Youth and Diversity Top Influencers

It seems that for most industries, reaching youth and diversity demographics are at the top of their marketing efforts, and many think that millennials are the most important demographic influencers to reach. Even politicians consider it a primary concern - Ivanka Trump, a millennial woman herself, introduced her father at the convention last week.  Early in her speech, she emphasized that as a millennial, she doesn't follow the status quo, but votes her conscience.

Companies are eager to understand the traits of and quirks of millennials. Taco Bell recently incorporated a company feature at its headquarters called, "Millennial Word of the Week". The words are curated by a group of employees in their twenties. The purpose - to keep its employees up on the lingo of Millennials to better communicate with their young customers. 

Timeshare Reflects the Trend

Timeshare is no exception to the trend. Our industry is also reflecting a different age and diversity. The profile of the new owner has changed. Information from ARDA International Foundation's (AIF) newly released Shared Vacation Ownership Study shows that new owners are younger, have higher-incomes than current owners, and are more culturally diverse. Howard Nusbaum, president and CEO of ARDA, attributes the increase in timeshare sales (another positive in the study) to the new owners, "While existing owners continue to enjoy the lifestyle and purchase more timeshare, it's the new owners that are responsible for the majority of qualified sales".

What's changed?

  • Age: New owners are nearly 10 years younger than typical timeshare owners. Millennials actually give way to Gen X'ers here. Millennials, with a median age of 39 years, represent 30% of new owners. Gen X'ers represent 39% of new owners.
  • Ethnicity: Forty-two percent of new owners are African American or Hispanic. 
  • Education: New owners are highly educated. Seventy-two percent are college graduates and 23% of those have graduate degrees.
  • Income: The new owner has a median household income of $94,800 and disposable income to spare. Forty-seven percent made just a single payment to cover their purchase. Fifty-seven percent spent $10,000 or more on their timeshare.
  • Value: New owners are savvy consumers. They value long-term vacation savings and flexibility in timeshare. Thirty-six percent purchased timeshare to save on vacations and 31% bought for the flexibility timeshare offers. Seventy-five percent had some form of interaction with a timeshare resort before purchasing including staying as a guest at the resort where they bought or rented first. Before making a decision 35% attended multiple sales presentations.

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