BY DOUGLAS JACK

SO WHERE’S the catch?

In January 2017 a major new development will launch in the luxury travel sector. But this time not a single brick will be laid, there’ll be no stupid

promises, cutting of the tape by a government minister or the usual hype that gets put before the press to lure them out for a free lunch. The Eden Residence Club is a new luxury club of clubs’ or association of clubs which will open its doors to thousands of members from all over the world solving several fundamental problems that have affected the fractional ownership industry for years. Heralded as the solution to problems associated with time-share, launched on the scene in the early 2000’s, instead of acquiring a worthless interest (right to use) that diminishes over time, fractional ownership gave buyers a piece of the equity in the property they bought in to. At the top end of the market instead of buying a whole $3m to $4m second

home, buyers were offered fractions (typically 6 to 12 weeks) in beautiful ski, beach, golf and city destinations often managed by the world’s top hotel brands. Great logic you would think as billions and billions of dollars were invested. But just like every other second home, over time, things change and people don’t use even the fractions of time they purchased and beautiful residences sit empty with no one using it. The private exclusive nature that was so attractive when they brought in was actually the issue that prevented them from renting out there unused weeks as the clubs constitution dictates that you can’t rent out unused nights to non-members, only other members who already have too much time they don’t want. Having developed the most luxurious gated community at the home of golf in St Andrews, Scotland and tried to find a solution to clients looking to access similar destinations elsewhere or rent there nights out, Tom Lawrence,

Eden Roc Residences, St Barts East Miami, MiamiTODAYSSOPHISTICATEDTRAVELLER.COM

Chairman and Founder of The Eden Club came up with the solution for every developer and owner the world over. It’s the same for us as it is for every other single club in the world. We all had the same problems. If members can rent out un-used nights and have preferred terms to stay in other private clubs around the world it’s a win, win, win scenario which will drive the value of fractional ownership upwards. Our club is made up of two distinct clubs. “The Destination Clubs’ included

are mostly fund based Clubs that invest in hundreds of luxury $3m to $4m homes in desirable locations, offering members access to preferable nightly rates i.e. Exclusive Resorts, M Residences, Rocksure, G2G, Equity Estates etc. These Clubs’ charge up to $450,000 to join”. “The Private Residence Clubs’ are exclusive 5-Star properties in city, ski, beach and mountain locations operated by famous brands such as Ritz Carlton, Banyan Tree, Fairmont, St Regis, etc. who provide members access to stunning luxury residences with wonderful facilities in key locations via fractional interests at $350,000+ or whole homes at $3m to $4m. “All of these properties have luxury facilities - housekeeping, concierge, pool, bar, restaurants, gym etc.” so it’s not comparable to Airbnb or a villa rental programme as there is a real barrier to entry and these are top luxury homes. By joining the Eden

Residence Club, Members have access to a portfolio of thousands of luxury private residences, on a simple cash booking basis, at amazing discounted nightly rates. The comparable cost for staying in a hotel suite per night for 1, 2, 3, or 4-bedroom residences would be $2,000 to $6,000. ERC members also have their own Lifestyle Manager who’ll assist them with an invaluable concierge service, which is supported by the concierge team at each destination. All of their activities

and dinner reservations are done for them! Like all great clubs we also have our own Member Events and Unique Group Trips created for members and their guests. Picking through the details I found that the ERC now offers access to 374 destinations in over 100 locations – over 4,000 homes. But before you get too excited Membership is limited to the members of participating Clubs. It’s quite amazing how one man’s frustrations and experience can drive such a change industry wide, but isn’t that what it takes to shift the status quo in every industry. My conclusion is this is actually a well thought out idea that works for everyone. Not too good to be true with a catch. Just blindingly obvious ideas that dealt with the problems and delivered wonderful solutions that really do enhance the value of being involved. For more information visit www.theedenresidenceclub.com

TODAYSSOPHISTICATEDTRAVELLER.COM Elsa’s Kopje, Nairobi

Arelauquen Lodge, Bariloche

The St. Regis Mauritius Resort, Le Morne

“a new luxury club of clubs’ or association of clubs which will open its doors to thousands of members from all over the world”

“All of these properties have luxury facilities - housekeeping, concierge,

pool, bar, restaurants, gym etc. so it’s not comparable to Airbnb or a villa rental

programme as there is a real barrier to entry and these are top luxury homes.”