Dive Brief:
- Marriott Vacations Worldwide Corporation introduced The Marriott Vacation Clubs, bringing a collection of more than 90 Marriott, Sheraton and Westin Vacation Club branded resorts under one umbrella.
- The Marriott Vacation Club will be part of the Marriott Bonvoy portfolio, and eligible owners can participate in the Abound by Marriott Vacations benefit and exchange program, which gives members access to the three ownership brands as well as properties within the Bonvoy portfolio and other experiences.
- With this rebranded collection, Marriott is aiming to tap into the renewed interest in timeshare ownership among millennial and Gen X travelers.
Dive Insight:
According to an August report from the American Resort Development Association, the average age of a timeshare owner is perhaps a bit surprising: 39 years old. But in recent years, large hospitality brands like Marriott have been revamping the timeshare model to offer more flexibility and better experiences in order to attract a younger generation of travelers.
The Marriott Vacation Clubs is another step in that evolution. “As timeshare ownership continues to grow, especially amongst a younger demographic, we are focused on delivering leisure travel experiences that meet the needs of today's traveler,” said Lori Gustafson, EVP and chief brand and digital officer of Marriott Vacations Worldwide, in a release.
“Our goal in aligning our signature brands under The Marriott Vacation Clubs moniker is to distinguish Marriott's vacation ownership options within the Marriott Bonvoy portfolio, making it easier for Marriott Bonvoy members and general travelers to understand what properties and experiences are available as either an Owner or a rental guest.”
Marriott Bonvoy members who rent at eligible properties may earn credits for a qualifying stay, points or miles for qualifying charges and “Free Night Awards” when booked at least one day in advance.
Each ownership brand within Marriott Vacation Clubs caters to a distinct group of travelers. The Marriott Vacation Club encompasses more than 60 resorts in top domestic and international locations and includes Marriott Vacation Club Pulse, a curated collection of properties that are near major attractions, points of interest and transportation in major cities.
Geared toward multigenerational families, the Sheraton Vacation Club properties include 1-, 2-, 3- and 4-bedroom villas in destinations such as Scottsdale, Arizona; Orlando, Florida; and Hawaii. Meanwhile, the resorts within the Westin Vacation Club are located in beach, mountain, island and desert settings, such as Cancun, and feature signature wellness programs. Marriott Vacations Worldwide has resorts throughout the U.S., Caribbean, Mexico, Europe, Central America, Asia and Australia.
According to Marriott Vacations Worldwide’s fourth-quarter earnings report, vacation ownership contract sales were $454 million, a 12% increase compared to the fourth quarter of 2021. The company expects contract sales to grow 5% to 9% this year, further illustrating the growing strength of the timeshare industry.