Abstract :
This research will attempt to show that there is future viability for timeshares and that Millennials will be interested in purchasing timeshares in the future. Millennials are the biggest generation since the Baby Boomers and are ready to travel. The timeshare industry is a growing part of the hospitality industry and needs to be aware of how to reach Millennials. Through this research it was shown that perceived value and consumption values are important to purchase behavior, therefore the timeshare industry needs to be using these factors when attempting to reach new potential owners. In order to reach Millennials the timeshare industry needs to have a strong online presence that has good information and will capture Millennials interest. Future research in this area should take a broader industry view, look at the global industry, and find new ways for Millennials to be reached and effectively marketed to.
