These days, many holiday experts and financial advisers view timeshare as an outdated product that can be restrictive and poor value. So why did so many people buy timeshare in the first place — and why do some owners stay members even when the numbers no longer stack up?
Why timeshare appealed in the first place
Although timeshare can look like a bad deal today, it met a genuine need in the 1980s and 1990s: certainty.
You may remember the ‘Holidays from Hell’ stories on the news. Many Brits booked a “dream” break, only to arrive and find a building site or accommodation that bore little resemblance to the brochure.
Timeshare promised a reliable resort, a predictable standard and a sense of security — which is why people were willing to pay significant sums to join.
Over time, the travel market changed. Reviews and price comparison are now instant: you can check TripAdvisor, see real photos and read recent guest feedback. And you can even stay in some timeshare resorts without owning, by booking through sites such as Booking.com — often for less than owners pay in annual fees.
Timeshare touts and the pressure to attend presentations
Anyone who holidayed in Spain, Portugal or the Canaries in the 1990s will remember the timeshare touts approaching people on the way to the beach. These commission-only OPCs were persistent, and they rarely took “no” for an answer.
They were paid to get holidaymakers into presentations, and many used whatever worked — including lying, offering incentives such as cigarettes and duty-free alcohol, throwing in car hire, and more. Some even used fake scratch cards to persuade people they’d won a prize.
Once someone agreed to a tour, the pressure often didn’t end there. After one visit, they could be seen as an easy target, with more touts pushing them to attend additional presentations at other resorts.
How timeshare sales tactics worked
It can feel baffling that sensible people could move from a firm “no” to signing on the dotted line. But timeshare companies used a detailed, highly effective sales process to get results.
As has been widely reported, the approach typically started with building trust, then encouraging holidaymakers to share frustrations or worries about accommodation, costs, availability or family holidays. Those answers could then be used during the presentation to steer the conversation towards a purchase.
Nothing was accidental. The salespeople were not your friend, and their focus was commission rather than your best interests.
If customers could hear how some sales teams spoke about them afterwards — and how they were viewed as easy prey — many would feel shocked, disappointed and upset.
Why timeshare owners stay: pride, gradual cost increases and hassle
It’s human nature to defend past decisions, even when we suspect they were wrong. Admitting a mistake can feel embarrassing — and no one wants to feel like a fool.
For many timeshare owners, the cost changes also happen gradually. Maintenance fees rise over time, new rules appear in stages, and it can be hard to notice just how far the deal has shifted — especially when non-members can now book the same resorts for less.
Challenging a resort can also be daunting. It takes time, persistence and a willingness to deal with conflict. For some people, doing nothing feels easier than starting a fight they expect to be exhausting.
Some people don’t realise they can leave
Many owners assume their timeshare contract is set in stone. When they look back at what they paid to join, compare it with the cost of a like-for-like holiday, or find they simply can’t afford ongoing maintenance fees, they often regret signing up.
While it is possible to relinquish a contract, the reality is that professional assistance is often needed.
For anyone who bought timeshare in Spain in 1999 or after, consumer laws may also apply that could mean the contract is illegal. In those situations, you may be able to exit the contract — and you could even claim a large amount in compensation.
Who can you trust if you want to exit or claim compensation?
For anyone trying to leave a timeshare and pursue compensation, there’s another major barrier: trust.
Unfortunately, fraudulent claims companies are numerous. The risk of losing even more money to scammers is a genuine worry — and it’s a key reason many owners decide to do nothing.
To take action, people need confidence that the organisation they choose is honest and capable of delivering results. Without that reassurance, there’s little incentive to change an already stressful situation.
There are practical ways to research a company. Start with independent feedback on TrustPilot and Google reviews, and look for detailed, consistent accounts of real customer outcomes, including experiences that other consumers have shared.
You can also use websites that make it easier to check credentials, and consumer associations that offer free guidance. Video reviews from genuine customers can be another useful sign to look for.
If you would like confidential advice on your options as a timeshare owner, contact our friendly advisers at the Timeshare Advice Centre today.
