‘Brutal Timeshare Dictators’ are facing an owners’ revolution

‘KwikChex Investigates’ news release 12 September 2025

‘Brutal Timeshare Dictators’ are facing an owners’ revolution 

Seasons Holidays bosses have been accused of using bullying, coercive tactics in attempts to control timeshare owners who are complaining about failures to deliver on ‘dream investment’ promises – now they have a fight on their hands 

Starting around 2008, and continuing to the present time, Seasons Holidays PLC started selling a ‘fractional timeshare’ product, they called ‘Keys’. They sold it almost exclusively to their long-term, existing owners, telling them it was a product that everyone should want to buy – a co-ownership of a property, which had amazing benefits, including luxury holidays for 16 years, and a choice of either a payout (and potential profit), from the sale of the properties or 16 years more free holidays at the end of the contract – all with no annual fees. Some Seasons salespeople persuaded owners that Keys was so good that they should buy multiple products, and many did, often cashing in pensions, investments, or using life savings in expectation of substantial returns on their ‘property investment’. 

‘We make the rules, and can change what we want’ 

Even before the end of the contracts, many Seasons owners had expressed outrage when they were informed that Seasons had unilaterally downgraded them to what they referred to as ‘Core’ status, meaning their choices would be limited. They would not be able to stay in accommodation that had been ‘upgraded’. There was no consultation with the supposed co-owners who had invested millions into the Seasons business – but worse was to come. 

Fast-forward to 2024, and those who paid up to £300,000 started to be told that the returns were not going to be as expected – and in fact, sales of the properties were likely to be so difficult, they would have to pay ‘upkeep fees’ for potentially years, with not even the benefit of being able to continue taking holidays. And the 16 years of free holidays option? Sorry – that’s no longer viable. Unsurprisingly, those who heard the news were distressed and started to complain, including getting organised on social media groups and leaving online reviews. 

Complaints met with hardline attitude, and coercive techniques to pay another £10,000 

Seasons had no sympathy with the distressed owners, many of whom are elderly, widowed, and suffering serious illnesses. They forced them to attend ‘end-of-contract’ meetings, which they said had to be face-to-face, which often involved travelling hundreds of miles. When they get to the meetings, Season sales staff – obviously on commission – confirmed the difficulties in selling the properties, the withdrawal of the 16-year extension option as promised, and the ongoing costs – but said that for an average additional £10,000, Seasons could take back the apparently failed Keys product and exchange it for a further 49 nights product they ironically call ‘Loyalty Nights’.

Bans and evictions for ‘troublemakers’ 

Some owners who had helped organise a Facebook group, or who had made their feelings felt by leaving online reviews, were promptly banned – meaning they couldn’t even book the holidays they had paid for. 

Owners who wanted to record the meetings they were forced into were also dealt with harshly – such recording is not permitted by Seasons. One couple, who had politely advised Seasons that they had made a recording for the purpose of reviewing what they had been told, were immediately evicted from their holiday accommodation. Even worse, a couple who hadn’t even finished their 2-week Seasons holiday in Lanzarote, having merely asked to record the meeting, were phoned later while enjoying dinner out and ordered to return to the resort to pack their bags and leave immediately. They pleaded with the resort staff to at least be allowed to stay overnight, so they could look for alternative accommodation in the morning, but were ushered out then and there. They managed to find a room that night – at their cost, but were so distressed, they booked flights to return home straight away – costing them more money. They also lost money on their curtailed car hire. 

The intimidation factor 

Many of those affected have said they were afraid to complain to Seasons after learning of the bans and evictions. Then, Seasons let it be known that they were monitoring the Facebook private group, so people felt they had to switch to anonymous posting – or simply stay quiet. 

Next, Seasons instructed solicitors to threaten people who had described the situation with defamation claims. 

“We will not be bullied”, say owners 

Hundreds of affected owners have chosen to fight back, and have contacted KwikChex, which has been investigating timeshare problems and assisting owners since 2013. Many others have commenced civil claims. 

One of the worst cases ever reported 

Chris Emmins, the CEO of KwikChex, says he has never seen behaviour quite as bad as this from a timeshare company. “Yes, there are often disputes, and even legal claims, but I’ve never seen conduct like this before”, said Emmins. “This isn’t a case of a few rogue salespeople; this is coming from the top, with Seasons director and owner Sharon Kinsella dictating the huge, unilaterally imposed, detrimental changes, additional charges, threats, and authorising her staff to impose bans and holiday evictions”. 

Other Seasons owners feel they have been robbed of their timeshares. 

Seasons owners who didn’t switch to the ‘Keys’ products have been forced out of their timeshare ownership at the Slaley Hall and Belton Woods resorts, with Seasons manipulating the owner voting rights in their favour, taking control of the owner committees and winding up the clubs, with Seasons then putting the properties on sale for huge sums. Many of these owners have also now asked KwikChex to intervene on their behalf. 

KwikChex regards the situation as a travesty – the exploitation of long-term, loyal customers – and the matters have already been put to the authorities. KwikChex has confirmed that it is in urgent discussions with the authorities, including the Competition & Markets Authority (CMA) and the Department for Business & Trade, which has been asked to investigate the situation by Justin Madders, the Under-Secretary of State for Employment Rights, Competition, and Markets. Additionally, over 30 MPs have so far taken up the case on behalf of affected constituents. 

KwikChex has been assessing what it believes to be multiple breaches of Consumer Protection Regulations (CPRs) and is pressing for urgent intervention, having received detailed reports and requests for assistance from over 200 Seasons owners. 

Extreme distress – to the point of suicidal thoughts 

KwikChex has grave concerns about the plight of the affected owners and believes thousands may be affected. Summarising the situation, Chris Emmins says, “The deeper we dig into this, the more concerned I become. I am talking to owners every day, many of whom are very vulnerable – several are suffering from serious and life-threatening medical conditions, many are in tears, and I have even had one couple tell me they are so distressed, they have contemplated suicide. Not a week goes by that I don’t learn of other problems, such as Seasons absolutely refusing to give owners a breakdown of annual service and utility charges. The lack of transparency and their hostile reactions to even the suggestion of recording their meetings with owners surely tells its own story – but there are robust laws in place to protect owners. We are determined to have the conduct of Seasons formally examined within the context of these laws, and to seek appropriate redress and justice on behalf of all those who have reached out to us for help”.