Despite the evolving travel industry, timeshares continue to thrive. Surprisingly, millennials—often credited with disrupting traditional industries—have not dismantled the timeshare business model. However, this resilience may be due to the industry’s longstanding reliance on aggressive sales tactics targeting older consumers. Allegations of deceptive practices, financial exploitation, and misleading contractual terms have raised concerns about whether timeshare companies genuinely operate in the best interests of their customers.
One such case involves Diane Burkhart, whose elderly father was pressured into purchasing over $250,000 worth of timeshare points with Diamond Resorts International. His story is just one example of how seniors may fall victim to high-pressure sales tactics that leave them with costly and often irreversible financial commitments.
Exploiting the Elderly: A Disturbing Pattern
The timeshare industry has shifted from fixed property ownership to a points-based system, marketed as a flexible alternative to traditional vacation ownership. However, many consumers—particularly older buyers—have found this system difficult to understand and nearly impossible to resell. Such tactics have led to legal action in multiple cases. In one instance, an 81-year-old California man accused Diamond of luring him and other seniors from an assisted living facility onto a bus and taking them to an aggressive sales pitch in Nevada. He later filed a class-action lawsuit alleging deceptive sales practices.
Burkhart’s father, at 87 years old, was drawn into a sales presentation during a casual beach outing. Despite his immediate regret and attempts to cancel, Diamond refused to release him from the agreement. Instead, he was invited to another “educational meeting,” which turned out to be yet another high-pressure sales pitch. This pattern of continuous upselling is not uncommon, and many seniors find themselves locked into increasingly expensive timeshare commitments that they do not need or want.
Legal Battles and Consumer Protection Efforts
Consumer complaints and legal challenges against timeshare companies are not new. A few years ago, the Arizona Attorney General investigated Diamond Resorts and found that the company engaged in deceptive sales practices. As a result, Diamond paid an $800,000 settlement, but no significant changes to its sales strategy have been reported. Class-action lawsuits and state investigations suggest a pattern of misconduct across the industry. Despite this, companies continue to operate largely unregulated, leaving consumers with little recourse once they’ve signed binding agreements.
Diamond and other timeshare companies claim that dissatisfied owners can return their points through specialized programs like “Diamond Clarity.” However, many consumers, like Burkhart, find these solutions inadequate. In her case, Diamond offered to forgive $116,000 of her father’s debt—but only if the family agreed to a non-disparagement clause and waived their rights to pursue further claims. This kind of settlement leaves consumers in difficult positions, often forcing them to accept less-than-ideal resolutions simply to escape mounting financial burdens.
A Booming Industry Despite Controversy
Despite widespread complaints and lawsuits, the timeshare industry continues to thrive. In 2017 alone, timeshare sales generated $9.6 billion, proving that the business model remains highly profitable. Companies like Wyndham and Diamond claim that younger buyers are embracing timeshares, but internal lawsuits suggest otherwise. A former Wyndham employee won a $20 million judgment in 2016 after alleging that the company primarily profited from targeting elderly customers. While the industry’s top executives present an image of consumer-friendly vacation ownership, the reality for many owners—especially seniors—paints a starkly different picture. The timeshare industry’s reliance on high-pressure sales tactics and complex contract structures continues to raise ethical concerns.
Conclusion
The timeshare industry’s aggressive sales practices and questionable targeting of elderly consumers highlight the need for stronger consumer protections. While legal actions and state investigations have challenged these tactics, the industry remains largely unregulated, leaving many consumers vulnerable to financial exploitation. For those considering a timeshare purchase, it’s critical to approach with caution, thoroughly review contractual obligations, and be wary of high-pressure sales pitches. Meanwhile, industry watchdogs and regulators must continue their efforts to ensure that timeshare companies operate with transparency and fairness. Until meaningful reforms take place, the burden remains on consumers to navigate this complex and often predatory industry.
Your Partner in the Timeshare Exit Journey: Why Choose leavetimeshare.com
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