Marriott Vacations Worldwide recently launched its City Collection of timeshares in response to a growing demand for properties in urban areas. This move marks a shift from the traditional resort locations that timeshares are typically associated with. The City Collection will feature properties in seven U.S. cities, including New York, Boston, and San Francisco. While city timeshares will still make up a minority of the company’s portfolio, data suggests a rise in interest for this type of accommodation.
The decision to expand into cities was influenced by the fact that many of Marriott Vacation Club owners were using their points to stay in urban locations such as New York City. This was resulting in timeshare units being left vacant. In response, the company decided to offer city clubs as an alternative for these travelers. Executives of Marriott Vacations Worldwide have identified cities like Waikiki, Charleston, and Savannah as potential locations for future city clubs, indicating a broader expansion strategy beyond the initial seven cities.
One challenge of opening city timeshares is that the concept of a resort doesn’t necessarily translate well into an urban setting. To combat this, Marriott Vacations is offering unique amenities to attract guests. For example, the New York City property features a rooftop bar with views of the Empire State Building, while the Boston property provides access to a public clock tower with breathtaking views. The Waikiki property, set to open by year-end, will feature a rooftop pool, fitness center, and bar, as well as two floors of shops.
In addition to amenities, each property in the City Collection will have a city insider, essentially a knowledgeable concierge, to provide information on local restaurants and attractions. Marriott Vacations is also looking to increase its recurring revenues through management fees charged to owners of the city timeshares. Each club will have a sales center to attract new urban demographics as potential customers. The goal is to capitalize on the rising interest in urban timeshares and expand the company’s presence in this market.
Overall, Marriott Vacations Worldwide’s foray into city timeshares represents a significant shift in the timeshare industry. By recognizing the growing demand for urban accommodations, the company is diversifying its offerings and expanding its reach to new demographics. With plans to open properties in additional cities and offer unique amenities, Marriott Vacations is poised to capitalize on this trend and establish itself as a leader in the urban timeshare market. This strategic move could lead to increased revenues and growth for the company in the years to come.
