When was the Zorgvliet Private Residence Club established?

[MVDM] ZPRC was finally established in 2009, this was after a two year evaluation and research period. Our aim was to develop a sustainable business model addressing the demands and needs of consumers seeking shared ownership of special aspirational destinations. There are many elements contributing to the longevity of such a business model; an important issue that we have identified is that shared vacation ownership is not a quick fix for selling properties (through fractioning) but a long term commitment to members and service delivering – in our case delivering exciting experiences.

We have initially underestimated the global marketing challenges associated to the industry. There are so many great products in the world, also an amazing number of very competent marketing strategists that we found ourselves constantly ‘catching up’ with new marketing innovations. Establishing ZPRC was therefore more than just formulating the club. One of the greatest upheavals that we have encountered (and still encountering) was entering and positioning ZPRC in the global market place. Selling South Africa first and what we have to offer within the broader context is an ongoing endeavour.

You have been operating ZPRC through the recent global recession – what positives have you emerged with?

[MVDM] As we are not out of the woods yet we are still chasing a moving target! The one thing about the recession is that consumers are much more tuned into what they want and are demanding more for their money. We have from a marketing perspective learned that e-commerce is here to stay. We still don’t understand all the elements of ‘new age’ communications with the consumer but at least acknowledge the fact that effective communication has become an art rather than a science.

The opinions and perceptions of main stream media have to be appreciated as they are much more focussed on substance than before. The effective use of social media in marketing and the role of interaction with the consumer are results of this changing environment. I believe that in South Africa we are very fortunate that the 2010 Football World Cup is creating the opportunities re global awareness and we in SA should commit to concerted efforts aimed at optimising this special occasion.

The Zorgvliet Group is more than just a Private Residence Club, what other experiences can one find with your organisation?

[MVDM] ZPRC is a very important division of the Zorgvliet Group; by embracing the best South African experiences from wine to game and leisure resorts ZPRC is representing the pinnacle of our company vision. Zorgvliet Group has evolved from a portfolio of aspirational assets and we foresee a more dynamic situation in the future. The Zorgvliet Group is a vehicle for business development and we plan to leverage from the present base into new exciting global business ventures optimising our unique South African experiences.

Tell us more about your sampler program?

[MVDM] Any sampler program is aimed at presenting the best that a destination has to offer to potential clients; our aims are not different from that. What we do try to achieve is to create positive relationships with guests using our sampler programs. The ZPRC sampler program is being underpinned by a subtle sales approach. If guests are not interested in joining ZPRC we would still want them to become friends of the company; adopting an animal, enjoying our award winning Zorgvliet wines or just chill out at one of the lifestyle destinations.

We are now launching initiatives such as sampler offerings adapted to e-commerce platforms. Our aim and strategy is based on using technology to enhance the consumer’s decision making process by enhancing interaction with them. Consumers are invited to use our Zorgvliet Auction facilities as well as blog and online video means.

Your recent affiliation with Interval International – how does this affect the post sale service offering to your clients?

[MVDM] We see and perceive our affiliation with Interval International as major positive in our marketing, market research, communication and product development endeavours. Our members benefit from the global exchange into a large number of Premier tier destinations.

Interval International’s member communication actions also play a major role in supporting our members in making informed decisions when deciding on vacation options. Special offerings whereby members can book additional vacations at very attractive price points are further value adding options available to ZPRC members.

Where can your owners vacation through your global exchange service?

[MVDM] This is really a case of how long is a piece of string. The options are almost endless; getting the best from global exchange is driven by planning. Interval International is offering a lot of flexibility through their request first or deposit first models. I have experienced a number of their affiliated resorts and am very excited about what is on offer.

What major changes do you foresee for the shared vacation ownership industry over the next 6 to 12 months?

[MVDM] I believe that there will be much more diversity in the vacation ownership models on offer. When I started researching the industry products were narrowly defined with not much flexibility. One can now see the dynamics associated with an industry seeking new answers such as aggressive marketing ideas addressing the demands of savvy consumers who want more for their money.

The internet will I believe play an ever increasing role in information as well as in the sales process of specifically high end products. There may even be ideas that will challenge the norm; to this end consumers will play a much more significant role.

At ZPRC we are, for example, testing various ‘online auction’ models taking the sales process to the consumer. In South Africa we are facing challenges such as being a long haul destination (to most of the world), price point benchmarking, lack of consumer knowledge and understanding of the industry and not having international Brand names creating global credibility.

I hope the South African champions of industry, such as Dirk Wilson of fractionalownership.co.za will take the unique and attractive local propositions to the global market place creating a regional demand which then can be tapped into by the different product suppliers to promote their own individual offerings. A good example of this approach is the present Dubai marketing campaign; first promoting the region/destination then the underlying offerings.