In a decisive move signaling a major strategic pivot, Marriott Vacations Worldwide has entrusted its future to a pair of seasoned industry executives, tasking them with navigating an increasingly competitive and experience-driven travel market. This leadership overhaul is more than a simple changing of the guard; it represents a calculated bet on proven expertise to drive substantial growth and redefine the company’s value proposition for a new era of vacationers. The appointments of Matthew E. Avril as Chief Executive Officer and Michael A. Flaskey as President and Chief Operating Officer place two leaders with deep, shared history in the vacation ownership sector at the helm, aligning leadership with a clear, performance-oriented agenda.
A New Guard with a Familiar Playbook
When a company of Marriott Vacations’ scale seeks to guarantee future growth amidst evolving consumer demands, it often turns to leaders who have successfully navigated similar waters before. The elevation of two veterans from the vacation ownership world is a deliberate strategic maneuver rather than a mere personnel change. This move places deep institutional knowledge and a history of successful collaboration at the core of the company’s leadership structure, suggesting an immediate focus on execution and operational excellence. The decision to formalize Matthew E. Avril’s role and bring Michael A. Flaskey aboard creates a powerful leadership duo with a shared background, most notably at Diamond Resorts International.
This shared experience provides a unique advantage, allowing for a streamlined approach to strategy and implementation. Instead of a period of adjustment, the new team is positioned to hit the ground running, leveraging a common understanding of the industry’s challenges and opportunities. The market will be watching closely to see how this familiar playbook is adapted to Marriott Vacations’ unique portfolio of brands and its expansive owner base, signaling a clear intention to build on proven success formulas.
The Stakes in a Shifting Vacation Landscape
The modern vacation ownership industry operates within a dynamic context where travelers increasingly prioritize unique, experience-based journeys over simple accommodations. This fundamental shift requires operators to do more than just sell properties; they must curate memorable lifestyles and provide continuous value. For Marriott Vacations, the challenge is twofold: enhance the lifetime value for its large, existing owner base while simultaneously attracting a new generation of travelers who may have different expectations and purchasing habits. This environment elevates the importance of strong, proven leadership capable of both solidifying the company’s market position and driving its future strategy.
These appointments are a direct response to this evolving landscape. By installing leaders with extensive track records in managing and growing large-scale vacation ownership platforms, the board is making a decisive move to fortify the company’s competitive edge. The mandate is clear: innovate the owner experience, create compelling entry points for new customers, and ensure the company remains a leader in a sector where adaptation is key to survival and growth.
A Two-Pronged Leadership Approach
The new leadership structure is built around the distinct yet complementary expertise of its top executives. Matthew E. Avril’s transition from interim to permanent CEO solidifies his position at the pinnacle of the organization. His appointment leverages over three decades of high-level experience, including pivotal roles as the former CEO of Diamond Resorts International, CEO-elect for Vistana Signature Experiences, and President of the Hotel Group for Starwood Hotels & Resorts Worldwide, where he oversaw global operations for nearly a thousand properties. Having joined the board in March 2025 and served as interim leader since November 2025, Avril brings continuity and a deep understanding of the company’s current state.
Joining him is Michael A. Flaskey, who assumes the roles of President and Chief Operating Officer with immediate effect. Flaskey is tasked with the critical responsibilities of defining the company’s commercial strategy and overseeing all brand and operational functions. His background includes a recent tenure as CEO of Hornblower Group and, critically, a decade at Diamond Resorts International, where he served as CEO from 2017 to 2021. This shared history with Avril creates a powerful narrative of reunion and reinforces the company’s bet on a leadership team with a proven synergy.
A Mandate Tied Directly to Performance
Underscoring the urgency and high expectations placed on the new leadership, Marriott Vacations has implemented an aggressive, performance-based compensation plan. This structure moves beyond traditional metrics, tying executive rewards directly to ambitious financial milestones. The message from the board is unequivocal: success will be measured by tangible, significant growth in shareholder value and profitability. This “show me the money” mandate is designed to align the interests of the new CEO and President directly with those of the company’s investors.
The plan’s specifics are stringent, requiring the achievement of two key targets within a three-year window: reaching $950 million in Adjusted EBITDA and elevating the company’s stock price to $145 per share. Critically, two-thirds of the long-term equity awards for both executives are contingent upon meeting these goals. This compensation model serves as a powerful incentive, showcasing the board’s confidence in Avril and Flaskey while simultaneously holding them accountable for delivering substantial and measurable results.
The Strategic Path Forward
With new leadership in place, the core strategic initiative is the implementation of a comprehensive, experience-based model. This approach is designed to fundamentally shift the company’s value proposition from a product-centric offering to a holistic travel and lifestyle platform. The goals of this model are dual-pronged: first, to deepen engagement and enhance the lifetime value for the existing owner base by offering more diverse and compelling travel opportunities, and second, to create attractive new entry points that resonate with prospective customers who prioritize experiences over ownership.
This strategic pivot will be central to the company’s narrative in the coming months. Stakeholders and the market at large will get their next significant opportunity to hear more about this vision during the upcoming fourth-quarter 2025 earnings call, scheduled for February 25. On that call, the new leadership team is expected to elaborate on their strategy, provide a broader business update, and begin charting the course for Marriott Vacations’ next chapter of growth and innovation. The execution of this plan was now the primary focus for the newly minted executive team as they began their tenure.
