Consumers Signal New Interest in Timeshare Resorts

Is shared resort real estate poised to make a comeback? Over 12 million U.S. consumers currently own a timeshare condo or similar property. For most buyers, these properties act as both an investment and a low-​risk way to enjoy vacations in a favorite location. With the real estate crash beginning to fade, analysts see new life in the timeshare market.

Today’s prospective timeshare resort buyer may possess slightly different demographics than the previous generation of owners. According to the latest research from Interval International, the typical buyer is age 42. About 62% of buyers are married and 40% have children living at home. These folks are also big leisure travelers, taking 3.4 trips over a 12 month period and spending nearly $2,000 on lodging as they travel. Nearly all of these travelers, 90%, find the idea of staying at condominium-​style resorts to be appealing.

Future developers will  likely be building and promoting resorts that are located where consumers want to go. For 80% of current timeshare owners surveyed, water – as in the beach or a lake – is key. That number is even higher for prospective buyers – 84% of whom say that they want to vacation near the ocean or a lake.

And what better way to reach these prospective buyers than with a promotional mini-​vacation or long weekend at such a resort? Over 83% of these folks say that strategy is the best way to get them to consider making a purchase.

Marketers can learn more about Likely Time Share Clients by checking out the Audience Interests & Intent report at the Research Store on ad​-ology​.com.

[Source: Shared Resort Real Estate Ownership 2012: A Market Perspective. Interval International. 18 Sept. 2012. Web. 2 Oct. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.