Michael Finn, RRP, CGP
Back in the late 1990s, as the internet revolutionized how we access information, “travel” quickly emerged as the most searched term online. This sparked an explosion in booking platforms—Expedia, Orbitz, Travelocity, and others—that gave consumers unprecedented access to vacation deals at their fingertips. Suddenly, the marketplace was flooded with choices. And while that abundance brought opportunity, it also brought overwhelm. Travelers, inundated with options, began looking for smarter ways to cut through the noise and reclaim simplicity.
Before this digital shift, travelers turned to trusted professional travel agents who delivered white-glove service, curated packages, and dependable guidance. That hands-on service eventually evolved into more specialized concierge models, such as American Express Travel, and in the UK, a now-iconic television-based booking tool called Teletext. Before “streaming” became synonymous with entertainment, Teletext would broadcast last-minute vacation deals directly to living rooms across Britain. It was ahead of its time, and it tapped into something deep and lasting: the consumer desire to make travel a core part of their identity and lifestyle.
This rising demand opened the door for real estate developers and marketers to build deeper relationships with their customers. The timeshare model flourished. What began as fixed-week vacation rights quickly evolved into more flexible deeded ownership, floating week options, and ultimately, the now-dominant points-based systems. These products became not just vacation solutions—they became lifestyle investments.
At the same time, hospitality brands doubled down on customer loyalty. Airlines introduced mileage programs, and hotel chains launched reward platforms like Marriott Rewards (now Bonvoy), Hilton Honors, and IHG One. Traditional loyalty programs required large marketing budgets to acquire and incentivize members. Timeshare, on the other hand, delivered such emotionally compelling and experiential value that customers willingly paid thousands—often tens of thousands—to join. That dynamic created a business marriage made in heaven: hospitality brands partnering with vacation ownership to expand reach, deepen customer commitment, and increase revenue.
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While some companies pursued loyalty through real estate-backed ownership, others saw opportunity in simpler, membership-based travel models. Early travel clubs emerged with big promises—but thin platforms. Many were little more than private-labeled search engines offering discounts anyone could find on Expedia or Google. As one mentor in the hospitality industry once said, “Buying a travel club back then was like buying air.”
But like many disruptive ideas, even the early failures led to future innovation.
Today’s best travel clubs are a far cry from those early iterations. They are no longer just about price, they are about experience, personalization, and convenience. Companies like American Express have shown how powerful a well-executed, curated travel ecosystem can be. Their high-touch, concierge-led travel services deliver more than just deals—they deliver loyalty, lifestyle alignment, and retention.
And here’s the game-changer: launching a modern travel club no longer requires millions in capital or years of infrastructure development. With white-label platforms, modular integrations, and API-based scalability, businesses of all sizes can now offer a branded travel club that matches their market’s needs—and their brand’s promise.
Just as timeshare evolved to meet the demands of modern consumers, so too have travel clubs. In fact, the DNA is nearly identical: provide curated access to experiences, create lifestyle alignment, and lock in long-term engagement.
For resort operators, vacation clubs, or any organization rooted in real estate or hospitality, a travel club can serve as a non-capital-intensive extension of your core product. It keeps owners and members engaged between stays, adds a platform for referrals and upgrades, and opens the door to a more frequent presence in your customers’ lives—even when they are not on property.
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Today’s guests expect more than just a place to stay—they want personalized experiences, frictionless service, and access that feels exclusive. Travel clubs offer all of that, with the added benefit of emotional resonance. People don’t just join travel clubs for savings—they join for identity, access, and a sense of belonging.
Not all travel club platforms are created equal. Some excel at cruises, others at event access or hotel deals. Some are optimized for loyalty integration, others for concierge services. The right solution depends on your goals and your audience—but here’s what I found that mattered most when building one for my own brand:
Equally important is the platform’s ability to enhance the full customer journey—not just the moment of booking. Features like 24/7 emergency support, shopping discounts, local perks, and everyday concierge assistance add the kind of “daily touchpoints” that keep your brand relevant year-round—not just when someone is planning a trip.
For developers, real estate brands, financial institutions, wellness companies, and member-based organizations, offering a travel club is more than a perk. It is a strategic differentiator.
It positions your brand not just as a service provider—but as a lifestyle curator. A branded travel club becomes part of your customers’ rhythm. It offers utility, identity, and access they cannot easily replicate elsewhere. More importantly, it provides new revenue streams, boosts referral activity, and enhances customer retention with minimal overhead.
Travel clubs have undergone the same quiet transformation that vacation ownership once shifted from transactional, limited offerings to flexible, emotionally compelling experiences. They represent one of the most underleveraged loyalty tools available in today’s hospitality ecosystem.
In an age where time is precious and options are overwhelming, a well-crafted travel club provides clarity, confidence, and community. Whether you’re building equity in your brand, extending the reach of your ownership offering, or simply seeking to stay connected to your customers 365 days a year travel club may be the best untapped asset hiding in plain sight.
Explore what’s available. Align it with your brand’s DNA. And remember it is not about offering cheap travel—it is about offering better travel. For your owners. For your guests. For the long haul.
Michael Finn, RRP, CGP, is author of Li’l Black Book of Referrals and coauthor with Dr. Simon Crawford Welch of The Wisdom of Pooh. Finn is a marketing strategist, referral expert, and author dedicated to helping businesses unlock their potential through innovative growth techniques. With years of experience in crafting strategies that drive results, Michael empowers individuals and organizations to reach new heights. His books are a testament to his expertise, combining actionable insights with inspiring storytelling to motivate and guide readers. (https://thefinnperspective.com/)
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