Page 228 - The New Gold Standard

PRINCIPLE 5: LEA VE A LASTING FOOTPRINT
development for The Ritz-Carlton Clubs, says, “We at Ritz-
Carlton started brand extension work by first talking to loyal-
ists. We sampled business travelers, leisure guests, and those who
have used the hotels for business meetings or significant life
events such as weddings. We wanted to understand what our of-
ferings meant to them.” Since leadership believed that the core
competencies of Ritz-Carlton were linked to service excellence
and the creation of high-quality hospitality experiences, cus-
tomers were asked about possible real estate ventures associated
with leisure travel. According to Bob, “As we went through our
research process, we found very deep emotional reactions emerg-
ing from the hotel customer. For many, Ritz-Carlton was such
an important part of their lives that they eagerly wanted to re-
connect with the company whenever possible. For example, they
looked forward to scheduling future business meetings or vaca-
tions at the hotel properties. In essence, we were hearing that
many of our guests wanted Ritz-Carlton to play an even bigger
part in their lives. This let us know clearly that our ideas for frac-
tional ownership or full ownership ventures would be well re-
ceived.”
Given this customer data, the Ritz-Carlton Club concept
was launched in 1999, representing an expansion of the Ritz-
Carlton brand from a hotel/resort company into an exclusive,
luxury-tier, deeded fractional ownership real estate management
firm. The Ritz-Carlton Club merged the company’s personal-
ized hotel services with the exclusive benefits of vacation prop-
erty ownership. Additionally, Club owners are provided the
option to vacation at other Club locations.
Bob Phillips adds, “The Ritz-Carlton Club is a natural ex-
tension of the Ritz-Carlton brand, and it allows existing and
future customers to enjoy another level of the Ritz-Carlton expe-
rience. We offer the finest accommodations, beautiful locations,
exemplary service, and exceptional leisure experiences for our
members.” Ritz-Carlton Club locations consist of residences de-
signed for affluent travelers who prefer to have the benefits of

208