Post on 15-Jan-2015
description
Resort Guests
Timeshare Owners Snowsports Boaters Golfers Adventure Travellers Gaming Market Cruise Market
Timeshare Owners
Timeshare owners Baby boomers (35-55 age group)
make up 59% of the buyer market Typical buyer is married, and 50
years old. Over half have at least a bachelor’s
or associate’s degree Over a quarter have a graduate
degree
Top three timeshare market United States Europe South America
Top six countries with timeshare projects United States Spain Mexico Italy South Africa France
Why do people purchase timeshares?
Flexibility over when, where, and how they vacation. The exchange opportunity has increased in importance over the past two decades and is the term noted most by buyers.
Economics. Owners report that they save money over the long term. This is the second most noted consumer motivation.
Certainty about the availability and quality of popular resorts.
Safety and secure environments for family vacations.
Motivations
Wanting to own in that area Location of the resort in the area Liking the timeshare unit, resort
amenities, or resort features Confidence in the timeshare company Being treated well during the sales
presentation Leaving property to heirs Chance to profit on rental and resale
Hesitations about buying
Financial and concerns in the initial purchase and the annual maintenance fee. The potential owner must feel that the long term savings will outweigh the initial and continuing costs.
Justifying the expense of the purchase.
Owners worry about meeting the expectations created during the sales presentation.
Snowsports
Snowboarding Skiing
Uses single wide board Uses two boards
One ski Two skis
Uses body to navigate Uses ski to navigate
Cannot navigate through the terrain and wooded areas
Can navigate through terrain and wooded areas
Usually seen sitting Remains uptight
Snow skating/ice skating
Moving on ice using ice skates Types of ice skating
Figure skating – Olympic sport with spins/artistic skating
Ice hockey – team sports played on ice Tour skating – long distance ice skating
Resorts are offering snowboard and skiing lessons for 6-10 years old, renting of snowboards & repair services
They can sometimes run special snowboarding events to stimulate visits
Boaters
Marinas Italian word for small harbour Collection of pleasure boats
Destination Marina Accessible by land & water, wet slips
for visitors, hotel accommodation, restaurant, facilities, swimming pool and other recreational facilities that create a resort atmosphere.
Five business types according to the International Marina Institute
Port authority Private marina Municipal marina Boatyard Destination resort
Golfers/Golf Travelers
A golf traveller is the one who plays golf at least once while travelling on business, vacation, or golf-only trip.
Nearly half of all golfers have golf-related travel in any year.
Three types of Golf-Traveler 1. Business
at least once while on business trip
2. Vacation at least once while on vacation
3. Golf-only at least once while on golf-only tour
Golfers cont.
Golfers are characterized as:1. Avid
25 or more rounds2. Moderate
8 to 24 rounds3. Occasional
based on the number of rounds they play annually, usually 1-7 rounds
Most common sources of information for planning a trip are:
FriendsGolf-related magazines and booksTravel guidesInternet
Golfers cont.
Latent demand : 4 segments of golfers 1. Current players 2. Former golfers
Barriers inhibiting their return Intimidating environmentCost of playDifficulty in learning the gameNo one to play with
3. Non-golfers 4. Junior golf opportunity 5. Ages 5-17
Adventure Travelers (Hard)
35 years old, some college education, employed full time, single, professional
Backpacking across rugged terrain
White water rafting/kayaking
Hot air ballooning Rock climbing Mountain climbing Off-road biking Mountain biking
Hard-gliding, parasailing, wind surfing
Parachuting/skydiving Skate/snowboarding Roller hockey Bungee jumping Spelunking Cave exploring Snorkelling/scuba
diving Survival games
Adventure Travelers (Soft) Married Camping Biking Gentle hiking Bird-watching Animal watching Photo safari Sailing
Horseback riding Water/snow
skiing Canoeing Visiting
cattle/dude ranch Wilderness tour
Gaming Market
Nevada gaming was legalized in 1931 and for 45 years, this was the only legal location for gaming in the US.
Nevada was joined by Atlantic City in mid 1970’s
In 1990’s landbased, riverboat, dockside, small stakes gaming, video lottery machines, casinos run by Native American tribes increased
Casino gambling is accepted as a form of entertainment
Two types of casino location
TransientServing the day tripper marketPeople travel to the site by car or busUse little lodging or off-premise food facilitiesMost Native American casinos and many riverboats fall in this category
Destination
Las Vegas
Usually guests arrive by air
Average four days stay
90% stay in hotels
Average daily spending
$ 120 on gambling$ 52 on accommodation$ 75 on shopping$ 53 on shows$ 4 on sightseeing$ 24 on food
Cruise Market
8 % of the US population has ever taken a cruise
Growth however is excellent
Six Market Segments Cruise Lines International Association
1. Enthusiastic baby boomers Excited about cruising They live intense and stressful lives and want
to escape and relax while on vacation 40% - first timers
2. Restless baby boomers Newest cruisers Like to try new vacation experiences and while
they enjoy the cruise experience, cost is a factor to them
60% - first timers
3. Luxury seekers They want to be pampered in deluxe
accommodation and are willing and able to pay for it
30% - first timers 4. Consummate shoppers Committed to cruising They seek the best value, not necessarily
the cheapest price 20% - first timers
5. Explorers Well-educated and well-travelled Interested in unusual and exotic destinations 20% - first timers
6. Ship buffs Senior segment Cruise extensively and will continue because
of pleasure and comfort it brings them 13% - first timers
Top three benefits of cruising
Ease of visiting several destinations Many activities Reasonable price in relation to value