This session shares how Marriott Vacation Club International's (MVCI) marketers merged their existing lifestage view of prospects with new tools in spending power. By intersecting discretionary time and discretionary money, MVCI discovered that brand affinity (i.e., trading up within a brand) better matches the profile of its target audience than channel preference (i.e., mid-tier fractional to upscale fractional). MVCI applied their learnings as a tactical tool to select and market to fewer and better prospective hotel guest households for one of MVCI's fractional property brands..

LEARNING POINTS:.

- Discover how the intersection of discretionary time and dollars produces a different, more powerful solution.
- Discover how the combination of discretionary time and discretionary dollars can be leveraged.
- Learn how to isolate a subset of higher value prospects and tailor messaging designed to increase both response and conversion rates