Skift Take
Marriott Vacations Worldwide is innovating the timeshare industry with its City Collection, catering to the increasing demand for city-based properties beyond the traditional beach resorts.
Marriott Vacations Worldwide launched its first collection of city timeshares, reflecting the rising interest in timeshares in urban settings rather than just resorts.
The Marriott Vacation Clubs City Collection features properties in seven major U.S. cities, including New York, Boston, and San Francisco.
Although city timeshares are a small portion of the company’s overall portfolio, data shows a growing demand for such properties.
CEO John Geller noted the high demand for city stays among their owners, leading to the launch of the New York City Marriott Vacation Club to cater to this need.
Marriott Vacations is expanding its city clubs to locations like Waikiki, Charleston, and Savannah in response to the demand for urban timeshare properties.
Not Resorts
Opening timeshares in cities presents a challenge in translating the resort experience to an urban setting. To compensate, Marriott Vacations offers unique amenities like a rooftop bar with a view of the Empire State Building in New York City and access to a city landmark in Boston.
Proposed amenities in Waikiki include a rooftop pool, fitness center, and bar, as well as two floors of shops.
Each city property will have a city insider to provide guidance on restaurants and local experiences, enhancing the overall guest experience.
City timeshares have the potential to generate recurring revenue through management fees and sales centers targeting new urban demographics for customer acquisition.
