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Basically platinum is the highest demand season and if bought from the developer can be traded in for the most Marriott Rewards points. Gold is the second highest demand season etc. Buying resale is a much better deal especially since Marriott has changed the Reward program.
Each resort has different platinum and gold seasons. Platinum will trade the best as compared to gold at the same resort but gold at one resort could be a better trading unit than certain platinum weeks at other resorts.
Marriott has tried to make the system work out so platinum season weeks are higher demand than the gold season weeks. But at some resorts, many of the platinum weeks are of less demand the many of the gold season weeks. As an example, at Newport Coast platinum season is week 23-51 and gold is week 1-22. Weeks 23-37 ( summer) are the highest demand, but the rest of platinum season is generally lower demand than most gold weeks.
The key points is to buy the season which fits you and your family best even if it a gold vs platinum season.