Think again if you assumed that the majority of LUSSO Collection’s luxury destination club members prefer skiing the slopes in Aspen or Vail. The results of an internal survey showed European and beach locations to be at the top of members’ lists. Indeed location is a prime factor for luxury travelers, as we explain in Helium Report’s Decision Guide to Destination Clubs. Here’s a general overview of LUSSO’s findings:

The Numbers

• 93% of members ranked beach or European destinations as “somewhat important” or “very important”
• Among beach destinations, locations in the Caribbean were mainly preferred.
• Among European destinations, Italy was the most desired country, with the region of Tuscany/Umbria preferred by 50% of those respondents.

The survey asked for member feedback on various aspects of the destination club; topics ranged from user experience and club communication to the most valued member features of the club. Only a month ago, the LUSSO Collection launched an automatic wait-list tool to complement its online reservation system, and according to the member survey, 100% of the members were either satisfied or highly satisfied with the current online reservation process.

A Quintess member survey recently outlined the top ten favorite locations, top fifteen most desired locations, and the top five least favorite destinations and properties.

Top Beach Preferences

Among beach destinations, the study showed that members want expansion in the Caribbean, and additional homes in Hawaii. These findings explain the Abaco Island home that the club built in June. Among ski destinations, member interests are varied – Colorado locations like Aspen, Vail, and Telluride had strong numbers in addition to Whistler (B.C., Canada) and Jackson Hole (Wyoming).

As a relatively new club that launched just over a year ago, The LUSSO Collection has yet to introduce its twentieth property. Member preferences unearthed by the club’s study may push for an expansion of European homes, of which the club has five in development (or planned). Just one of those is slated for Italy.