1. Resort Guests
 Timeshare Owners
 Snowsports
 Boaters
 Golfers
 Adventure Travellers
 Gaming Market
 Cruise Market

2. 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

3.  Top three timeshare
market
 United States
 Europe
 South America
 Top six countries with
timeshare projects
 United States
 Spain
 Mexico
 Italy
 South Africa
 France

4. 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.

5. 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

6. 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.

7. 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

8. 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

9. 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.

10.  Five business types according to the
International Marina Institute
Port authority
Private marina
Municipal marina
Boatyard
Destination resort

11. 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

12. Golfers cont.
Golfers are characterized as:
1. Avid
25 or more rounds
2. Moderate
8 to 24 rounds
3. Occasional
based on the number of rounds they play
annually, usually 1-7 rounds

13. Most common sources of information
for planning a trip are:
Friends
Golf-related magazines and books
Travel guides
Internet

14. Golfers cont.
Latent demand : 4 segments of golfers
1. Current players
2. Former golfers
Barriers inhibiting their return
 Intimidating environment
 Cost of play
 Difficulty in learning the game
 No one to play with
3. Non-golfers
4. Junior golf opportunity
5. Ages 5-17

15. 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

16. 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

17. 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

18. Two types of casino location
Transient
Serving the day tripper market
People travel to the site by car or bus
Use little lodging or off-premise food facilities
Most 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

19. Average daily spending
$ 120 on gambling
$ 52 on accommodation
$ 75 on shopping
$ 53 on shows
$ 4 on sightseeing
$ 24 on food

20. Cruise Market
 8 % of the US population has ever taken a
cruise
 Growth however is excellent

21. 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

22. 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

23. 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

24. Top three benefits of
cruising
 Ease of visiting several destinations
 Many activities
 Reasonable price in relation to value