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Dawn of a New Leisure Age Proclaimed by Holiday Equity
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Added: 03/12/2007
Type: Summary
Viewed: 225 time(s)
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Dawn of a New Leisure Age Proclaimed by Holiday Equity
The impact of the baby boom generation on the timeshare industry has been immense, yet their motivations appear to be changing--changes either unrecognized or unheeded. So declares David Skinner, president of Holiday Group, in a newly released 25-minute video, "Dawn of a New Age."
"The video is based upon our exhaustive study of adult demographics and current trends, which indicates that the future of timesharing will be driven by a different set of needs than we've seen in the past," said Skinner.
According to Skinner, the original purpose of the study was to discover the underlying reasons people either buy or don't buy timeshare. The study classified a database of 14,000 timeshare owners and non-owners based on personal and household demographics.
The detailed results showed family size, cars owned, favorite activities, even magazines read. Active vacationers were also surveyed using Internet opinion polling. The study concluded with focus groups composed of both timeshare owners and non-owners.
"What we expected to find, we didn't," Skinner said. "But we did experience one of those insightful 'oh, wow' moments when it became clear that our preconceptions about buyer motivations had been wrong, in light of the responses we received."
Those responses made it clear that buyer motivations are not the same as they were ten or even five years ago."Clearly, the way the timeshare and travel industries think about the customer today will not serve us in the future," said Skinner. "To emphasize this, I've entitled the approaching new era the 'Age of Leisure.'"
Skinner sees this new era as being driven by the 77 million baby boomers who are nearing retirement."They won't just be looking for a respite from work or shuffleboard," he noted. "They'll want more than a vacation. They'll want fulfillment. But for the most part, the industry doesn't understand this."
In the video, Skinner maintains that the keys to the future success of the timeshare industry are for businesses to recognize that customer needs are changing, and to embrace the "transcendent message" of the new age. "Savvy business leaders will grasp the moment, adapt and prosper, while others will be left behind," he said.
To watch the video, or obtain a free copy of "Dawn of a New Age," please visit http://www.meetholiday.com/leisure.
About Holiday Equity
Holiday Equity, the "Trade-In & Trade-Up" company, is a subsidiary of the Seattle-based Holiday Group, and has been serving timeshare owners and resort developers around the world since 1992. |
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