Sponsored by

RDO-TATOC SEMINAR

FRIDAY MARCH 6TH 2015

Hello and Welcome

Geoff Chapman TATOC

Focus on smaller,

'sold-out' and independent resorts

There's a lot in common with

all kinds of timeshare resorts/clubs

Geoff Chapman TATOC

CHALLENGES

CHALLENGES

12 MONTHS ON AND

THE STORY IS MUCH THE SAME

NO MAGICAL ANSWER

IT’S A COMPLEX AND

CONTINUOUS PROCESS

CHALLENGES

THINGS AREN’T STANDING STILL !!

EVOLUTION IS NOT 'ESSENTIAL'

EVOLUTION IS HAPPENING

IT'S YOUR RESPONSE

THAT'S ESSENTIAL

BETTER STILL ANTICIPATION

EVOLUTION

EVOLUTION

You're not on your own

People are succeeding

There are examples to follow

You have experience to share

There is help available

GOOD NEWS

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

Report expected from Commission:

Second half of year ? October ?

New Directive?

Amend Directive?

Work with consumers and industry?

Recommend better use of other Regulations?

No action?

REVIEW OF DIRECTIVE

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

EXIT:MAJOR CONSUMER INTEREST

MAJOR MEDIA INTEREST

MAJOR GOVERNMENT INTEREST

EXIT MUST NOT MEAN 'EXODUS'

‘EXIT’

EXIT?

Carefully considered

Carefully managed

Carefully controlled

Criteria & Conditions

Clear policy

Exit Working Group

‘EXIT’ MUST BE

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

“Disposal of timeshares and other

long-term holiday products”

CMA (OFT) report to BIS and European Commission

Within the environment of the

review of Directive 2008/122/EC

CMA REPORT ON ‘EXIT’

1st Draft report February 2014

TATOC 1st Response March 2014

TATOC 2nd Response (draft 2) May 2014

Report issued August 2014

CMA REPORT ON ‘EXIT’

Report was changed and prefaced with

“It is not a judgement on the industry as a whole. It is

not a criticism of the industry’s representative bodies:

the Resort Development Organisation (RDO) and the

Timeshare Association (Timeshare Owners and

Committees) (TATOC).

Indeed, the CMA acknowledges the encouraging

efforts these bodies are making to address exit

issues.”

THE REPORT WAS ISSUED AS ‘CLOSED’

CMA REPORT ON EXIT

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

CHALLENGES

OWNERS

“CLUB”MANAGEMENT

CoTRUSTEE

DEVELOPER

COMMITTEE

CHALLENGES

OWNERS

“CLUB”MANAGEMENT

CoTRUSTEE

DEVELOPER

COMMITTEE

CHALLENGES

OWNERS

“CLUB”MANAGEMENT

CoTRUSTEE

COMMITTEE

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

CONSUMER ACCREDITED

RESORTS ALTOGETHER - 42 (+ 1)

REVISITS - 16 (+ 11 planned )

NEW - 6 (+ 1 planned)

12 PLANNED

ACCREDITATION

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

HEALTH CHECK

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

REVIEW OF DIRECTIVE

CMA

EXIT

CAB

TIMESHARE REGULATIONS

TRADING STANDARDS

ACCREDITATION

AFFILIATION

HEALTH CHECK

AMBASSADORS

NEW REGULATIONS

WHAT ARE WE DOING?

Consumer Rights Directive 2011/83/EU

Consumer Rights Bill - 1 October 2015

ADR Directive 2013/11/EU

Alternative dispute resolution for consumer disputes

Implement July 2015

Operational January 2016

NEW REGULATIONS

TATOC CONSUMER HELPLINE

THANK YOU - HAVE A GREAT DAY

Paul Gardner Bougaard

Chief Executive RDO

Over now to…

• At the TATOC Conference last year we were

urged to work closer together

• Not without its difficulties – especially for

TATOC – “Sleeping with the enemy”

• This has been achieved as evidenced by the

following:

Paul Gardener Bougaard

Chief Executive, RDO

• Review of the 2nd Directive

• Response to the CMA Report on exit

• TTF/TATOC Helpline co-operation

• Claims Group

• Exit Strategy

• Complaint to EU Commission

Paul Gardener Bougaard

Chief Executive, RDO

• TTF/TATOC Helpline co-operation

• Mark & Fran working with Kwikchex team & Fiona at RDO Consumer Services

• Very successful – last 12 months

• Helped TTF building its cases against:

- Monster Travel

- ITRA

- Eze Group

- And others

Paul Gardener Bougaard

Chief Executive, RDO

• Exit Strategy

• Exit Working Group – worked during 2014 including

participation from Harry Taylor

Paul Gardener Bougaard

Chief Executive, RDO

June 2013, the Board approved the following:

• In the event of the death of a joint owner, the surviving

owner can surrender their timeshare if they wish

• Members cannot obligate the beneficiaries of a will to

take on a timeshare if they don’t wish to do so

• In the case of bankruptcy, the individual may hand back

their timeshare without charge

Paul Gardener Bougaard

Chief Executive, RDO

• November 2014 RDO Board approved the following:

• - Owners suffering from a long term illness may surrender their timeshare without any notice period (maintenance fees must be fully up-to-date)

• - Owners may surrender their timeshare at any time subject to the agreement of the RDO members. The surrender fee must not exceed three years current maintenance fees

• These are the minimum – some members are allowing owners out – no conditions applied

• Trial period for members November to February 2015

Paul Gardener Bougaard

Chief Executive, RDO

• Formally approved – RDO February Board

• Not to be announced publicly until 8 April 2015

Paul Gardener Bougaard

Chief Executive, RDO

• Understand the difficulties this presents for owner-

run resorts

• Aware the attitude of BIS

• Waiting to see what EU Commission decides

Paul Gardener Bougaard

Chief Executive, RDO

• Complaint to EU Commission – backed by TATOC &

RDO

Paul Gardener Bougaard

Chief Executive, RDO

• Working well together for owners and the industry

Paul Gardener Bougaard

Chief Executive, RDO

RDO Legislative Council Chairman

Eugene Miskelly

A digital, social and media campaign for RDO members

January 2015

#timetoshare

Timeshare industry is still ‘under the cosh’ from negative feedback,

predominantly online, despite high customer satisfaction

Owners are aging; there is a need for a new and younger demographic; or

to showcase timeshare as an ideal multi-generation holiday option

Today’s consumers are seeking holiday experiences, not just

accommodation, and they want value (in terms of time, quality and

money) from their holiday choices

They are also digitally-savvy; they will “Google-it”, they want rich

information and peer-to-peer reviews matter

Sharing as a concept is incredibly current – timeshare was the first in the

holiday space

Background – the industry

50

Copyright© Flagship Consulting 2015

The past couple of years have been focused on:

• Enforcement

• Timeshare Directive review

• Resale

• PPI-type claims

• Consumer credit lending

Media activity limited success – ‘noisy’ market

Need for united, positive campaign with focused on happy, healthy

families/couples on holiday

RDO has some 250 (?) member resorts across Europe – enough to build

noise!

(Industry charity with high profile MP)

RDO

To help timeshare holidays stand out and to put them in the mainstream

holiday mix

To appeal to a new audience (a younger demographic), showing that

timeshare is a great family holiday

To create a campaign that delivers a strong and positive online presence

to counter existing negativity

Objectives

Take control of the noise surrounding timeshare - particularly online - by

creating a wealth of positive content

Highlight the flexibility and diversity of timeshare holidays, leveraging

the vogue for sharing economy

Involve satisfied owners to bring to life a timeshare holiday

Create a campaign / movement that engages a younger audience and that

busts the myths about timeshare holidays

Show that timeshare holidays give families #timetoshare and show why

it matters

Strategy

A campaign that captures:

• Memories of family holiday life at timeshare resorts

• Shows the importance of togetherness and why sharing

time together as a family rejuvenates, refreshes and builds

better families

• Highlights why timeshare and its convenience, flexibility

and ‘safety’ provides the perfect ‘backdrop’ to family and

multi-generational holidays

#timetoshare

Creates fresh, visual and on-going content that boosts timeshare’s online

presence

Timing: summer but it can have phases throughout a longer period

(spring half term, summer holidays, autumn half term)

Easy for members to participate – guidance, resources provided

Taps into the sharing economy interest, showing timeshare as a modern

holiday choice

Consider the ultimate #timetoshare Ambassador for the campaign

(celebrity involvement)

Other considerations

Create a logo / style for the campaign to pull it together and bring to life

#timetoshare

– Reflects holidays, families

– Brings to life the idea of sharing

– Has multi-generational appeal

– Works on and off line

Create a brand

Creating the case for #timetoshare

– Research (consumer omnibus) to determine public views on why sharing time

matters; establish what we most share on holiday (e.g. books, photographs,

food)

– Commission a psychologist to explain why and to highlight the importance of

being together and sharing time; also discuss within the context of modern life

– Gather anecdotal comments to illustrate the case

– Create info-graphics, videos and other content to post online

– Use as the basis of a media campaign

– Create partnerships with key family media: Family Traveller magazine and

Mumsnet – resort visits, editorial competitions

– Consider working with some key family bloggers / vloggers

– Create partnerships with relevant third parties: Random House top-10 summer

holiday reads, with on-cover #timetoshare giveaway or Photobox for memory

sharing

– Celebrity Ambassador (fee plus holidays)

Launching the Campaign

Create a microsite (or use the RDO consumer website

www.gotimeshare.org) as a collection point for owner #timetoshare

memories

Encourage owners to submit stories, photos and videos

Create an ‘Ambassadors’ Club with each resort nominating a socially

connected family to blog / tweet /FaceBook about #timetoshare #timeshare

and to be interviewed and photographed

Consider a competition (high value) to find the timeshare family of the year

Make it easy for developers to encourage their owners to participate

Galvanising Owners

Create a resource library so that developers can share with their owners and

encourage them to join the campaign:

– Posters /leaflets

– Email templates

– Social media example posts including visuals

– Take into account different languages

(Spanish, German and a Scandinavian language)

Ask developers to create a list of experiences that encourage family #timetoshare

activities e.g.

– Games for each resort

– Cookery lessons

– Consider an onsite photographer to capture moments

– Book Clubs

– Memory books in units (produced by Photobox)

Developer involvement

Use #timetoshare to tie all content and competitions together

Use RDO or Go Timeshare’s Facebook & Twitter (or both) to post content.

Promote our content through paid social media and use very specific, location,

demographic and interest targeting to reach the audience with the greatest

impact.

– e.g. Young Families: From well-to-do London, 30-40 years old, married,

like mumsnet (or other parent identifier) and like Thomas Cook or RCI

(something to show they might be interested in timeshare).

Use YouTube, Pinterest and Instagram to capture rich media.

Write regular blogs about #timetoshare campaign and the shared experiences to

keep content fresh; the blogs can be tailored to any positive areas we want to

promote e.g. golf/ water sports etc.

Expand social reach and authority by involving a social influencer.

Social media campaign

Tony Rhodes, Club Olympus

Panellists:

Richard Coles, Q Lodges Cameron House, Committee Chairman

John Tweddle, MBE, Q Lodges, The Carrick, Committee Chairman

John Davey, The Alpine Club, Committee Chairman

Harry Taylor, TATOC Chief Executive

Moderator:

Robin Mills

Health Check Panel

Problems Reported by the

Owners Committee

• Ageing ownership, many wish

to relinquish their weeks,

impacting on management fees

& future resort refurbishments

etc

• Exit programme not offered

• Children don’t wish to take on

parents’ weeks

• Accommodation tired – won’t

appeal to the younger market

• Increase in number of resale

weeks for sale

• Marketing resale weeks has

had limited success and mainly

targets existing owners

• Poor web presence

• Inexperience in promoting

rentals in an competitive

market

‘

Brightviews’ Resort, Broadchurch, Devon

1.Carry out sales & marketing

in-house. Investment & new

staff required

• Purchase marketing list &

carry out email campaign to

encourage short breaks with 90

minute tour included.

2.Sell weeks through resale

company

3.Partner with a

holiday/destination club

4. Focus on rentals

• Review the changeover day.

Sundays often the better day.

• Ensure the website’s

accessible 24hrs/24 for

bookings

• Set consumer rental prices as

well as industry rental prices

• Promote to the general public,

through rental website such as

Bookings.com/laterooms.com

‘

Panellist Recommendations

• Determine fixed amount

owners will receive in rentals.

• Determine who’s responsible

for handling enquiries etc.

• Renegotiate rental programme

deals with your exchange

company

• Consider websites such as

Wowcher to attract customers

• 5. Review perpetuity

arrangements of Constitution

Conclusion

• Resort needs 3rd party

&TATOC will put it in

contact with a number of

businesses incl. resellers,

marketers, social media

professionals, clubs &

interior designers.

• Use its reserve for accelerated

refurbishment programme

‘

Panellist Recommendations

WITH THANKS TO OUR

SPONSORS