When Helium Report recently covered BelleHavens we highlighted their effort in trying to break the “chicken and egg” problem by growing its destination offering faster than their membership. Today, we had a chance to speak again with BelleHavens’ CEO Darin Gilson regarding new options for European travel. “As part of a new Luxury Hotels and Resorts Collection within BelleHavens, we have created an initial partnership with the renowned Stein Hotels and Resorts Group,” said Gilson. Through this partnership, BelleHavens’ members will have access to what Gilson defined their “European Getaways Portfolio,” which includes sixteen boutique hotels and resorts across eleven destinations in seven European countries. BelleHavens members will be able to stay at the Stein hotel properties on a one-to-one exchange, using their allotted nights within the BelleHavens plan.

In an annual survey, BelleHavens’ members expressed a wish to have access to properties in London, Paris and Tuscany. To address this request in a timely fashion, BelleHavens decided to partner with a luxury hotel chain, granting access to a different way to experience Europe – and many destinations outside the beaten path. The deal with Stein grants BelleHavens usage of 365 room-nights across the properties, making Stein almost a twelfth home on BelleHavens’ portfolio. “Room-nights will be calculated on actual occupancy, so we won’t have idle time as we do at regular homes,” said Gilson. “We are still planning to acquire properties in Europe, but the timeframe is usually longer and we wanted to serve our members right away.” Stein’s hotels will be available for booking this week, for occupancy as early as July 1st.

Helium Report Perspective

The Stein partnership will make it easier for BelleHavens’ members to go to Italy in August and Paris over Labor Day. In fact, multiple members can be accommodated at the same time in the same property, increasing the chances of finding a time slot that works for each member. Many properties offer multiple bedroom suites, so families traveling together can be accommodated. However, BelleHavens’ management made it clear that they consider this a way to increase their offering, not a growth tool. “We think of this as a different kind of experience compared to our standard offering,” said Michelle Stevens, BelleHavens’ Director of Marketing. “This agreement does not replace our commitment to acquire new homes in Europe.”

BelleHavens is taking aggressive measures to guarantee member satisfaction. This deal with a hotel chain departs from the traditional destination club model, while still fitting in the BelleHavens’ general scheme of meeting members’ needs. We have seen portfolio extension done before, and they seem to have worked for the clubs who implemented them. This is a new way to extend the portfolio we have not seen before. According to Gilson and Stevens, members’ needs are a focus of BelleHavens’ model. “We are not in the real estate business,” said Gilson, “We are in the experience delivering business.” Makes sense.