Anantara Club targets surge in timeshares
Anantara Vacation Club, the operator of luxury timeshares, is setting its sights on the local market as it targets growth of 40% during 2016-18.
Maurizio Bisicky, chief commercial officer, said the number of Thai customers, or club point owners, has risen from 50 in 2011 to 1,000 today. The proportion also grew from 7.14% to 11.1% of the total.
“The growth of the timeshare industry in Thailand is fuelled by the country’s growing middle class, which is acquiring a taste for five-star experiences,” he said. “The majority of Thai people travel with their families and multi-generation holidays are very popular with them.”
The number of Thai club point owners last year rose 14% from 2015. By 2018 the company — a subsidiary of SET-listed hospitality and food firm Minor International Plc (MINT) — expects to add another 400 Thai members, a 40% rise on present numbers, through increased focus on marketing initiatives in 2017.
Mr Bisicky said the marketing plans will include an increased focus on publicity and events, conducted in partnership with Thai banks, credit card companies and airlines to build awareness about its products and offer marketing packages or trial memberships to its partners’ clients.
Through marketing campaigns with partners and invitations by existing members, the company will offer prospective customers a trial stay at a club resort and will introduce its parent firm, products, membership, benefits and usage options at a preview centre.
“Word-of-mouth marketing is also important and it works especially well in Thailand. When club members speak positively about the club, it creates an interest and desire to experience the product by their friends and relatives,” he said.
Anantara Vacation Club operates under the point purchase concept with four tiers of ownership priced from US$15,500-140,000. Members will get between 5,000-50,000 points per year until 2045. The annual fee is US$0.078-0.088 per membership point. Target customers are those earning at least US$75,000 per annum.
Points determine the length of stay, time of year and the size and type of accommodation. They can be saved or borrowed from one year to the next.
Points can be spent on accommodations at the club’s own resorts in eight destinations in four countries including Thailand in Bangkok’s riverside and Sathon areas, Phuket, Samui and Chiang Mai. The other three are in Queenstown, New Zealand; Bali, Indonesia; and Sanya, China.
Members can also choose Minor hotels and partners’ networks, totalling nearly 8,000 properties worldwide.
Anantara Vacation Club was launched at the end of 2010 with its first property in Queenstown. It will add the ninth in the United Arab Emirates this year.
The number of club point owners rose from 700 in 2011 to about 9,000. The largest number of members are from China, accounting for 39%, followed by Thailand (11%), Hong Kong (10%), Singapore (9%), Malaysia (8%) and Japan (4%).
The top three destinations for members are Phuket, Bangkok and Bali. Anantara Vacation Club Mai Khao Phuket on Mai Khao Beach is popular among Chinese visitors, accounting for half of total guests over the past several years.
According to MINT’s report to the Stock Exchange of Thailand last month, it will add a new development with 97 rooms worth more than 3 billion baht on a 20-rai plot adjacent to the current site in Phuket.
Construction will start in October this year and is set to be completed by the end of 2018. Launched four years ago, the Phuket resort has two developments with a total of 147 villas and apartment suites. Room rates range from 12,000-70,000 baht per night for one to three bedroom units.