Understanding Your OwnersJuly 13, 2016

Jason Dunkel

jason.dunkel@environicsanalytics.ca

647-259-2811

@jdunkel_ea

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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

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Agenda

• Background:

– Environics Analytics

– The 6 AIF Owner Segments

– PRIZM Segmentation

• The Segmentation Study

• Tools Available Now

• Building Upon This Analysis4

Background

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ENVIRONICS ANALYTICS

Background:

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THE 6 AIF OWNER SEGMENTS

Background:

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How can we leverage existing research and gain new insights?

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Introducing: AIF Owner’s Segments

• 6 Segments based on 2014 primary research study

• Segmented based on behaviours, intentions, vacation patterns, attitudes

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Enthusiasts• Loyal owners, advocates

• Traditional timeshare

• Little interest in modifying portfolio

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

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Explorers• Loyal owners, advocates

• Value flexibility

• Youngest segment (33% millennials)

• Most diverse segment

• Critical of home resorts, frequent transactions

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

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Rookies• Loyal, active owners

• Appreciate flexibility

• New timeshare owners

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

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Nostalgics• Established owners

• Advocate for “what it was” over “what it is”

• Low new purchase levels

• Low engagement

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

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Conventionalists• High timeshare use but critical

of timeshare resorts

• Disappointment in return on investment

• Re-engagement necessary

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

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Critics• Experiencing financial

difficulties

• Critical of timeshare

• Very low recent purchase

• Intent to sell timeshare interests

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

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Life StageYounger Mature

*Size of bubble and % corresponds to the size of the segment in the AIF Owner’s Study

Soci

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18.8%

AIF Enthusiasts

AIF Rookies

25.8%AIF Explorers

17.7%

AIF Conventionalists

14.7%

AIF Critics11.7%

AIF Nostalgics 11.4%

Represents 1,700 respondents aligned to 6 AIF segments

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PRIZM SEGMENTATION

Background:

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19

20

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DEMOGRAPHICS

$72,000

DEMOGRAPHICS

$82,000

< 35

Years

Middle

Aged

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DEMOGRAPHICS

$72,000

DEMOGRAPHICS

$82,000

< 35

Years

Middle

Aged

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DEMOGRAPHICS

$72,000

< 35

Years

The Segmentation Study

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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

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AIF PrimaryResearch

DemographicData

TravelSpending

Data

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

The Alignment Process

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AIF Owner DataAIF Primary

Research

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Pop-Facts: Demographics

EthnicityEducation

Age Income Housing Tenure

Children

DemographicData

Marital Status

Labor Status

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Consumer Buying Power: Travel

Food on tripHotel

Total spending Flight Local Transit

Entertainment

TravelSpending

Data

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AIF PrimaryResearch

DemographicData

TravelSpending

Data

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Non-Target33

Non-Target

ENTHUSIASTS

CRITICSCONVENTIONALISTS

Explorers ROOKIES

Nostalgics

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Non-Target35

Non-Target36

Non-Target

ENTHUSIASTS

CRITICSCONVENTIONALISTS

Explorers

ROOKIESNostalgics

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ROOKIES

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ROOKIES:

PRIMARYRookies: SECONDARY

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Life StageYounger Mature

*Size of bubble and % corresponds to the size of the segment in the AIF Owner’s Study

Soci

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18.8%

AIF Enthusiasts

AIF Rookies

25.8%AIF Explorers

17.7%

AIF Conventionalists

14.7%

AIF Critics11.7%

AIF Nostalgics 11.4%

Represents 1,700 respondents aligned to 6 AIF segments

AIF Segments

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18.8%

Enthusiasts

Rookies

25.8%Explorers

17.7%

Conventionalists

14.7%

Critics11.7%

Nostalgics 11.4%

Life StageYounger Mature

*Size of bubble and % corresponds to the size of the segment in the US market

Soci

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15.0%

Enthusiasts23.9% of Owner’s Study15.0% of Next Gen Study

Enthusiasts - Secondary1.6% of Owner's Study0.7% of Next Gen Study

1.0%

Rookies13.8% of Owner's Study11.5% of Next Gen Study

10.6%

Rookies - Secondary5.9% of Owner's Study

10.9% of Next Gen Study

8.8%

Explorers - Secondary7.5% of Owner's Study

10.2% of Next Gen Study

9.0%

Explorers9.1% of Owner's Study

12.9% of Next Gen Study

7.7%

Conventionalists10.4% of Owner's Study5.7% of Next Gen Study

7.6%

Critics3.4% of Owner's Study

3.3% of Next Gen Study

6.0%

Nostalgics11.0% of Owner's Study10.8% of Next Gen Study

15.1%

PRIZM-Based Segments

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Life StageYounger Mature

*Size of bubble and % corresponds to the size of the segment in the US market

Soci

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15.0%

Enthusiasts23.9% of Owner’s Study15.0% of Next Gen Study

Rookies13.8% of Owner's Study11.5% of Next Gen Study

10.6%

Explorers9.1% of Owner's Study

12.9% of Next Gen Study

7.7%

Conventionalists10.4% of Owner's Study5.7% of Next Gen Study

7.6%

Critics3.4% of Owner's Study

3.3% of Next Gen Study

6.0%

Nostalgics11.0% of Owner's Study10.8% of Next Gen Study

15.1%

Learning More About these segments…

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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

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Top Destinations

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ENTHUSIASTS Explorers

Nostalgics

Top Domestic % Pen

Las Vegas 4.3

New York City 3.3

Washington, D.C. 3.0

Chicago 2.8

Los Angeles 2.1

Top Destinations % Pen

Caribbean 8.1

Mexico 7.2

Canada 5.2

Europe 4.6

Bahamas 3.2

Top Domestic % Pen

New York City 9.4

Las Vegas 8.6

Washington, D.C. 5.9

Los Angeles 5.0

Chicago 3.6

Top Destinations % Pen

Caribbean 14.2

Europe 13.3

Mexico 11.5

Canada 11.3

Hawaii 7.5

Top Domestic % Pen

New York City 13.2

Las Vegas 12.1

Los Angeles 10.2

Washington, D.C. 6.5

Mexico 4.4

Top Destinations % Pen

Europe 14.4

Caribbean 13.5

Mexico 13.3

Canada 11.0

Hawaii 8.4

ROOKIES

Top Domestic % Pen

Las Vegas 9.3

New York City 8.8

Washington, D.C. 5.6

Los Angeles 5.5

Chicago 3.7

Top Destinations % Pen

Caribbean 14.0

Mexico 11.9

Europe 11.4

Canada 9.8

Hawaii 6.8

Top Leisure Activities

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ENTHUSIASTS Explorers

Nostalgics

Skiing/Snowboarding

ROOKIES

Yoga/Pilates

BoatingGolf Tennis Tennis Running Soccer

Cycling Yoga/Pilates

Golf Boating Fishing CampingBoating Hunting

Top Magazines

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ENTHUSIASTS Explorers

ROOKIES Nostalgics

Parade79%

People54%

Better H&G43%

Time32%

Consumer Reports

25%

Time32%

National Geographic

31%

Cosmo26%

US Weekly25%

O21%

Parade77%

People53%

Time30%

US Weekly25%

Cosmo22%

Family Circle26.5%

Woman’s Day25%

Reader’s Digest24%

Good House-keeping

25%

Ladies’ Home

Journal22%

Top TV Genres

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ENTHUSIASTS Explorers

Nostalgics

Genre % Pen Index Genre % Pen Index

Movies 63.0 98 Dramas 39.8 106

Comedies 58.2 101 Local news - AM 37.4 97

Sports 46.6 110 Documentaries 36.5 107

Local news - PM 46.4 100 National news 30.5 116

Mystery/crime 40.5 102 Local news - late 22.0 90

Genre % Pen Index Genre % Pen Index

Movies 69.8 109 Science fiction 24.1 112

Comedies 63.6 111 Reality - talent 17.8 108

Sports 44.7 106 Late night talk 17.7 121

Dramas 44.4 118 Music videos 14.7 104

Documentaries 39.9 117 Reality - dating 7.7 122

Genre % Pen Index Genre % Pen Index

Movies 62.3 97 Reality - adventure 18.4 102

Local news - PM 49.9 107 Daytime talk 14.8 104

Local news - AM 40.7 106 Religious 14.5 124

Mystery/crime 40.2 101 Music videos 14.5 102

Game shows 24.8 106 Daytime soaps 10.1 125

ROOKIES

Genre % Pen Index Genre % Pen Index

Movies 65.4 102 Dramas 40.7 108

Comedies 60.8 106 Documentaries 36.7 108

Sports 46.4 110 Local news - AM 36.5 95

Local news - PM 44.0 95 National news 28.2 107

Mystery/crime 40.7 102 Local news - late 22.7 93

Tools Available Now

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AIF Research

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Quantify and Locate Table

• Prioritize markets for:

– Marketing investment

– Event attendance

– Partnership opportunities

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Quantify and Locate Table

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SEE EXCEL SPREADSHEET

Segment Personas

• Better understand your owners and inform marketing decisions:

– Traditional Media Mix

– Digital Strategy

– Partnership opportunities

– Product development

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Segment Personas

SEE Segment PERSONAS

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Target The AIF Segments WITH PRIZM

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PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23

Target The AIF Segments WITH PRIZM

• Target these segments through:

– Digital advertising – segments integrated into DSPs, DMPs, Trading Desks

– Social Media marketing – segments integrated into Facebook

– Email marketing

– Direct mail (unaddressed and addressed)

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PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23

Building upon This Analysis

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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?

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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

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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-by-segment basis

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Add Map

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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

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Questions?

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THANK YOU!!! Jason Dunkeljason.dunkel@environicsanalytics.ca

@jdunkel_EA647-259-2811

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