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Luxury Defined
by Kristine Steffen, IIDA, CID
Architectural Concepts, Inc.
Much has been made in recent years of the manner in which people define luxury. What do affluent owners look for in a Timeshare or Fractional resort? Is it the design, the amenities, the service?
As a designer, my answer is, of course, the design. But after some careful thought, I realized the design does not just belong to the designers, it belongs to everyone who is affected by the design. Designers focus on the interiors where people are most affected by the space. Today’s owner has a fascination for novel materials and eye-catching forms in rewarding new concepts, individualization and innovative design. As a designer we must constantly explore new means and materials to create that added edge that makes a property stand out from the others. The growing trend for sustainability has added another dimension to design. What is the environmental impact of the materials being used?
Timeshares and Fractionals are designed more intensively than a home or a hotel. Vacation ownership design has to be interesting for a week or more out of a year. You may not want to live with it every day of your life, but for a vacation? Sure. It has to feel like a home away from home without being the same as home. Owners are looking for an escape from the ordinary.
A comfortable stylish bed and an elaborate bath has become an expectation. High-speed internet, WiFi, and flat panel televisions are a must. Opulent finishes, plush fabrics, and the latest appliances must at least equal what the owner has at home. So how does a designer differentiate the property? Is it visual shock? Or should beauty have its limits? Sometimes a kind of visual poverty can yield unexpected riches. It’s a less is more approach. Look for ways to express local surroundings. Luxury can be as simple as maximizing exposure to the outdoors.
A luxury vacation property should create a unique experience that triggers emotion. Or is the design and experiences reflected in the services and amenities? Lean on amenities in an attempt to attract leisure guests. It’s about living in different environments: the city versus the mountains versus the beach. Luxury timeshare resort amenities that rival those of other resort properties may include elaborate swimming pools, private Jacuzzis, boating, award-winning golf courses, cooking classes, and wine tasting. Others feature private yachts, ski lifts, famous chef restaurants and equestrian facilities. Most timeshare resorts offer a full schedule of on-site or nearby sporting, recreational and social activities for adults and children. The resorts are staffed with well-trained hospitality professionals, with many resorts offering concierge services for assistance with visiting area attractions.
Many new resorts now offer unique services. Owners want something that takes you away from the expected. If it’s a ski resort, offer fireplace butlers, ski valets, or boot warmers. If it’s on the beach, offer tanning butlers, private cabanas, or beach gear in the guest units. Some resorts have gone so far as to offer dog walkers, pet psychics, pillow menus, astronomy classes, and bird watching. For vacation owners, it’s about the experience.
A resort can have the highest quality accommodations, a plethora of amenities and still fall short as a luxury property. In a 2006 survey by Zagat guidebooks, the No. 1 complaint about resorts, hotels, and spas, was poor service. Without service, there is no luxury. Recently, I had the opportunity to stay in a well-known boutique property. The accommodations were beautiful. The amenities were sufficient. They would have been more extraordinary if they would have been made known to me. I did not realize that I had gourmet coffee and a French press in my guest unit until two days later when I inadvertently found another closet disguised as a mirror! The staff was not familiar with sites in the area, and housekeeping was less than cooperative. Needless to say, the feeling of luxury wore thin.
All in all, I would say that luxury is very personal. A designer can create the vision, the amenities can create the experience, and the service creates the feeling that will bring the guest back to your property.