Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Timeshare Marketers Are Discovering the Power of Marketing to Women

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Timeshare Marketers Are Discovering the Power of Marketing to Women

Article excerpt

The vacation-home timeshare industry is beginning to shift its marketing focus to women, after decades of centering efforts on couples. Mary Brown, Creative Director/ Principal of women's marketing agency Imago Creative, recently spoke at the American Resort Development Association (ARDA) conference's first-ever session on marketing to women, which was "packed--more attended than expected," she says.

Brown says the timeshare industry's increased interest in women is part of a larger trend toward greater sophistication in its marketing strategy, brought about by two factors: (1) the growing involvement of larger hotel brands such as Hyatt in timeshares, and (2) the enactment of "do not call" legislation, which has forced timeshare companies to shift their focus from a traditional emphasis on direct sales to brand-building and customer-centric marketing.

Says Brown, "The timeshare industry is working to reinvent its image from the somewhat sleazy, pressured-sales image of the '70s and '80s, to a 'family vacation solution for life' image. With women as the primary influencers of vacation decisions, the timeshare industry is beginning to grasp the importance of understanding the nuances of connecting positively with this important customer."

Industry research by timeshare company Interval International shows the typical prospective buyer is a White female (53%) over age 38 (52%), with an annual household income of more than $50,000 (59%), working in a white-collar job (70%). …

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