Tips for Hotel Operators and HO Associations to Communicate with Owners in Private Residence Clubs

By Olivier Bottois Managing Director & COO, The Whiteface Lodge Resort & Spa | January 14, 2010

Just as hotels operate more smoothly with focused guest communication, a private residence club must also provide consistent, informative communication to its homeowners. Homeowners have a stake in the success of the property from both a resort and a real estate perspective; anticipating and addressing their concerns is crucial to productive hotel-homeowner relationships.

From a real estate perspective, homeowners are entitled to receive information from the hotel on a regular basis, and they should hear about achievements, from accolades to new amenities, to generate a sense of pride in owning at a successful property. Homeowners should also be treated as hotel guests with additional benefits, such as a private Owners' Lounge or advanced notice about promotions. In monthly newsletters, encourage homeowners to reserve early for high occupancy periods and ensure they have updated information about services and promotions.

Hoteliers should generally expect to convey information regarding the hotel's operation and brand standards, and try to be innovative and personal when doing so. For instance, in addition to the monthly newsletter, consider hosting a reception while homeowners are in residence. Most private residence clubs have different structures, and the hotelier's role varies depending on how the entities are set up. While it is not generally his or her responsibility to provide ownership information (i.e. calculation of annual fees or offering plan questions), hotel operators should be well versed in homeowners' topics or issues in order to facilitate relationships between the entities. They should assess which topics should be delegated to the HOA Board versus topics that are related purely to hotel management and operations. Streamlining communication through multiple avenues reduces the amount of time a hotel operator spends tending to homeowner issues and puts homeowners at ease, as they receive relevant information on a more frequent basis.

In this era of ownership, hoteliers need to become aware of this new facet of the luxury hotel business and integrate homeowner communication into their daily business dealings. Building a positive foundation with homeowners will prove beneficial to all parties.

The relationship between management and residence owners at fractional private residence clubs is a complex one-it requires special attention to issues that are new to most hoteliers. With this in mind, here are the important things to consider when communicating with residence owners:

1). Communicate Consistently & Frequently

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.