July 2011 Timeshare Datashare
Timeshare Prospect Segments
Provided by ARDA International Foundation
Following the success of segmenting the timeshare owner base last year, four segments were again created across the prospect universe in a newly released prospect study commissioned by the AIF. They are Adventurers, Relaxers, Simplifiers, and Social Vacationers. While these segments share similarities, they value unique benefits from vacationing and can be effectively reached based on the relative positioning of vacation ownership.
One of the exciting aspects to the prospect segmentation is the significant overlap with several owner segments. Organizations that have targeted specific owner populations may experience certain synergies by targeting the corresponding prospect segment.
Segment Name
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Brief Description of Segment
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Adventurers
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Value a vacation that provides access to a range of newer/unique destinations
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Relaxers
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Emphasize the amenities/experiences delivered within the resort
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Simplifiers
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Emphasize shorter more “basic” vacations that are closer to home with ease of planning as a key component
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Social Vacationers
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Value opportunities to connect with others while on vacation
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Source: Shared Vacation Ownership Prospect Report, 2011 Edition, conducted by TRiG for the ARDA International Foundation.