Making Old New Again: The Transformative Power of Strategic Renovations
We’ve all experienced that moment when walking into a freshly renovated space—that instinctive “wow” factor that makes us immediately feel we’ve made the right choice. For resort properties, that reaction is more than just a nice-to-have; it’s increasingly becoming essential for competitive survival.
The word “new” carries powerful psychological weight in the hospitality industry. New signals investment, attention to detail, and a commitment to guest experience that resonates deeply with both first-time visitors and returning timeshare owners. But achieving “new” is rarely as simple as ordering fresh furniture or slapping on a coat of paint. True renewal requires strategic thinking, customized solutions, and a holistic vision that addresses both aesthetic appeal and operational efficiency.
The Psychology of “New” in Hospitality
When guests encounter updated spaces, they’re not just appreciating visual aesthetics—they’re making subconscious judgments about value, safety, and management quality. Research consistently shows that property updates directly impact guest satisfaction scores, online reviews, and most importantly, booking decisions.
For timeshare owners, seeing visible improvements provides tangible evidence that their maintenance fees are being invested wisely. This visual confirmation strengthens their commitment to the property and increases satisfaction with ownership—a crucial factor in retaining owners and maintaining the health of the association.
New doesn’t just mean different—it means better. Guests today are more discerning than ever. They notice when a property invests in thoughtful improvements, and they equally notice when maintenance and updates are neglected.
Related: The Secrets to a Successful Resort Renovation
Beyond Aesthetics: Strategic Problem-Solving
The most successful renovation projects go far beyond surface-level improvements. They strategically address operational challenges, spatial limitations, and evolving guest expectations while creating Instagram-worthy moments that drive both bookings and social sharing.
Hospitality Resource & Design exemplifies this approach through their custom solutions to complex design challenges. According to Melinda Muiña, NCIDQ, ASID, Senior Interior Designer with the company, the most effective renovations solve existing problems while simultaneously enhancing the overall guest experience.
Consider these real-world challenges and solutions that showcase the transformative potential of strategic renovation:
Challenge 1: Hidden Infrastructure Problems
In one property, an AC unit receptacle was awkwardly positioned directly above the bed—difficult to access for maintenance and impossible to conceal with standard furnishings.
Most properties might simply ignore this eyesore or apply a temporary, aesthetically compromised solution. Instead, HRD installed a new, easily-removable headboard positioned off-center behind the queen bed and nightstand. This created visual balance while leaving a 4-inch gap for access to the concealed AC unit receptacle. New shutters were installed to match existing ones behind the AC, creating a cohesive look that turned a problem into a design feature.
Challenge 2: Spatial Limitations
Many older properties face serious spatial challenges as room layouts designed decades ago struggle to accommodate modern furniture and guest expectations.
At one resort, limited space on both sides of queen beds combined with an egress window positioned directly over one bed created significant design constraints. Rather than accepting these limitations, HRD designed an off-center mounted headboard with an integrated shelf and sconce. This eliminated the need for two freestanding nightstands while creating a streamlined, contemporary look.
The solution was further enhanced with a custom mural made from durable wall covering. Compared to paint, this material offers greater longevity, faster installation, and more affordable customization. The result? A stunning, photo-ready backdrop that encourages both online bookings from compelling property photos and social media sharing from guests impressed by the unique aesthetic.
The best solutions offer more than just problem resolution—they create additional value. The solutions provided by Hospitality Resource & Design, didn’t just put duct tape on a bullet hole; they delivered real results that make the space better than it was before.
Challenge 3: Competing Space Requirements
Modern travelers expect more functionality from the same square footage, creating design dilemmas in older properties.
In one living room renovation, limited space made it seemingly impossible to accommodate both adequate storage and a separate dining area. HRD’s solution integrated drawers into the base of the fireplace for storage while creating a built-in dining booth that maximized seating capacity while minimizing spatial footprint.
The result is the addition of a sought-after in-room amenity, an easy-to-use electric fireplace, what better way to set a nice ambiance on your vacation with minimal effort while not losing the storage space of having drawers.
The Complexity Behind “New”
While guests and owners universally appreciate updates, the path to successful implementation is rarely straightforward. Effective renewal requires much more than purchasing decisions:
Strategic Planning and Phasing
Major renovations rarely happen overnight, especially in properties with high occupancy rates or seasonal demand patterns. Successful renewal projects require careful phasing to minimize disruption while maintaining revenue flow.
Planning the optimal renovation schedule is as important as the design itself. Successful resorts typically develop phased approaches that maintain sufficient inventory availability throughout the process. This strategic scheduling protects revenue streams while still allowing comprehensive updates to be completed within reasonable timeframes. Thoughtful phasing can transform what might seem like an impossible project into a manageable process with minimal guest disruption.
This phased approach requires meticulous planning, clear communication with owners and guests, and operational flexibility. Properties that excel at this process often find they can leverage the renovation itself as a marketing advantage, highlighting continuous improvement and investment in the guest experience.
Operational Integration
New amenities, technologies, and spaces often require operational adjustments to function as intended. Smart room features, enhanced dining options, or reimagined common areas all demand staff training, maintenance protocols, and sometimes entirely new service models.
Digital check-in kiosks provide a common example of this operational challenge. While they can reduce front desk congestion, they may require additional support staff to assist guests who struggle with the technology. Properties implementing such systems often need to develop new staff roles and training protocols to ensure the technology enhances rather than frustrates the guest experience.
Budget Realities
The financial aspects of renovation can be particularly challenging for timeshare properties balancing owner expectations with budgetary constraints. However, strategic renewal doesn’t always require massive capital investment.
The most effective renovations often begin with targeted, high-impact changes rather than comprehensive overhauls. Focusing initial budgets on areas that generate the most negative feedback—commonly outdated bathrooms, worn furniture, and poor lighting—can deliver dramatic satisfaction improvements with modest investment. This approach allows properties to demonstrate immediate value while building reserves for more extensive updates in subsequent years.
A phased investment strategy can also help justify modest increases in maintenance fees, as owners are more likely to accept additional costs when they can see tangible benefits from their contributions.
Related: Refurbishment Hacks: How to Maximize Your Budget
When “New” Becomes Urgent
For some properties, renovation isn’t just about enhancement—it’s about survival. There is a “point of no return” that occurs when deferred maintenance and postponed updates accumulate beyond a critical threshold.
Properties that reach this tipping point often discover that the cost of comprehensive renovation exceeds the property’s market value. At this stage, even drastic measures like complete redevelopment or conversion to alternative uses may become economically unfeasible.
This scenario represents the ultimate cautionary tale for properties that continuously defer improvements. While the initial savings from postponement may seem attractive, the long-term consequences can be devastating—from plummeting owner satisfaction to collapsing resale values and ultimately, association failure.
The Path Forward
For properties contemplating renovation, the key is balancing ambition with practicality. These principles can guide successful renewal projects:
- Start with guest impact analysis: Identify the changes that will most directly enhance the guest experience and generate the strongest perception of value.
- Solve real problems: Look beyond aesthetics to address functional challenges that affect operations, maintenance, and guest comfort.
- Embrace strategic customization: Cookie-cutter solutions rarely solve property-specific problems effectively. Partner with designers who understand the unique challenges of resort and timeshare properties.
- Plan for operational integration: Consider how new elements will affect staffing, training, maintenance, and guest interaction.
- Create shareworthy moments: Incorporate at least a few highly visual, distinctive elements that encourage social sharing and online booking.
- Communicate the transformation: Make sure owners and guests understand the improvements and the value they add to the property experience.
The most successful resort renovations aren’t just about making things look new—they’re about making the entire property function better while creating memorable guest experiences. When done right, strategic renewal doesn’t just restore property value—it fundamentally transforms how guests and owners perceive and interact with the space.
In today’s competitive hospitality landscape, “new” isn’t just nice to have—it’s essential for sustainable success. The real question isn’t whether you can afford to renovate, but whether you can afford not to.
About Waterwheel Marketing
Waterwheel Marketing is a consultancy and agency hybrid that designs and implements custom marketing solutions where brand, PR, advertising and content work together as an integrated ecosystem. Founded by Kelley Ellert, who brings 20 years of cross-industry experience, the firm works with clients in hospitality, travel, tech, B2B and nonprofit sectors. The company offers both strategic direction and hands-on implementation, with each engagement tailored to the client’s specific resources, operational structure and goals. Find her on LinkedIn @kelley-ellert or at waterwheelmarketing.com.
