Tips on Creating Newsletters for Timeshare Owners

When crafting newsletters for timeshare owners, remember that most owners come to their resort only once a year and have a genuine interest in learning what has happened at the property since their last visit. The main purpose of your newsletter is to keep your owners informed of resort happenings. This connection makes them know they are respected, resulting in a feeling of genuine ownership, which often serves as a subliminal motivation for paying their maintenance fees in a timely manner.

There are basically four elements to a newsletter: writing of articles, photography, formatting/design, and distribution, either by mail or email. Remember, most people today have seriously dwindling attention spans. Keep your stories brief and easy to read. A newsletter that reads well, will be well read.

In considering content, the first thing to determine is what types of stories to include in your newsletter. After writing hundreds of timeshare owner newsletters for resorts around the world during the last four decades, this is how I often begin the process: I generally tell the resort managers to close their eyes and pretend they are in a room with a few dozen owners. What questions do you believe they would ask first? Have owners recently sent letters or calls with resort questions? What else may be on their minds?

Most likely, your owners will want to know about ongoing resort projects, such as the status of continuing or planned renovations. What work is currently scheduled for upcoming annual maintenance weeks? The list of newsletter articles is the ideal vehicle to serve as a direct response to those questions.

Related: The Rise of the Secondary Timeshare Market

Owners always like to know about other owners. Where they are from, how long they have owned and family vacation information. I try to include one owner story in each issue. Everyone is eager to share details about their timeshare purchase and how their family has enjoyed it for years and years. My favorite interviews have always been with 3rd and 4th generation timeshare families … those whose grandparents purchased 30-40 years ago and are now returning with the grandkids. This type of story is a true testament to the benefits of the timeshare product.

Since the resort managers generally know their owners best, I usually ask them to suggest an owner/family whom they believe will tell a happy and positive story. Then I ask their permission for an interview and to take a photo. They are always eager to share their story. Before sending the written piece to the manager or company for review, I share it with the owners to ensure that facts are correct, and that I’ve told their story in a manner they approve.

Other story suggestions:

• column from Resort Manager
• letter from the Board president
• note on upcoming board or budget meetings
• owner checkout tips or things you need to tell them repeatedly
• feature on new or popular resort activities
• welcome to new staff members with short bios
• list of important phone numbers/emails for owners to contact
• board of directors list of addresses/emails, if appropriate
• news from exchange companies
• planned repairs/replacements
• upcoming special events
• feature on area attraction
• story about onsite restaurant
• staff employment milestones
• data on rental program, if appropriate
• feature on another company resort, or corporate news, where appropriate

Most resorts I’ve served have added their newsletters as a line item on the HOA budget. Their frequency often depends on budgeting and whether the newsletter is printed and mailed or sent as a digital communication. Quarterly owner newsletters seem to be the most popular. While I continue to print and mail some newsletters, these costs often make digital newsletters less expensive. This requires someone to be responsible for maintaining the database and providing it when the newsletter is ready for distribution.

Captivating copy isn’t the only major part of a newsletter, images are equally important. For every 8.5” x 11” page in a 4-page newsletter, I try to have 2-3 photos which connect to the stories. If you print your newsletter, the images must be in the largest size. On an iPhone, this is called “Actual Size.” If you email them, a smaller size usually works.

I try to keep a masthead at the top of the first page, with the name of the newsletter and date of publication. (Resort Connections, for example.) You can have the best written newsletter copy, but when it comes to design, both the layout and design are equally important to the success and readership of your newsletter.
While there are many templates online for creating a newsletter, hiring a professional writer with a knowledge of the timeshare industry and your property will save hours upon hours of time for your resort staff.

Marge Lennon has been creating newsletters for timeshare resorts from Canada to the Caribbean and beyond since 1978. She admits it is one of her favorite things to do! Contact her at Marge@LennonCommunications.com