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