52 | OPP INDUSTRY AWARD PROFILE: - The Registry Collection
www.opp.org.uk | APRIL 2010
Shared success
Bolstering a developer’s fractional off ering with exchange and concierge services, as well as sales, marketing and PR support, The Registry Collection proved the one to beat for Best Fractional Service in 2010
Holiday exchange is one of fractional ownership’s biggest attractions - it off ers buyers the
benefi ts of a variety of international locations with overseas home ownership along with high standards of maintenance and management. The Registry Collection is the world’s
largest luxury exchange programme, providing developers with a portfolio of 160 affi liated properties worldwide with which to enhance their sales proposition. But it was TRC’s provision of a raft
of other services and advantages to support sales that helped it triumph in the hotly contested Best Fractional Service category. To start with, its Early Privileges
Programme means customers buying off -plan can access affi liated resorts before their own property is even fi nished; a particularly important strategy in Europe, where many fractional developments are still under construction and aren’t set to complete for another 12 to 18 months. When customers come to use the
exchange programme, a dedicated TRC team handle all reservation and travel booking requests and have even researched and prepared itineraries for
members’ round-the-world trips. A 24/7 concierge service also allows members to arrange visits to restaurants and tourist attractions and services such as babysitting or dog-walking. The Collection Partners Programme presents exclusive off ers and preferred pricing with a number of luxury travel and tourism companies, such as Perry Golf, Lufthansa Private Jet, and guided tour holiday company Off The BeatenPath. Cirque du Soleil even off ers two customised VIP experiences for TRC members.
Marketing benefi ts
On top of this comes the marketing support to help developers sell. TRC uses a specialist media company to provide photographs and video footage of newly affi liated developments that are placed on the company’s consumer directory website. The company’s own marketing collateral appears in the form of a luxurious printed directory and DVDs for use with potential buyers. Preferential-rate advertising deals are also passed on to developers. PR resources can be put at the
developer’s disposal in the form of drafting and distributing press releases
and organising press trips. These have resulted in coverage across specialist consumer and trade publications as well as national newspapers. The company has also been approached by HGTV’s House Hunter’s International programme to put forward developers in specifi ed locations to feature on the show this autumn. The possibility of exchange is an
excellent tool at point of sale that presents a persuasive reason to buy, remarks Ward Woods of affi liated resort The Regency Country Club in Tenerife.
fi rm’s consultancy service, with one commenting: “Their growing specialist knowledge would be of great interest to new entrants to the market.” All affi liated developers have access
to a business development team which covers every aspect of the project. This includes advice on business model for location, fi nancial purposes, source market, to putting developers in touch with appropriate fi nancial and marketing partners. A number of resorts, such as The Provence Club in France and The
The Registry Collection provides a strong brand with a well- managed reputation, and reliable service that is delivered by dedicated professionals with high degree of fractional industry experience.
“The level of service and exclusivity that The Registry Collection program provides is precisely what our owners are looking for,” adds Bobby Wahi of The International Riviera in Tunisia.
Developer services
However, the value of TRC affi liation goes beyond sales and marketing and can benefi t a resort at every stage of development. The OPP judges were particularly impressed by the
International Riviera in Tunisia, have found the brand’s association with hospitality groups RCI and Wyndham Worldwide has also helped to provide credibility when sourcing fi nance.
Protecting members
As well as all of TRC’s specifi c services, the OPP judges noted that the company’s size and prominence in the marketplace off ered a high degree of protection for consumers and
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