Ultimate Escapes Introduces Trial Membership Offer

By: Destination Club News
Date: March 31, 2009

Ultimate Escapes has followed the lead of several other destination clubs and have introduced a Trial Membership offer that allows prospects the opportunity to travel the Ultimate Escapes way prior to joining. The industry's second largest destination club has introduced the "Ultimate Discovery" 7 day trial membership.

Each of the club's three levels, Premiere, Signature, and Elite, will open their portfolio to prospective members. Prospects looking to enjoy Premiere level homes, traditionally valued at approximately $1 million can reserve their 7 night stay for $3,500. Signature level homes averaging $2 million each can be reserved for $5,250. Elite, Ultimate Escapes' highest club level with $3 million homes can be reserved for $7,000.

Travelers also receive the personal care usually afforded strictly to members including a dedicated Escape Planner assisting on their pre-travel needs.

In order to receive the Ultimate Discovery offer, prospects must fall into at least one of the categories below.

  • Own a vacation home.
  • Have rented a villa, home, or large resort accommodations for at least 14 nights during the previous year.
  • Have traveled with a group of four or more persons within the previous year.

To qualify for this Trial Membership offer, prospects must also participate in an internet Preview Tour with an Ultimate Escapes representative and consent to receive printed or e-mail marketing materials from Ultimate Escapes, its affiliates, and marketing opportunities, all of which can be opted out of.

Trial_Membership_Averages.bmpWithin the past six months, other leading destination clubs have introduced other similar trial membership plans. Last year, Exclusive Resorts introduced their Sponsored Guest Program, allowing prospective members the opportunity to stay at select Exclusive Resort properties for four or seven night stays for $5,900 and $8,900 respectively.

Abercrombie & Kent Residence Club introduced a similar trial offering that let prospects choose between stand alone homes and adjoined residences and whether they preferred peak or non-peak weeks of travel. The club limits the availability of the offering based on occupancy. Rates ranged from $7,000 to $11,000 for the week.

Compared to the other two similar offerings at Exclusive Resorts and Abercrombie & Kent, the Ultimate Escapes offering breaks down to be the least expensive offering on a cost per night basis. Averaging the three offerings at Ultimate Escapes breaks down to a $750 average cost per night, comparing favorably to the $1,286 average cost for the four trial offerings at Abercrombie & Kent and $1,345 cost per night average for the two offerings at Exclusive Resorts.

Trial membership offers bolster the club's short and long term revenue aspirations for a number of reasons. By bringing new income into the club with no obligation to repay, the club has a revenue stream they didn't have before. Clubs largely sell the destination club experience, and the greatest marketing tool that nearly every club has is their luxury real estate portfolio and world class service. By letting prospective members enjoy the service first hand, they greatly increase their chances to turn a prospect into a member. As long as the number of Trial Memberships is limited so availability isn't severely compromised, Trial Memberships are often a very compelling offering for both the club and those unsure if a destination club is right for them.

Ultimate Escapes allows travelers the ability to have all of their Discovery Membership applied towards full membership if they join within 14 nights of traveling.