In researching our upcoming Guide to Private Air Travel we learned that the Marquis Jet card has been a very effective way to introduce affluent families to jet travel. In some cases those families are then sold into fractional ownership in Netjets, a sister company.

We also know that there are many people sitting on the sidelines when it comes to making the decision about joining a destination club. No doubt their reasons are varied, but a common one is some skepticism about whether the concept works “as advertised”. This of course will change as more and more members experience clubs and tell their friends.

But why not use the same “try before you buy” strategy that Marquis Jet has? Ultimate Resort is getting ready to annouce an innovative card program that will allow prospective members to experience their club for a fraction of the cost and commitment of full membership. In an interview last Friday, CEO Jim Tousignant, gave us a preview of his new cards:

- Gold level will cost $25,000 and offer 15 days of use
- Platinum level will cost $30,000 for 21 days of use

Both cards are all-inclusive (no hidden fees), non-refundable, and have to be used within 3 years, with no more than 7 days in a single year.

We like this idea a lot – especially since the card holders can only make space available bookings, and not during peak holidays, so that existing full members should not be impacted. Ultimate Resort has also announced a new Affiliate Membership plan (more on this later) – so these moves will make access to destination clubs easier and more affordable. If they work as well as the Marquis Jet card has in the jet category, then the industry and Jim will be happy.