When ARDA asked me to talk on this subject I did what anyone would do.  I began a trip down a rabbit hole with our best and brightest analysts.  Some of what we discovered more than just surprised us.  We discovered strong evidence that income combined with the activity of peers in your social group is a stronger indicator of a persons propensity to buy a timeshare than age.  This evidence demands further study before it can become conclusive.  However as I mention in the talk or in case you missed the talk,  the results are fairly conclusive.  A strong indication that conspicuous consummation or in other words keeping up with the Jones is at play here.

Your owners and guests are happily posting content about the vacation they are enjoying at your resorts.  These people are in direct contact with a social group that is no longer limited to just the people on their street or close family. They are broadcasting directly to the people who are subscribing to the personal brand they are building online via social media.

Check back next week I will make some of the slides available here…