JUAN IGNACIO RODRIGUEZ Senior Vice President, RCI Mexico Committee Member, AMDETUR (Asociación Mexicana de Desarrolladores Turisticos)
In terms of intervals or weeks sold by product type during 2015, in LATAM, 45% were points based, followed by a floating unit/week at 43% of sales, and travel clubs with 12%. However each country has its own particularities and we find a predominance of points products in Chile, Bolivia, Peru, Colombia, Ecuador, and Venezuela; and a preference for floating week products in Argentina. Moreover, Brazil shows a 40/60 mix between floating and points products, whereas Mexico presents a balanced distribution of 34/37/30 between floating, points and travel clubs. A preference for flexible products with short-term memberships is currently trending in the region. Trends also highlight the need for a variety of destination offers and a combination of experiences based around locations, such as beach, mountain, cities, and vineyards, among others. Consumer preferences are always evolving; new generations with different behaviours and characteristics want different experiences. That’s why it’s important to invest in product innovation and development opportunities, introducing new offers in terms of destinations, flexibility, pricing and ease of use at regular intervals.
ABOUT JUAN IGNACIO RODRIGUEZ Juan Ignacio Rodriguez has more than 25 years of experience in executive operations, sales and marketing positions. He joined RCI in 2000 and, during this time, has led the redesign and re-engineering of RCI’s member services across the business, as well as holding key positions in RCI Mexico, Latin America and Europe. Under his leadership, several new products and services have been designed, developed and launched in tourist destinations.
Developers in this region are starting to implement social media and digital strategies, and this is necessary to reach new markets. The introduction of new technologies, such as the Internet of Things and big data, will be the next step to enable an interaction with the younger consumer generation. Intelligence harvested from such communications will be applied to enhancing the guest experience to generate more sales in a Millennial market. Millennials are a huge consumer sector that cannot be ignored. They think differently, and the way they live and interact with one another is different to previous generations. Tourism bodies in this region are changing the way they speak to this generation. The use of virtual and digital marketing, the importance of digital storytelling, the strategic use of real-time data, interactive apps, and beacon promotions, among others, are now all going to be steps in a colloquial and marketing interaction with this important audience in the future.
*LATAM region includes Mexico, Belize, Guatemala, Honduras, El Salvador, Nicaragua, Costa Rica, Panama, Colombia, Venezuela, Ecuador, Peru, Bolivia, Brazil, Chile, Argentina, Paraguay and Uruguay.
LEISURE REAL ESTATE - THE OPPORTUNITIES
Leisure Real Estate Trends & Opportunities, 2017