Timeshare’s Half-time Report: Our industry check-up, as of August 1, 2025

Resort Trades Media Group is not a bona fide financial expert of any kind. Nevertheless, using an extensive review of published data and assisted by ChatGPT, following is our ‘unofficial and unsanctioned’ overview of the status of the industry as we complete the second quarter of 2025.*

Timeshare Industry Outlook 2025: Growth Accelerates on Flexibility, Financial Strength, and Consumer Confidence

As of August 2025, the vacation ownership sector—commonly known as the timeshare industry—is not just rebounding; it’s roaring. With a projected jump from $17.9 billion in 2024 to $19.35 billion in 2025, this 8.1% compound annual growth rate (CAGR) is not a fluke. It signals a sustained upward trajectory expected to reach $26.14 billion by 2029, driven by both economic conditions and consumer sentiment.

But it’s more than just numbers. A series of trends, strategic corporate moves, and positive analyst sentiment show a new chapter unfolding for this once-misunderstood industry.

Market Drivers: Flexibility, Trust, and Travel Resurgence

Several macro- and micro-level factors are converging to create the perfect storm of opportunity for timeshare brands:

• Post-pandemic travel demand is translating into more bookings and contract sales.
• Increased disposable income among Gen X and Millennial families is fueling the desire for predictable, budget-friendly vacation options.
• More flexible product offerings—especially points-based systems and floating-week usage—are appealing to younger, tech-savvy travelers who want freedom in destination and timing.
• Enhanced amenities and lifestyle perks have turned many timeshare properties into mini-resorts, with gourmet dining, wellness spas, and curated experiences topping the list of must-haves.
• Growing consumer trust, particularly in name-brand timeshare providers like Hilton, Marriott, and Wyndham, is restoring confidence in long-term vacation commitments.

Company Performance: Hilton and Marriott Lead the Charge

Some of the industry’s strongest signals are coming from public companies making waves on Wall Street.

• Hilton Grand Vacations (NYSE: HGV) reported a 10% year-over-year increase in contract sales in Q2 2025, reaching $834 million. Its adjusted EBITDA hit $278 million. These gains come on the heels of HGV’s $1.5 billion securitization completed in June 2025—the largest in the company’s history—demonstrating both liquidity and lender confidence.
• Marriott Vacations Worldwide (NYSE: VAC) is also impressing analysts, delivering a 16.24% year-to-date return as of August 1, 2025, outpacing the S&P 500. The company’s mix of premium brands and growing inventory of destinations gives it wide appeal.
• A key component of these successes has been strategic consolidation. HGV’s acquisition of Bluegreen Vacations is a standout example of how companies are expanding market share and inventory while creating operational synergies.

Investor Confidence: Wall Street Is Waking Up

Timeshare may have once been considered a niche sector, but investor sentiment is quickly shifting. According to Morgan Stanley’s Stephen Grambling, the industry is “underappreciated” and ripe for outperformance. JMP Securities echoes that prediction, labeling timeshare stocks as long-term winners.

The numbers back them up. Companies like HGV and VAC aren’t just growing—they’re innovating, optimizing, and delivering shareholder value. Their strong balance sheets and consumer-centric strategies are being noticed.

Evolving Product Models: From Fixed Weeks to Custom Stays

Consumer expectations are reshaping the product landscape:

• Points-based programs have largely replaced rigid weeklong stays. This flexibility allows members to book shorter trips or trade locations easily—an increasingly important factor for busy families and remote-working professionals.
• Timeshare rentals have exploded in popularity. Not everyone is ready to commit to ownership, but many are happy to rent from timeshare owners to access large, well-equipped units in prime destinations at lower rates than traditional hotels.
• Emerging destinations are now outperforming legacy hotspots. While Orlando and Las Vegas remain top sellers, demand is rising for nature-centric retreats, wellness destinations, and culturally immersive properties in places like Asheville, Sedona, and coastal Canada.

Financial Foundation: ABS Market Sees Renewed Activity

Securitization—once a quiet corner of the timeshare economy—is now back in the spotlight. In June 2025, Hilton Grand Vacations completed a $1.518 billion term securitization, rated highly by Fitch and other agencies. These transactions fund customer financing programs, making ownership accessible to middle-income travelers.

Meanwhile, Fitch Ratings, Moody’s, and S&P Global have updated their methodologies for evaluating timeshare asset-backed securities (ABS), acknowledging the stability and resilience of these structures post-COVID. Improved cash flow modeling and stronger performance assumptions reflect their growing confidence in the industry’s underwriting standards and loan repayment behavior.

Challenges to Watch: Regulation and Perception

While the outlook is bright, there are hurdles:

• Consumer protection regulation continues to evolve, especially in key U.S. states and international jurisdictions.
• Negative legacy perceptions still linger in the minds of some consumers, despite industry-wide improvements in transparency and flexibility.
• Inventory constraints in hot markets are limiting availability and, in some cases, driving resale prices higher.

However, companies are addressing these issues head-on. Improved onboarding, satisfaction guarantees, and real-time support through apps and portals are reducing buyer remorse and increasing retention.

A Golden Moment for Advertisers and Partners

This growth cycle presents a unique opportunity for ecosystem players—marketing agencies, finance firms, tech providers, and hospitality brands—to partner with vacation ownership companies.

The demographic sweet spot—North American families aged 35–65—is affluent, loyal, and consistently vacation-minded. According to the Vacation Vibes Media Kit, these travelers:

• Book multi-room stays
• Travel multiple times per year
• Show high brand loyalty
• Respond well to curated content and tailored offers

Advertisers looking to connect with this audience will find high engagement in targeted newsletters, resort-based promotions, and media partnerships.

Final Thoughts: From Comeback to Mainstay

The timeshare industry has come a long way from its early days of rigid contracts and high-pressure sales. In 2025, it’s a modern, tech-enabled, and financially stable sector meeting the evolving demands of today’s traveler.

With favorable analyst outlooks, improved liquidity via securitizations, and strong consumer demand for flexible, amenity-rich vacations, the vacation ownership model is no longer just a comeback story—it’s a sustainable, strategic asset class.

And for investors, marketers, and hospitality professionals? Now’s the time to lean in.

Bibliography

1. Business Research Insights. (2024). Vacation Ownership (Timeshare) Market Size, Share, Growth 2024-2029. Retrieved from https://www.businessresearchinsights.com/market-reports/vacation-ownership-timeshare-market-100511
2. Yahoo Finance. (2025, August 1). Morgan Stanley Pounds the Table on These 2 Stocks That Are Ready to Rip Higher. Retrieved from https://finance.yahoo.com/news/morgan-stanley-pounds-table-2-105720718.html
3. Hilton Grand Vacations. (2025, June 13). Hilton Grand Vacations Completes $1.518 Billion Term Securitization. Retrieved from https://corporate.hgv.com/news/news-details/2025/Hilton-Grand-Vacations-Completes-9-5188-Billion-Term-Securitization/default.aspx
4. Fitch Ratings. (2025, June 13). Fitch Ratings Updates U.S. Timeshare Loan ABS Rating Criteria, Deploys New Cash Flow Model. Retrieved from https://www.fitchratings.com/research/structured-finance/fitch-ratings-updates-us-timeshare-loan-abs-rating-criteria-deploys-new-cash-flow-model-13-06-2025
5. Moody’s. (2025). North America: Timeshare Loan ABS Sector Update. Retrieved from https://www.moodys.com
6. S&P Global Ratings. (2025). Timeshare Securitizations in the U.S. Retrieved from https://www.spglobal.com/ratings
7. Vacation Vibes Media Kit. (2025, May 30). Vacation Vibes Newsletter Planning & Media Kit. Internal document, Resort Trades Media Group.

Disclaimer: This article is intended for informational purposes only and does not constitute financial, investment, legal, or other professional advice. Resort Trades Media Group is not a registered investment advisor or financial services provider. The information presented herein is based on publicly available data, industry sources, and third-party reports, and may include editorial insights generated with the assistance of AI tools such as ChatGPT. While every effort has been made to ensure accuracy, Resort Trades makes no guarantees regarding the completeness, timeliness, or reliability of the information. Readers are encouraged to consult qualified professionals before making any investment or business decisions.