Second-year students from the Faculty of FHTMS at the University of Aruba recently conducted an extensive survey among timeshare visitors, continuing a tradition of research that began in 2008 and was followed up in 2017. The latest survey, conducted in 2025, involved 25 students who gathered responses from over 3,500 timeshare owners and several visitors staying at timeshare hotels across the island.
The results were officially presented during a meeting organized by the Aruba Timeshare Association (ATSA), held at the La Cabana Beach Resort & Casino ballroom. The event was attended by members of the Aruba Timeshare Association, university faculty, and honored guests, including Ronella Croes, CEO of the Aruba Tourism Authority.
This collaborative effort highlights the strong partnership between academia and the tourism industry and provides valuable insights into visitor demographics, purchasing behaviors, usage patterns, satisfaction levels, and sustainability considerations. The findings are expected to guide informed decision-making within Aruba’s timeshare sector.
Key Findings:
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The majority of respondents (93%) were from North America, with 4% from Canada and 3% from other regions. The primary markets driving this interest were New York, Massachusetts, New Jersey, Florida, and Connecticut.
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Satisfaction and Loyalty: Over 90% of respondents expressed high satisfaction with their experience, with 80% of repeat visitors indicating strong loyalty to Aruba.
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Financial Profile: 80% of respondents reported an annual income of over $100,000, with a significant portion (31%) owning a timeshare for two weeks. Most visitors stayed between 8-14 nights.
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Reasons to Return: Students identified key factors for repeat visits: Aruba’s high-quality vacation destination, the location of resorts, the desire to return to the same resort, and overall satisfaction with the resort experience.
Environmental Concerns and Sustainability:
The survey also highlighted the island’s sustainability and environmental conservation efforts, with respondents giving mixed feedback. Wastewater management and recycling efforts received a moderate rating (56.1%), compared to higher ratings for natural and marine areas. The students concluded with a warning: if Aruba does not take environmental concerns seriously and act on them, the island risks damaging its image and reputation.
Security Perception:
Security also emerged as a key factor in repeat visits, with a high rating for safety in tourist areas (93.7%). However, there was a lower rating (50.9%) for safety management at beaches and city centers, signaling a need for improvement in those areas.
Future of Aruba’s Timeshare Sector:
The Aruba Timeshare Association (ATSA), established in 1994, continues to play a crucial role in supporting the island’s vacation ownership sector. Working with government entities at the local and regional levels, ATSA collaborates with the American Resort Development Association (ARDA) to promote Aruba as a model destination for timeshare ownership.
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