HONOLULU Since Marc Resorts Hawaii changed hands last July, it has
made several moves toward strengthening its position in Hawaii’s
visitor industry, particularly where its condominium product is
concerned.
Marc’s previous owner, Sunterra, filed for Chapter 11 bankruptcy
in 2000. In July 2002, Marc was purchased by a group of investors
headed by Phoenix-based Heller-White Hotel Management.
“Heller-White has brought a new commitment and enthusiasm to our
owners and employees to build a stronger company dedicated to
meeting their goals of higher return on investment and job
security,” said Marc Resorts’ executive vice president Paul
Tomonari.
In March 2003, Marc entered into an affiliation with
Arizona-based Discover Resorts International, which is
supplementing the sales and marketing efforts of Marc’s condominium
accommodations. “Marc Resorts and its properties now have an added
channel of distribution to an established client base of vacation
rental guests, so unused inventory can be filled,” said
Tomonari.
Based in Honolulu, Marc oversees 15 properties on five Hawaiian
islands. Much of its inventory consists of condominium suites with
kitchens, a point of distinction for the chain, said Tomonari.
“That means we can offer clients more space and the flexibility
to eat in or out,” he said. “Condominium vacations are extremely
high value, and I see more people taking advantage of them because
of the home-away-from-home living style.”
Discover Resorts is promoting its alliance with Marc through
quarterly newsletters devoted largely to the Marc properties, and
it’s sending e-mail and fax blitzes to its client base and travel
agents who have booked business with Discover in the past.
“Discover is pointing out the price advantages of reserving a
vacation rental of seven nights versus shorter-term stays in
Hawaii,” said Tomonari.
On April 1, 2003, Marc expanded its inventory by adding Hawaii
Polo Inn & Towers, previously represented by Aston Hotels &
Resorts. “The property has an ideal west-end location in Waikiki,”
said Tomonari. “The owner recently completed a modest yet
thoughtful renovation to the property, adding value for the price.
The key is its affordability, and that fits in with all that Marc
Resorts Hawaii stands for.”
In other news, Marc is in the process of revamping its Web site.
By the end of May, the site will feature a page where agents can
find out about up-to-the-minute deals for themselves and their
clients.
Marc has named June 2003 as travel-agent month, when agents
booking two nights at agent rates get the third night free. Agent
rates vary by property, with most offering up to 50 percent off
rack rates.
Agents get a 3 percent override commission when booking clients
at a Marc property for stays in May, June and July 2003. Through
Dec. 19, Marc is paying agents a $25 bonus for every five-night
stay booked.
Promotions for clients include a three-night romance package at
Island Colony in Waikiki, with convertible rental car, bottle of
champagne and fruit for $520 per couple. A comparable package on
Kauai goes for $720; on Molokai for $579; and on Big Island for
$770 (through Dec. 19, 2003).
800-535-0085; www.marcresorts.com.
