The first major investment for Meghan and Crosby Brackins as a young married couple was not a house or car payment. It was a timeshare.
The North Carolina residents made the purchase in 2023 after crunching the numbers. As a photographer-videographer duo who not only love to travel, but also do it for work, it seemed to make financial sense. They were tired of spending money on hotels and vacation rentals that didn't seem worth it.
Crosby had also grown up traveling and staying in timeshares owned by his friend's parents. He always knew he wanted to provide the same experience for his own children.
"One of our family values is exploring, seeing the world and really molding that for our family," he told USA TODAY. "As a young couple who didn't quite
have kids yet, this was an investment that we were excited to make for a lifetime – a lifetime of memories for our future kids."
The couple is on the cusp between Gen Z and millennial, with Crosby, 28, and Meghan, 31. They are part of a growing number of young Americans finding value in the financial investment of a timeshare, according to the 2026 U.S. Shared Vacations Ownership Owners Report, released on July 29 by the American Resort Development Association.
Based on nearly 5,300 interviews with timeshare owners between January and February 2026, the report found millennials to comprise half of all timeshare owners and Gen Z leading new ownership. Gen Z makes up 54% of recent timeshare purchases, according to the report.
A timeshare's often hefty cost and lifetime commitment isn't for everyone, but it's appealing to younger generations who prioritize travel in their budgets and game the system to work for their dream trips.
"Everybody knows how they want to spend their money," said Meghan. "We may be the ones traveling the world, but we aren't the ones with the nicest cars, and I don't get my nails done or hair done often. So I think it's just a shift in priorities. And for us, making memories while traveling is worth the sacrifice in other places of our budget."
Younger owners to the forefront for timeshares
Driving some of the allure for younger travelers is how the timeshare industry has evolved over recent decades. Instead of fixed weeks, most companies now operate on a points system, similar to airline miles. "The flexibility of the points really started to turn the industry and started to really open it up to really the Gen Z, millennial and Gen X demographic," said Mike Flaskey, president and COO of Marriott Vacations Worldwide, which switched over in 2010. The industry is also adding more "experiential" offerings, like culinary experiences or exclusive events, to timeshare owners.
In the report, Gen Z owners said they're most drawn to amenities like activities and food and beverage, including room service. "It's certainly the sweet spot for timeshares," Jason Gamel, president and CEO of ARDA, told USA TODAY. "It's going to be the new married couples who may first and foremost want to travel, say, to urban destinations and be very adventurous. Then when they may have families of their own, those families bring into play the additional space."
The Brackins regularly use their timeshare to go to Orlando to visit theme parks and Hilton Head Island, one of their favorite destinations. This past year, they took their family – including their 13-month-old son – to Hawaii, utilizing their points to get a three-bedroom unit. They've also gifted their points to others.
The report found nearly a third of Gen Z owners said their timeshare purchase was motivated by resort location while roughly a quarter were inspired by financial savings.
Crosby said they "geek out" on optimizing their points "to get the biggest bang for the buck," like avoiding weekend stays since they cost the most. In 2024, they scored an impromptu room at a Ritz-Carlton in Lake Tahoe – a place Meghan said she'd never thought she'd get the chance to stay.
The price for travel
The cost of a timeshare is significant, but the Brackins feel it's worth it. As Marriott Vacation Club owners, they paid $25,000 for a set of points and $12,900 for a traditional week, which they often trade for points, for a total initial cost of $37,900. They also pay an annual fee of $3,840 for their two buy-ins.
"In our minds, we can approach it as being like, OK, for this is for the rest of our lives through our grandchildren, if they keep like passing it down. There's no time limit to it," said Meghan. "So we can pay $38,000 for the rest of our vacations, and we know as big travelers that we are, that maintenance fee that's coming out $1,500 a year, we would probably use at least for one family vacation. In our minds, that is an investment that we make."
However, many young Americans may not find throwing down such a large lump sum for a timeshare to be practical, especially when milestones such as homeownership feel unattainable. In the last decade, home prices have skyrocketed faster than wages. According to new data from the Pew Research Center, nearly nine in 10 adults under 40 say buying a first home is harder now than for their parents' generation. Timeshare owners tend to have higher incomes, with only 6% earning less than $75,000 a year, according to the report.
Timeshares are also a lifetime commitment and annual fees are subject to increase. Reselling can be a tricky process with fine print, and people sometimes fall into scams.
The Brackins' choice to purchase a timeshare was not only driven by their personal desire for travel but also to help open doors and make new connections for their photography business. On a trip to Miami, Crosby met a local real estate agent that led to a gig shooting luxury penthouses.
"It needs to be an asset, not a liability," he said.
This article originally appeared on USA TODAY: Some Gen Z aren't buying homes, they're investing in timeshares
