We recently reported on an interview with Sam Gurnik CEO at Hilton Grand Vacations. In the interview, Mr Gurnik was explaining how Hilton were using tech to profile those who may be more likely to buy timeshare or those who would more easily succumb to the “up sell”. From information we have found, it appears that phase one is now in full swing.
HGV have a programme known as “Honours” which starts with simple membership and progresses through Silver, Gold and Diamond, this campaign is aimed at the top end being “Diamond “ members. So what’s on offer?
The offer
Diamond Honours members are being offered an amount of additional points and a heavily discounted holiday with prices ranging between $299 and $599, with additional points being allocated up to 150,000, below is an example of the offer:
The full offer may be viewed here. The offer is only open to owners in the USA.
The catch
As the old expression goes, all that glitters is not necessarily gold, or diamond in this case. Just over $100 dollars a night for a stay in Hawaii is a bargain, throw in an extra 150,000 points and it’s the sale of the century, but is it?
Most retailers will tell you that it’s easier to sell to existing satisfied customers as they have already purchased the product and, for the most part, must be happy. If you can then aim any offer at the top tier customer you must be on to a winner. HGV are not a charity so by making such offers there must be a pay back and there is. The catch is, as is always with these timeshare deals is the need to attend a presentation lasting up to two hours. With these offers the ability to say a definite NO at the end would be advisable or it could end up being the most expensive holiday in your life.
The supposed two hour presentation may well turn into a whole day of holiday wasted and a rather unpleasant relentless high pressure sales experience as well. Remember those chosen have been done so because they have been profiled as the most likely candidates to buy.
TCA comment
In the interview referred to above, Sam Gurnik was quoted as saying:
“We’ve done some really good things with modelling to target the right type of people, which improves our systemic efficiency,” Gurnik said. “What do we offer someone to come in and take a tour with us, and how might we potentially incentivise that person a little more than someone else?”
Hawaii still has great pulling power in the USA so to use Gurnik’s word “incentivise” HGV are obviously figuring that the financial cost, additional points and destination benefits for this offer will be enough incentive to say yes.
Realistically, there is nothing wrong with this sort of offer providing it’s accepted that there are strings attached. If you understand that the primary reason for HGV making this offer is to get their members to spend far more on their timeshare than their current commitment, and also understand the sales team are primed to extract as many Dollars as they can. Providing you can say no at every opportunity then it’s a great deal, a cheap holiday and a bucket load more points, but if you are the type that easily falls for the sales hype then this offer is best avoided.
For more information regarding this article or assistance in any other timeshare related issues please contact the TCA on 01908 881058 or email: info@TimeshareConsumerAssociation.org.uk