Just as the travel industry is taking a greater focus on so-called experiential trips, some destination clubs are now looking at ways to offer vacations that go beyond lounging by the pool. One new club, Everlands, is focusing on combining environmental conservation with its members’ vacations.

Destination club Everlands, which launched last year, highlights conservation, stewardship, and reverence for nature as part of its mandate. Unlike most destination clubs, Everlands properties are not private residences. Instead, members share access to private resorts and vacation together. Locations include lodges in Alaska, upstate New York, and New Zealand. There is also a spa property in Arizona, a ranch in Montana, a Bahamanian beach resort, and a homestead in Martha’s Vineyard.

Unlike other destination clubs that often purchase new construction in prime resort areas, Everlands aims to buy existing properties with both historical significance and natural beauty. “We’re conservationists, not developers,” said Taly Yaniv, Everland’s marketing director.

Mixing conservation with vacations

The club also founded the Everlands Conservation Prize, a $1 million annual award to be given to individuals or groups that work on environmental initiatives. Five percent of the club’s membership fees will go towards funding the prize each year.

With a $1 million deposit and annual dues of $40,000, Everlands is in the highest strata of the destination club market. Members share an equity investment in the club and its properties. Deposits secure an unlimited amount of vacation days. At the properties, members can expect meet each other and even share meals and activities together, much like a country club.

The Halogen Guides take

While Everlands’ property acquisition strategy is ambitious, there are some challenges. The club eventually plans to limit use of each of the resorts to its members. However, until the membership base reaches a sufficient size, the resorts lack any exclusivity and, in fact, are open for booking by the general public.

Everlands is also betting that a shared love of the outdoors, conservation, and adventure will make members fast friends, but this emphasis on community stands in contrast to most destination clubs that highlight the benefit of additional privacy.

Finally, while ecological and conservation interests are spreading widely, particularly among the affluent, the question remains whether a dedicated environmentalist would view a destination club membership as part of a conservation strategy.

That said, Everlands is making some inroads on its membership numbers. Yaniv said the club is approaching its goal of 50 members for 2008. Everlands plans to add a new property for every 40 members and cap membership at 1,800, a figure that would require securing $1.8 billion worth of membership deposits and, by today’s market measures, make it the second largest destination club in the industry. Other ultra-luxury destination clubs, including Yellowstone Club World and Ciel, have struggled in this end of the market, so we’ll be watching how Everlands continues to build its membership base in these environmentally-aware, yet economically sensitive times.

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What do you think the prospects are for a conservationist destination club? Sound off in the comments section.