Interval International has revealed that its members in Asia have some important differences from other markets, tending to own more second homes and be more interested in purchasing additional holiday time.
These findings are from the Interval International 2014 Asia Membership Profile, which was developed from a sample of Asia-resident vacation owners maintaining an active Interval membership. The online study was undertaken to provide insights for use in the development of services and benefits to be offered to Interval members and may be useful to resort developers and prospective industry entrants in designing products and developing marketing strategies.
“This is our first member study devoted solely to Asia and we are very pleased to share these valuable insights on this key region for shared ownership,” said Joe Hickman, Interval’s vice president and executive director for Asia Pacific. “It’s particularly noteworthy that one-third of members expressed an interest in purchasing additional holiday time in the future, which is a higher percentage than members in other regions have indicated in similar surveys.”
Among survey participants expressing an interest in purchasing additional holiday time, more than half (55 percent) indicated a preference for a two-bedroom unit. The purchase price and amenities at the resort represented the two most influential factors in the timeshare purchase decision process. Around a quarter (24 percent) of Asia-resident members expressed interest in purchasing additional holiday time in the United States and Canada.
Approximately 53 percent own a second home, which is also a higher percentage than in other markets surveyed. In the United States, for example, about 30 percent of Interval members report owning a second home.
Other notable findings from the Interval International 2014 Asia Membership Profile include:
- Interval’s Asia members spend approximately 28 leisure nights away from home, with about half of the travel (51 percent) being domestic and the remainder international. The average length of stay was 7 and 11 nights for domestic and international travel, respectively.
- A significant majority of Asia members report that they are satisfied and one-third report that they are either “extremely” or “very” satisfied with their timeshare resort ownership.
- Nearly three-quarters (74 percent) acquired their timeshare interests from resort project developers and management companies.
- Asia members are avid travellers who seek out a wide range of holiday activities and destinations when travelling for leisure purposes. Europe is the most preferred travel destination with 38.2 percent of members interested in traveling there, and the United States and Canada are close behind with 35.2 percent.
- Nearly half (47 percent) would be interested in taking a cruise during the next two years.
- While on holiday, Asia members enjoy a variety of activities, including sightseeing, shopping, and swimming.
For a complimentary copy of the complete study, please email Joe.Hickman@intervalintl.com