News for the Hospitality Executive
Intelity's ICE, the Edge a Timeshare Needs
to Score Sales Conversions
ORLANDO, Fla. – November 19, 2008 - While timeshare and fractional developers across America complain about the lack of available financing, a wobbly economy and general financial uncertainty heading into 2009, one of the travel industry’s better-kept secrets is that the timeshare and fractional side actually sees things looking up. The launch of ICE – a revolutionary in-room concierge and back-end monitoring system is the vehicle needed to drive guest experience, service, and personalization in the timeshare and fractional space. ICE creates a way to connect with guests during their entire stay, and this real-time capture equates to incremental timeshare sales at a reduced marketing cost.
The total timeshare market, heading into 2009 is estimated at more than $12 billion. But, like the housing market, the timeshare industry is going through a hard reset. The key to standing out in this growing field is competitive differentiation and giving potential buyers what they want, when they want it. And, what do timeshare members want? According to the Travel Monitor(sm) for Interval International’s report titled, “Future Timeshare Buyers: 2008 Market Profile,” timeshare buyers are desiring, “personalization and customization … and more consumer choices overall so they can select what best fits their needs.”
The timing is perfect for Intelity, an interactive hospitality technologies company, to unveil the ideal product to maximize all guest activity with the simple touch of a button? ICE allows timeshare management to tailor a guest’s experience to their desires without even being at the facility. Timeshares now more than ever must cater to the needs of the members. ICE provides an easy, seamless interface for timeshare members to arrange services outside the unit and take the decision making challenge out of the vacation experience, allowing the member a more enjoyable experience with quick and complete service.
Developed by a team of technology pioneers, led by hospitality industry expert David Adelson, ICE was tested and developed for more than three years and readied for release just as hoteliers and timeshare management were facing the struggles of an economic downturn. “Timeshare developers are most sensitive now to the necessity for them to develop more cash-producing products and services to lessen the financial pressures of this financing-dependant industry,” notes Joe Cervasio of Bluegreen Corporation, a 36 year resort development industry veteran with time spent at Boise Cascade Recreation Communities, Dunes Marketing Group of Hilton Head, the Rank Group of London and Marriott Vacation Club International, “Now ICE has arrived as their first opportunity to continue to lift their services to their guests and prospects, while increasing cash flow and market penetration to future sales.” To provide this needed boost ICE can generate increases in cash revenues through room service upgrades, vendor referral fees and added tours.”
ICE’s setup and upfront cost is minimal and can be easily built into the timeshare’s point of sale system. In a matter of weeks, ICE can provide timeshare staffers with up-to-the-minute information for more cost-effective operations. By including a 19-to-22-inch touch screen in every guest room – customized to the specific timeshare brand – amenities are front and center for guest exposure from the second they enter the room.
From the timeshare operator perspective, the organizing and tracking of customer service and sales interface that ICE provides is essential to lifting efficiencies such as tour penetration and volume of sale per guest. Current timeshare operators try to connect with guests via the in-room phone and generally connect only 20% of the time. Through ICE, interaction is increased by guaranteeing that a guest is in-room for a call, allowing operators to increase guest participation in timeshare tours. This incremental tour increase is hugely significant to timeshare management. In addition, ICE can sort and target guest messaging along with tour offers by rate code and length of stay. Guests can even book tours directly in the system. Because of all these benefits, Intelity predicts a 5% increase in total timeshare tour conversions with the use of ICE.
Guests also input a text number which allows strategic mobile messaging to ensure tour confirmation and show rate. The system can send timeshare-wide messages in a second and help streamline operations to a point where management can increase revenue and efficiency at the same time, allowing concierges to intercept guest requests and cross-promote (offering tours, etc.) when appropriate and relevant.
Finally, the back-end Quality Assurance Solution portion of ICE may be the most significant feature to timeshare owners. Through careful examination of daily data, the timeshare manager can reduce or completely eliminate unnecessary expenses. Also integrated into the property’s point of sale system, the Quality Assurance program can track all activity and measure it with three-dimensional charts, graphs and spreadsheets. Budgetary decisions have never been so clear-cut before.
The benefits and ROI that ICE can provide to a timeshare are astonishing. With ICE, hotels and timeshares can market directly to guests in multiple ways with trackable return. This will lead to better allocation of marketing dollars, additional psychographic data and higher guest interaction.
For an on-screen demo and more information, visit www.intelityICE.com. Interested hoteliers and timeshare managers can call toll free 1-888-REV PAR 1 to speak with an ICE hospitality expert for more information on sales, prices, and exciting upcoming ventures.
About Intelity Corp: Intelity, headquartered in Orlando, Florida, is a hospitality software solution company focused on the self-service marketplace. Founded in 2006, Intelity is establishing itself as the leader of in-room guest service technology, quality assurance feedback, and direct consumer marketing within the hotel and resort segments. The Company’s current and future success is driven by four fundamental values: Be creative and innovate; aim for product excellence; elevate the image of our brands with passion; and be an entrepreneurial organization. Intelity is moving toward realizing the strategic goal of brand and product diversification by leveraging business relationships and opportunities with global hotel brands and management companies.