FOUR SEASONS VACATION OWNERSHIP OFFERINGS TO EXPAND

Source: Four Seasons Hotels & Resorts

February 23, 1999
Four Seasons Hotels & Resorts, based in Toronto, Canada, is pushing forward with its plans for more vacation ownership resorts, following the success of their first offering in Carlsbad, California, the AviaraÒ. The AviaraÒ is setting the stage to make Four Seasons timeshare offering the most luxurious - and the most expensive - in the world.

Anthony Sharp, executive vice-president of vacation ownership for Four Seasons Hotels & Resorts, says the popularity of timeshares isn't all that surprising when one considers demographics. No one would argue with the fact that baby boomers like to travel in comfort, and they often travel with family. And nothing makes these financially secure travellers happier than getting good value, he says.

The promise of tomorrow's holidays at today's prices can be difficult to resist, particularly when those offering such accommodations are trusted brands.

Mr. Sharp acknowledges the role companies such as Four Seasons have played in improving the overall reputation of the industry. But it's also improved the quality of the product overall, he says.

Take the company's first development in Carlsbad, Calif., which began selling units almost a year ago. Club AviaraÒ features 240 large timeshare villas with high-ceilinged living rooms, dining areas that seat six, three balconies, laundry rooms and two bedrooms, each furnished with TV, VCR and two-line telephones.

"It would be exorbitantly expensive to get that kind of space at a hotel," Mr. Sharp says. That's not to say Club AviaraÒ is cheap.

A floating week costs anywhere from $23,000 to $29,000 depending on the season, and there's an additional $600 each week for maintenance. So far, they are selling very well, he says.

Owners at AviaraÒ timeshares are buying into a full Four Seasons resort, with all the services such as a hotel, golf course, tennis court, and spa.

The mixed-use strategy - where owners mingle with resort guests - is essential because the company is targeting current Four Seasons customers, says Mr. Sharp. "It's important to mix use because the resort club owners want to feel as if they're part of the resort," he says. And hard sells won't be the name of the game for the company, he adds. "We respect a person's time and we're careful to be courteous and accurate."

The emphasis on non-aggressive sales techniques not only matches the brand but also the future clientele for the California property, along with the division's planned properties in Punta Mita, Mexico, and Scottsdale, Arizona.