Timeshare brand affiliation impacts

Over the past two decades, internationally branded hotel companies have continued their expansion efforts into the vacation ownership/timeshare resort industry. This act of adding timeshare resorts to the parent company?s already existing hotel and resort collection entailed strategic decisions that ranged from: market share, portfolio risk management and crossover financial gains. To address the association of this latter relationship, the authors surveyed vacation ownership consumers? overall satisfaction with their timeshare resort interval purchase. This was associated with the likelihood of using the parent company?s traditional lodging products for business and leisure purposes. The results indicate that crossover gains do accrue from sustained consumer loyalty as portrayed by increased usage of traditional lodging providers for business and leisure purposes.