Jefferies Upgrades Marriott Vacations Worldwide to Buy

Analyst firm raises price target to $105 from $52 on improved outlook for vacation ownership company.

Published on Mar. 2, 2026

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Jefferies Financial Group has upgraded shares of Marriott Vacations Worldwide (NYSE:VAC) from a "hold" rating to a "buy" rating and increased its price target for the stock from $52.00 to $105.00. The firm cited an improved outlook for the vacation ownership company in its research report to clients and investors.

Why it matters

This upgrade from a major investment firm signals growing optimism about Marriott Vacations Worldwide's business prospects. As the travel and hospitality industry continues to recover from the pandemic, the company's vacation ownership model could see increased demand from consumers seeking more flexible and customizable travel options.

The details

Jefferies Financial Group cited several factors in its decision to upgrade Marriott Vacations Worldwide, including the company's strong brand recognition, diversified portfolio of vacation ownership resorts, and potential for growth in the overall vacation ownership market. The firm also noted that Marriott Vacations Worldwide has been able to effectively manage costs and maintain a healthy balance sheet during the pandemic.

  • Jefferies Financial Group issued the upgrade and price target increase on Monday, March 2, 2026.

The players

Jefferies Financial Group

A global investment banking firm that provides a full range of investment banking, advisory, sales and trading, research, and asset and wealth management services to institutional and corporate clients.

Marriott Vacations Worldwide

A leading global vacation ownership company that develops, markets, sells, and manages vacation ownership and related products under the Marriott Vacation Club, Grand Residences by Marriott, Sheraton Vacation Club, Westin Vacation Club, and Hyatt Residence Club brands.

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What’s next

Investors will be closely watching Marriott Vacations Worldwide's upcoming quarterly earnings report and any further updates from the company on its business performance and growth strategies.

The takeaway

This upgrade from a respected investment firm suggests that Marriott Vacations Worldwide may be well-positioned to capitalize on the recovery in the travel and hospitality industry, highlighting the potential resilience of the vacation ownership business model.