1. SUMMARY OF UK RESORT MARKETING BY ACTUAL RESPONSE

Absolute responses to processed cases.

Q1	Which resort(s) are you marketing?
		20

Q4	Which countries do you advertise in? (Please tick all options that apply)
		None, no advertising	11
		England/Scotland/Wales	7
		France	0
		Spain	0
		Italy	0
		Germany	0
		Norway/Sweden/Denmark	0
		USA	0
		Canada	0
		South Africa	0
		Other country	0

Q5	Where is your resort promoted? (Please tick all options that apply)
		On the Internet	5
		Off-site sales offices	6
		Tour wholesalers	0
		Retail travel agents	1
		Employee recreation/ travel organisation clubs	1
		Sunday UK newspapers	5
		Daily UK newspapers	6
		Timeshare magazines, not including RCI or II directories	2
		Teletext	5
		Other places	9

Q6	Do you promote by ...
		Sending direct mail to selected households	13
		Offering discounted mini-breaks or renting unsold weeks	11
		Mailing free of charge videos to inquirers	2

Q7	How important is it for you to follow up prospects who do not buy at a certain time (tick one)?
		Very Important	Important	Not Important	Not at all important
	Follow up	11	5	0	2

 

 

 

Q8	Do you offer owners any of the following? (Please tick all options that apply)
		Free RCI or II membership	13
		Management fees paid	6
		All their money back after a number of years	0
		Low cost flights	8
		Discount cards to use at local shops and facilities	7
		Subsidised transportation to local shops and amenities	0
		Free transportation to local shops and amenities	0

 

 

 

Q9	Do you actively encourage owners to be involved in sales promotion?
		Yes	15
		No	5

 

 

 

 

 

 

 

 

Q10	If "yes" to Q9, how do you involve owners? (Please tick all options that apply)
		Ask for prospect lists	5
		Give them professional videos to pass onto friends	1
		Giving their friends accommodation paid holidays at the resort	4
		Holding home-parties at the marketing companies expense	1
		Offering bounties for successful introductions	10
		Involved in some other way	3

 

 

2. SUMMARY OF UK RESORT MARKETING BY PERCENTAGE RESPONSE

This shows the percentages for all valid response forms, showing just the questions processed with SNAP.

 

Q1	Which resort(s) are you marketing?
		100%

Q4	Which countries do you advertise in? (Please tick all options that apply)
		None, no advertising	55%
		England/Scotland/Wales	35%
		France	0%
		Spain	0%
		Italy	0%
		Germany	0%
		Norway/Sweden/Denmark	0%
		USA	0%
		Canada	0%
		South Africa	0%
		Other country	0%

Q5	Where is your resort promoted? (Please tick all options that apply)
		On the Internet	25%
		Off-site sales offices	30%
		Tour wholesalers	0%
		Retail travel agents	5%
		Employee recreation/ travel organisation clubs	5%
		Sunday UK newspapers	25%
		Daily UK newspapers	30%
		Timeshare magazines, not including RCI or II directories	10%
		Teletext	25%
		Other places	45%

Q6	Do you promote by ...
		Sending direct mail to selected households	65%
		Offering discounted mini-breaks or renting unsold weeks	55%
		Mailing free of charge videos to inquirers	10%

Q7	How important is it for you to follow up prospects who do not buy at a certain time (tick one)?
		Very Important	Important	Not Important	Not at all important
	Follow up	55%	25%	0%	10%

Q8	Do you offer owners any of the following? (Please tick all options that apply)
		Free RCI or II membership	65%
		Management fees paid	30%
		All their money back after a number of years	0%
		Low cost flights	40%
		Discount cards to use at local shops and facilities	35%
		Subsidised transportation to local shops and amenities	0%
		Free transportation to local shops and amenities	0%

Q9	Do you actively encourage owners to be involved in sales promotion?
		Yes	75%
		No	25%

Q10	If "yes" to Q9, how do you involve owners? (Please tick all options that apply)
		Ask for prospect lists	33%
		Give them professional videos to pass onto friends	7%
		Giving their friends accommodation paid holidays at the resort	27%
		Holding home-parties at the marketing companies expense	7%
		Offering bounties for successful introductions	67%
		Involved in some other way	20%

 

5. Qualitative responses to the question:
1. "Finally, which marketing technique works especially well for you?

"We do not have a marketing technique as such, with 25 weeks left to sell we do not advocate ant hard sell tactics on the basis all our owners have bought because they wanted to, not because they had pressure put on them. Thus happy owners."

"We are a new resort! Not much info. Too early to say"

"Sorry it looks so blank! We do not have any weeks for sale through this office, unless they sell privately."

"Direct marketing. Member referrals."

"On-site, informal, i.e. provide written details for guests to pick up and wait for them to approach us. This provides genuinely interested prospects who will almost certainly buy a week."

"Not marketing"

"When we were selling original weeks, 2 day viewing breaks worked well. (Mailshots) Most of our sales came from people walking in off the street to make enquiries and guests staying in hotel next door. We did not use ‘free gifts’, telephone marketing, sales lines, ‘staff on the streets!’ or any heavy selling methods.

"1. Market researchers gather consumer data then followed up by telephone and invited to view."

" 2. Discounted mini-break offers advertised on teletext."

"Direct Mail. We rent unsold weeks. Sell professionally no hard or soft sell"

"Resort presentations 2 daily, sale or commitment on the day."

"Direct mail of fly-drive visit"