There was a lively debate on the subject of transparency within sales and marketing practices in the timeshare industry at RDO1, following the announcement of the results of a global trade and consumer study recently conducted by Perspective magazine.
Moderator Paul Mattimoe, CEO of Perspective International, kick-started the debate by asking the panel whether there was a need for changing the way the industry engages with the customer. He demonstrated that 71 per cent of those interviewed by Perspective had called for a change in the way the timeshare industry and the product is presented. The panellists discussed how the industry has been constantly evolving to adapt to a new generation of consumers, who are more internet savvy.
The survey also showed that 89 per cent of those interviewed believe there was a need for more transparency, something the panel totally agreed with, pointing out that transparency is crucial to keep customers.
However, there was less agreement on whether more transparency meant that prices should be displayed upfront, which some panellists saw this as a problem, given the complexity of the timeshare product, and something that could act as a deterrent to potential customers.