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Millennials and Gen Z Drive a New Era for Vacation Ownership
New research shows younger travelers are embracing timeshares as a flexible, high-value way to keep travel central to their lives, with Millennials and Gen Z now making up a majority of owners and recent buyers.
Vacation ownership has long carried a reputation tied to older generations and the legacy timeshare sales process, but new research indicates a shift. According to the American Resort Development Association's latest Owners Report, Millennials and Gen Z now account for 58 percent of all vacation owners and 76 percent of recent purchases.
The findings suggest younger buyers view ownership as a practical tool for maintaining a travel-centric lifestyle rather than a rigid commitment. This fresh perspective is helping reshape the category's image and driving momentum among demographics that were previously less associated with timeshare products.
For Millennial owners Meghan and Crosby Brackins, vacation ownership made possible a family trip to Hawaii that might otherwise not have happened. Meghan, an owner with Marriott Vacation Club, described the experience as a dream come true, noting that it allowed her parents, who are typically homebodies, to travel and create memories with their grandchild.
The personal story reflects a broader trend identified in the research: younger owners are becoming vocal advocates for vacation ownership, citing flexibility, value, and the ability to prioritize travel. This marks a notable departure from past perceptions, positioning the industry for continued growth among new generations.