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INSIGHT
JANUARY – MARCH 2020
RESORTDEVELOPER.COMVACATION INDUSTRY REVIEW
BY
Jeanette E. Marbert
PRESIDENT AND CEO,
INTERVAL INTERNATIONAL
2020 Foresight
I’m not a prognosticator by nature. As a pio-
neer in our industry once observed, those who
look to crystal balls to tell the future may end up
swallowing ground glass. But at the beginning
of a new year — especially one with a number
as auspicious as 2020 — it’s natural to think
about what’s on the horizon for the vacation
ownership industry in the next 12 months. And
we can do a pretty good job of that without a
crystal ball, or tarot cards or tea leaves. We just
need to look at the trends and movements of
the past few years and follow their trajectory.
Based on hindsight, here are some predictions
for the upcoming year.
Share and Share Alike.
Shared owner-
ship and the sharing economy will continue to
explore a symbiotic relationship, as some vaca-
tion ownership enterprises incorporate home
rentals into their programs and companies such
as Airbnb promote resort space. Who says dis-
ruptors and insiders can’t get along?
Brand Alliances.
More resort entities will
pursue mutually beneficial partnerships with
world-renowned brands. Relationships such
as the one between Karisma Hotels &
Resorts and Nickelodeon leverage
loyal consumer bases to attract new
customers, as well as enhance the
guest experience.
Product Evolution.
Resales will remain
a challenge, as a comprehensive solution
continues to elude. As the industry continues to
set its sights on first-time buyers, exploring cre-
ative options such as short-term products can
go a long way to address consumer concerns
about making a lifetime commitment. Let the
efforts continue!
Gen Next.
Millennials — who are now
establishing families and finding financial
maturity — are a natural market for short-
term options. Sales and marketing teams
are wise to reach out to this generation via
the channels they’re most comfortable with:
social media and digital technology.
Down to Experience.
Experiential travel will
still be a thing, but there’ll be more demand for
family options, as well as interest in classes,
workshops, and guided learning experiences.
Resorts that can offer these on-site or through
collaboration with local businesses are bound
to please owners and guests and even create
new revenue streams.
Keeping It Local.
Consumers want to spend
their dollars with companies that care. Already
a very community-oriented industry, shared
ownership companies will expand their efforts
to support local causes, from clean waterways
to children’s hospitals — not only strengthening
community relations, but attracting socially con-
scious customers and civic-minded employees.
The Last Straw.
More companies and resorts
will follow leaders such as Breckenridge Grand
Vacations, Marriott Vacations Worldwide, and
Accor Vacation Club to reduce their consump-
tion of single-use plastics, such as straws,
coffee cups, and other throwaways. Investment
in durable alternatives could even lead to long-
term cost savings.
Rise to the Occasion.
As evidence shows
that ocean levels are rising at an even faster rate
than once projected, the situation is something
that tourism and hospitality interests cannot
ignore. Farsighted coastal resorts will begin
remediation efforts in earnest, if they haven’t
started to already.
Pre-Flight Pastimes.
Go ice-skating. Watch
a movie. Visit the dentist. Take a ride on an
adult-sized slide. All these activities can be
done at an airport. More airports will add inno-
vative amenities to allay the discomforts of
travel and create a standalone destination that
draws non-travelers. Could there be oppor-
tunities for placing model timeshare units in
terminals for travelers to tour?
Face-to-Face.
While the use of meeting
technology will make it easier than ever to
have face time with clients, customers, and
colleagues, conferences and meetings will
remain an important opportunity to network,
learn, and conduct business. A calendar of
industry events offers plenty of opportunities
to cultivate connections.
Throughout 2020,
Vacation Industry Review
will
be exploring and updating you on these issues
and more. As we conclude the end of another
decade (or step into a new one, depending
on your point of view), I wish you all a happy,
healthy, and successful year, and look forward
to our continued and valued relationship.
WHEN YOU TAKE THE
TIME TO REFLECT ON
THE RECENT PAST
AND LOOK AROUND
YOU IN THE CURRENT
MOMENT, ACCURATELY
ANTICIPATING THE
FUTURE BECOMES A
LOT EASIER.