As markets evolve and consumer needs shift, so must the models that underpin our long-established timeshare sector. From traditional fixed weeks to innovative points-based systems and emerging technologies, these are the essential insights that will guide timeshare into a new era.
Timeshare Products: Which Will Thrive?
Brent Dickson, Ownerships Sales Director at Dream Hotels & Resorts, shared his insights during the panel discussion at the VOASA Conference 2024.
“I firmly believe that the fundamentals remain at the core of any product’s success. A well-known Harvard professor once said, “The consumer doesn’t buy a quarter-inch drill; they want a quarter-inch hole.” Ultimately, the key question is whether the product meets the consumer’s needs. This principle forms the foundation of any successful offering. If your product doesn’t evolve alongside shifting consumer trends, it risks becoming obsolete.
From my perspective, whether it’s a points-based product or a traditional timeshare, the focus must be on ensuring that it aligns with today’s consumers’ expectations. To approach this, I would distinguish between two categories: traditional timeshare and points-based systems. While the underlying product is similar, the consumer perspective and engagement differ significantly.
Traditional Timeshare: Focus on Core Quality
For traditional timeshare, the emphasis lies on the quality of the product itself—the destination, location, and demand. If these aspects are executed well, they eliminate the need for excessive value-adds or unnecessary frills. A recent example is Sun City, one of the few brands actively developing new projects in this space. Their success stems from being in the right destination with the right product, which naturally attracts demand. Similarly, at Dream Hotels and Resorts, we witnessed this with Mjejane Game Reserve, located on the Crocodile River near Kruger National Park. The product’s inherent appeal was so strong that it essentially sold itself, with buyers coming to us rather than us having to market aggressively. This underscores the importance of having a solid product and exceptional experience at the core.
Mixed-Use Models: A Growing Trend
Traditional timeshare resorts are increasingly adopting mixed-use models. Where resorts once offered only fixed or flexi weeks, many now incorporate a blend of offerings—hotel rooms, sectional title units with rental pool options, fractionals, and even membership packages spanning 10 to 20 years. This evolution introduces flexibility and helps address long-standing challenges, such as how owners exit timeshare products. These dynamic options provide more accessible entry points and greater adaptability for consumers.
Innovation in Points Products
Points-based systems present a different challenge altogether. These models demand more value-adds and lifestyle benefits to stay competitive. At Dream Vacation Club, we’ve seen growing interest from members who want more than a week-long holiday—they’re looking for community-driven experiences and additional travel solutions. For example, integrating rewards programmes or other lifestyle perks has become increasingly important in delivering value. However, points clubs have faced a challenging five to ten years, and without meaningful adaptation, they risk falling behind.
The Way Forward
To thrive, the industry must focus on both the quality of traditional timeshare offerings and the innovation of points-based systems. Whether through mixed-use models, enhanced lifestyle benefits, or forward-thinking solutions, the aim should always be to meet consumer needs in a dynamic and competitive landscape. Change is not just necessary—it is essential for long-term success
Final Thoughts on How The Industry Will Look 5 – 10 Years From Now
At the heart of it, people want to go on holiday. Whether you’re using points, owning a fixed week, or staying as a hotel guest, the underlying experience is the same. Timeshare simply provides different avenues to access that experience.
The financial model behind timeshare — allowing for monthly payments, prepaid levies, and structured investment — makes holidays affordable for many, particularly the middle market. Given that holidays are increasingly seen as an essential necessity rather than a luxury, our role is to keep adapting our products to meet consumers’ needs. As long as we do that, the industry will remain strong.”