Marriott Vacations Worldwide

Reaching the hearts and minds of vacationers

After the acquisition of ILG, Marriott Vacations Worldwide, a leader in the timeshare business, had 11 brands that included vacation ownership, exchange and third-party management. The company needed an overarching positioning that spoke to the breadth of its many offerings, a brand architecture that demonstrated how the brands and businesses fit together and clearly defined positioning for their core vacation ownership brands.

brandMatters developed a unifying, emotionally compelling company positioning for the new Marriott Vacations Worldwide that gets at the heart of why people would want to invest in vacation ownership. We also built a brand architecture that visually connects all the brands together. Through in-depth competitive analysis and customer research, we identified a unique positioning territory for three vacation ownership brands and created an experience blueprint to demonstrate how the positioning would come to life in each of the brands’ experiences.