"Tourists don’t know where they’ve been, travelers don’t know where they’re going."
- Paul Theroux


Views and Interviews

May 2021

How senior-citizen members can support
sales promotion effort

Many of our customers who bought timeshare twenty years ago are probably in their fifties now. Some of them with five years left on their membership, or coming close to end-of-term. Keeping that in mind, it would be useful to run through our database and identify these members. And look at things from a retention marketing point of view?

There’s a huge relation-building opportunity in this segment that can open many doors for us.

First option - can we sell them a renewal?

People in what we can call a “renewal segment” are extremely useful to us. They could either transfer their memberships to someone in the family, or indicate to us if they are looking at a renewal.

Since we have all their contact information we could explore the possibility of selling a plan to their children who would be in their early 30s. The children, having been part of family holidays together, will have first-hand experiences at their home and exchange resorts.

Can we use them as influencers at presentations?

Current senior citizen customers have experienced timeshare at our locations and will be useful to include at presentations, if we can make them special invitees. This way they can add value as influencers – people who could also answer questions and clear doubts from a customer perspective.

They could also underline and highlight other aspects, such as the need to pay maintenance charges on time to keep a customer’s membership alive.

Can we use them in our social media stories?

Here again, this segment comes in useful because they could have photos, videos, social media comments linked to vacation stories. It would be interesting to go back in time and experience moments of delight with them.

As we can see, this is an amazingly large storehouse of first-hand experiences. Of their vacations at member resorts, and exchange-partner resorts, overseas.

Can we invite them to a resort’s milestone anniversary celebrations?

This year Club Mahindra celebrates its 25th year in the timeshare and vacation ownership space. A milestone achievement for a company – displaying success, growth and sustained leadership in a market that does have intense competition.

So, if some of us are celebrating 15, 20 and 25 years in the industry, let us recognize and celebrate with the people who actually made it happen. Our customers.

Can we start a conversation with them about promotions to their employees?

Another interesting profile association with this segment is the level they have reached at their work environments. Many of them would be very senior professionals – directors, business heads, senior entrepreneurs.

Can we explore possibilities with joint promotion efforts, to offer their employees a plan with interesting entry-point benefits. This is something we can really think about.

There’s more information on this extremely useful segment in this article. You can access it using this link.

Photos: Three images used with purchased credits from www.123rf.com, and one image courtesy of Club Mahindra

Content Disclaimer: The views expressed in our interviews and stories do not necessarily reflect the official policies, practices and guidelines of the All India Resort Development Association, or its members. These views are based on personal experiences, private opinion, or open source information. (Images used here are either "paid-for" stock photos, images shared by the people we interview, or images under one of the open source licenses such as Creative Commons and others.)

Here’s a link to some recent interviews done by us on the AIRDA website

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