Commentary: Tony Genth

It has been a sad few months for those of us who knew many of the pioneers of the timeshare industries with the passing of Christel Dehaan, Ed McMullen my own long-term partner Perry Snyderman and many others who gave this industry life through their enthusiasm and innovations during the early years before the brands came in. I miss them as friends and, colleagues who I respected greatly.

My career in timeshares began with the building of Streamside at Vail in the late seventies, a project that we sold to Marriott in 1987. The industry today is radically different in many respects compared to what it was then.

What has not changed are the reasons why people buy timeshare. It has nothing to do with economics or with financial justification but rather, how owning a timeshare or a membership makes people feel, about belonging and about the best times of our lives, the times that we spend with family and with friends. Pandemic or no pandemic, this will not change as it is a part of who we are, of human nature.

This is not to ignore that there are issues such as the timeshare exit programs, but we must keep this in perspective so that we do not fail to consider the millions of families who have grown up and have memories of family time that were created for their family and for themselves thanks to their parents’ ownership of the timeshare.

As recently as a few days ago in speaking with my colleague Ron Roberts, I found out that he has been an owner at HGVC for over 20 years. He told me that his kids cherish the many vacations that they have enjoyed together.

The point is that the vast majority of timeshare families would not give up their ownership under any circumstance.

My view of the future is a positive one because the reasons for the timeshare product as a means to enjoy safe, secure, quality guaranteed, vacation experiences will always endure.

Our industry has always proven to be adaptable and innovative and now that we are living with the reality of COVID, at Quintess we are currently working with developers to introduce new accommodation options for timeshare families based on access to homes, glamping, and adventure vacations. We are also delivering new marketing options that do not involve showrooms or any type of personal contact.

It is true that travel in many ways will be forever changed by this pandemic and by the world’s reaction to it but people across the globe will not stop traveling. Our desire as humans to get to know our planet is simply too strong.

There are factors that we must consider for the future. The World Trade Organization (WTO) estimates that over the next few decades Asian travelers will vastly dominate, so taking this fact into account for the future is important.

Also, even if there is a vaccine or if the pandemic dies down of its own accord, people are now aware that such a thing can happen so their attitudes toward personal safety, space, cleaning, and security, in general, will be changed forever.

CONCLUSION

Timeshare as an industry has always been successful in understanding people’s desire to belong, to create lifelong memories and to put the highest value in their lives on the time that they spend with those that they love. These are unchanging facts and with continued innovation and adaptation our beloved industry will continue to grow and flourish.

Tony Genth is the founder of The Orion Alliance and based in Los Angeles. He is currently working with Quintess, one of the original exclusive destination clubs. His incredibly diverse expertise includes the development of points-based membership programs, as well as vacation and travel clubs. A frequent speaker at global conferences, a published author, and a developer of innovative training programs, Tony has recently developed a new concept focused on the global marketing and distribution of vacation rental, serviced and corporate apartment, resort, apart-hotel and other alternative properties. He is also a partner in a global company that markets and finances unique and innovative health-related products and devices to healthcare providers.

[Editor’s Note: A true pioneer in the timeshare industry, Tony is a Former Chairman of the American Resort Development Association (ARDA), and a former Chairman of the Global Alliance for Timeshare Excellence (GATE).]