A Billion Dollar Threat to Marriott and Hyatt’s Brand Reputation
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Mariott Vacation Club, Hyatt Vacation Club. When you google this, the Marriott Vacation Club website is promising consumers:
Stay at World-class Resorts in Popular Destinations like Aruba, Costa Rica, and Maui. Choose Exciting Vacations with Over 60 Marriott Vacation Club Resorts in 7 Countries.
Mariott Vacation Club advertising
Sounds exciting, sounds legitimate. Work with two brands you may trust.
European Consumer Claims (ECC) is A European timeshare release and claims specialist. ECC has been dealing with the perception openly promoted to consumers who trust brands such as Marriott and Hyatt. The same misleading concept is true with other major hotel brands.
In a recent article on eTurboNews, a PR representative for the Westin Kaanapali Villas called the eTurboNews newsroom, saying the Westin Kaanapali Villas did not know and has no relations or affiliation with the Westin Kaanapali (Resort).
According to Google Maps, the properties are 1.6 miles away, or a 30-minute walk. The front desk manager confirmed the name is constantly confusing for both properties. Guests are complaining about not being able to use the theme pool of the other Westin property with an almost identical name and the same brand.
It appears for many years, tourists staying in some Marriott, Westin, St. Regis, Ritz Carlton, or even Hyatt resorts, among others, did not stay at hotels directly affiliated with the Marriott or Hyatt brand.
Vacation Club owners (Timeshare) who spend premium rates to own a timeshare in a brand hotel such as Marriott or Hyatt bought a timeshare for high rates in a complex that can claim it is not affiliated with the hotel and the resort brand by the same name.
Timeshare owners are furious at their ‘exclusive’ resorts being made available to non-members on regular bookings sites like Expedia, Airbnb, and Booking.com. Anyone visiting the Marriott website may also find hotel room availability in those exclusive vacation club properties. They earn Bonvoy points and would not know they stay at a property not affiliated with the brand.
A year ago eTurboNews revealed that renting is much cheaper than buying a timeshare.
Owners that paid a high price to own a timeshare in the vacation club could have just booked rooms in the same property without becoming an “owner.”
Marriott’s Ownership of apartments started in 1984.
1984
Marriott Corporation becomes the first hospitality brand to enter the timeshare industry. Marriott Ownership Resorts, Inc. (MORI) is established.
1990
Marriott begins an exchange partnership with Interval International®, allowing owners to exchange their Home Resort ownership for weeks to access other resort destinations.
2004
Marriott Vacation Club International celebrates 20 years in the industry by announcing new resorts and over 250,000 Owners and members.
2010
A new points-based program is introduced, providing Owners and members with unparalleled flexibility in vacation experiences.
2011
Marriott Vacations Worldwide Corporation (MVW) launches as a separate public company under the NYSE: VAC ticker. 2019 MVW acquires ILG, Inc., encompassing more vacation ownership brands and exchange company Interval International.
2021
MVW acquires Welk Hospitality Group, Inc. and celebrates ten years as a publicly listed New York Stock Exchange company.
Today
Marriott Vacations Worldwide encompasses a diverse portfolio of businesses and distinctive brands. Each has its own unique legacy of innovation, integrity, and excellence — but a shared passion unites all for delivering exceptional vacations.
Many Marriott Vacations Worldwide owners joined because of the credibility of the Marriott brands. However, this report clarifies that the names Marriott International and Hyatt are only used as part of licensing agreements.
If these agreements are breached, then “the applicable licensor may be entitled to terminate the license agreement and our rights to use its brands in connection with our businesses. In addition, if any of our properties do not meet applicable brand standards, the applicable licensor can terminate our right to use its trademarks at the subject properties.”
MVW timeshare owners could, in that event (or several other named scenarios), find that their home resorts were no longer associated with these famous brands. They could argue that the credibility of these brand associations justified a good chunk of the price they paid to join.
Many people may not have joined without the strength of the Marriott and Hyatt brands underpinning their memberships.
The Marriott Vacations Worldwide (MVW) annual report for 2022 is lengthy.
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