virna17janmar

JANUARY – MARCH 2017
VACATION INDUSTRY REVIEW
RESORTDEVELOPER.COM
to the product portfolio with its Santa Cruz Signature Suites at
California Beach Resort in Málaga, Spain — a design that has been
replicated at several CLC resorts including CLC San Diego Suites,
also at California Beach Resort. Selected units were transformed to
even higher levels of comfort and styling with top-quality furnishings
and decor — each suite unique in design. From monogrammed
linens to high-end kitchen fixtures and fittings, the suites deliver a
taste of opulent living complemented by a host of amenities and
facilities, from a private hot tub to dedicated concierge service.
But that was just the beginning. In spring 2015, CLC World
launched the CLC Signature Collection — a portfolio of apartments
in Spain and on Tenerife in the Canary Islands, planned with luxury
and individuality at the forefront. CLC World’s interior designer,
Beatriz Lario Slavenburg, ripped up the rulebook, moving away from
the uniform to the more eclectic style of a real home while maintaining
the luxuriousness found at a five-star hotel. Coupled with
the concierge service and personal-chef dining experiences, CLC
Signature Collection is a marriage of hotel service and resort rental —
services, amenities, luxury, and space, all in one package.
The creation of new and exciting products and the refurbishment
of existing units continues apace, taking its lead from customer
feedback received directly from existing members, CLC World
Travel Centres, and social media content — from sources such as
TripAdvisor, Twitter, and CLC World’s own Facebook pages.
CLC MONTEREY, COSTA ADEJE, TENERIFE, SPAIN
CLC CASTILLO DEL REY, MIJAS-COSTA, MÁLAGA, SPAIN
Website Makeover
It is the CLC Experience that the company believes sets it apart — crafted
with all guests in mind and offering diversity of accommodation styles
and destinations, and a multitude of on-site options, whether for dining,
entertainment, or activities. Sharing the CLC Experience is a key element
of the company marketing strategy — to increase brand awareness with
the target audience before contact is made and potential members have
set foot in a CLC World Travel Centre or on a resort.
Communication of the CLC Experience is conveyed primarily
through the company website, the interactive sales presentation, and
social media platforms.
In September 2016, CLC World relaunched its website, moving
from a very corporate feel that was heavy on text, to a visually driven
design that clearly displays the products and their benefits.
The new website pulls together all the previously disparate
elements of the company and unites them under one banner that,
according to Patrick Ingram, CLC World’s chief operating officer,
“better showcases our products and fabulous client experience,
highlighting how what we offer far surpasses our competitors.” The
fresh and dynamic design has redirected the focus to the experience
of vacationing at CLC World resorts.
A New Blueprint for Sales
The rejuvenated sales presentation known as the Electronic Sales Aid
(ESA) was launched in conjunction with the website. Along with adopting
the visual focus of clcworld.com, it utilizes new technology to allow for a
multimedia, interactive sales experience. With the use of tablets that summon
managers to the table, face-to-face contact with prospects can be
maintained, making the process smoother and more customer-focused.
In addition, the ESA includes a 3-D comparison of an actual CLC
World unit to a standard hotel room, driving home a key component
CLC SAN DIEGO SUITES AT CALIFORNIA BEACH RESORT, MIJAS-COSTA, MÁLAGA
of vacation ownership: more space, luxury, amenities, and service.
Furthermore, the sales teams utilize digital media instead of relying solely
on brochures to sell the products.
Sales efforts are also augmented by the relationship with Interval
International. The exchange benefit further enhances the value of the
CLC World vacation product, and the Interval-provided sales aids help
convey this benefit to prospects. There’s the online Resort Directory, featuring
hundreds of affiliated resorts. And Interval HD, the high-definition
destination and resort videos on IntervalWorld.com, is widely used in the
sales process. Based on customer information and interests, sales staff
can select the most appropriate videos to show.
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