ARDA, the trade association for the timeshare and vacation ownership industries, has released a forward-looking white paper, titled “Navigating the Future of Timeshare: Trends, Opportunities, and Insights for the Vacation Ownership Industry,” created in partnership with Skift. The white paper provides insight into the evolving world of vacation ownership and the factors that are driving the continued evolution of the $35.7B industry.

Insights for the report were gathered during one-on-one conversations with ARDA President & CEO Jason Gamel and top industry executives from leading brands like Travel + Leisure Co., Hilton Grand Vacations, Marriott Vacations Worldwide, and more.

An overview of the trends outlined in the white paper include the following:

  • Partnerships: From partnerships with consumer-facing lifestyle brands to exclusive owner experiences like concerts and sporting events, timeshare resorts are expanding their appeal to owners and offering more than a place to stay while on vacation.
  • AI and Other Innovations: From enhancing the owner experience and encouraging employee engagement to streamlining operations and fine-tuning marketing strategies, new technology, like AI integration, is poised to change several aspects of the timeshare industry, including sales, marketing, and resort operations.
  • International Expansion: With over 1,500 timeshare resorts in the U.S., the domestic market will continue to influence the overall health of the industry. However, more U.S. travelers are seeking international options. Skift Research reports that in 2023, approximately 22 million Americans applied for passports, indicating a high intent for international travel. In addition, increased interest from travelers in international destinations — specifically in Mexico, the Caribbean, Latin America, and the Far East — points to incredible growth opportunities ahead.
  • Independent Resorts: Two-thirds of the timeshare resorts in the U.S. are not affiliated with hotel hospitality brands. Instead, they represent a vibrant and diverse community of independent resorts that face unique challenges in today’s hospitality environment.
  • Owner Engagement: According to ARDA’s new owner report, the average age of today's timeshare owner is 45, while the average age of recent timeshare purchasers is 39. In addition, 57% of timeshare owners are either Gen Z or Millennials, and that same population represents a majority of first-time owners. While 90% of all timeshare owners are currently happy with the product, proactively appealing to this generation’s preferences and values — including a desire for flexibility, ease of use, and unique experiences — vacation ownership companies can create more effective offerings and marketing strategies tailored to their unique lifestyles and expectations.

“Over many decades, ARDA has produced industry-leading research that has told the story of what is happening in the vacation ownership world, providing proof points for the trends that have shaped the industry,” said Jason Gamel, president and CEO of ARDA. “What makes this white paper unique is that we’re taking this information and adding forward-looking insights from leaders to tell the story of what’s next.”

To read the full white paper, click here.