I haven’t read all of this thread, but I’d thought I’d throw in my 2 cents. I do think Marriott uses this board as a free focus group. When it comes to the TUG BB, the Marriott board is one of the busiest and most active probably on the whole internet with typically over 20 people watching it at any one time. Also, DaveM seems to have several inside contacts at Marriott. So, IMO, it makes sense for Marriott to feed DaveM some information like this to generate a free focus group discussion for them to look at. That being said, here’s my opinion to the Marriott execs who I believe will be reading it.
If you’re going to make this change to a point based system, be very very careful and make sure it’s done right. Right now Marriott is very well thought of in the TS market and IMO is probably the second best only behind Disney and it’s the best weeks based TS system. If this is done poorly, then the product will see a great devaluation like a great many of the other point based systems. I’m going to use Disney as a comparison since that seems to be the most well thought of points based system. Here are my points that I’d like to get across.
1. Do not create any sort of caste system between owners who purchased through Marriott and resale owners. Doing this will greatly devalue the product for ALL owners because everyone will probably want to sell their TS eventually. If you look at Disney, they make NO differentiation among points owners regarding where they got their points. This in large part is why IMO the Disney points retain the most value from the original price of any TS on the market.
2. Plan on maintaining a very active ROFR system to support the value of your product. Again, Disney does this the best through their very active ROFR system which IMO really maintains the value of their product. Also, by doing this, Disney is able to not have any caste system based on how you acquired your Disney points and they treat all their “owners” the same. Also by doing this it protects your own TS salespeople who won’t then feel compelled to use unscrupulous and nasty sales tactics that have long given the TS industry a bad name. Just check out this thread for an example: http://www.tugbbs.com/forums/showthread.php?t=103525 Would you ever think of a Disney salesperson acting like this? Your salespeople may actually encourage people to check out TUG and educate themselves instead of calling us “wackjobs” and just relying on a purely emotional spur of the moment decision to buy. Disney does a heck of a lot of sales over the phone well after the TS sales pitch has taken place. Marriott can greatly enhance their over the phone off-site TS sales by acting like Disney by not creating a caste system and by strongly supporting their product through an active ROFR system. It’s of quite a bit of concern to me that Marriott has suspended their ROFR with the current state of the economy. Disney has not suspended their ROFR system and as such the underlying value of their product has stood up much better through this really bad economy then Marriott’s product has stood up.
3. Be careful on how the yearly MF’s are calculated. Most people, like myself, bought very expensive platinum weeks. We were willing to pay the very high upfront initial price knowing that we would get our beautiful 2 bedroom TS during a very desirable time for only the yearly 700-1K MF’s each year. This especially applies to places like ski resorts where there is clearly a huge difference between a platinum and a bronze week. Bronze week owners pay the same MF which is why their initial cost is usually pretty dirt cheap. They buy in hopes of playing the “trading” game successfully and are quite flexible which are completely different to why most platinum owners buy in. With most, if not all, points based TS systems including Disney, the MF’s are directly tied into the number of points one has. If this happens it’s going to make the weekly MF’s for a premiere 2 bedroom TS during a premiere ski week probably triple or quadruple which is not going to make those owners very happy and it will devalue their weeks by bringing the MF’s a lot closer to the price for just renting the week. This, IMO, is the biggest dilemma a weeks based system has when they want to convert to a points based system. I don’t know the solution to this dilemma, but IMO it’s a huge dilemma which you should not take lightly.
All in all, I really hope you Marriott guys scrap these plans for a points based system. You guys chose to make your system a weeks based system and in actuality it’s IMO the premiere weeks based TS system in the industry. I would not recommend blowing up your system which can have disastrous consequences and really destroy the value of the underlying Marriott product and TS brand. Instead I would focus your energies on enhancing the weeks based system you already have in place to make it better and better.
Again, everything I have stated is strictly my opinion. Enjoy the free focus group reading.
I think your post touches on several important points.
I was away for the last week and just spent an hour catching up on this thread- whew! Some interesting comments have been made. Heidi repeatedly stressed her opinion that Marriott's verbiage states that there is no representation of resale value; in actuality, at least in my reading, it doesn't guarantee any resale value and goes to great lengths to legally insulate themselves from implying that there is any such guarantee. That is a far cry from stating that there is no inherent resale value. In fact, despite the verbiage, salespeople are currently advertising the fact that, in Aruba for example, the government has placed a 30 year moratorium on new timeshares, so that the value of any current purchases will only increase in time since there will be no new ones built and, once the remaining 10% of the Surf Club is sold out, owners can expect the value to increase. So as recently as a few days ago Marriott representatives were accenting the inherent resale value as a sales tool.
The latest additions to the rumor mill (and I say that because it is clear that it is impossible to filter out fact from fiction in all the rumors being circulated):
-there will be a new points program next year
-weeks will be converted to points
-Premiere properties will get more points and be at the top of the heap
-ALL owners will be treated equally, with no distinction between how their week was purchased (wrt this program; of course, the trade for reward points will remain a distinction)
- it is being touted as a wonderful way to directly book alternate properties. They have not worked out the details and are currently working on how to ensure that owners at specific resorts retain a priority to book weeks at their owned resorts. They will likely retain priority, but everyone may have the same booking period. I pointed out that there would be no way to ensure that owners get priority for their home resort weeks unless they could reserve before other owners could reserve, but that was an area that clearly was still under review/development.
-They clearly want everyone to join this wonderful new program and are even at least thinking about it being a no cost conversion.
After filtering through everything I heard, I think some of Clemson's concerns are some of the biggest- how will any projected changes affect annual MF's? As pointed out, Platinum owners already paid for the privilege via higher up front costs. They will be rewarded with higher point values, but will they also incur much higher MF's? That would be a huge issue. I think that's one of the two biggest hurdles Marriott will have to address.
The other big issue is sort of the flip side of the coin- how not to make Bronze and Silver weeks basically worthless, and not antagonize owners who have manipulated the system a bit to their benefit. Every year, a significant portion of weeks go unused. Deposits into II expire. Other owners have been able to utilize these weeks. Who will reap the benefits of the something like 10% (I forget the exact number) of such underutilized weeks?
They need to incorporate a late trade reduced point system or something similar so as to allow lower value weeks to still grab value out of the system and justify their MF's, and work out a system where Platinum week owners don't see their MF's double or worse.
Personally, I think addressing the distinction between relative value of different resorts and the season owned represents a bigger problem than how the unit was purchased. But, again, that's just my opinion, for what it is (or isn't) worth.