Understanding Your Owners July 13, Jason Dunkel

Transcription

1 Understanding Your Owners July 13, 2016 Jason Dunkel

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3 Today s Objectives Help you understand: The segmentation study that was conducted How to use the available tools How you can apply this study to your owners 3

4 Agenda Background: Environics Analytics The 6 AIF Owner Segments PRIZM Segmentation The Segmentation Study Tools Available Now Building Upon This Analysis 4

5 Background 5

6 Background: ENVIRONICS ANALYTICS 6

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8 Background: THE 6 AIF OWNER SEGMENTS 8

9 How can we leverage existing research and gain new insights? 9

10 Introducing: AIF Owner s Segments 6 Segments based on 2014 primary research study Segmented based on behaviours, intentions, vacation patterns, attitudes 10

11 ENTHUSIASTS Explorers ROOKIES Nostalgics Enthusiasts Loyal owners, advocates Traditional timeshare Little interest in modifying portfolio CONVENTIONALISTS CRITICS 11

12 ENTHUSIASTS Explorers ROOKIES Nostalgics CONVENTIONALISTS CRITICS Explorers Loyal owners, advocates Value flexibility Youngest segment (33% millennials) Most diverse segment Critical of home resorts, frequent transactions 12

13 ENTHUSIASTS Explorers ROOKIES Rookies Loyal, active owners Appreciate flexibility New timeshare owners Nostalgics CONVENTIONALISTS CRITICS 13

14 ENTHUSIASTS Explorers ROOKIES Nostalgics CONVENTIONALISTS Nostalgics Established owners Advocate for what it was over what it is Low new purchase levels Low engagement CRITICS 14

15 ENTHUSIASTS Explorers ROOKIES Nostalgics CONVENTIONALISTS Conventionalists High timeshare use but critical of timeshare resorts Disappointment in return on investment Re-engagement necessary CRITICS 15

16 ENTHUSIASTS Explorers ROOKIES Nostalgics CONVENTIONALISTS CRITICS Critics Experiencing financial difficulties Critical of timeshare Very low recent purchase Intent to sell timeshare interests 16

17 Midscale Socio-Economic Status Upscale Represents 1,700 respondents aligned to 6 AIF segments AIF Rookies AIF Enthusiasts AIF Explorers 25.8% 18.8% 17.7% AIF Conventionalists AIF Nostalgics 11.4% 14.7% AIF Critics 11.7% Younger *Size of bubble and % corresponds to the size of the segment in the AIF Owner s Study Life Stage Mature 17

18 Background: PRIZM SEGMENTATION 18

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21 DEMOGRAPHICS < 35 Years $72,000 DEMOGRAPHICS Middle Aged $82,000 21

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23 DEMOGRAPHICS < 35 Years $72,000 DEMOGRAPHICS Middle Aged $82,000 23

24 DEMOGRAPHICS < 35 Years $72,000 24

25 The Segmentation Study 25

26 Objectives of the Study Increase use of the existing Owner s Report research Quantify markets of opportunity based on 6 Owner s segments Provide greater detail on behaviours and values of 6 Owner s segments Provide an actionable solution that can be applied by resorts 26

27 The Alignment Process AIF Primary Research Demographic Data Travel Spending Data ENTHUSIASTS Explorers ROOKIES Nostalgics CONVENTIONALISTS CRITICS 27

28 AIF Owner Data AIF Primary Research 28

29 Pop-Facts: Demographics Demographic Data Age Income Housing Tenure Marital Status Children Education Labor Status Ethnicity 29

30 Consumer Buying Power: Travel Travel Spending Data Total spending Flight Local Transit Entertainment Hotel Food on trip 30

31 AIF Primary Research Demographic Data Travel Spending Data 31

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33 33 Non-Target

34 ENTHUSIASTS Explorers ROOKIES Nostalgics CONVENTIONALISTS CRITICS Non-Target 34

35 Non-Target 35

36 Non-Target 36

37 ENTHUSIASTS Explorers Nostalgics ROOKIES CRITICS 37 CONVENTIONALISTS Non-Target

38 ROOKIES 38

39 ROOKIES: PRIMARY 39 Rookies: SECONDARY

40 Midscale Socio-Economic Status Upscale AIF Segments Represents 1,700 respondents aligned to 6 AIF segments AIF Rookies AIF Enthusiasts AIF Explorers 25.8% 18.8% 17.7% AIF Conventionalists AIF Nostalgics 11.4% 14.7% AIF Critics 11.7% Younger *Size of bubble and % corresponds to the size of the segment in the AIF Owner s Study Life Stage Mature 40

41 Downscale Socio-Economic Status Upscale PRIZM-Based Segments Explorers 9.1% of Owner's Study 12.9% of Next Gen Study Rookies 13.8% of Owner's Study 11.5% of Next Gen Study Rookies 15.0% Enthusiasts Enthusiasts 23.9% of Owner s Study 15.0% of Next Gen Study 10.6% Explorers Explorers - Secondary 17.7% 7.5% of Owner's Study 10.2% of Next Gen Study 7.7% 25.8% Enthusiasts - Secondary 1.6% of Owner's Study 0.7% of Next Gen Study 1.0% 18.8% Conventionalists 10.4% of Owner's Study 5.7% of Next Gen Study Conventionalists 7.6% 9.0% Rookies - Secondary 5.9% of Owner's Study 10.9% of Next Gen Study Nostalgics 11.4% 14.7% 8.8% Critics 3.4% of Owner's Study 3.3% Critics of Next Gen Study 11.7% 6.0% 15.1% Nostalgics 11.0% of Owner's Study 10.8% of Next Gen Study Younger *Size of bubble and % corresponds to the size of the segment in the US market Life Stage Mature 41

42 Downscale Socio-Economic Status Upscale Learning More About these segments Explorers 9.1% of Owner's Study 12.9% of Next Gen Study Rookies 13.8% of Owner's Study 11.5% of Next Gen Study 15.0% Enthusiasts 23.9% of Owner s Study 15.0% of Next Gen Study 10.6% 7.7% Conventionalists 10.4% of Owner's Study 5.7% of Next Gen Study 7.6% Critics 3.4% of Owner's Study 3.3% of Next Gen Study 6.0% 15.1% Nostalgics 11.0% of Owner's Study 10.8% of Next Gen Study Younger *Size of bubble and % corresponds to the size of the segment in the US market Life Stage Mature 42

43 Travel Spending Per Year Enthusiasts Explorers Rookies Nostalgics Total Avg. Travel Spending $4,165 $3,366 $ 3,552 $2,127 Airline Fares on Trips $1,220 $1,039 $ 1,038 $587 Lodging While Out of Town $1,023 $790 $ 869 $556 Out of Town Entertainment Expense $944 $769 $ 822 $475 Food and Beverages on Trips $583 $457 $ 486 $309 Local Transportation, Out of Town Trips $176 $144 $ 150 $82 Travel Items, Luggage $117 $94 $ 102 $66 Ship Fares on Trips $88 $62 $ 72 $43 Taxi Fares and Limo Service on Trips $14 $10 $ 12 $8 43

44 Top Destinations ENTHUSIASTS Explorers Top Domestic % Pen Top Destinations % Pen Top Domestic % Pen Top Destinations % Pen New York City 9.4 Caribbean 14.2 New York City 13.2 Europe 14.4 Las Vegas 8.6 Europe 13.3 Las Vegas 12.1 Caribbean 13.5 Washington, D.C. 5.9 Mexico 11.5 Los Angeles 10.2 Mexico 13.3 Los Angeles 5.0 Canada 11.3 Washington, D.C. 6.5 Canada 11.0 Chicago 3.6 Hawaii 7.5 Mexico 4.4 Hawaii 8.4 ROOKIES Nostalgics Top Domestic % Pen Top Destinations % Pen Top Domestic % Pen Top Destinations % Pen Las Vegas 9.3 Caribbean 14.0 Las Vegas 4.3 Caribbean 8.1 New York City 8.8 Mexico 11.9 New York City 3.3 Mexico 7.2 Washington, D.C. 5.6 Europe 11.4 Washington, D.C. 3.0 Canada 5.2 Los Angeles 5.5 Canada 9.8 Chicago 2.8 Europe 4.6 Chicago 3.7 Hawaii 6.8 Los Angeles 2.1 Bahamas

45 Top Leisure Activities ENTHUSIASTS Explorers Skiing/ Snowboarding Golf Boating Tennis Yoga/ Tennis Running Soccer Pilates ROOKIES Nostalgics Cycling Golf Yoga/ Boating Fishing Boating Camping Pilates Hunting 45

46 Top Magazines 46 ENTHUSIASTS Explorers ROOKIES Nostalgics Parade 79% People 54% Better H&G 43% Time 32% Consumer Reports 25% Time 32% National Geographic 31% Cosmo 26% US Weekly 25% O 21% Parade 77% People 53% Time 30% US Weekly 25% Cosmo 22% Family Circle 26.5% Woman s Day 25% Reader s Digest 24% Good Housekeeping 25% Ladies Home Journal 22%

47 Top TV Genres ENTHUSIASTS Genre % Pen Index Genre % Pen Index Movies Dramas Comedies Local news - AM Sports Documentaries Local news - PM National news Mystery/crime Local news - late Explorers Genre % Pen Index Genre % Pen Index Movies Science fiction Comedies Reality - talent Sports Late night talk Dramas Music videos Documentaries Reality - dating ROOKIES Genre % Pen Index Genre % Pen Index Movies Dramas Comedies Documentaries Sports Local news - AM Local news - PM National news Mystery/crime Local news - late Nostalgics Genre % Pen Index Genre % Pen Index Movies Reality - adventure Local news - PM Daytime talk Local news - AM Religious Mystery/crime Music videos Game shows Daytime soaps

48 Tools Available Now 48

49 AIF Research 49

50 Quantify and Locate Table Prioritize markets for: Marketing investment Event attendance Partnership opportunities 50

51 Quantify and Locate Table SEE EXCEL SPREADSHEET 51

52 Segment Personas Better understand your owners and inform marketing decisions: Traditional Media Mix Digital Strategy Partnership opportunities Product development 52

53 Segment Personas SEE Segment PERSONAS 53

54 Target The AIF Segments WITH PRIZM PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23 54

55 Target The AIF Segments WITH PRIZM PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23 Target these segments through: Digital advertising segments integrated into DSPs, DMPs, Trading Desks Social Media marketing segments integrated into Facebook marketing Direct mail (unaddressed and addressed) 55

56 Building upon This Analysis 56

57 Learn More about the Segments The included personas are summaries much more data is available Learn about additional behaviours i.e. what types of food and drink do Enthusiasts prefer? Expand upon the included categories i.e. what professional sports do Rookies most like to watch? 57

58 Map it to the Local Level Use maps to identify where within specific markets potential exists Inform out-of-home campaigns based on neighbourhood segments, or based on transit routes Target Adwords campaigns based on ZIPs 58

59 Making It More Relevant for You EA can analyze YOUR owner data through the lens of the AIF segments Customize the segments to your owners Identify the key segments for existing and potential owners based on your data Learn which markets your owners are coming from and where opportunities exist Measure response to campaigns on a segment-bysegment basis 59

60 Add Map 60

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62 In summary The 6 owners segments were linked to PRIZM to provide more value to the research The tools from the segmentation analysis are available to help you better plan and strategize Custom analysis is available using the AIF segments through Environics Analytics 62

63 Questions? 63

64 THANK YOU!!! 64 Jason