Marriott Vacation Clubs Expands Premium Portfolio with Inner Circle Presented by Aflac, Delivering Ultra-Exclusive Access to Cultural Events, Luxury Hospitality Moments, and Elite Curated Experiences Across Global Destinations

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Marriott Vacation Clubs™, part of the premium vacation ownership portfolio managed by Marriott Vacations Worldwide, has introduced a new exclusive initiative titled Inner Circle presented by Aflac. The platform is designed specifically for owners, unlocking a curated world of high-end, invitation-only experiences including private live concerts, gourmet culinary events, elite sporting fixtures, and immersive travel encounters across globally popular destinations.

The launch comes at a time when modern travellers are shifting their focus away from conventional hotel stays towards more personalised and experience-driven journeys. This growing demand for deeper engagement, authenticity, and exclusivity has shaped the development of Inner Circle, positioning it as a lifestyle extension of vacation ownership rather than a simple accommodation benefit.

Through this new offering, members of Marriott Vacation Club, Westin Vacation Club, and Sheraton Vacation Club gain access to a wide spectrum of premium experiences. These include chef-curated dining events, behind-the-scenes access to major sports events, private music performances, and destination-based cultural programmes designed to reflect the unique identity of each location.

By blending hospitality with entertainment and cultural immersion, Inner Circle is structured to enhance the overall value proposition for owners while aligning with the broader industry trend of experience-led travel consumption.

“The best vacations are about more than where you stay. They’re about the moments, memories and shared experiences that stay with you long after the trip ends,” said Mike Flaskey, president and chief operating officer of Marriott Vacations Worldwide. “Thank you to Aflac for supporting Inner Circle and allowing us to create new ways for owners to connect with the experiences they care most about.”

The platform debuted with an intimate private performance from award-winning country music singer and songwriter Lee Brice in Orlando, giving owners exclusive admission to a live concert event designed to showcase the elevated programming offered through Inner Circle. As a brand ambassador for The Marriott Vacation Clubs, Brice will host additional private concerts this year in Orlando, Las Vegas and West Palm Beach, exclusively available to owners.

“Music has a way of bringing people together, and it was incredible to share this experience with The Marriott Vacation Clubs,” Brice said. “I’m honored to be part of something designed to create lasting memories for folks who love to travel and make special moments together.”

The Marriott Vacation Clubs has introduced a new phase of enhancements aimed at strengthening the value proposition for its global owner community. At the centre of this development is Inner Circle, one of several evolving initiatives designed to enrich engagement and deepen the ownership experience across the portfolio.

The program forms part of a broader strategic shift by The Marriott Vacation Clubs to modernise its benefits structure and align it more closely with the expectations of today’s leisure travellers. Rather than a static membership model, the updated framework is being positioned as a more dynamic system that rewards loyalty with progressively higher levels of access and privilege.

A key element of this refresh is the introduction of updated Owner Benefit Levels. These have been restructured to deliver a clearer, more rewarding progression for owners while enhancing the overall holiday experience. Within this new structure, two additional tiers—Reserve and Pinnacle—have been formally introduced. Each tier is designed to provide increasingly premium advantages that go beyond traditional vacation ownership benefits.

Owners who qualify for these new levels can expect a range of enhanced privileges. These include priority access to reservations during high-demand travel periods, expanded savings opportunities across bookings, and additional on-property benefits that improve comfort and convenience during stays. These benefits are designed to be experienced across multiple brands within the system, including Marriott Vacation Club, Sheraton Vacation Club, and Westin Vacation Club resorts.

The integration across these brands ensures that owners are able to enjoy a consistent level of service and recognition regardless of destination. This cross-brand accessibility is intended to strengthen the overall ecosystem of The Marriott Vacation Clubs, making it more seamless for members who travel across different regions and resort types.

The enhancements also reflect a wider industry trend toward personalisation in vacation ownership. As travellers increasingly seek tailored experiences rather than standardised packages, hospitality brands are adapting by offering more flexible, tier-based systems that respond to individual preferences and usage patterns.

With a community exceeding 600,000 owner families worldwide, The Marriott Vacation Clubs continues to focus on delivering experiences that are not only consistent in quality but also increasingly customised. The introduction of Reserve and Pinnacle tiers, along with initiatives like Inner Circle, signals a continued investment in creating more meaningful, engaging, and experience-driven holidays for its global ownership base.

Overall, these changes mark a significant step in evolving the vacation ownership model into a more responsive and value-rich system, designed to enhance long-term satisfaction and loyalty among its members.