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Howard Nusbaum, ARDA CEO
Howard Nusbaum is the President and CEO of the American Resort Developers Association (ARDA). He has presided over the industry-lobbying arm for going on nine years, during which the industry enjoyed enviable double digit growth every year.
One thing has changed - he no longer has to “yeah, but” when he tells outsiders he works with timeshare. Recently he sat down for a wide-ranging discussion of the industry.
It is the most recent of several interviews I have conducted with Nusbaum during his tenure, but the first in about six years. (I intentionally did not reread any of the old ones; however, later this week I will dust off one of the old ones and reprint it for comparison purposes).
Here are some of the issues Howard Nusbaum discussed.
Industry Consolidation
Among the reasons the flags (hospitality brands like Hyatt, Hilton and Four Seasons) have been gravitating toward timeshare is the added benefit they receive from maximizing mixed use properties. Bringing more people to the property, whether they are hotel guests, timeshare owners or conference attendees increases use of revenue generating facilities such as restaurants, spas and golf courses.
The Economic crisis
Unlikely to double-digit revenue growth, likely to negatively impact new projects that would otherwise come on line in a few years (click here for "A Humbling experience")
Owner Protection
Working with developers and local authorities, ARDA makes an attempt to quash the companies specializing in resale rip-offs, especially the “post card” companies that prey on unsophisticated owners, using lies and half truths, making it seem like they are doing the frustrated owners a favor by taking the deed off their hands, as long as they get paid 3 grand at the same time. He feels they primarily “prey on the elderly”.
Nusbaum would like to see transparency come to the secondary market, minimizing, if not eliminating upfront fees prior to the resale of ownerships. He feels, accurately, that “too many companies focus on getting upfront fees” having little incentive to actually sell the timeshare, having been paid in advance.
ARDA has conducted Resale forums to brainstorm ideas to bolster the secondary market.
The use of the internet
Through the years ARDA has primarily been a resource used by the industry. Members of the public have not been very aware of the organization or its services. They are attempting to change that with public relations efforts, including the creation of a consumer oriented site, VacationBetter.org, emphasizing the importance of vacations, both for quality of life and better health. Of course, the site also emphasizes how timeshare can improve the quality of vacations.
Click here for the conclusion of my coversation with Howard Nusbaum
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