Guest Writer - The Timeshare Beat
November 3, 1999
ANAHEIM, CA -- Industry insiders in Southern California are watching Marriott closely as rumor continues to spread
about the hotel and vacation ownership giant's intentions in Anaheim.
"It's a no brainer," said one veteran of the industry in the area. "With Disneyland, Knott's Berry Farm and all the other attractions right here it's a perfect spot for their new lower-priced brand. The only problem is finding the right property at the right price, and getting through the permitting process."
He went on to say that so far Shell Vacations and Winners Circle have been pretty well having things their own way in the area, with Peacock Suites and Dolphin Cove "the only games in town".
Marriott announced its new moderate-price vacation ownership brand earlier this year and is currently building its first Horizons in Orlando, Florida. It is on a 72-acre site that borders Interstate Highway 4 near the Sea World of Florida exit and Westwood Boulevard across from MVCI's existing Marriott's Cypress Harbour resort. Occupancy of the initial 102-unit phase, plus completion of most of the amenities and recreational facilities for the entire 900-unit resort, is scheduled for late in 2000. Subsequent phases will be constructed at a pace dictated by sales.
"We're creating a Saturn of vacation ownership," says Edward F. Kinney, MVCI's senior director, brand advertising and communications earlier this year. "We're going to be as innovative in product and process with this brand as we can, look at new ways to introduce consumers to it, and have innovative features at the resorts."
A mark against the speculation about Anaheim lies in an additional quote by Mr. Kinney. He said that additional Horizons resorts are being planned for other locations in the southeastern and southwestern regions of the United States, but not urban or suburban sites due to the high cost of land in such locales.
Still, there is land available within easy driving distance of the greater Disneyland area, and since the atmosphere
being developed at the Horizons properties is intended for the owners and guests to have most of their amenities/activities
onsite-- with the possible availability of a destination feature a short drive away-- there is still reason to
keep any eye on the company.
But it is still all speculation at this point, and perhaps a bit of wishful thinking by area timeshare pros who
are looking for an additional presence in the area.
The Horizons brand will have units with 10 to 15 percent less square footage than existing MVCI resorts, with a
variety of on-site services that consumers have said they want close at hand, including a convenience store, a
movie theater, miniature golf, and even a car wash.
They will all have two bedrooms. The layout of the units and their furnishings and fixtures will be consistent
from property to property, though fabrics and finishes will vary. The interior appointments will be similar in
quality to those of the top-tier MVCI resorts, and carefully selected for durability and ease of maintenance to
achieve cost savings.
Usage benefits will allow owners the flexibility to exchange their vacation weeks for comparable weeks at future
Horizons resorts through Interval International, or within Interval's global exchange network of more than 1,800
resorts. Owners also can trade their Horizons weeks for Marriott Reward points redeemable through the Marriott
Rewards¨ program, for worldwide Marriott hotel stays, and for cruises, air travel, and car rentals. These intervals
will be priced below those of the existing top-tier MVCI product, and will appeal to an active, less affluent market
(see table), but at least initially, the marketing strategy for both products will be similar: direct-response
mail, directed primarily at the database of existing MVCI customers, and contacts with guests at parent company
Marriott International's hotels. Horizons will have its own sales staff, including a separate group communicating
with prospective buyers by e-mail on the Internet.
"Our demographics and profiles of people will be expanded, which will open up greater numbers for us with
this lower-income segment," said Kinney. "There will be a larger opportunity for us to market to hotel
guests at different brand tiers within Marriott International, such as Courtyard, Fairfield Inn, and Residence
Inn. Although we don't plan to market the Horizons brand internationally, we would expect to sell it to international
travelers visiting in destinations where these resorts will be located."