offered through his boutique creative agency Nomadica Media.

According to Brendan there have been quite a few developments in the past few years. “Nowadays, Southeast Asia seems to be the go-to destination for first-time or budget travelers while Eastern Europe and Morocco have become must-see destinations for more seasoned travellers and those who have a bit of money to spend on an adventurous holiday. ‘Influencer’ marketing via social media has also evolved to a point where these influencers definitely impact where people want to go for their next trip.

Sustainable travel is bigger than ever and people are much more conscious of their actions; they want to go to places where they can have a positive impact on the community rather than stay, look and leave.

Finally, I’ve noticed a lot more interest in wanting to visit a place for a longer period of time, now that companies are more open to their employees working remotely. And places where foreigners can easily set up shop for a while are experiencing the benefits of expat money (Da Nang and Hoi An in Vietnam are great examples of this.)”

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Q&A – October 2018

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This month we have an interesting interview on our Q&A update with Mr. Rajiv Agarwal – Head of Marketing Operations at Salarpuria Sattva Group. And what really makes interesting reading here is the idea his team has come up with, linked to a sales promotion offer with RCI.

Along with an apartment in a pre-designated project of theirs, customers are awarded a vacation ownership plan for 21 years – now add to that, an exclusive five year membership with RCI. That’s “happiness” in one word.

Looking at this closely, I find total synergy in this co-branded promotion. The company making the offer and the organization delivering the experience are large trusted brands – there is a logical and meaningful fit in the two names coming together.

This is an idea that might just bring a whole new demographic into play – previously not accessed or reached by vacation ownership developers. It will most certainly accelerate the rate of initial trial and first user experience of vacation ownership products.

B. S. Rathor
Advisor & Member – Executive Committee

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Message of the Month – August 2018

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How do you leverage sales in the real estate and building industries?

It is difficult to be innovative in our industry as compared to other verticals – especially FMCG, where they have really big budgets. So it came down to brainstorming with team members on the most effective promotion ideas – something that would be associated with long term value and benefit to our customers.

And while our marketing team was looking at the big picture, we asked our sales team about their interactions with customers.To give this effort added focus we looked within the aspiration window of our customers.

We asked them about desired experiences linked to their aspirations, and a lot of them seemed to talk about vacations – ‘dream vacations’ as many of them visualized it. This seemed like a revelation, so we explored this platform further and linked it to our main proposition – especially as most people look forward to taking a break at least once in the year.

In conversation with Rajiv Agarwal,
Head of Marketing, Salarpuria Sattva Group

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Q&A – August 2018

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I often spend time talking to people at airports, malls and other public spaces about how they spend their free time. And these conversations are primarily done to bridge the generation gap. And maybe even learn how millennials work, play and take a welcome break when they need to.

Millennials are known to approach life and living differently. They have new-age professions and take on an amazing degree of work pressure. But when the time comes to let off steam, they readily embrace a well-deserved break – unlike many of my generation, who did not really think about work-life balance.

I analyzed my discussions with these youngsters with the objective of drawing out meaningful take-aways – for new customers and readers of this article. Each little take-away capsule is like a nugget of advice that can get you planning and thinking – a small survival kit of thoughts and feedback.

Be my guest.

B. S. Rathor
Advisor & Member – Executive Committee

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Message of the Month – July 2018

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Q – These days, holiday resorts are strategically located near sanctuaries. Does this make things convenient for travelers? How useful is this to widen the vacation experience?

A – Having a good resort near a sanctuary works out well in many ways. Because these resorts have their own panel of naturalists, who have years of experience and are excellent guides. It’s an opportunity to share magical moments with someone who understands the language of the jungle, even in the middle of the night.

National parks are not all about spotting the big cat – many resorts are now coming up with cycling tracks through buffer zones, tribal village trips, nature walks, star gazing, bush dinners, and sundowner sessions – experiences closer to nature. You can learn about flora and fauna, insects and birds – and you can learn about sustainable living. Especially in terms of how they process organic waste, and manage organic vegetable gardens. Importantly, it’s learning about being plastic-free and environment friendly. There are so many takeaways that you will experience, that one visit out here is not enough.

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Q&A – July 2018

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Over the years I have watched timeshare from the ringside – as a committee member at AIRDA. I have also been inside the ring, as a timeshare customer. And I am happy to say that I can see that the product offering and the service support around it, has gone up several notches.

If I were to look back just twenty years at the “typical customer”, I can see someone who would duck every opportunity to go on a vacation. Because he looked at holidays as an intrusion into workspace – with the Boss, happily agreeing with that sentiment. His family on the other hand, waited patiently for things to ease at office.

B. S. Rathor
Advisor & Member – Executive Committee

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Message of the Month – May 2018

 

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