VAC Q2 Deep Dive: Modernization Initiatives Drive Revenue Growth Amid Market Caution

Vacation ownership company Marriott Vacations (NYSE:VAC) announced better-than-expected revenue in Q2 CY2025, with sales up 9.3% year on year to $1.25 billion. Its non-GAAP profit of $1.96 per share was 13.2% above analysts’ consensus estimates.

Is now the time to buy VAC? Find out in our full research report (it’s free).

StockStory’s Take

Marriott Vacations’ second quarter results exceeded Wall Street’s revenue and profit expectations, but the market responded negatively, reflecting ongoing concerns about softening guest volumes and persistent macroeconomic uncertainty. Management highlighted strong resort occupancy in key leisure markets such as Maui and Coastal Florida, and pointed to a sequential improvement in contract sales as the quarter progressed. CEO John Geller acknowledged that, while owner sales declined due to lower per-guest spending, the company’s efforts to increase first-time buyer sales—now a larger share of total activity—are beginning to offset this trend. Geller also noted, “The first half of the year was certainly interesting, yet despite all the external noise, leisure customers continue to prioritize vacation and our team focused on what it could control.”

Looking ahead, Marriott Vacations’ guidance is anchored by its ongoing modernization program, which management believes will yield substantial cost savings and revenue enhancements through 2026. The company expects high occupancy and steady owner engagement in the second half of the year, supported by expanded marketing initiatives and advanced analytics to identify prospective buyers. CFO Jason Marino signaled a cautious stance on credit performance, noting an increase in loan loss provisions due to regional defaults, but emphasized that loan delinquencies are at a two-year low. Management remains focused on leveraging technology and automation to further streamline operations, and Geller stated, “With the bulk of our modernization benefits still ahead of us, we should be able to do better than that for the next few years.”

Key Insights from Management’s Remarks

Management attributed the quarter’s growth to higher first-time buyer sales, ongoing operational modernization, and targeted marketing efforts—despite softer owner sales and loan provision adjustments.

• First-time buyer momentum: The company achieved its fourth consecutive quarter of growth in first-time buyer contract sales, now representing one-third of total contract activity, and attributed this to new owner-focused marketing and improved onboarding experiences.
• Modernization program progress: Marriott Vacations advanced its multi-year modernization initiative, with CEO John Geller highlighting expanded call transfer programs, broader use of non-traditional sales channels, and the deployment of AI-based propensity models to better target prospective timeshare owners.
• Cost efficiency and automation: Management is prioritizing cost savings by retiring legacy technology systems, automating manual processes, and optimizing procurement and overhead structures, with expectations of $150 million to $200 million in run-rate EBITDA benefits by the end of 2026.
• Credit and loan performance: Despite an increase in loan loss provisions—primarily due to higher defaults in Asia—loan delinquencies for the overall portfolio reached a two-year low, and the company expects further improvement as modernization efforts continue.
• Expanded owner benefits: The ability for owners to use points at a wider range of Marriott hotels was introduced, providing more flexibility but described by Geller as a value-add rather than a direct driver of earnings growth.

Drivers of Future Performance

Management’s outlook centers on the continued rollout of modernization initiatives, expanding first-time buyer sales, and disciplined cost controls, while monitoring potential credit risks.

• Modernization initiative scaling: The ongoing modernization effort is expected to generate significant run-rate EBITDA improvements through automation, analytics, and new sales strategies, with management targeting $150 million to $200 million in benefits by late 2026.
• First-time buyer focus: The company is focused on sustaining growth in first-time buyer sales through enhanced marketing, data-driven targeting, and expanded tour capture rates. Management sees this as key to offsetting softer owner sales and supporting contract sales growth.
• Credit quality and provisioning: While delinquencies have improved, management raised its loan loss provision guidance due to higher defaults in Asia and remains cautious on broader macroeconomic trends that could affect customer payment behavior.

Catalysts in Upcoming Quarters

In the coming quarters, our analysts will be closely watching (1) the pace of first-time buyer sales growth and the impact of new marketing initiatives, (2) the realization of cost savings and revenue gains from the modernization program, and (3) ongoing trends in credit quality, especially as the company expands in Asia. Progress on asset divestitures and the deployment of advanced analytics will also be key performance drivers.

Marriott Vacations currently trades at $73.62, down from $74.54 just before the earnings. In the wake of this quarter, is it a buy or sell? Find out in our full research report (it’s free).

High Quality Stocks for All Market Conditions

Donald Trump’s April 2025 "Liberation Day" tariffs sent markets into a tailspin, but stocks have since rebounded strongly, proving that knee-jerk reactions often create the best buying opportunities.

The smart money is already positioning for the next leg up. Don’t miss out on the recovery - check out our Top 6 Stocks for this week. This is a curated list of our High Quality stocks that have generated a market-beating return of 183% over the last five years (as of March 31st 2025).

Stocks that made our list in 2020 include now familiar names such as Nvidia (+1,545% between March 2020 and March 2025) as well as under-the-radar businesses like the once-small-cap company Exlservice (+354% five-year return). Find your next big winner with StockStory today.

StockStory is growing and hiring equity analyst and marketing roles. Are you a 0 to 1 builder passionate about the markets and AI? See the open roles here.