We have had the impression over the last few months that the Destination Club business has been marketing “homes and floorplans” to prospective members, and not focusing enough on what is the USP (unique selling proposition) of the concept: the fact that you have access to a 4+ bedroom home, at no “additional” cost (to your annual dues). You might as well fill all those rooms – with your immediate family, extended family and friends.

We have had club members tell us that they have seen family members more frequently since joining a club, because they have the extra room and they invite them along. This is something you would not typically do if you were paying for hotel rooms at a high-end resort. With a destination club, there is the potential to be a “host” and to enjoy the feeling of having people you care about stay with you.

Michael Beindorff, the COO of Exclusive Resorts, just sent us an advanced copy of their new DVD – which they will use to explain to prospects what the destination club concept is all about. It’s very good – you can see a sneak preview here. It’s an approximately 14 minute commercial for ER – but also for all destination clubs. It does a very good job of articulating how clubs offer something that 5-star resorts cannot – the chance to be a host all over the country or world.

Look for our Decision Guide later this month, to help you navigate this new category, and the clubs inside of it.