Changing the Lens 

By Howard Nusbaum 
July 23, 2014  

We’ve been talking a lot about the next generation and how our industry has changed to meet the needs of this growing vacation sector.  Recent research now tells us that the “next generation” is becoming today’s consumer. 

Our recent AIF Owners Study found that consumers of today are, on average, much younger than ever before and much more culturally diverse.  The average age of owners who have purchased in the last three years is now 42 years old—compared with 50.5 years old for all timeshare owners. This younger owner demographic also has more children at home who comprise the vacation-group.

From resort accommodations and amenities to new product features and services, our industry needs to understand the priorities of this new consumer and all their various lifestyle requirements.  As resort developers and designers, we need to look at the world through this new lens.  The good news is that ARDA and the AIF will continue to provide market intelligence and tools designed to meet these needs.  For now, some of these topics are tackled in our July Construction & Design issue of Developments magazine, where the impact of traveling group-members on unit size, on-site amenities, and activities is discussed.  Be sure to check it out!