With the number of owners trying to get out of their timeshares nowadays along with the negative perception of consumers regarding the vacationing option, timeshare companies must extend their marketing efforts to regain the thrusts of end-users. Like the Disney Vacation Club, the Disney Co.'s timeshare arm which recently added an Aulani-specific plug to a television commercial that has been airing in the Orlando market promoting the timeshare club. It has also scheduled a special sales preview aimed at Walt Disney World annual passholders soon that will include giveaways, a dance party and Disney character appearances.
Meanwhile, Aulani is a critically important project for Disney. This 841-room hotel and timeshare is the first test of the company's strategy to build stand-alone resorts and niche attractions in markets beyond its massive theme-park resorts.
On the other hand, the company is also hoping the Hawaiian resort will help expand Disney Vacation Club's membership base, which currently is heavily concentrated on the US East Coast.
Aulani will be Disney's second timeshare offering in the west of the Mississippi, following the opening last year of 50 units at Disney's Grand California Resort & Spa at Disneyland in Anaheim, Calif. It also becomes one of five properties that the Disney is currently peddling interests in, joining the California villas as well as Bay Lake Tower, Animal Kingdom Villas and Treehouse Villas, all of which are at Disney World. The three tourism properties in Central Florida are up for auction. These include including a 123-acre development in Kissimmee and a 77-acre property in Orlando's International Drive tourist corridor.