Marriott Vacation Club Destinations program represents new era for one of timeshare’s iconic developers; new program embodies flexibility and efficiency

By Matt McDaniel, editor

In 1984, Marriott became the first branded hospitality company by nearly a decade to enter the timeshare industry with the acquisition of American Resorts and its premier Marriott’s Monarch at Sea Pines resort on Hilton Head Island. And on June 21, 2010, Marriott Vacation Club made perhaps the company’s biggest announcement ever, publicizing the launch of the points-based Marriott Vacation Club Destinations program in North America and the Caribbean. After more than 25 years as an industry leader, Marriott Vacation Club made a move that, while described by some industrywatchers as inevitable, is nevertheless bold: a switch from a traditional weeks-based system to points.

“After a quarter century of providing unforgettable vacations, we are excited to announce the most significant program innovation in our history: a new product offering that is easy to use and will provide our owners unparalleled flexibility,” said Lee Cunningham, executive vice president and chief operating officer for Marriott Vacation Club, North America and the Caribbean, in a prepared statement. “Over the years, we have successfully evolved our product offering based on owner feedback, and the Marriott Vacation Club Destinations program reflects a tradition of owner involvement and was designed specifically for both current and future owners.”

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Tags: American Resorts, Caribbean, Ed Kinney, Hilton Head Island, Hospitality, Marriott Vacation Club Destinations, Monarch at Sea Pines resort, North America, Timeshare