Orange Lake Resorts, an Orlando-based timeshare company, has announced plans to lay off employees to pursue more efficient marketing methods.

The company will eliminate its concierge locations, which entails laying off some employees who are responsible for booking timeshare tours.

“Instead of cold calling, if you will, you get to speak with someone who’s already heard about you and is curious,” explained Stacey Sutherland, VP of corporate communications and brand services for the company. “You’re talking to a customer who already knows and loves Holiday Inn.”

Orange Lake Resorts will cut around 120 positions. Sutherland says that most of these employees are being asked to rejoin the company in another position.