Looking Ahead
What if the future of resort management meant fewer headaches, faster onboarding, and better owner experiences? That’s exactly the vision Mike Norton of TimeShareWare brought to the table in a recent episode of Inside Timeshare Tech, an interview series hosted by Resort Trades. As timeshare resorts and travel clubs navigate ongoing operational challenges, Norton shared how today’s IT tools—and the promise of artificial intelligence—are transforming the way the industry delivers value to owners, guests, and staff alike.
For decades, resort management software has primarily been hosted on-site, requiring dedicated IT support, complex deployments, and often, high vulnerability to cyberattacks. Norton shared a recent incident in which a resort using outdated systems fell victim to a ransomware attack—an unfortunate but increasingly common scenario in the industry. His solution? A strong push toward cloud and web-based architecture.
“Resorts don’t want to be IT shops,” Norton said. “They want to focus on what they do best—taking care of guests, keeping owners happy, and selling timeshares.”
Cloud-based platforms reduce internal overhead and simplify software deployment, particularly helpful in an industry marked by high staff turnover. Training new employees becomes faster and more efficient when software is designed with user experience in mind.
TimeShareWare’s OwnerHub exemplifies a broader industry trend toward self-service. These owner portals allow users to log in, view and pay fees, update contact information, review contract details, and even book reservations or bonus time—all without calling customer service.
“Most of us don’t call our banks anymore—we handle it online,” Norton noted. “It should be the same with timeshare ownership.”
While some resorts seek highly customized portals, Norton emphasized the value of streamlined, off-the-shelf solutions that are quick to deploy and simple to maintain. These platforms free up staff to focus on enhancing the guest experience, not handling routine administrative tasks.
For larger resorts with development teams or outside tech vendors, integration is a must. Norton highlighted the importance of “API-first” design—building platforms where every function communicates through secure, modular APIs rather than granting direct database access.
“APIs act as a buffer between the frontend and backend systems,” he explained. “This ensures greater security while giving resorts the flexibility to pull or push data to other systems as needed.”
From customer relationship management (CRM) to revenue management and marketing automation tools, APIs make it easier than ever to connect a resort’s ecosystem of software platforms.
Related: How to Share Customer Data Without Risk
Data security has never been more critical. With growing threats from cybercriminals and evolving global privacy regulations like GDPR, Norton stressed the need for robust protection.
“We build in encryption and tokenization—especially around sensitive data like credit card information,” he said. “And we always encourage resorts to implement multi-factor authentication.”
He emphasized that while breaches may never be fully preventable, the goal is to minimize risk and limit damage. Software developers and resort managers must work together to ensure personal data is protected, properly handled, and responsibly deleted when necessary.
Related: Big Data Created One Heck of A Big Problem
While much of today’s innovation focuses on infrastructure and integration, artificial intelligence is rapidly emerging as the next frontier.
Norton described scenarios where AI enhances both operations and the guest experience. Imagine automated housekeeping schedules based on predictive occupancy data, smart room technology that recognizes returning guests, or chatbots that offer hyper-personalized travel suggestions across resort properties.
“AI can simulate a real conversation, guiding owners or guests to the experiences they want—without the user even needing to know the right question to ask,” he said. “It’s not just about cost savings anymore. It’s about elevating the booking and vacation planning experience.”
As for what’s next? Norton sees digital access as a major growth area. Think mobile phone-based room keys and facial recognition for check-in—features already gaining traction in the hotel world and slowly making their way into timeshare properties.
While some of these enhancements require significant hardware investments, they’re likely to become table stakes for brands looking to stay competitive.
“Our job is to help resorts stay ahead of the curve,” Norton said. “Technology shouldn’t get in the way. It should empower better service, smarter operations, and a more enjoyable experience for everyone.”
Timeshare and travel club professionals have long known that technology can be a double-edged sword—necessary for growth, but often costly and complex to implement. The conversation with Mike Norton made clear that today’s platforms are not only becoming more accessible but are also being designed with resort-specific needs in mind.
From cloud-based management systems and flexible owner portals to API-first architecture and AI-driven guest support, the tools are in place to usher in a new era of streamlined operations and exceptional customer service.
As the industry evolves, so must the tech behind it.
Want more insights like this? Sign up for our free weekly eNewsletter at ResortTrades.com, or request a print copy of our monthly magazine by calling Marla Carroll at 931-484-8819.
To view the full video interview with Mike Norton, visit our YouTube channel at YouTube.com/ResortTrades and let us know what topics you’d like us to explore next.
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