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Soon, in addition to enjoying stays in luxurious homes across the world, Ultimate Resort members will be able to arrange a trek through the Himalayas, book a safari across the Serengeti or float down the Ganges River through the destination club’s new travel partnership with Bruce World of Travel.
Bruce World of Travel, part of the American Express Travel Network, will provide Ultimate Resort members with top-flight tour planning. The decision to partner with the agency comes at the end of a year-long search by Ultimate Resort for a travel service provider for the club.
The move is similar to the Exclusive Resorts Once in a Lifetime program begun last year, which offers exotic tours to far flung locales. According to an Ultimate Resort spokeswoman, the partnership with Bruce World of Travel fits in with the club’s long-term plans to be a one-stop-shop for its members’ vacation needs. With the help of Bruce World of Travel, Ultimate Resort members will be able to tailor the details of their trip to their exact specifications.
These types of partnerships signal an effort by Ultimate Resort, and indeed the destination club industry in general, to adapt to the complicated and varied travel preferences of the affluent consumer. If the creation of destination clubs stemmed from the recognition that affluent travelers increasingly prefer to stay in private residences in popular destinations on their average twice-yearly vacations, then the inauguration of programs like this one acknowledges that those same travelers may still want to take that once in a lifetime trip to the Galapagos Islands. For big players like Ultimate Resort and Exclusive Resorts, recognizing the limitations of the typical destination club model and expanding services to meet a broader set of luxury travel needs is just good business sense.
In addition to organizing one of a kind tours for Ultimate Resort members, Bruce World of Travel will also be responsible for securing travel arrangements for the club’s existing homes, handling details like flights to and from the destinations and ground travel upon arrival.
Reader Feedback
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From: TravelwiseTuesday, January, 22, 2008 at 09:15 AM
The prgram is nothing more than a fee based travel agency. UR members cannot use their days for booked trips through this agency. It is nothing like ER's program. It is meaningless.




From: IndustryGuyMonday, January, 21, 2008 at 12:31 AM
This does not sound like the program at Exclusive Resorts. Their program allows members to use their allocated days to take the trips - and most of the cost of the trip is covered by the club. This program that Ultimate has sounds like a referral program