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What You Need to Know About Ultra-Luxury Destination Clubs
| Written by Kristen King 03/11/2008 |
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The scope of destination clubs is wide, ranging from strong players like High Country Club offering plans for less than $100,000, to established mid-range clubs like the Lusso Collection with plans that top out at less than $500,000, to larger clubs like Ultimate Resort, Private Escapes, Quintess and industry leader Exclusive Resorts, with families of membership plans that span the full range of price points. But there is another niche in the destination club industry, an ultra-luxury category of clubs with million dollar membership deposits and annual dues that could easily cover the cost of a new BMW or two a year.
These super high-end clubs, a mix of invitation-only groups and those that roll out the red carpet to all millionaires alike, pride themselves on their lavish properties, which can exceed $6 million in value, and their polished level of concierge services. While this category of club represents a smaller niche in the destination club industry, it has accounted for an outsized portion of media buzz over the last few months. One of the larger ultra-luxury clubs, CIEL announced last November that it was halting membership acquisition and morphing its business model to focus on land conservation. The Yellowstone Club, the original ultra-tony billionaires retreat in Montana, is now on the sales block, the victim the divorce proceedings of founder Tim Blixeth. Its spinoff, Yellowstone Club World, has properties in the Caribbean, France, Mexico, Scotland and the U.S., but even the ability to pony up the $3 million membership deposit won’t get you access to this club. It is no longer actively seeking members.
Who are the ultra-luxury players?
While some clubs have exited there are others filling the wings, and established players like Solstice continue to attract members. Additionally there are more mid-range clubs like Quintess now offering larger plans with ever bigger price tags. We also recently took an in-depth look at Everlands, another invite-only club with a $1 million membership deposit price tag, that looks to referrals from current members to bring in new folks. Members are full co-owners of all club assets—from land and homes to livestock and artwork. Their nine current locations include both private homes and lodge-style properties, with a total of 45 destinations planned.
What do these pricey options have that less expensive plans don’t offer?
More nights and greater access to homes during the most popular vacation times of the year are the cornerstones of these high-end plans. For starters, such plans work best for members who are either semi-retired or have a work schedule that allows them to call a beach in St. Bart’s their office. Quintess’ most expensive plan, the Q7 Unlimited, includes 75 nights of use per year. The plan also offers an expanded number of holiday reservations, allowing members to have five separate holiday reservations on the books at any one time for a total of 38 nights, making Christmas in Telluride, President’s Day in Los Cabos, Mex. and springtime in Paris a real possibility. Solstice has three levels of membership, with deposit costs ranging from $615,000 to $1.95 million, and its highest level, Sky membership, secures users the greatest number of advanced reservation days. In fact, members at this level can book 56 days well in advance—four times the amount allocated for the $615,000 membership. Some properties also feature a luxury vehicle, but this isn’t a perk limited to this category of destination club. Lusso Collection, for one, offers this at many of its homes.
These clubs also tend to have a more exotic and international flair to their property portfolios. Solstice for instance has homes in Brazil, Switzerland, Florence and London, while Everlands’ planned property portfolio extends to more rugged corners of the world, including New Zealand’s south island and Brisol Bay, Alaska, a fisherman’s mecca.
How much do these clubs cost per night?
One common destination club metric used to compare the true cost of club ownership is cost per night. The old saying, if you have to ask then you probably can’t afford it is particularly appropriate for this category of clubs. After all, Solstice’s most expensive plan carries annual dues of $86,000 a year. Halogen Guide’s cost per night model, calculates the cost for a Solstice member at this level at $2,867 a night, while the most expensive Quintess plan runs $1,833 a night. Everlands rings in at $1,333 night.
Given the volatility in the industry, is the ultra-luxury niche here to stay?
In short, yes, but its growth will be limited. In our 2008 outlook for destination clubs we predicted that this ultra-luxury category didn’t have room for many more players. Solstice is the established player, with its heels well dug into the category. Other clubs that have mimicked Yellowstone’s billionaire-only model have struggled to get off the ground. Throw in a recession, and you may have more customers who would have considered shelling out more than $1 million for a plan just a year ago, now downsizing their vacation alternatives to a six-figure plan.
Whether you’re interested in ultra-luxury, luxury or premium destination club membership, making an informed choice is key. Download our free Decision Guide for a list of the most important questions to ask before settling on a club.



