McGrath and Private Retreats Lose Abercrombie & Kent Brand, Introduce Tanner & Haley

By: Destination Club News
Date: August 20, 2005

On July 29, 2003, Private Retreats announced a strategic partnership with Abercrombie & Kent that created Private Retreats by Abercrombie & Kent and in February of 2004, the master brand of Abercrombie & Kent Destination Clubs was announced. Just over two years after the partnership, the two organizations have elected to discontinue that partnership and one of the industry's largest destination clubs will move forward with a new name close to the McGrath family tree.

"We have reached a natural conclusion to this partnership with the sellout of our first two clubs," said Rob McGrath, referring to his two leading destination clubs Private Retreats and Distinctive Retreats. "The two clubs will continue to operate as they have in the past with no changes. Having just launched Legendary Retreats, a Tanner & Haley Destination Club, we are now focused on expanding the Tanner & Haley brand and its unique identity."

Tanner and Haley are the names of McGrath's two children, and the collected three clubs will now move forward under the Tanner & Haley Destination Club umbrella.

In 2003, when the announcement was made that the two travel companies would partner, Geoffrey Kent, Abercrombie & Kent's Chairman and CEO, said, "This destination club represents the perfect collection of residences, experiences and services in a variety of highly desirable destinations that offer a wealth of activities. Private Retreats by Abercrombie & Kent is a product of its time and I truly believe you'll find it rewarding."

When news broke yesterday about the discontinuation of the partnership, Kent said, "Our long term business strategy now requires that we maintain full control over our valuable brand name."

As mentioned by McGrath, the impact on current members should be minimal as Private and Distinctive Retreats' members will be able to still book tours and safaris with Abercrombie & Kent as they have in the past.

The Abercrombie & Kent brand and additional travel benefits that it afforded members were crucial components in helping the growth of McGrath's two clubs. Now an established player in the industry, hopefully the new Tanner & Haley Destination Club brand can pick up where Abercrombie & Kent left off.