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MEETINGS RESORTDEVELOPER.COM vacation industry review
JANUARY – MARCH 2016
Travel marketing expert and MMGY Global’s
Vice Chairman Peter Yesawich, Ph. D., pre-
sented highlights from the
at the 2015
The study includes proprietary research
regarding the travel interests and behaviors of
respondents familiar with timesharing — 39
percent of those surveyed. Following are some
observations Yesawich made:
Seven Insights:
Those familiar with timesharing …
1. Took more vacations. During the past 12 months, respondents
familiar with timesharing took an average of 3.5 vacations as com-
pared with 2.8 trips among those not familiar with timesharing.
2. Took extended and weekend trips. During the past 12 months,
74 percent took extended vacations and 64 percent took weekend
trips, compared with 62 percent and 58 percent of those unfamiliar
with timesharing.
3. Travel with grandchildren. Of respondents familiar with timeshar-
ing, 24 percent indicated that they are grandparents, compared
with 18 percent among those not familiar. During the previous year,
41 percent had traveled with their grandchildren, and 29 percent
intended to travel with grandchildren in the future.
4. Celebrate special occasions with travel. Celebrating milestone
anniversaries and birthdays appears to be more common among
those familiar with timesharing, with 63 percent having vacationed
to celebrate a special occasion, compared with 51 percent of those
not familiar.
5. Own a passport. Of those familiar with timesharing, 74 percent
currently own a passport (64 percent of those not familiar own a
passport), and 44 percent had vacationed outside of the U.S. in the
past two years, compared with 34 percent of those unfamiliar.
6. Are interested in Europe and the Caribbean. These ranked high-
est among international destinations with travelers familiar with
timesharing (see chart, top right).
7. Use home share providers. More than half (51 percent) of travel-
ers familiar with timesharing used home share providers such as
Airbnb in the last 12 months. And that same percentage indicated
an interest in staying in a vacation rental in the future.
The Market Makers
Yesawich’s presentation also covered general travel-related trends,
including generational travel behaviors. In the U.S. today, approximately
84 million people make up the millennial demographic (18 to 35 years
old). Another 74 million are baby boomers (50 to 68 years).
In expected leisure trips next year (versus the previous year), millen-
nials led the way, with 69 percent responding that they are more likely to
try something new while on a trip, and 57 percent agreeing that taking a
vacation is the event to which they look forward each year.
Yesawich explored the four generations as to what motivates travel.
Boomers rate relaxation and getting away as top motivators, while mil-
lennials say they are most inspired to enhance relationships and explore
new cuisines. Gen Xers indicate they love exploring, and the Matures
(also known as traditionalists) like to experience different cultures.
The Tech-Savvy Traveler
Yesawich noted the explosive use of mobile devices over the past few
years. Respondents accessing the Internet from multiple sources —
laptop computers, smartphones, and tablets — increased from 33 per-
cent in 2013 to 41 percent in 2015. He observed that travel marketers
could do a lot more to leverage the opportunities in this realm.
Yesawich’s overviews of travel-related studies such as the Portrait
of American Travelers have been a popular part of past Shared
Ownership Investment Conferences. And the research promises to con-
tinue to be an important resource for the vacation ownership industry.
12
International Destinations of Interest
Types of Vacations Taken
By Yahaira Cespedes
What We Learned About
American Travelers
Familiar With Timesharing