2010 Recap: Ritz-Carlton Destination Club

By: Destination Club News
Date: February 15, 2011

When the Ritz-Carlton Destination Club launched in 2009, they brought one of the biggest brand names in luxury travel and a new deeded ownership model to the destination club industry. Throughout 2009, the then young club dedicated much of their efforts into detailing their unique structure to the industry compared to the other more prevailing structures. In 2010, the club proactively worked to further establish themselves in the sector by procuring multiple partnerships, creating several new programs to entice luxury travelers, and adding new residences to the club portfolio.

We spoke to Ed Kinney, the Ritz-Carlton Destination Club's Vice President of Corporate Affairs and Brand Awareness, about the past year.

"The Ritz-Carlton Destination Club enjoyed success with the announcement of significant partnerships, programs and a property opening in 2010," Kinney began. "In the beginning of the year, we entered a new partnership with Hall of Fame golfer, Annika Sorenstam where she serves as an ambassador for the brand.

"The end of 2010 was an exciting time for The Ritz-Carlton Destination Club. In October, we announced our new exchange affiliation with Abercrombie & Kent Residence Club. This strategic alliance presents members of both Clubs an expanding universe of extraordinary destinations only these two renowned companies can provide.

"The new Adventure Passport program was launched in December and allows children to have five distinctive experiences at nine of The Ritz-Carlton Destination Club locations throughout North America and the Caribbean. Upon arrival each child is presented with a personalized passport. The passport includes a section for each Club location where five stamp imprints denote the five different Club specific activities relevant to the respective area. After all five stamps are collected at one location; a unique, plush Ritz-Carlton lion is presented to the adventurer.

"Just in time for ski season, we introduced our 10th Club location in one of the country’s most sought-after ski destinations, Vail, Colorado. Located at the base of Vail Mountain in LionsHead Village and neighboring the banks of Gore Creek, the new Club features Vail's traditional Bavarian-style architecture hailing from ski resorts in Europe. The Ritz-Carlton Club, Vail is a spectacular addition to the brand’s two existing Colorado mountain resorts in Bachelor Gulch and Aspen Highlands. Overall, 2010 brought several new destinations for our Members to explore and new programs to experience while enjoying their vacations."

Despite the successes, the Ritz-Carlton Destination Club and Ed Kinney did comment on the obstacles the equity destination club faced during the year.

"The last two years have had a significant impact on many industries, and ours was not an exception. The economy continues to be the main issue affecting growth of this industry; however, The Ritz-Carlton Destination Club has seen vacations are still very important to our members, even in the midst of challenging times."

We will profile the club's plans for the rest of 2011 in our continuing series, so check back soon for more up to the minute details about the Ritz-Carlton Destination Club and the rest of the destination club industry. If you would like to discuss the Ritz-Carlton or any other clubs, please join our new Destination Club Forums to ask questions about clubs, provide your insight and opinions, and to speak directly with club members, executives, and other travelers.