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

WORLD OF TIMESHARE

Views and Interviews

May 2022

Jonathan Stoker, Chief Executive Officer
at Vacation Ownership Advisor,
Nevada, United States

As full-time Chief Executive Officer, Jonathan Stoker works around an interesting vision for his customers: Your dreams and thoughts are your future reality. It’s a vision that gives them a lot to look forward to from his company.



Vacation Ownership Advisor is a one-of-a-kind enterprise in the timeshare industry. The company was started with the primary goal of assisting timeshare customers, vacation club owners, and travel reward members of all companies and brands worldwide. From an end-customer perspective, Vacation Ownership Advisor helps owners better understand, use and maximize the value of their ownership.


For this feature, we asked Jonathan to focus on one aspect of timeshare marketing that starts off as a first step, but eventually loses momentum because of other push efforts that come into play. We’re talking about a timeshare presentation, and how it can make all the difference to your sales efforts and conversions.

Here’s our first question to Jonathan . . .


What do people really buy at a timeshare presentation?

A “timeshare” would be an easy answer. Well, it's probably the last thing in order of importance an owner is buying.



First, the owner buys because of the process of how they were treated, from the first touch point of marketing, the initial meet & greet by the salesperson, to the final close of the sale. If one of these touch points were done incorrectly, the odds of any member joining are low single digits, to zero.


How does creating a vision at the presentation help in a conversion?

The vision created for the member during the presentation is about their family traveling, enjoying time together, experiencing higher levels of service, and overall customer experiences that they would not receive in a regular hotel.



And here’s the thing to keep in mind: If members cannot envision using the ownership, they will never purchase.


How important is it to create value around the timeshare offering?

The member's perception of the value they would receive must be high. Understand that the salesperson's definition of value differs from the owner's. No value, no sale.



Importantly, owners must feel confident that the return on investment is “great experience” – something that will positively impact their lives for years to come.


How crucial is proper follow-up on interactions at the presentation?

The answer to that question is quite simple. People buy experiences, quality service, value, and the opportunity to do something that wouldn’t be possible without a timeshare plan. Don't let the experience change after they leave the presentation venue.

There is nothing worse than going through this process after the sale is over, dropping the ball, and not doing the proper follow-up. The experience owners have on a presentation needs to stay consistent throughout the year.



At Vacation Ownership Advisor we fill the year-long void for your owners and keep the customer experience and engagement where it belongs, five stars!


Jonathan Stoker

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All images used are courtesy of Jonathan Stoker of VOA


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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