Client Success Stories » Timeshare Buyers

Mining a Key Database for Potential Timeshare Buyers

The Issue:

A leading hospitality chain needed to energize sales in their timeshare division. They wished to use their existing database of frequent visitors, but the response rate from this large database was very low. The solution was to identify the frequent visitors who had the attitudinal set which was likely to lead to a timeshare purchase.

The Approach:

Twenty-Ten focused on the attitudes which corresponded with increased interest, response and purchase of vacation timeshares. Key attributes identified included:

"Vacations are an area of my life where I splurge" – Index 200
"I would pay a bit of a premium to stay somewhere a little nicer" – Index 176
"I like to demonstrate my financial success to others" – Index 214
"I will only go on vacations that are a 'good deal'" – Index 178

Twenty-Ten then used its patented, proprietary modeling methodology to identify consumers who both fit the existing behavioral profile and shared these attitudes. Consumers in the top decile of the database, after being scored by attitude, were identified as the prime targets. Half of these consumers then received a mail piece, inviting them to try the timeshare property for 2-3 days at a very low cost. The other half received an email of the same offer. Control groups were selected from the full database to receive mailings (half postal, half email) for comparison purposes.