Thoughts after ARDA West
Just came back from ARDA West in Park City. Must say the tone was upbeat and everyone is talking about an increase in sales. However, it was acknowledged that buyers are extremely price sensitive and that any blip in the economy sends them scurrying to the bushes.
In the shared vacation ownership industry, reported Darla Zanini of ARDA we once thought that selling the dream was what fueled our fire. Today according to AIF Research it is clear that we need to show the financial value of the product as much as the benefits of vacationing. This is probably one of the components driving timeshare’s secondary market.
In addition our owner base is aging which leaves us with serious considerations in appealing to the Millennium generation. Anyone who wants to weigh in on this important conversation should chime in as we are all looking for options.
Of course this topic will be reviewed extensively at ARDA World next spring, and undoubtedly many times before and after.