Forget about “The Official Internet Provider of USA Swimming” – strategic alliances in the resort industry are all about synergistic fit.
By Matt McDaniel, editor

While there are still a few companies that will align themselves with any other company willing to write a big check, many of today’s corporate alliances actually make sense. Two cases in point: Intrawest’s relationship with Land Rover and The Ritz-Carlton Destination Club’s relationship with Marquis Jet.

The 2010 Land Rover Range Rover at Steamboat Resort

While the relationships that Intrawest and The Ritz-Carlton Destination Club have with their strategic allies are quite different in purpose and execution, they share an important element: value and relevance to their company.

Intrawest/Land Rover
In January, Intrawest and Land Rover North America announced a new strategic partnership that will see Land Rover serve as the year-round automotive partner at three of the premier mountain resorts in North America – Stratton Mountain in Vermont, and Winter Park Resort and Steamboat Ski & Resort Corporation, both in Colorado. Under the terms of the agreement, Land Rover vehicles will be on display at each resort and included in on-site and web-based promotions throughout the year. Online videos featuring Land Rover vehicles will feature winter driving tips for consumers and Land Rover will be the presenting sponsor of the Snow Report page on each resort’s website as well as the email notifications that help resort guests plan their winter vacation experiences.

Intrawest is no stranger to strategic alliances. The company has agreements with American Express, Coca-Cola, Sprint and “a vast variety of major national and global brands,” says Andy Wirth, senior vice president of strategic alliances for Intrawest. He says that most of his company’s strategic alliances are built on three legs:

• Advertising and brand exposure. The realm of the advertising and promotions agencies, quality and volume of exposure offered by this component can compare very favorably to outdoor advertising or other promotional and advertising campaigns that a company might engage in. “Specifically, we provide exposure to a great number of customers over an extended period of time,” Wirth explains. “Relative to Land Rover, we’re doing that through the test-drive events and the daily snow and grooming reports and much, much more.”

• Staff and client entertainment. “Resorts are used as entertainment locales for our partners,” Wirth says. “Sprint will entertain its largest business customers here in Steamboat, while we are staging major NBC broadcast events,” for example. He says that over time, his company will move forward similarly with Land Rover.

• Direct return on investment. Wirth says that where his company is able to, they provide either primary or exclusive access to their business as an account for the ally’s service or product. He again cites Sprint as an example, as Intrawest exclusively uses their telecommunications devices. “In that case, we pay our phone bill and it becomes a direct return on investment.” He says that while his company is unable to employ Land Rovers as vehicles for all staff, “ultimately this all distills down to helping Land Rover sell vehicles – and we’re quite confident we can do that.”

Intrawest's Steamboat Resort in Colorado

While the alignment of customer profiles is a given, what may be most interesting is the customers’ disposition while on vacation. “When people visit our resorts, their advertising filters are somewhat decreased,” Wirth says, adding that people tend to be significantly more receptive to and engaged by contact with Land Rover than they would be at home.

“The customer has significantly higher recall and the quality of impressions as measured through some of our focus groups ranks significantly higher,” he says.

The Ritz-Carlton Destination Club/Marquis Jet
Like Intrawest, The Ritz-Carlton Destination Club seeks compatible companies to align with. “We look at relationships we think would be complementary whether it’s a car company, whether it’s a luxury goods company,” or other upscale organization, says Ed Kinney, vice president of corporate affairs for The Ritz-Carlton Destination Club, which oversees the private residence club. “We have to be very selective; obviously, there are people who are very willing to do business with us because they want the relationship or the connection with Ritz- Carlton … we’re pretty guarded about making sure we’re not aligning ourselves with somebody that is trying to use us simply as an endorsement.”

The club’s partnership with Marquis Jet, which officially began in November 2009, is the farthest thing from being a mere endorsement. Kinney says the club’s alliance with Marquis Jet, a leader in private jet cards, is a relationship that not only aligns the two companies’ similarly upscale members, but also complements the two travel components offered.

Kinney says that the relationship with Marquis Jet made sense because club owners highly value their vacation time and don’t want to spend a lot of time waiting in lines – instead, they want to maximize their time and “feel somewhat like they’re living a privileged lifestyle, so Marquis Jet just seemed to fit that,” Kinney adds.

But it takes more than that to become a partner with The Ritz-Carlton Destination Club. “They have a great customer-service track record too,” says Kinney. “Everything about their operation is first class – not only in just the total experience, but obviously the equipment and everything that they offer. Kinney says The Ritz-Carlton Destination Club was confident that their members would appreciate and enjoy the Marquis Jet benefit, making his company very comfortable with the alliance. He notes that Marquis Jet “knows all the airports and their facilities” and can work almost seamlessly with the club to make the trip hassle-free and enjoyable. “It’s not like they’re hopping on an unfamiliar charter – Marquis Jet knows our side of the business, so we can work together and make sure everybody’s needs are taken care of,” Kinney says.

Exterior of a Marquis Jet Hawker 800XP

“Complementing brands that reflect each other’s values of customer service and perception of prestige is critical for both of us.”

The Marquis Jet relationship also provides members with additional valuable benefits, including an executive response program that provides 24-hour access to medical services Mayo Clinic.

Of course, there are benefits to The Ritz-Carlton Destination Club as well. “Certainly there’s a collaborative marketing effort,” Kinney explains. “Marquis Jet members are great prospects for us and they’ve been included in the database to receive Ritz-Carlton Destination Club information.

That is one of the mutually beneficial aspects of the partnership with Marquis Jet; our members are great candidates for their program and their members are great candidates to become members of Ritz-Carlton Destination Club.”

So what does the club look for in a potential strategic ally? Kinney says there are four primary elements:

• Complementary products/services
• Excellent customer service
• Best-in-class status
• Stability

Kinney says Marquis Jet has all four components. “We’ve both been around for quite some time – Marquis Jet not so much as the Ritz-Carlton brand, but about the same amount of time as The Ritz-Carlton Destination Club – and we continue to show our customers that we each are the best of the best of our respective areas,” he notes. “That’s important as time goes by and you see other people in our industry going by the wayside and then other people on the jet card side going by the wayside as well, but each of us have maintained a stability and a solid reputation for being the best at what we do.”

And reputation is certainly important – perhaps even more important for this customer demographic. Kinney says club members look to his company and the expertise of their staff to evaluate and vet outside programs, and only present to members the ones that are the best fit. “There are many other fractional air programs out on the market today,” he says, “and the fact that we would go through the time and effort to evaluate them for what their merits are and use them as an extension of the membership benefits gives our members peace of mind.”

Announced today, The Ritz-Carlton Destination Club, an equity-based, luxury destination club, and Marquis Jet(SM)*, the leader in private jet cards, have forged a new partnership.

For the benefit of the Club Members and Jet Card Owners, this alliance presents the opportunity to blend the very best in the world of private jet cards with the foremost purveyor of inspiring vacation home experiences.

“Our discerning Ritz-Carlton Destination Club Members value the many conveniences Club membership provides,” said Peter J. Watzka, executive vice president and chief operating officer for The Ritz-Carlton Development Company, Inc. (an affiliate of The Ritz-Carlton Hotel Company, LLC). “Now, they can also enjoy simplicity and peace of mind when they join the Marquis Jet Card(SM) program, backed by the NetJets fleet.”
“The two brands are a natural complement to one another providing ease in air travel and vacation home living,” continued Watzka.

“We look forward to introducing The Ritz-Carlton Destination Club to Marquis Jet Card Owners.” “The Marquis Jet Card program will change the way Club Members travel,” said Mark Sage, executive vice president, business development for Marquis Jet. “Members will be able to fly on their own schedule and remain in control. With consistent, high-quality service and guaranteed availability, the Marquis Jet Card program will enable a new level of efficiency and productivity in Club Members’ personal and professional lives. It’s the perfect program to enable Ritz-Carlton Destination Club Members to travel to and from their favorite properties with ease.”

Marquis Jet Card Owners value having access to the convenience, quality and safety of the world’s premier fractional aircraft ownership program, NetJets, 25 hours at a time with no long-term commitment. Furthermore, Marquis Jet Card Owners select from 10 different aircraft types to meet a broad range of aviation needs. Club Members who contact Marquis Jet will receive a complimentary aviation consultation that will assist in matching their individual needs to the ideal aviation solution.

The Marquis Jet fleet is provided by NetJets through an exclusive alliance between the two companies. NetJets, a Berkshire Hathaway Inc. company, is the worldwide leader in fractional jet ownership. NetJets owns the world’s largest and most diversified fleet of more than 800 aircraft, staffs the most highly trained and experienced pilots, and provides the world’s safest and most secure private travel solutions.

Depending on a Ritz-Carlton Destination Club Member’s vacation aspirations, they may select a Home Club Membership which provides a one- to four-bedroom, titled residence and guaranteed usage at their favorite resort every year, or a deeded Portfolio Membership which affords the opportunity to discover a wide variety of locations, accommodations and experiences around the globe through the use of Club points.

The new Hotel Exchange Program also enables Members who enroll in a Portfolio Membership to utilize a portion of their Club points at more than 70 Ritz-Carlton hotels and resorts. Club Members benefit from an exceptional level of service as they are paired with their very own member experience manager who serves as their primary travel liaison. The member experience manager coordinates everything from airport pick-up and pre-arrival provisioning of the residence, to unpacking and pressing pre-sent garments and arranging a complete vacation itinerary.

Membership pricing ranges from the low $100,000s – low $800,000s per membership. A typical membership is approximately $250,000.

About Marquis Jet
Marquis Jet is the leader in private jet cards. Through its exclusive alliance with NetJets, a Berkshire Hathaway Inc. company, Marquis Jet provides the convenience, quality and safety of the world’s premier fractional aircraft ownership program 25 hours at a time. The Marquis Jet Card is available throughout North America, catering to businesses and individuals who desire access to the world’s best fleet and service.

Business Traveler Magazine, Executive Travel Magazine, Robb Report and Flight International have recognized the Marquis Jet Card as the number one private jet card program. The Marquis Jet Card program is operated by NetJets Aviation, Inc. or NetJets International, Inc. under their respective FAR Part 135 Air Carrier Certificates.
For additional information, visit the Company’s website at www.MarquisJet.com or call 1-866-JET-1400. Please refer to Marquis Program Documents for more complete details.

About The Ritz-Carlton Destination Club
Combining innovative membership options for luxury travel around the world with the legendary services of The Ritz-Carlton Hotel Company, L.L.C., The Ritz-Carlton Destination Club offers an inspirational vacation lifestyle tailored to each Member’s needs and expectations. This year, on its 10th anniversary, The Club was awarded Robb Report’s distinction of top fractional vacation home program for their 21st annual “Best of the Best” issue. For information, please visit www.ritzcarltondestinationclub.com. The Club can also be found on Facebook and Twitter (@RitzCarltonClub).

*Marquis Jet is an independent company not affiliated with NetJets and through its exclusive U.S. alliance sells the Marquis Jet Card