MIAMI— Interval International reported that its latest U.S. Membership Profile offers insight as to where today’s timeshare owners want to go on their vacations. Additionally, the study demonstrates that timeshare owners are an active group who enjoy a wide variety of vacation activities, according to Interval. The study, which was conducted by Simmons Market Research Bureau in the fourth quarter of 2001, highlights key differences between current vacation owners and the general population. The report also compares relevant Interval member respondent data with Simmons’ spring 2001 National Consumer Survey, a benchmark study of U.S. adults. The 2001 study updates and expands upon previous Interval membership profiles commissioned in 1997 and 1999. Florida Still Tops Florida has traditionally held great appeal for timeshare owners. Indeed, it remains the most popular domestic destination for Interval members in terms of where they plan to visit during the next two years. The state was cited by over half (51%) of respondents, followed by California (36%), Hawaii (30%), Arizona (25 %), and Nevada (23%). “Florida has long been a top destination of interest for timeshare owners,” said Ann McMaster, assistant vp/marketing for Interval. “However, the study reinforces what we already knew — our members want to experience different vacation destinations. “That’s why exchange plays such a critical role within the timeshare industry,” she said. Internationally, the Caribbean islands remain the most popular destination for nearly two-thirds (64%) of members, with Europe (36%), Mexico (21%), and Canada (21%) following. The popularity of cruise exchange within the vacation ownership industry is supported by the study data. Interval members are four times more predisposed to cruising than the average U.S. adult: During the past three years, 32% of respondents took a cruise versus only 7% of the general population. One-third of cruisers took more than two cruises during that time. What’s more, nearly two-thirds (64%) of Interval members plan to cruise, with 41% anticipating this within the next year or two. The Caribbean is the preferred cruise itinerary (21%), followed by Alaska (13%), and the Mediterranean/Europe (8%). In addition, timeshare owners are an active group while on vacation and enjoy a variety of activities. Eight in 10 stated they enjoy shopping, and other top choices include sightseeing (75%), swimming (73%), attending plays and concerts (41%), exercising (34%), and golfing (33%). To maximize their vacations, members do their homework: Nearly all (94%) said they research activities in advance, with the Internet being the top ranked method (63%), followed by guidebooks (60%). Additonally, over a quarter of members (26%) both arrange and pre-pay for vacation activities prior to arrival at their vacation destination. “These findings show us that timeshare owners see vacationing as a priority in their lives,” said McMaster. “They spend a significant amount of time anticipating and planning their leisure travel and enjoy a wide variety of activities when on vacation. “These traits serve as good news for the entire hospitality industry as they indicate that this group intends to enjoy numerous vacations in the future and want to participate in a variety of leisure pursuits as part of the experience,” McMaster added.
