Profile: An upstart destination club property trying to carve its unique niche in a developing industry

Product: Membership opportunities for a specific number of days of luxury travel

Pricing: From the $150s

Amenities: Initial locations included Cabo San Lucas, New York City, Lake Tahoe, U.S. Virgin Islands, Scottsdale and Steamboat Springs.

Unique Challenges: A new category of luxury travel that requires extensive education of the buyer on the concept of destination clubs. This upstart company with a very limited number of homes in the system was competing with major companies offering hundreds of destinations. It needed to create the perception of scarcity of membership and exclusivity while also developing a strong brand confidence.