Listing companies from eBay to Chick-fil-A, Frederick Reichheld defined customer loyalty for a rapt luncheon crowd at The Peabody Orlando. Motorcycle-maker Harley Davidson, he noted, measures loyalty by the collective number of Harley Davidson tattoos its customers sport.
Most companies may not evaluate loyalty by tallying up customer body art - but, insists Reichheld, director emeritus of Bain & Company, following the Golden Rule will nevertheless make a positive imprint on any business' bottom line.
Critical intangibles such as loyalty and the more practical matters of resort development drew more than 730 delegates to immerse themselves in a surge of industry information from October 1 through 4, 2007, during the ninth annual Vacation Ownership Investment Conference. Reichheld's inspiring luncheon presentation was just one highlight of a packed agenda.
Hot-off-the presses research studies, field reports from business leaders, advice from eminent experts, enlightening panels, and forward-looking speakers filled a schedule that left time for networking and relationship-building through cocktail receptions, lunch gatherings, and a golf tournament.
"VOIC has developed a reputation not only as a great place to learn about vacation ownership and investment in this exuberant sector, but it has also become one of the premier opportunities to network with others in the field," says David Callaghan, vice president of resort sales and service, Eastern region, for Interval International, one of the event's patron sponsors. "Each year, attendance continues to surpass the record-breaking level of the previous year."
As at past conferences, Peter C. Yesawich, Ph.D., chairman and chief executive officer of Ypartnership, shared the latest industry trends and statistics from the most recent study, Future Timeshare Buyers: Market Profile 2007, in the keynote address.
Attendees also heard from other industry leaders during a panel discussion moderated by Yesawich. Participants included: John Burlingame, RRP, executive vice president, Hyatt Vacation Ownership, Inc.; Stephen Cloobeck, RRP, chairman and chief executive officer, Diamond Resorts International; Deborah Linden, RRP, chief executive officer, Island One Resorts; and John Ueberroth, chief executive officer, Preferred Hotel Group.
The media contingent generated plenty of coverage in print, radio, and e-news in markets from Toronto to São Paolo. A strong showing among Canadians (some 70 delegates registered for the event) attracted coverage from Canadian Lodging News and filled a breakout session, "Canada: Understanding the Market and the Opportunity." Sharing perspective and knowledge on a panel moderated by Interval's John Sanginesi, director, resort sales and service, Eastern Canada region, were: Dianne Hounsome, developer/manager, The Cottages at Port Stanton; Sue Nickason, president, Canadian Resort Consultants; Thomas Pinckard, resort development consultant, Pinckard Bailey Professional Corporation; Gene Schmidt, president, Resort Marketing Services Ltd; and Jon Zwickel, executive vice president, Bellstar Hotels and Resorts Ltd.
Other sessions scheduled over the course of three days addressed topics including: the fast-growing fractional market; the fundamentals of finance; navigating regulatory issues; growth in Mexico and the Caribbean; trends in hospitality; and, for newcomers to the industry, "Understanding Shared Ownership 101."
The conference wrapped up Thursday morning, with tours at three Orlando resorts: Westgate Vacation Villas, Marriott's Grande Vista, and Floridays Orlando Resort.
