Sharon Scott, RRP, publisher of Resort Trades, a monthly B2B publication distributed to timeshare (vacation ownership) industry professionals, recently addressed attendees at the Spring 2017 C.A.R.E.* Conference, held in Virginia Beach. In her presentation, she shared her views on the state of the timeshare industry, especially in view of recent trends, which have seen large corporations absorb a number of independent, small and midsized companies.
Consolidation in the industry has created a level of concern among various professionals, causing many to ask questions such as:
- Who are the major developers in timeshare today?
- If 75 percent of the 1560 timeshare resorts in the U.S. are labeled “Legacy,” what are the challenges many of them face?
- What are the opportunities for entrepreneurs in today’s industry?
“I think the future prospects for small and midsized organizations is promising as long as the economy cooperates,” says Scott. “The C.A.R.E. audience is made up principally of representatives from smaller, entrepreneurial companies. I believe there’s going to be great opportunities for them, going forward, as they discover how to market more effectively to millennials and fully utilize existing and emergent social media and SEO strategies.”
As publisher of a publication focused exclusively on the vacation ownership/timeshare, Scott says she has benefited from being able to more keenly observe the ebbs and tides over time. “My first job in the industry was as membership director of ARDA (then ARRDA) in 1989; and even then, people were predicting doom and gloom for the industry and its professionals. But as publisher of The Trades, I have seen first-hand the resilience, commitment to service and ingenuity of professionals who choose to devote themselves to providing fun times, an environment in which to develop stronger relationships and lasting memories for families. I strongly believe there is a bright future for those who do it right!”
About Resort Trades
The Trades – the vacation ownership/timeshare industry’s most widely-read publication — was established in 1987 and adds value to the industry by delivering an enormous volume of informative content to assist resort operators to run their properties more efficiently, raise revenues more effectively and make better-informed buying decisions. The print edition is distributed monthly to every US timeshare resort, plus to a large subscriber base of resort professionals. The publishers also distribute online news updates to a 20,000-plus subscriber base. ResortTrades.com receives more than 250 unique visitors per day. The digital edition, Resort Trades Weekly (our eNewsletter) and our website are rapidly expanding to have a global reach, particularly in Mexico, Europe, South America and the Far East.