Timeshares New Look for the Savvy Consumer

by Kristine Steffen, IIDA, CID
Director of Interior Design
Architectural Concepts, Inc.

Consumers are growing more sophisticated. Potential timeshare buyers are more educated on what makes good design. Drawing from popular home design trends, and thanks to a plethora of do-it-yourself decorat¬ing television shows, most have used that knowledge to turn their home into a showcase of refined style and demand that a timeshare be equal to or above that which they have at home.

Designers are responding to this demand by exceeding, not meeting, buyers’ expectations. Guests want affordable fresh concepts designed around comfort.

Designers must think as guests first and designers of the built environment second. New design ideas and an educated consumer have made some very great strides in changing our concept of what a standard guestroom ought to be. The trend in timeshare is toward more luxury such as custom artwork, antiques, luxury bedding, state-of-the-art electronics, and subtle accents to remind buyers that these units are a home away from home.

Does the design of your Timeshare create a sense of luxury?
Carefully weigh value-for-money design decisions:
• Fireplaces, private terraces, and outdoor gardens can give a timeshare unit that extra luxury edge.
• Larger televisions and entertainment packages are becoming expected amenities. Upgraded technology, entertainment and appliance packages should be on par with the upscale equipment they have at home.
• If the property has built-in wireless capability, it makes things more flexible.
• The kitchen plays a central role as a gathering space for quality family time. Ample counter space and state of the art appliances are a must.
• Custom design elements, especially signature art, can make a major statement in a space and give it that personal feel.
• Utilize and show off high quality materials so consumers are aware that what they are buying will stand the test of time. Stone walls or accents, exposed wood ceilings and supports, and ornate architectural moldings are back in a big way.
• Upgraded bath fixtures and finishes can create that “spa-like feel” with features like larger vanities, the latest whirlpools and showers, extra shelving and built-in cubbies for amenities, and glass shower doors in place of shower curtains.
• Emphasize interior finishes with interesting textures such as porcelain or stone floors rather than ceramic tile, wood floors with rugs in place of carpet, and faux paint finishes in favor of vinyl wallcovering.

How will time affect the interior design?
Even in these residential spaces, durability is important. Delicate fabrics and finishes need to be upgraded to a commercial level while maintaining the residential feel. Special instructions to housekeeping are essential in keeping finishes and furniture in “new” condition.
• Are the colors trendy or timeless? Tone down color choices and use bold hues in select areas such as accent pillows. Create interest through texture.
• Will the furnishings show wear and tear in a few years? Choose aesthetically-pleasing pieces that are comfortable, durable, and repairable.
• Design for stress relaxation. Use sleep systems in place of boxspring and mattresses to be in sync with the upscale product choices in retail stores.
• Luxury bedding. Triple sheeting, high thread count linens, and lots of pillows can have an enormous positive effect on guest comfort as well as housekeeping standards.
• Bachelor’s chests with flat screen TV’s in place of cumbersome armoires open up a room.
• Wall sconces and framed lavatory mirrors lend a more intimate feel to a bathroom.
• Handblown glass or forged metal lamps in place of ceramic “jars” add a personal feel to a room.
• Subtle touches add something extra to the idea of full-service comfort - luxurious bath robes and towels, spa bath products can make a guest feel pampered while on vacation.
• Well-kept, generous plants lend an at-home feel to a room.

The happy guest is your strongest marketing tool to maintain and grow your owner base. Understanding what the timeshare consumer expects in a vacation home is critical to attracting new vacationers to your property. Functionality has to be there but the space needs to feel like home – a very upscale home. An emphasis on buying higher quality items that will last for years in preference to buying inexpensive items that need to be replaced frequently taps into the current residential market trends. Luxury is the key “wow” factor.