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Giving Trends

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 Giving Trends 

by Geri Bain

 the giving tree cover 

Some innovations are so quickly adapted that it’s hard to imagine they weren’t always part of our lives— and like the popular children’s book, The Giving Tree, they keep finding new ways to serve.

Here are three driving trends that promise to keep morphing, offering new and unimagined benefits for years to come. 

1) Tapping Consumer Analytics. Customers increasingly expect companies to “know” them as individuals with unique preferences and provide them with highly specific services and offerings. There are many ways to gain this information, including predictive analysis (PA) and other services through online travel-booking services. Ultimately, businesses can no longer afford to market to consumers on a “mass market, one message fits all” basis. It’s critical to learn each customer’s wants, needs, lifestyle, and more—including where they vacation and what activities they want to pursue—to serve them the way they expect.

2) Going Green. Sustainable practices are good for the bottom line and the environment. They also add a feel-good factor for guests, employees, and the community. In a recent TripAdvisor survey, 85 percent of travelers said that traveling green made them feel more positive about their trips. This shows green practices are the new normal, and travelers expect suppliers to embrace sustainable practices that minimize their impact on the environment. In addition to cost savings, sustainable practices can provide authentic connections to the destination.

3) Marketing Branded Lifestyles. Some brands convey an image that resonates deeply with travelers. Armani hotels in Dubai and Milan invite guests to live the life of understated elegance that is a signature of the Armani brand. And Hard Rock Hotels extend the hip, music-themed restaurants into a vacation (and vacation club) experience. This is critical because aligning with the right brand can be a great way to tap into its followers and its image and create a focal point for everything from design and amenities to marketing.

These three trends promise to remain important in the timeshare industry for many years to come. Keeping up with how each will be vital for timeshares in order to meet the changing needs of the consumers. Read the entire article about driving trends in this month's Developments. 


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