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survey, 50.8 percent of members willing
to disclose their annual family income
reported making US$100,000 or more.
Customers from China are in large
part fueling that trend. The surge in
outbound investment from China is
well-documented, but Chinese nation-
als are also spending significant
amounts within the region.
“The wealth generated from the
Chinese market is unbelievable,”
Kinney says. “That customer is spending on items that are a little indul-
gent. We are making sure we have the product that appeals to that
type of customer.”
The evolution of Marriott Vacations Worldwide’s customer base is
not limited to wealth, however. The company is finding that its resorts
are attracting a broader age range of travelers beyond empty nesters
and retirees. Of the Interval survey respondents, 20.8 percent were
between 25 and 44 years old. In a separate survey question, 66 per-
cent of respondents said children and
grandchildren have at least some influence
on their travel plans.
“Around the globe, the dynamics of the
traveler continue to change,” Kinney says.
“You now have younger people traveling and
sometimes multigenerational groups of trav-
elers, particularly in Asia. We continue to
look at opportunities to help cater to that
traveling style.”
With customers of all ages, having a
diverse portfolio of resorts is paramount,
according to Kinney. “Not everyone is look-
ing to book conventional eight-day, seven-
night stays in a two- or three-bedroom unit.
Our points-based system appeals to a
broader audience.”
Travel Perks
In order to offer owners flexibility, Marriott’s
points-based system allows those seeking a
spontaneous trip to take shorter vacations
and even choose luxury hotel suites.
“We have started to see trends evolving
into a much broader palette of choices,”
says Kinney. “In an urban environment, for
example, members are happy with a
nice, smaller accommodation where
the location is right. The points-
based system lets people vacation
uniquely based on desire.”
The company is also making sure
it can accommodate more adventur-
ous customers by partnering with
third-party providers, a move it might
not have considered in the past.
“It got to the point where there are
really good providers that can complement our brand out there and
people wanted to go on those excursions,” says Kinney. “Someone
might want to do a wine tour, or river cruise, or safari. As a group, we
weren’t set up for that, so we found great partners who allow us to
extend that as an option.”
Marriott owners can also utilize Interval International’s exchange
program to gain access to resorts around the world, from the ski
slopes in Colorado, to the beaches of Hawaii, and championship golf
courses of California and South Carolina.
Interval was a contributor in the development of
the Marriott Vacation Club Destinations points
program launched in 2010.
“Interval’s recently released Asia/Pacific
research shows that members in this region are
avid travelers,” says Joe Hickman, Interval’s vice
president and executive director for Asia/Pacific.
“Our longstanding partnership with Marriott
affords its owners access to our wide-reaching
global network, allowing them to see the world
through their vacation ownership.”
David Gilbert, president of Interval
International, adds, “The Interval membership
base at large benefits greatly from the quality
and diversity of the Marriott product in
Asia/Pacific and beyond. We hold our long-
standing relationship with Marriott in the high-
est regard, and look forward to a continued
successful partnership.”
See page 2 for currency conversions.
Eric Kalis has more than a decade of writing and
editing experience at business-oriented
newspapers, magazines, and websites.
38
Developer:
Marriott Vacations Worldwide
Corporation
Headquarters:
Orlando, Florida
Product:
Points-based vacation ownership
and deeded and points-based fractional
ownership
Brands:
Marriott Vacation Club:
54 resorts
and more than 11,700 timeshare villas
throughout the U.S., Caribbean, Europe, and Asia
The Ritz-Carlton Destination Club
Grand Residences by Marriott
Price:
From US$18,000 per week for points
packages
Website:
marriottvacationsworldwide.com
Social Media:
twitter.com/MarriottVacClub
twitter.com/RitzCarltonClub
facebook.com/Marriott
facebook.com/RitzCarlton
Marriott Vacations
Worldwide
fast
facts
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