Marriott Vacations Worldwide (VAC -2.22%), a global leader in vacation ownership and resort management, announced its earnings for Q2 2025 on August 4, 2025. The key news from the report is a clear earnings and revenue beat: adjusted earnings per share (non-GAAP) reached $1.96, up 78% from a year ago and ahead of the $1.77 analyst estimate (non-GAAP). Company revenue (GAAP) came in at $1.246 billion, a 9% year-over-year increase. While profit margins were strong, growth in contract sales was subdued, with management highlighting a healthy influx of first-time buyers but continued softness in spend per guest. Overall, the quarter showed progress on digital transformation, though contract sales growth remains cautious.
| Metric | Q2 2025 | Q2 2025 Estimate | Q2 2024 | Y/Y Change |
|---|---|---|---|---|
| EPS – Diluted (Non-GAAP) | $1.96 | $1.77 | $1.10 | 78% |
| Revenue (GAAP) | $1.25 billion | $1.22 billion | $1.14 billion | 9% |
| Adjusted EBITDA (Non-GAAP) | $203 million | $158 million | 29% | |
| Consolidated Contract Sales | $445 million | $449 million | (1%) | |
| Adjusted EBITDA – Vacation Ownership Segment (Non-GAAP) | $231 million | $181 million | 28% |
Source: Analyst estimates provided by FactSet. Management expectations based on management's guidance, as provided in Q1 2025 earnings report.
Company Profile and Business Approach
Marriott Vacations Worldwide operates resort and vacation ownership businesses under recognized brands including Marriott Vacation Club, Sheraton Vacation Club, Westin Vacation Club, and Hyatt Vacation Club. Its core business is selling vacation ownership interests—either as traditional week-based intervals or under flexible points-based systems—which grant customers access to vacation stays at resorts around the world.
Recent efforts focus on leveraging exclusive agreements with the Marriott and Hyatt brands and their combined loyalty program bases of nearly 228 million and approximately 54 million members, respectively, as of December 31, 2024. It is also prioritizing its modernization and digital transformation initiatives, including new online booking tools and AI-powered guest support systems. A key factor for continued success is the ability to attract first-time buyers, manage owner satisfaction, and maintain cost controls while expanding digital services and resort offerings.
Quarter in Review: Financial and Operational Highlights
Adjusted earnings per share (non-GAAP) topped expectations. The adjusted EBITDA margin rose 360 basis points to 24.3%. Management attributes much of this improvement to ongoing modernization programs designed to automate processes and optimize expenses; cost savings are running ahead of plan, with a target of $150–$200 million in annualized Adjusted EBITDA benefits by the end of 2026.
The Vacation Ownership segment (selling vacation interests to buyers, typically for use in points- or week-based products) recorded $445 million in contract sales, a near match to the prior year period. The number of guest tours rose by 2% (to 114,402). However, the average volume per guest—or VPG—fell 3% to $3,631, highlighting the trend of more first-time buyers who spend less initially. Product mix changes, with more flexible points-based products and early lifecycle buyers, affected this key sales metric. Segment Adjusted EBITDA jumped 28% year-over-year, and the development profit rose 101% due in part to lapping prior-year adjustments.
In the Exchange & Third-Party Management segment, which includes the Interval International vacation exchange network, revenue excluding cost reimbursements declined 10% to $51 million. Adjusted EBITDA in this segment decreased to $23 million, but the margin edged up as management continued to focus on digital initiatives and cost control. The Interval active membership base dipped by 2% to 1.51 million, and Average revenue per Interval International member declined 2% to $37.40; management noted ongoing competitive and industry pressures affecting this business.
Cost management and liquidity remain strengths. The company increased cost savings plans, reduced inventory costs through a shift in mix and increased buybacks of lower-cost inventory. Liquidity, including cash and revolver availability, was $799 million at quarter end. Net corporate debt stands at $3.2 billion, and the company completed a new securitization, providing additional capital at competitive rates. Cash flow from operations was negative for the first half of 2025.
Dividend payments and share repurchases continue as part of capital allocation strategy. The company paid out $55 million in dividends in the first half of the year and repurchased 1.4% of outstanding shares. The company continues to balance shareholder returns with a focus on managing leverage and long-term liquidity targets.
Business Drivers and Strategic Initiatives
The company’s business depends heavily on the strength of its licensed brands and the reach of loyalty programs like Marriott Bonvoy and World of Hyatt. These channels provide a significant pipeline for new customer acquisition and repeat sales. Roughly 70% of new vacation purchases came from existing owners in 2024, demonstrating strong customer satisfaction and engagement. Management is expanding digital and e-commerce capabilities, noting that nearly 70% of vacation points reservations are now booked online, up from a much lower level just a few years ago, as stated by management in the Q1 2025 earnings call.
The core product suite uses both points-based and weeks-based vacation ownership products. Points-based options provide customers with flexibility to use time at various resorts or exchange for other travel services, while weeks-based products offer traditional vacation week ownership. Programs like Abound, a platform to exchange and use vacation points, showcase the company’s evolution toward more flexible offerings. Management continues to focus on first-time buyers, believing that expanding this segment is key to long-term health, even though it results in lower average spend per guest initially. First-time buyer sales have risen as a portion of total activity and are expected to drive net owner growth over time.
The ongoing modernization initiative includes digital guest service agents, AI-powered call center support, and enhanced tools for resort operations. Digital enhancements are credited with supporting cost efficiencies and improved guest satisfaction scores. Inventory management is being optimized by repurchasing legacy inventory, resizing resort inventory allocations, and streamlining deployment to better meet changing demand across the company’s multi-brand portfolio.
Developments in the Exchange & Third-Party Management segment remain a challenge, as membership and revenue per member decreased. Management is exploring digital and product innovation to stabilize or reverse these trends, but currently this segment is shrinking as market competition increases and vacation exchange demand moderates.
Outlook and What to Watch
Management reiterated its prior financial guidance for FY2025: Adjusted EBITDA is projected in a range of $750–$780 million, contract sales between $1.74 and $1.83 billion, and adjusted free cash flow of $270–$330 million. Core assumptions include continued low single-digit growth in guest tours, VPG stabilizing or declining modestly, and ongoing benefits from cost modernization efforts. The affirmed guidance (provided on a non-GAAP basis) suggests confidence in ongoing strategy execution and the ability to manage through softer areas of contract sales growth.
Investors should watch trends in tour volume, VPG, and the ongoing mix of first-time buyers, as these influence not only sales but also the future size and engagement level of the owner base. Continued margin improvements through cost-saving initiatives will be important indicators of the company’s ability to sustain profit growth. Elevated net leverage is a point to monitor, though liquidity remains strong and near-term debt maturities are manageable. The company continues to return cash to shareholders via dividends and buybacks, while pursuing asset sales to optimize its balance sheet.
Revenue and net income presented using U.S. generally accepted accounting principles (GAAP) unless otherwise noted.
