Shared Ownership Reimagined and Growing Quickly in Asia
Interview with Barry Robinson, President and Managing Director of International Operations at Travel + Leisure Co
Wyndham Grand Phuket Kalim Bay 2-bedroom Pool Villa Garden View
(Singapore, November 21, 2024) With an increasing number of people preferring to own experiences rather than material things they are creating a shift in Timeshare and Fractional Ownership to the extent that these concepts have evolved Timeshare has an entirely different meaning to today’s younger generation of travellers than it did for their parents. Many people, especially in Asia, wouldn’t know what timeshare means but fractional ownership makes a great deal of sense to younger people as they don’t want to be burdened with full ownership and the less money they spend on things, the more money they’ll have for accumulating experiences.
Club Wyndham Nagano onsen
This desire for owning experiences is driving growth in fractional ownership across multiple sectors from transport to luxury goods and even holidays, allowing individuals to enjoy vacation homes, yachts and private jets, without the associated hassles of full ownership. The global vacation ownership industry is expected to grow at a CAGR (compound annual growth rate) of 7.6% through 2031, reaching US$36 billion in sales.
In a sit-down interview with Barry Robinson, President and Managing Director of International Operations at Travel + Leisure Co., (right) Robinson talked about the growing interest in Asia for fractional ownership. Travel + Leisure Co., operates several vacation ownership clubs, including Club Wyndham, WorldMark by Wyndham, Margaritaville Vacation Club and Accor Vacation Club, with more than 275 vacation ownership resorts between them, so it is a leader in the fractional ownership concept. Robinson pointed out that luxury goods is another area where you can be a part time owner.
Going to a wedding and want a branded bag to drape over your arm? No need to buy it, as it can be yours for an evening or two. Dresses, jewellery and watches are some of the bling you can possess for a short time at a price that is much less than buying them outright.
In this environment, Travel + Leisure Co. (which currently, 60% of its member base is Gen Z or Millennial (43 or younger)) is seeing a surge of popularity in Asian markets for its Club Wyndham Asia model, where individuals want to own a holiday home, but without the full financial burden. This model has been redesigned providing greater flexibility, shorter terms and residual value where members share in the net proceeds of the properties when they are sold. “The rise of the sharing economy and a growing preference for access over ownership has fuelled this trend,” states Robinson.
“Asia’s economic growth has created a new class of affluent consumers who demand convenience and exclusivity in their travel experiences,” Robinson continues. “For these individuals, fractional ownership and vacation ownership offer the perfect blend of luxury and practicality.”
Vacation ownership is a concept giving travellers ownership over their holidays in the same way they’d own a holiday home or a car. But instead of giving members part ownership of one apartment for part of the year, this new model provides a flexible, points-based system, giving members the opportunity to choose their destination, apartment type, season of travel and nights to stay. 
Wyndham Grand Phuket Kalim Bay Pool Suite Oceanview
As prices rise, vacation ownership has become more popular because it offers less risk than buying a holiday home or a vacation rental. An inflationary economy enhances the value proposition: members pay the same points to stay now as they did for the same apartment five years’ ago – and they will pay the same number of points in five years’ time. It’s a great way to hack your travel for the future.
“At Travel + Leisure Co., we have more than doubled our Club Wyndham Asia member base since the end of Q2 last year – we have seen a more than 110% growth,” Robinson points out.
In March 2024 Travel + Leisure Co. successfully closed the acquisition of the vacation ownership business of global hospitality giant Accor. The acquisition resulted in the Accor Vacation Club based in Australia, New Zealand and Indonesia being integrated into the Travel + Leisure Co. business structure. The company assumed responsibility for the development and marketing of Accor Vacation Club, along with the servicing of nearly 30,000 club members and management of 24 club resorts in those three countries.
The acquisition increases the international portfolio of Travel + Leisure Co. – outside North America – to more than 100,000 members and its club resort count to 80.
As part of the agreement, Travel + Leisure Co. can develop new vacation ownership clubs and products utilising the Accor Vacation Club brand across Asia Pacific, Middle East, Africa and Turkiye.
Wyndham Grand Phuket Kalim Bay Private Pool Suite Oceanview
“These markets are all large consumer markets with incredible growth potential, and Accor’s portfolio of hotel and resort brands are already well-known and highly regarded by travellers in these regions, making them logical places for the future expansion of the Accor Vacation Club business,” said Robinson. “Our intention is to grow the brand in the various markets where we are licensed and expand in the markets Accor Vacation Club is already operating in.
“We are excited to have the opportunity to build on the 24-year legacy of Accor Vacation Club and, as the world’s leader in vacation ownership, we have the knowledge to grow Accor Vacation Club while conveying its unique propositions and delivering the elevated guest experience
s the business is renowned for,” Robinson added.
The acquisition enables Travel + Leisure Co. to grow its vacation ownership businesses under other well-known brands, alongside brands like Wyndham, Sports Illustrated and Margaritaville.
Growth is happening in China, Japan, Thailand and Indonesia, but Robinson says “Asia is just beginning. It is rapidly moving, demonstrating how much the market has changed. In China the government has its agenda and priorities, which we respect, but the more it opens up the bigger the market will be.”
Robinson states: “China’s domestic market is very strong, but it is changing. We have opened an office in Shanghai with a partner. In other sectors extended family travel is popular, but this is not the case with holiday homes. It is more for nuclear families. Also, the older generation is more mobile, and increasingly they are doing their own holidays.” Sanya is popular as it is warm but other locations, such as Chengdu and Xi’an, have cultural and historical attractions which appeal to Chinese.”
There are exciting developments in Japan as the country is also seeing a generational change. The older generation does not want to live their golden years in a hospital, according to Robinson. “They want to live a graceful retirement, in a good location. There are properties, just two hours by train from Tokyo, and they are spending more money on fractional ownership.” 
Travel + Leisure Co.’s Club Wyndham, has acquired Shirakabaso Resort (above) in the ski area of Shiga Kogen, a destination renowned worldwide as the host of the 1998 Nagano Winter Olympics. The 32-room ski-in, ski-out resort will be rebranded to Club Wyndham Shirakabaso Shiga Kogen and become the first international resort located within the Joshin‘etsu Kogen National Park.
This is the second Club Wyndham property in Japan, and the twentieth property in the country managed by Travel + Leisure Co., as the global leisure travel leader expands its footprint across the region. The acquisition is intended to provide an additional travel options in regional Japan to members of Club Wyndham’s Asia Pacific clubs.
Situated in Asia’s largest ski field, Club Wyndham Shirakabaso Shiga Kogen provides guests with access to 70 ski lifts via gondola or by short distance cross-country ski. When they’re done hitting the slopes, resort guests can enjoy a variety of amenities including six indoor and outdoor onsen hot springs, a sauna, restaurant and private dining room, a whisky bar, lobby café, gift shop and rooftop terrace. 
Club Wyndham Shirakabaso Ski room
“Japan is one of the world’s leading tourist destinations and is a market of opportunity and growth for us,” says Robinson. “The Japanese government’s commitment to encourage development in regional areas and revitalise its national parks will expand the experiences for travellers. As Club Wyndham Shirakabaso Shiga Kogen helps introduce guests to the unforgettable outdoor adventures Japan has to offer, we will see the potential of areas like Shiga Kogen realised.”
The company will upgrade its 32 guest suites, refresh its public spaces, rework the existing deck into a family-friendly outdoor space, and add a new pizza restaurant.
An all-season destination, the surrounding Joshin‘etsu Kogen National Park boasts pristine hikes with breathtaking woodlands, sweeping vistas, blue-green lakes and dynamic volcanic formations, as well as regular sightings of golden eagles, black bears, Japanese stoats and snow monkeys. Club Wyndham Shirakabaso is within driving distance of the region’s top attractions, including the Jigokudani Snow Monkey Park, the samurai-era town of Narai Juku, Zenkoji Temple, the Matsushiro Samurai School and the sacred Togakushi Okusha Shrine and Forest Reserve.
Shiga Kogen is the closest of Japan’s major ski areas to Tokyo, with the journey by bus to Nagano station and bullet train taking an average of about three hours and 20 minutes.
