Rascasse Audience Intelligence

Marriott Vacation Club Target Market in United States

A data profile of the people who buy, follow and care about Marriott Vacation Club in United States — modelled from more than twelve digital signal sources. Marriott Vacation Club has an estimated audience of 1,131,547 people in United States.

#2224among Brand in United States#1631in Travel & Leisure

The average Marriott Vacation Club fan in United States is 47.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, New York.

Top brand affinities include Hilton Grand Vacations Company, Wyndham Hotels & Resorts, Piper-Heidsieck, with strongest over-indexing on Hilton Grand Vacations Company (31× the country average).

Demographically, the Marriott Vacation Club audience skews more female with an average age of 47.7, and over-indexes on personality traits such as Quality Awareness, Travelling.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Marriott Vacation Club fan in United States is more female, around 47.7 years old, with strong Quality Awareness tendencies and a notable affinity for Hilton Grand Vacations Company.

Category: Travel & Leisure · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Marriott Vacation Club profile in United States.

Audience size
1.1M
in United States
Gender
59.1%♀
40.9% male
Age
47.7
average years
Country rank
#21743
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Marriott Vacation Club

59.1% are female, 40.9% are male, average age 47.7.

Fig. 02

Gender split

59.1%
Female
40.9%
Male
Demographic split for Marriott Vacation Club audience in United States
MetricValue
Female59.1%
Male40.9%
Average age47.7
Estimated audience size1,131,547
Fig. 03

Age distribution

Ø 47.7
average years
Age distribution of the Marriott Vacation Club audience in United States
Age bracketShare%
16-193%
20-299%
30-3922%
40-4930%
50+36%
Fig. 04

Worldwide distribution

67.2%

of the worldwide Marriott Vacation Club audience comes from United States.

Worldwide audience distribution share by country for Marriott Vacation Club
CountryShare
United States67.2%
India3.7%
United Kingdom3.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Marriott Vacation Club audience in United States is strongest.

Fig. 05

Top regions by affinity

Marriott Vacation Club customers by region in United States
#RegionReachAffinity×
01Hawaii~30K6.99×
02Utah~20K2.39×
03South Carolina~30K1.99×
04California~200K1.78×
05New Jersey~50K1.73×
06Florida~100K1.72×
07Nevada~10K1.38×
08Connecticut~10K1.34×
09Maryland~20K1.28×
10Virginia~30K1.25×
11Massachusetts~30K1.19×
12Delaware~4K1.18×
13New Hampshire~5K1.16×
14Colorado~20K1.14×
15New York~70K1.12×
16North Carolina~40K1.06×
17Arizona~20K1.05×
18Idaho~6K0.99×
19Pennsylvania~40K0.98×
20Washington, District of Columbia~3K0.95×
21Ohio~30K0.89×
22Rhode Island~3K0.88×
23Georgia~30K0.87×
24Washington~20K0.86×
25Illinois~30K0.79×
26Michigan~20K0.76×
27Oregon~9K0.73×
28Maine~3K0.73×
29Alaska~2K0.70×
30Vermont~1K0.70×
31Minnesota~10K0.68×
32Kansas~6K0.67×
33Indiana~10K0.65×
34Tennessee~10K0.64×
35Kentucky~9K0.63×
36Montana~2K0.63×
37Missouri~10K0.62×
38South Dakota~2K0.62×
39West Virginia~3K0.61×
40North Dakota~1K0.60×
41Iowa~5K0.57×
42Nebraska~3K0.57×
43New Mexico~3K0.56×
44Wisconsin~9K0.54×
45Texas~50K0.53×
46Alabama~8K0.50×
47Oklahoma~6K0.48×
48Mississippi~4K0.45×
49Arkansas~4K0.45×
50Louisiana~6K0.39×
Fig. 06

Affinity by region

Affinity by region — Marriott Vacation Club, United States
0.39×1.00×6.99×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Marriott Vacation Club audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Marriott Vacation Club audience
#·InterestCategoryAffinity×
01Piper-HeidsieckFood & Beverages102.98×
02Grand Hyatt Cannes Hôtel MartinezTravel & Leisure99.52×
03Rotana HotelsTravel & Leisure46.40×
04WorldMark by WyndhamTravel & Leisure34.26×
05Paradise BeachTravel & Leisure33.50×
06Hilton Grand Vacations CompanyTravel & Leisure31.00×
07Fairfield Inn by MarriottTravel & Leisure21.28×
08Wyndham Hotels & ResortsTravel & Leisure20.68×
09Residence Inn by MarriottTravel & Leisure17.75×
10Interval InternationalBusiness & Career15.39×
11barre3Website / Newspaper / Magazine13.55×
12TimeshareBusiness & Career7.67×
13Holiday InnTravel & Leisure6.70×
14CitibankBusiness & Career4.94×
15Bank of AmericaBusiness & Career3.17×
16Google FlightsTravel & Leisure2.98×
17Capital OneBusiness & Career2.10×
18American AirlinesTravel & Leisure1.91×
19Wells FargoBusiness & Career1.91×
20AirbnbTravel & Leisure1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Marriott Vacation Club audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Marriott Vacation Club audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.99×
TravellingTHRILL1.64×
Design AffinityPREMIUM1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Marriott Vacation Club audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE1.00×
Social Media UsageJOY1.00×
Early Adopter MentalityPOWER1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Marriott Vacation Club's target market in United States?

Marriott Vacation Club's target market in United States covers an estimated 1,131,547 people, concentrated in California and Florida.

02

What is the gender split and age of Marriott Vacation Club customers?

59.1% of the Marriott Vacation Club audience are female, 40.9% are male, with an average age of 47.7 years.

03

Which brands do Marriott Vacation Club fans like most?

Marriott Vacation Club fans show strongest brand affinity for Hilton Grand Vacations Company (31×), Wyndham Hotels & Resorts (20.68×), and Piper-Heidsieck (102.98×) over the country average.

04

Where do Marriott Vacation Club fans live in United States?

Marriott Vacation Club fans in United States are most concentrated in California (reach ~200K), Florida (reach ~100K), and New York (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Marriott Vacation Club fans also like?

Beyond Marriott Vacation Club itself, the audience over-indexes on Wyndham Hotels & Resorts (20.68×), Piper-Heidsieck (102.98×), Grand Hyatt Cannes Hôtel Martinez (99.52×), and Bank of America (3.17×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Travel & Leisure audiences in United States

See Marriott Vacation Club audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Marriott Vacation Club. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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