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  • Condo Hotels

  • Finding the Right Affluent Buyers for Fractional Ownership

  • By Lawrence Hefler, Principal, Hefler International

  • Successful fractional ownership projects today are often characterized by authenticity, enrichment, and sustainability more so than just "luxury" - which is clearly an overused term. With price points ranging from $100K to one million dollars, they will most likely be purchased by more of the "super affluent." But it is more than just income and assets. It's also about inner life and their propensity to indulge in a preferred lifestyle that their wealth allows.

    Let's call them the right affluent. If generally speaking, the right affluent are potential buyers of fractional products, then you need to know something about their lifestyle and consumer behaviors compared to the mass affluent... If you are personally in this group, you will relate, if you are not personally in this group, you have to believe that you are in it. From these observations, your branding, marketing, and sales approach will become that much more relevant.

    In a recent study by Packaged Facts across all affluent groups, there were some findings that tell a lot about how the super affluent are different than the mass affluent. There were particular findings related to demographics, consumer behaviors, and leisure time that give us some insights.

    1. The super affluent are primarily ...

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Hotel Human Resources: The Biggest Challenges
The economic challenges of the past four years have led many hotel companies to re-examine the ways in which they do business and how they deploy talent. In many cases, the work did not go away and fewer people were left to carry on the tasks that had previously been shared among many. As we work our way out of the recession and look forward to a healthier economic environment, there is an understanding that despite recovering business levels, we may never see the return of former staffing levels. This "new norm" of operating with leaner teams has led Human Resources professionals and people managers to look at career development and growth opportunities in a new light. The March Hotel Business Review will take a look at some of the strategies being used by successful hotel brands, and techniques human resource directors are currently exploring.
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