What exactly are "twinsumers" and "social-ites"? Ever heard of "urbanomics"? And what about the oxymoron, "planned spontaneity"?
These are some of the trends to watch in 2011, according to the forward-looking folks at www.trendingwatch.com. You can find the complete list of trends here, but The Élan Report is covering 5 trends as they relate to the shared ownership resort real estate industry: Urbanomics, Pricing Pandemonium, Social-ites and Twinsumers, Planned Spontaneity and Owner-less.
1. URBANOMICS:
Not a surprise to us, but urbanization will be a top trend--not only for 2011, but possibly for the next decade--as people move out of the suburbs and back into the cities, where they're seeking a lifestyle with easier access to employment, arts and culture, transportation, etc. "Urban consumers tend to be more daring, more liberal, more tolerant, more experienced, more prone to trying new products, and services," wrote Don Long of PMA Newsline. What does that mean for The Élan Collection, and for those of us in the shared ownership resort industry? It could mean offering more properties in desirable urban centers, such as Manhattan, San Francisco or San Diego. Or it could mean that future marketing must appeal to the refined and sophisticated tastes of urbanites.
2. PRICING PANDEMONIUM:
Although consumers have always kept an eye out for special offers and discounts, 2011 will usher in a new era of what Trending Watch calls, "Pricing Pandemonium." Since more consumers are constantly connected to their social media networks, they can quickly and easily spread the word about new deals and promotions online. Also, consumers will increasingly become part of exclusive networks or groups to receive those special deals. With the advent of Groupon and other like groups for the retail sector, The Élan Collection started offering Ultimate Escapes members a special 15% discount for shared interest ownership in Élan residences through November 30, 2010. We also offered a special summer discount promotion.
3. SOCIAL-ITES AND TWINSUMERS:
We already know that word of mouth and recommendations are part-and-parcel to any modern marketing strategy--regardless of the industry. "Twinsumers" are "consumers with similar consumer patterns, likes and dislikes and who are hence valuable sources for recommendations on what to buy and experience," according to Long. Meanwhile, "social-ites" are about discovery, i.e. they are online curators, "actively broadcasting, remixing, compiling, commenting, sharing and recommending content, products, purchases, experiences to both their friends and wider audiences," added Long. The Élan Collection recognizes the importance of word of mouth (as exemplified by our presence on Twitter and Facebook) to capture affluent audiences who are increasingly using social media. However, we also place a high value on recommendations and referrals. A survey by The Luxury Institute found that an overwhelming majority of wealthy consumers rely on ratings, reviews sites, trusted experts, as well as their own friends and family to facilitate purchasing decisions.
4. PLANNED SPONTANEITY:
Because lifestyles have become more fragmented in recent years due to urbanization (leading to more diverse activity choices) and smartphones (which make it easy to plan on a whim), 2011 will be the year of "planned spontaneity," says Trending Watch. "Consumers today want services that allow for "endless and almost effortless mass mingling with friends, family, colleagues or strangers-who-may-become-friends-or-dates," wrote Long. It isn't that much different for affluent travelers: ease of use remains at the top of their wish list. Planning luxury vacations has never been easier with The Élan Collection. Élan Owners can conveniently book their vacation through an online Reservation System. And since the properties are already built and lavishly furnished, owner-members can vacation at their Élan property as soon as the property closes escrow. But here is the best part: owners will have the option to exchange property use rights for equal time at any Èlan property of their choice...ensuring owners will never grow bored of vacationing in one locale.
5. OWNER-LESS:
2011 will be the year of "access," as opposed to full ownership, concludes Trending Watch. Why? "Traditional ownership implies a certain level of responsibility, cost and commitment," notes Long. Fractional ownership opportunities, such as those found at The Élan Collection, "offer the possibility of perpetual upgrades to the latest and greatest, the ability to maximize the number and variety of experiences, and allow consumers access to otherwise out-of-reach luxuries"--such as a beachfront palace in the Turks and Caicos. Now that is a trend we can (and will) get behind!
Do you agree with these trends? What other trends are you seeing for 2011? Please share them with us!
No comments:
Post a Comment