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Darla S. Zanini RRP Executive Vice President

Darla S. Zanini RRP Executive Vice President . Agenda. Understanding key generations Travel trends by generation Approach to planning travel Vacation rentals Connecting with consumers. Understanding Generations. A Generational Snapshot. WWII vets dying at a rate of 600 per day .

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Darla S. Zanini RRP Executive Vice President

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  1. Darla S. Zanini RRP Executive Vice President

  2. Agenda • Understanding key generations • Travel trends by generation • Approach to planning travel • Vacation rentals • Connecting with consumers

  3. Understanding Generations

  4. A Generational Snapshot WWII vets dying at a rate of 600 per day Every day 10,000 Boomers turn 65 Currently the dominant family-rearing generation First millennials turn 30 in 2013

  5. Silent Generation Defining Events Values Discipline Hard Work Dedication & sacrifice Respect for authority Duty before pleasure Honor Patriotism Loyalty • Farm Life • Great Depression • New Deal • World War II • GI Bill • Korean War

  6. Baby Boomers Defining Events Values Optimism Teamwork Conformity Opinions Personal gratification Personal growth Work/jobs • Civil rights & women’s rights • Rise of communism • Space travel • Political assassinations • Woodstock • Vietnam War & the draft • Watergate

  7. Generation X Defining Events Values Family Self reliance Entrepreneurialism Fun Informality Convenience Balance Work to live, not live to work • High divorce rates • Gulf War • Space Shuttle Challenger • Political assassinations • AIDS epidemic • The mall • Internet

  8. Generation Y Defining Events Values Optimism Individualism Self-confidence Achievement oriented Respect for authority Respect for diversity Integrity Drawn to civic duty Education • Columbine • Oklahoma City bombing • Instant access technology • Clinton - Lewinsky • 9/11 • Mid-East wars & terrorism

  9. Travel Trends by Generation

  10. Mature Travel Trends • Rural America • Historical appreciation • Botanical • Luxury birding • Extended stay

  11. Baby Boomer Travel Trends • Vacation clubs • Open road • Grandtravel • Exotic destinations • Second honeymoon • Fantasy camps

  12. Generation X Travel Trends • Ritual free • Functional hotels • On the fly • Camping • Ruggedless adventure • Babymoon • Girls only

  13. Generation Y Travel Trends • Destination status • Voluntourism • Green • Short burst • Indulgent extras

  14. One Word… Internet

  15. Silent & Boomers • Established online players versus user-generated content for research • Boomers more comfortable than Silents to make online purchase • First generation travel Web sites for booking travel • Still want the option to talk to a human with questions and concerns

  16. Gen X and Gen Y • Web 2.0 – want to know others’ experiences • Enjoy booking travel themselves • Treasure hunt for best deals • Tend to window-shop

  17. Blogs • 3,796 Tourism • 6,048 Vacation • 56,253 Travel • 5,169 family travel • 1,490 adventure travel • 1,096 beach travel • 374 leisure travel • 284 golf travel • 219 exotic travel • 160 eco/environmental travel • 72 culinary travel • 51 historical travel

  18. Vacation Rental

  19. Resort Income Sources Source: State of the Vacation Timeshare Industry: US Study 2013 Edition produced by Ernst & Young for ARDA International Foundation

  20. Rental Source:2013 State of the Vacation Timeshare Industry: United States Study, produced by Ernst & Young for ARDA International Foundation

  21. Online Vacation Rentals US travelers booked $23 billion in vacation rentals in 2012 7% of US travel market 1/5 of lodging market US timeshare resort rentals totaled $1.6 billion in 2012 Source:2013 The Rise of U.S. Online Vacation Rentals produced by PhoCusWright

  22. Online Growth Source:2013 The Rise of U.S. Online Vacation Rentals produced by PhoCusWright

  23. Online Vacation Bookings By 2014, 3 in 10 US dollars spent on vacation rentals will be booked online. Source:2013 The Rise of U.S. Online Vacation Rentals produced by PhoCusWright

  24. VRMCs Percentage of VRMCs that offer live online booking Source:2013 The Rise of U.S. Online Vacation Rentals produced by PhoCusWright

  25. Everyone Shops Online Nearly 3 in 4 vacation rental guests shopped for a rental online in 2012 15% of vacation rental guests shopped for a rental on a mobile device Source:2013 The Rise of U.S. Online Vacation Rentals produced by PhoCusWright

  26. Connecting with Consumers

  27. Take Action Today • Establish a rental program • Searchable website • Mobile friendly • Social Media presence • Engage your owners and guests

  28. Thank you!

  29. www.aif.org

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