Is it advisable for a hospitality segment to be based on the assumption that a layer of wealthy consumers want to spend money more carefully? Virtually all the luxury segment vacation ownership products on the market today are being marketed under the premise that their target audience is looking for an alternative to owning a summer or winter home. Duffy Keys, senior vice president, vacation ownership, Four Seasons Hotels & Resorts, Toronto, says it is faith in a luxury brand of choice that will lead affluent people into high-end timeshare. "There really was not an alternative that was good enough, a brand good enough for them to accept the idea of fractional ownership," he says. He reasons the wealthy are stepping back from frills such as yacht ownership and private planes and realizing they can make better investments.
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