Exclusive Interview Regarding RCI's Acquisition of DAE

I don't know about you, but I was shocked to read of RCI's acquisition of Dial An Exchange (DAE) last week. I reached out to Francis Taylor, DAE's CEO for an exclusive interview. 

So, Francis---big news in the world of timeshare exchange. What can current DAE members expect both in the short term (3-6 months) and long term? 

Members can expect the same high level of customer service and attention they have always known and come to expect when dealing with our company. It is 'business as usual' and DAE's role won't change from being a service provider in the timeshare industry in the 'Exchange' space. We will continue to operate from our existing offices and keep our website for our members who enjoy working with us via website and online services. Going further forward our members can expect that exchange opportunities will be enhanced as we find our way through this new relationship of having new owners. There are a great many synergies between RCI and DAE and given we both operate in the same space there are some obvious areas in which we can co-exist and support each other to help grow our respective brands. Importantly this will raise member satisfaction levels when it comes to obtaining their desired exchange holidays. 

The companies have quite different business models as I know from working closely with you both for a number of years---what do you see as the biggest challenge to melding those two? Will DAE continue to have their call centers or will those be eliminated?

Yes, we do have very different business models and that's probably why we complement each other's business goals. We attract different demographic audiences.  DAE operates under a 'low cost' business model and we've been able to build on that niche in the market. DAE is primarily focused on direct-to-consumer transactions with individual timeshare owners and HOAs and that has worked for our brand for 20 years. 

So, “melding” the two is more about how we can collaborate behind the scenes to complement each other’s businesses and strengthening our back office capabilities to both drive our individual business goals and support the industry as a whole. DAE will continue to operate as a separate and individual brand and entity. We will retain different call centers to RCI, our own staff, our own color (we love blue!), our own style of marketing and customer service initiatives, and our own support programs of HOAs, resorts and infustry partners.

Going forward, when a consumer purchases a timeshare interest at an RCI affiliated resort, will they receive an RCI membership, a DAE membership or both? 

I don't expect dual memberships will be offered at time of sale to both as common place. RCI & DAE will compete for our business by offering our individual services, product range, and industry support programs as we currently do now. It's also timely to remember that individual timeshare owners have a choice of who they want to call on to provide an exchange service, just as we do as individuals in all areas of our lives when it comes to purchasing a product or service.

I know in the past there have been some issues with RCI Points members not being able to deposit and then use DAE for an exchange. I trust that these issues will no longer be a problem? 

It's still early days and we have many topics and issues that will need to be raised; examined to see where things sit; what makes sense; how we can cooperate to get the best result for both entities and allow consumers to benefit. As I said earlier, RCI & DAE are different businesses, with different drivers and ways of conducting business. We won't always agree on everything, and we each need to stay true to our own business models and the direction we're reaching to achieve.

Will DAE now begin to affiliate resorts as RCI does? 

DAE is happy with the way we interact and work with resorts. Our point of difference has always been to work with individual owners and do the very best we can for them. We've always found most resorts honor their owners’ wishes when it comes to working with an exchange provider so I'm not sure how much of a change will be considered going forward on this issue. 

Lastly, does this acquisition signal the start of more acquisitions in the future in your opinion? Are the days of the secondary and tertiary exchange companies coming to a close?

That's probably a question for others as DAE isn't looking to acquire another business. As for a future place for different sorts of exchange companies, yes, I believe there is. Our industry is as massive as it is global and humans are funny creatures. We like to have choice, we like working with people or a business with whom we feel a connection and comfortable, and in many cases, we like to work with somebody 'local'. With that said, it's hard to imagine in the 21st century that choice will be a word or option that disappears from our vocabulary!

Many thanks to Francis Taylor who took the time for this exclusive interview in what I can only assume is a busy time for him. 

So, timeshare owners---what are your thoughts on this development?

A Code of Ethics....Good Only if Enforced

Today we hear from a Guest Blogger describing her experiences at a DRI resort and her follow up with ARDA as to alleged violations of their Code of Ethics.

My husband and I feel we have been deceived by Diamond Resorts International, and ask for your assistance in getting justice for our victimization.

In November of 2016 we stayed in one of DRI's timeshare resorts in Sedona, AZ through our Interval International membership. While there we attended a DRI sales presentation. The hotel concierge gave our family of 4 a $150 gift card to a local restaurant for our thanksgiving meal, and in return we were to attend a 90-minute sales presentation. The presentation ended up lasting 6 hours, with our sales agent becoming agitated when we said we needed to leave due to my husband's golf tee time. This violates ARDA's Code of Ethics of "Information".

The sales agent, Karen Calvano, empathized with us about our inability to stay in resorts unless located close to home which is in Houston, TX. She said she knew Interval International did not have many resorts in our area, but that DRI had many resorts, and we would certainly be able to find resorts in Texas, New Mexico, and Louisiana. As it turned out, DRI's resorts in our area are owned by affiliate resorts rather than DRI and costs approximately more points than we were sold. This violates ARDA's "Exchange Program" in which we were over promised on the likely hood to exchange for Diamond’s inventory in our area.

When I looked on the Diamond member website recently, Diamond’s Great Wolf Lodge affiliate property in Texas was available for 26,911 to 66,467 points. If we multiply 26,911 by 20 cents which is the typical cost of maintenance fees, it would cost $5,382 for a one week stay. Booking.com had the same Family Suite available for the same week for $1,700. This is not an unusual scenario. I have searched various times throughout the year.

We attended DRI's "Event of a Lifetime" in January, 2017 which we were told was our member orientation. The “orientation” turned into a high pressure sales presentation quickly with misleading information regarding redeeming our points for 30 cents per point if we paid to upgrade our membership to platinum. When my husband, Dr. Mark Grant, asked to see the price per point in writing, the sales agent pointed to his own written notes to show us that it was legitimate. My husband pointed out the documented literature which showed the amount at 10 cents per point, and the salesman quickly dismissed us to the next sales agent.

According to the ARDA Code of Ethics, this sales agent violated the ethics standard of "Avoidance of False and Deceptive Statements".

Mr. Clements, as you can tell from the brief account I have written, we are in a rough situation with devious minded people who have not followed ARDA's Code of Ethics, and should therefore be forced to let us out of our contractual agreement.

We appreciate your consideration, and assistance!

Sincerely,
Eron Grant


Response from Diamond
I am responding to your concerns regarding availability in Texas and Louisiana. While Diamond Resorts does not own or manage any properties in these states, we do have affiliate agreements with several resorts. These properties offer us limited inventory each year to offer to our members to book with their points. Inventory is typically limited, and prices are set by the properties themselves, and not by Diamond Resorts. These properties are offered on a first come, first served basis in addition to the Diamond Resorts properties covered under your contract.
Diamond Resorts does offer a property in New Mexico, the Villas de Santa Fe. If you would like assistance booking at this property, please let me know and I will be happy to assist.


My Response

My concerns with Karen Calvano stating "DRI has several resorts in TX, LA, and NM" is that when we asked her to show us the properties she said, "Oh we can't do that right now, but we can do that later." After 6 hours of being with her, we were exhausted and never did see the properties.

We explained that we are owners with Marriott and members of Interval International already, so affiliate properties through DRI really don't help us. Plus, the value of your affiliate properties is ridiculous. How does this help us?

What's telling is that the consumer never even heard back from Mt. Clements personally, nor from ARDA as an organization. As a matter of fact, there are close to 100 complaints that I know of personally that have been sent to ARDA and have not been acknowledged, much less addressed

Let me be clear, this is not merely a DRI issue. It's s much larger one. If there is indeed an ARDA code of Ethics and if indeed issues and concerns are brought to the Committee's attention but ignored, what's the point?

As always, constructive comments are welcome.