As I watched my 401K slip into non-existence over the last few weeks I started thinking about the bootleggers during prohibition. Basically, these businessmen/gangsters were servicing a clear need in the market. People were generally down and out due to the depression and having a goodtime was still on their list of things to do.

While the depression might be an extreme analogy (I hope), there is still a strong desire for people to enjoy themselves and relax. Certain new approaches and technologies in resort marketing tap into this trend. Bob is still going to take his wife on vacation down in Myrtle Beach, he just wants to make sure he gets a good deal in the process.

Timeshare marketing pioneers like Vacation-offer.com are positioning themselves to fill the need. The concept is simple. Present packages in comfortable formats that mimic the big travel sites like Travelocity or Orbitz and educate people about vacation ownership in the process. David Rothschild, the head of creative, summarized the company’s philosophy, “we provide a familiar looking travel portal for mini-vacation packages and we introduce people to vacation ownership.”

The business model relies on internet know-how and a strong emphasis on targeted marketing to drive the initial traffic to the site. I looked over the Orlando Getaway, the Myrtle Beach Golf Escape and the Romantic New Hampshire weekend, and I must say they had peaked my interest. As a resort marketing insider, I suggest keeping an eye on this trend. Driving targeted traffic and letting the consumer play a more active role in their involvement in the sales process sounds like the recipe for success to me.