Premier Destinations
Members

According to the club's literature, "As a Premier Destinations member all your travel and vacationing will be a relaxing and joyous experience. The limo will meet you and take you to the residence which has been stocked with your requested groceries and you will enjoy the private chef's special dinner upon arrival. There is always daily housekeeping, full time concierge service with helpful local expertise, and an automobile for your use in most locations. Our sixty plus homes are all exquisite estates valued at an average of three million dollars each and professionally designed by Gilbert Holmes. He finely appoints each unique home with the casual elegance you can enjoy and still feel right at home. All homes have a gourmet kitchen, state-of-the-art media room, and at least four bedrooms with attached spa-like bathrooms. Most also have an in-home fitness room, a pool and hot-tub, and an outdoor living and entertaining area."

The club, created by an experienced team of destination club executives, would focus on exemplary service. Prior to arrival, members could upload family photos to the club to be waiting in digital frames when they arrived via limo. Properties would have a company SUV waiting in the garage, daily housekeeping, and the option to have a private chef prepare meals.

During the club's Charter Membership phase, Premier offered early adopters multiple membership benefits. "Becoming a Charter Member is the BEST time to join because for the life of your membership there is never an increase in your annual dues," the club published. "Regular members will increase a maximum of 2.5% plus the CPI each year. More importantly is the privilege of annually selecting a week of guaranteed reservation. This will never be offered to any member after the Charter memberships close. And lastly, after the short 2-3 month wait for the properties to open, you will enjoy a 3:1 member/property ratio as we gradually grow so you can visit all ten properties this year, if you desire."

Premier would also create a "Stewardship Committee" that the club would contact for guidance regarding new property requests and other matters. In fact, the club went so far as listing notable members on their club website. The list included executives and members consisting of Scott Beall, Tim Brooks, Barbara Dennis, Cathy O'Shea, and Vicki Vorhees, the Founder of the club. Premier would extend their appreciation for these members' "commitment and belief in our product."

The young club would actively engage prospective members in an attempt to fill their inaugural 30 Charter Memberships. Unfortunately, Premier would never generate enough interest in their club and model against the powerhouses in the sector. Following a short time in the industry, Premier Destinations would cease operations in 2007, likely with just a handful of members.

Nearly all destination clubs in the launch phase offer members similar benefits, including reduced pricing, preferred travel benefits, and guaranteed reservations. Some of these clubs go on to be dominant leaders in the sector, providing members years of memorable travel excursions, while others face a similar fate to that of Premier Destinations. Weighing the risks and rewards of joining a destination club can often be difficult. If you are currently evaluating club membership and would like some guidance with suggested due diligence questions and to compare destination clubs to other luxury travel options, request a free copy of our Destination Club Guide.