MVW President and COO Mike Flaskey announced a new owner engagement program set to launch June 22, 2026.
Marriott Vacations Worldwide (NYSE: VAC) will launch a new experiential event marketing program called “Inner Circle” on June 22, 2026. President and COO Mike Flaskey announced the initiative during the company’s Q1 2026 earnings call on May 5.
The program is part of a broader set of commercial initiatives at MVW aimed at improving owner engagement and driving stronger contract sales performance.
What is Inner Circle?
Inner Circle is an experiential event marketing program. MVW has described it as a tool for strengthening customer engagement and loyalty across its vacation ownership portfolio, which includes Marriott Vacation Club, Sheraton Vacation Club, Westin Vacation Club, Hyatt Vacation Club, and The Ritz-Carlton Residences.
Specific details about event formats, eligible owner tiers, and participating resort locations have not been disclosed. The June 22 launch date was confirmed during the earnings call.
Part of a Larger Reset
Inner Circle is one of several new revenue initiatives MVW announced alongside its Q1 2026 results. Other programs include:
- New owner loyalty tiers added at the high end of the Marriott program, announced May 1, 2026
- “Dream Vacation Packages,” a new buyer incentive introduced by end of May 2026
- Enhanced digital tour logistics and compensation alignment tools
Flaskey joined MVW as President and COO on February 17, 2026, after more than a decade at Diamond Resorts International, where he served as CEO from 2017 to 2021. At Diamond, Flaskey was known for experiential marketing strategies, including celebrity-hosted events and branded golf tournaments.
His appointment signaled a shift toward operational execution and sales-driven growth at MVW, which reported a 16{47e772cd852496d685f7768c1e1ff3926845e99bc685d09b5cb3e90ff014ab6d} decline in adjusted EBITDA to $161 million for Q1 2026. Contract sales were down 2{47e772cd852496d685f7768c1e1ff3926845e99bc685d09b5cb3e90ff014ab6d} year-over-year for the quarter, though Flaskey noted an 8{47e772cd852496d685f7768c1e1ff3926845e99bc685d09b5cb3e90ff014ab6d} increase in April on a year-over-year basis, with North American sales up 11{47e772cd852496d685f7768c1e1ff3926845e99bc685d09b5cb3e90ff014ab6d}.
What This Means for Owners
Existing MVW owners should watch for direct communications from the company about Inner Circle eligibility and event details. The program appears designed to reward engagement and strengthen the owner community, though the structure (invitation-only, tiered access, or open enrollment) has not been confirmed.
Owners in higher loyalty tiers are more likely to be early participants, given the simultaneous announcement of new top-tier loyalty levels.
What This Means for Prospective Buyers
For prospective buyers evaluating Marriott Vacation Club or its sister brands, Inner Circle adds to the post-purchase value proposition. Experiential programs like this have historically served as both owner retention tools and sales incentives during timeshare presentations.
The combination of Dream Vacation Packages (aimed at new buyers) and Inner Circle (aimed at existing owners) suggests MVW is investing in both ends of the customer lifecycle simultaneously.