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Key to Success
Though home to the world’s largest population, China, in some ways,
is no different than any other timeshare market, says Fu.
“The same principals exist as in the rest of the world,” he says.
“Chinese people have money and get several weeks of holiday a year.
The resort is located in a popular tourist area and the resort manage-
ment is experienced in selling timeshare in China, so there is no reason
to think this won’t be successful.”
The key to success will come by tapping into the Chinese vaca-
tioner’s distinctive approach to travel. The club relies on on-site sales
and mini-vacation strategies to market the property. Plans call for
expanding to off-site locations in a half-dozen key cities around China.
Matching Product to Traveler Tastes
Sales teams are pitching right-to-use vacation ownership periods avail-
able from two, five, and 10 years. Two-year trial and five- or 10-year full
memberships are available. Trial memberships cost US$1,250; full mem-
berships are US$2,620 for five years and US$4,370 for 10 years.
To heighten the value of both trial and full membership options, the
vacation club affiliated with Interval International at its launch in order
to offer its members even greater travel options to exchange at resorts
around the world. Purchasers receive an Interval Gold
®
membership,
with all the upgraded benefits it affords.
Membership durations were designed to meet Asian vacation and
lifestyle habits. As with many elements of their lives, most Chinese and
Asian vacationers are more interested in near-term, versus longer-
term, opportunities, notes Fu. As such, sales and marketing efforts are
focused on shorter-term memberships to better align with Chinese
traveler preferences.
“This has been proven time and time again,” says Fu. “Asians are
not interested in lifetime products; they are more about today and
tomorrow. They want immediate returns — they are not worried about
25 years from now.”
At Best Western Yantai Hotel
The property itself would seem to align
with that ethos. Built on the intersection of
a bustling thoroughfare, the Best Western
Yantai Hotel is a 3-year-old, 30-story high-
rise with 160 rooms. Located minutes from
the railway station and 25 minutes from the
international airport, the property delivers a
rich amenities package. Each of the 24
two-bedroom units is 1,500 square feet
(139 square meters) and consists of either
standard or corner units located between
the fifth and 29th floors.
Another key distinction is the in-room
amenities. Units include one king and two
double beds. The kitchens are considered
“partial,” or efficiency by Western standards. These include a sink,
microwave, refrigerator, and countertops, with a small, but comfort-
able dining area. Unlike in many Western markets, Asians don’t
typically cook meals when on holiday, Fu says.
Where features are bountiful is in the property amenities. Accented
with modern decor, the property has two restaurants and a bar. The
“8D” theater features the latest in cinematic technology.
For simpler pursuits, there’s a lobby library and reading area.
The exercise area includes workout equipment perched before
floor-to-ceiling windows offering views across the Yantai cityscape.
There’s a sauna and steam room. The rooftop features an infinity
swimming pool and lounge areas, and offers commanding views
across the port city.
The neighborhood is equally enticing, especially for food aficiona-
dos. The region is a breadbasket of fruits and vegetables. Wines are
made and bottled nearby in what promoters say is the largest wine
production base in Asia. The resort city of Qingdao, 124 miles (200
kilometers) southwest of Yantai, is home to the historic brewery of
China’s famed Tsingtao beer.
Seafood connoisseurs have come to appreciate the catch from the
more than 60 nearby islands. The Yangma and Changdao islands are
in-demand day-trip destinations. The Yantai coast itself is home to two
popular beaches that draw locals and tourists alike.
Big Plans for the Future
Fu has big plans for the Shanghai Xihong Vacation Club, with a goal to
add several small-scale hotels of between 20 to 30 units around China
in key tourist locations. The first likely will open to serve Disneyland in
Shanghai. Club members who purchase at the Best Western Yantai
Hotel will, of course, have access to the other locations.
Setting aside the market demographics, the property amenities,
and the growth of the Chinese travel market, as with real estate in gen-
eral, one rule commonly applies, Fu says.
“It’s all about location, location, location,” he
says. “The Chinese go on holidays and there are
about 1.4 billion of them. If you build a decent
product in the popular location, it will sell.”
Joe Hickman, vice president and executive
director of Interval International for Asia/Pacific,
agrees. “This type of vacation opportunity, in this
destination, and the Chinese consumer are a
perfect match for one another. The growing mid-
dle class has the disposable income and desire
to travel. The team at Shanghai Xihong has put
together a great offering ideally suited to this
market.”
Jeff Zbar is a South Florida–based business and
travel journalist and corporate copywriter.
Developer:
Shanghai Xihong Hotel
Management Incorporation: Fu Hanjun,
chairman
Headquarters:
Yantai, China
Product:
Floating, right-to-use vacation
ownership periods available for two, five, or
10 years
Units:
24, two-bedroom units at the
Best Western Yantai Hotel
Price:
Trial members: US$1,250; Five-year:
US$2,620; 10-year: US$4,370
Website:
bestwestern.net.cn
Social Media:
Shanghai Xihong
Vacation Club
fast
facts