ARDA International Foundation (AIF) Resale Study—A Few Implications
February 27, 2012
Our latest Resale Study shows some clear strengths, weaknesses, opportunities, and threats as it relates to the timeshare industry overall, and within the different transaction channels.
Each channel has a largely unique set of strengths and weaknesses. The resale channel has a distinct advantage when it comes to perceptions related to price. But, while resale channels have an advantage on price, developers control advocacy. Previous research has underscored both the quality and importance of delivering an exceptional experience.
This represents one of the developer’s greatest assets and strongest marketing tools: access to the resort is considered a requirement to purchase and many choose to access the resort by staying with current owners.
There are clear indications that customers and prospects trust what they see and hear, but only to a point: the use of the Internet for research purposes coupled with a disinclination to use it for transactions, the desire to work with a licensed real estate broker, and the increased confidence associated with increased oversight are all indications that credibility concerns exist.
The study goes into many more details and discusses additional important implications for the industry. Please contact us if you’d like to learn more.