Accor looks to timeshare future
19 May
Accor Vacation Club has no immediate plans to allow Australian travel agents to promote and sell the group’s timeshare products – but the concept has not been entirely ruled out.
Accor Vacation Club CEO, John Osborne, said there were currently no plans to permit retail agents to sell the group’s ‘core products’.
“Firstly, it is simply not possible to allow travel agents to sell our core products as the Australian Securities and Investments Commission (ASIC) requires that all sales staff are licensed, and have successfully undertaken an accredited timeshare education program,’’ he said.
“Importantly, there is also the issue of brand protection for Accor given the extensive product knowledge required to ensure zero misrepresentation and complete brand integrity.’’
Yet Osborne confirmed the group’s marketing arm was “currently exploring the possibility of having travel agents sell escape packages".
“These packages offer guests discounted accommodation from two to seven nights, on the proviso that they attend a 90-minute presentation while on their holiday break. This would offer great opportunities for travel agents as most of our packages are listed for selected Accor hotels across the Asia Pacific region," he said.
On the subject of commissions, Osborne anticipated a “commission rate of between 15 and 20 percent on the list price of packages".
The Accor CEO said visionary travel agents should view the Accor timeshare model as a vehicle for expanding a client’s travel experience.
“Accor Club members travel and use their points for accommodation around the world, and travel agents could definitely benefit from the increase in air and land travel requirements of this client group because members will continue to look to the traditional travel agent market to supplement their vacation club resort stay," he said.
“The biggest challenge facing our operation at present is our expansion into Asia.
“This presents significant challenges in understanding the vacation needs and patterns of different cultures, and providing a product offering that represents real value to the emerging middle class across Asian countries with different economic bases."