What Margaritaville does

Margaritaville is a privately held global lifestyle brand founded in 1983 by Jimmy Buffett and operated by Margaritaville Enterprises LLC, headquartered in Orlando, Florida. The company functions as a franchise and licensing enterprise, monetizing its brand across hotels, resorts, restaurants, cruise ships, active-adult real estate communities, RV resorts, licensed merchandise, and media properties (Radio Margaritaville on SiriusXM Channel 24, Margaritaville TV streaming, podcasts). Core operating subsidiaries include Margaritaville at Sea (cruise line), Margaritaville Island Reserve Resorts (all-inclusive beach resorts), Compass Hotel by Margaritaville (boutique hotels), Camp Margaritaville (RV resorts), Latitude Margaritaville (55+ real estate), and LandShark Bar & Grill.

The brand's underlying technology stack is oriented around content distribution and customer engagement rather than proprietary software — Radio Margaritaville, Margaritaville TV, and podcasts sit alongside the Margaritaville Perks loyalty program, an e-commerce gift card system, and the Margaritaville University college ambassador program. No APIs, AI/ML capabilities, or enterprise software products are disclosed. Distribution is multi-channel: direct-to-consumer via owned website and call center, franchise and license partners (MRG Development, Stonebridge, NDM Hospitality, Karisma, RREAF/Innisfree, Grupo Los Pueblos), Travel + Leisure Co. multi-brand partnership, OTAs, and sports venue activations across MLB, MiLB, NHL, NBA, ECHL, MLS, and NWSL.

Margaritaville makes money through seven distinct revenue streams: (1) licensing/royalty fees from franchisees and licensees; (2) hotel and resort room bookings; (3) food and beverage sales at Margaritaville, LandShark, and 5 o'Clock Somewhere locations; (4) cruise ticket and onboard revenue from Margaritaville at Sea; (5) real estate sales including vacation ownership at $219,000-$339,900 per suite; (6) merchandise and gift card sales ($25-$500 consumer, $25-$1,000 corporate, $100K daily cap); and (7) sports and entertainment sponsorships. Pricing tiers span pay-as-you-go gift cards, multi-year vacation ownership contracts, and one-time/perpetual licenses. End customers are leisure travelers and vacation property buyers; enterprise counterparties are franchise operators, sports leagues, and brand collaborators such as Zac Brown Band and TANDM Surf.

Name

Margaritaville

Legal name

Margaritaville Enterprises LLC

Website

https://margaritaville.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Margaritaville is a privately held global lifestyle brand and franchise/license enterprise founded by Jimmy Buffett, operating hotels, resorts, restaurants, cruise ships, RV resorts, and active-adult real estate communities under multiple sub-brands, with supporting media, loyalty, and merchandise businesses.

Ownership category

akta.pro rank

Product category

Lifestyle hospitality and tourism

NAICS

Drinking Places (Alcoholic Beverages) (722410)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Luxury All-Inclusive Resorts (THAGAKAC)

akta.pro secondary industry

Cocktail Bars & Lounges (CRANACAD)

Keywords

• Hospitality and lifestyle branding
• Franchise and licensing system
• Hotel and resort operations
• Cruise line vacations
• Themed restaurants and bars

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Licensing and Franchising: Margaritaville operates as a franchise and license system where independent developers and operators pay to use the Margaritaville brand for hotels, resorts, restaurants, and real estate communities. The brand generates revenue through licensing fees, royalty payments, and franchise agreements.
2. Hotel and Resort Operations: Revenue from room bookings at Margaritaville-branded properties including hotels, resorts, all-inclusive beach resorts (Riviera Cancun, Riviera Maya), lake resorts, and campground/RV resorts.
3. Food and Beverage: Restaurant and bar sales at Margaritaville restaurants, LandShark Bar & Grills, 5 o'Clock Somewhere Bar & Grills, and Last Mango Bar & Chill locations. The brand operates branded dining concepts at hotels and standalone locations.
4. Cruise Operations: Revenue from Margaritaville at Sea cruise operations including the Islander (sailing from Tampa) and Beachcomber (sailing from PortMiami). Cruise tickets, onboard spending, and excursion bookings generate revenue.
5. Real Estate Sales: Margaritaville Vacation Suites Branson offers ownership suites priced from $219,000 to $339,900 with a managed rental program. Latitude Margaritaville communities offer residential living with resort-style amenities.
6. Merchandise and Gift Cards: Sale of Margaritaville-branded merchandise through the Margaritaville Store and physical/digital gift cards in denominations from $25 to $500 (or $1,000 for corporate bulk purchases).
7. Partnerships and Sponsorships: Revenue from sports team partnerships (Margaritaville Nights), ECHL league sponsorship, Zac Brown Band collaboration, and brand partnerships with TANDM Surf for co-branded products.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

Margaritaville is a privately held global lifestyle brand and franchise/license system built on Jimmy Buffett's music and island-inspired philosophy. The company licenses its brand to independent operators running hotels, resorts, all-inclusive beach resorts, restaurants and bars, and sells cruise vacations, real estate, merchandise, gift cards, and media content (Radio Margaritaville) directly to consumers.

Product overview

Margaritaville is a lifestyle brand centered on Jimmy Buffett's music and philosophy of escapism, offering a diverse portfolio spanning hospitality (hotels, resorts, restaurants), cruise travel, and real estate development. The core offerings include Margaritaville Hotels & Resorts (full-service resorts and Compass boutique hotels), Margaritaville Restaurants and bar concepts (LandShark Bar & Grills, 5 o'Clock Somewhere), Margaritaville at Sea cruise ships, and Latitude Margaritaville active adult communities. Supporting the brand are Radio Margaritaville (SiriusXM), the Margaritaville Perks loyalty program, Margaritaville University ambassador program, gift cards, merchandise, and CSR initiative Margaritaville Cares. Recent expansions include Compass Hotel by Margaritaville boutique properties, Camp Margaritaville RV resorts, and collaborations like TANDM Surf products and Summer of Music entertainment programming.

Differentiator

Problem solved

Functional benefit

Brands

• Margaritaville at Sea: Full-service cruise line offering Caribbean cruises from Florida ports.
• Margaritaville Island Reserve
• Compass Hotel by Margaritaville
• Camp Margaritaville
• Latitude Margaritaville
• LandShark Bar & Grill
• 5 o'Clock Somewhere Bar & Grill
• Margaritaville Cares
• Singing for Change
• Margaritaville University
• Radio Margaritaville
• Margaritaville TV

Products and services

• Margaritaville Hotels & Resorts Branded hotel and resort properties offering tropical-themed hospitality experiences, including full-service resorts, all-inclusive beach resorts, lake resorts, boutique Compass Hotels, and Camp Margaritaville RV properties across the U.S., Mexico, Caribbean, and Latin America.
• Margaritaville Restaurants Branded restaurant and bar locations featuring island-inspired cuisine, frozen cocktails, and Jimmy Buffett-themed entertainment, including Margaritaville restaurants, LandShark Bar & Grills, 5 o'Clock Somewhere Bar & Grills, and Last Mango Bar & Chill.
• Margaritaville at Sea Cruise line featuring tropical-themed resort-at-sea experiences with multiple ships (Islander from Tampa, Beachcomber from PortMiami) sailing to Caribbean destinations including Key West, Mexico, and Eastern Caribbean.
• Latitude Margaritaville (Real Estate Communities)

Quantifiable outcome

• 92% of team members say 'I Love My Job' and 92% say they are proud to work for Margaritaville
• +3 more outcomes

Named customers13 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• MRG DevelopmentcoreStrategic or Co-development Partner · 1 June 2026MRG Development partnered with Margaritaville to develop Margaritaville Vacation Suites Branson, converting an existing hotel into 101 ownership suites. The development targets families and extended-stay visitors, expanding the brand into mid-upscale hospitality real estate in the Midwest.
• Stonebridge (Hotel Management Company)coreImplementation/ SI/ Consulting Partner · 22 January 2026Stonebridge, a Denver-based hotel management company, added Margaritaville Lake Resort Lake Conroe to its managed portfolio. Stonebridge operates all aspects of the 186-acre lakefront resort, which features 335 guestrooms, an 18-hole golf course, spa, marina, and over 60,000 square feet of meeting space.
• ECHL (11 Hockey Teams)coreGTM or Marketing Partner · 1 December 2025The ECHL and Margaritaville teamed up to host Margaritaville Nights at 11 teams' games throughout the 2025-26 season. Fans have opportunities to win weekend getaways to Margaritaville properties by sharing photos enjoying the Margaritaville lifestyle at ECHL games.
• ISS National LabminorStrategic or Co-development Partner · 6 November 2025Margaritaville launched a mission patch supporting ISS National Lab-sponsored research, with proceeds donated to fund space-based investigations that benefit Earth. The initiative fosters public engagement and supports scientific advancements through creative brand partnerships.
• Zac Brown BandcoreStrategic or Co-development Partner · 4 November 2025Margaritaville at Sea has an exclusive partnership with three-time GRAMMY Award-winning Zac Brown Band. The collaboration includes designing the 'Same Boat' live music venue aboard Beachcomber cruise ship and the Love & Fear Tour with cruise giveaways at all 27 tour stops in 2026.
• TANDM SurfminorStrategic or Co-development Partner · 8 May 2025Margaritaville announced an official collaboration with TANDM Surf, a family-founded lifestyle brand creating high-performance inflatable boards and floats. The partnership brings co-branded products including stand-up paddleboards ($699), tandem bodyboards ($299), pool floats, and rash guards available at select Margaritaville locations.
• Travel + Leisure Co.coreStrategic or Co-development Partner · 1 January 2024Travel + Leisure Co. has expanded its multi-brand strategy through a partnership with Margaritaville, positioning the brand alongside Sports Illustrated Resorts and Eddie Bauer. The partnership has grown non-core brand sales from $50 million three years ago to $200 million in 2025.
• Singing for ChangecoreOthersSinging for Change is a non-profit created by Jimmy Buffett in 1995 that supports inclusive, grassroots organizations inspiring personal growth and community integration. Margaritaville raises funds through Florida specialty license plates, Jimmy Buffett Day merchandise, and direct donations.
• All Hands and HeartsminorOthersAll Hands and Hearts is committed to addressing immediate and long-term needs of communities impacted by disasters. Margaritaville has partnered with the organization on natural disaster relief events including hurricane and flood recovery efforts.
• Give Kids The WorldminorOthersGive Kids The World Village is an 89-acre whimsical nonprofit resort in Kissimmee, Florida providing weeklong cost-free wish vacations to children with critical illnesses. Many Margaritaville locations volunteer and organize charitable initiatives to support this organization.
• Autism Double-CheckedcoreStrategic or Co-development PartnerAutism Double-Checked provides certification programs enabling the travel industry to ready itself for autistic guests. The majority of Margaritaville Hotels & Resorts are certified to provide a friendly welcome environment for neurodivergent travelers and their families.
• Lather (Sustainability Partner)minorStrategic or Co-development PartnerLather provides clean, cruelty-free products made with 100% recycled ocean-bound plastic collected from coastal areas. Margaritaville Hotels & Resorts guest room amenity items including shampoo, conditioner, body wash, hand wash, and moisturizer are made with recycled ocean-bound plastic from Lather.
• SummerTime to GiveminorOthersSummerTime to Give spreads sunshine to children in need by partnering with organizations like Boys and Girls Club of America and Ronald McDonald House. Many Margaritaville locations and Latitude Margaritaville communities collect summer toys and gifts annually.
• NDM HospitalitycoreImplementation/ SI/ Consulting PartnerNDM Hospitality manages Margaritaville Resort Orlando under the Rentyl Resorts portfolio. The management company supports the resort's continued growth and internal talent development strategy.
• Karisma Hotels & ResortscoreStrategic or Co-development PartnerMargaritaville and Karisma Hotels & Resorts are developing Margaritaville Island Reserve Resort Roatan in Honduras, set to open in 2027. The development will generate over 800 local jobs and include comprehensive native flora restoration initiatives.
• RREAF Holdings / Innisfree HotelscoreStrategic or Co-development PartnerPartnership to develop a brand-new Margaritaville Resort on Galveston Beach, showcasing advantages of developing in markets where demand outpaces supply for beachfront hospitality properties.
• Grupo Los PuebloscoreStrategic or Co-development PartnerMargaritaville partnered with Grupo Los Pueblos, the leading developer in the Republic of Panama, to open Margaritaville's first location in Panama, expanding the brand's Latin American footprint.

Scale indicators10 records

Recent moves12 records

Expansion highlights7 records

Broad incumbents

• Hilton Grand Vacations: Hilton Grand Vacations is another large incumbent in branded vacation ownership, providing a key benchmark for the economics and growth trajectory of Margaritaville's Latitude and Vacation Suites real estate business.
• Carnival Corporation: Carnival is the largest incumbent cruise operator globally and competes with Margaritaville at Sea in the Caribbean and short-3-to-4-night cruise segments out of Florida ports.
• Wyndham Hotels & Resorts: Wyndham is the world's largest hotel franchisor, making it a direct comparator for Margaritaville's asset-light franchise-and-license expansion model and the unit-growth and royalty economics that should drive the brand's enterprise value.
• Marriott Vacations Worldwide: Marriott Vacations Worldwide is a broad incumbent in timeshare and vacation ownership — directly comparable to Latitude Margaritaville and the new Branson ownership suites in business model and buyer demographic.
• Royal Caribbean Group: Royal Caribbean is a broad incumbent cruise competitor and a key benchmark for the Margaritaville at Sea sub-brand, given overlapping Caribbean itineraries and the family-cruise customer overlap that drove the Newsweek award.

Direct peers

• Sandals Resorts: Sandals is a directly comparable all-inclusive resort operator in the Caribbean serving couples and families, and a key competitor to Margaritaville's Island Reserve brand across the same Caribbean geography and customer demographic.
• Hard Rock International: Hard Rock is the most directly comparable lifestyle brand, operating a global portfolio of hotels, casinos, restaurants, cafes, and merchandise under a single iconic music-and-culture identity — mirroring Margaritaville's franchise-and-licensing approach and music-anchored brand strategy.
• Beaches Resorts: Beaches, the family-focused sister brand of Sandals, competes head-to-head with Margaritaville at Sea and Island Reserve for the all-inclusive family Caribbean segment, including the same Caribbean cruise-and-stay combinations.
• Planet Hollywood: Planet Hollywood is a comparable entertainment-themed hospitality brand spanning hotels, restaurants, and merchandise, with a similar mass-market celebrity-and-lifestyle positioning and franchise-driven model.
• Club Med: Club Med is a directly comparable all-inclusive resort brand with a global franchise/management model, premium family positioning, and a parallel push into the Caribbean and Latin America that mirrors Margaritaville's Island Reserve strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/margaritaville
• YouTubeyoutube.com/margaritaville
• Facebookfacebook.com/margaritaville
• Instagraminstagram.com/margaritaville
• Pinterestpinterest.com/margaritaville
• LinkedInlinkedin.com/company/1466781

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries8 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Margaritaville