‘Vacation clubs’ are on the rise and young travellers love them

The idea of the timeshare – buying a holiday at a set resort and a fixed time each year – garnered a bad reputation. But over recent years, timeshares have been rebranded as “vacation clubs” with some key differences.

Vacation clubs offer points or credits that can be used to buy holidays at a broader range of properties – both in terms of destination and in property type. Traditional timeshares were resort-focused, but vacation clubs now offer urban locations, allow shorter stays and have points offers that deliver a discount on direct hotel bookings.

Timeshare’s image problem boiled down to some ruthless players who pressured customers, misled them on the potential financial returns and made it difficult to exit contracts.

The fact that big hotel names such as Accor and Wyndham are at the forefront of the new vacation clubs not only offers investment security; it also means that the holiday experience is backed by the nous and knowhow of major hospitality brands. Travellers can expect a certain standard of experience and accommodation from these names, whether taking a beachside break or exploring an urban scene.

Trialling the vacation club concept, I stay at Accor’s newly renovated The Sebel Melbourne Flinders Lane, an Accor Vacation Club hotel. The first thing I notice is the space: I have a dining nook, a large living room and a sizeable bedroom that opens onto busy Flinders Lane. The selection of this property aims to provide club members with an ownership experience – like having their own apartment in the city. Level 6 provides a breakout outdoor space with barbecues and sun umbrellas, while the ground floor has a barista bar with seating.

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I stay in many hotels, but over a two-day stay at The Sebel what strikes me is the friendliness of fellow guests; I find myself in conversations in hallways, lifts and wandering common areas – it is a genuinely collegiate vibe.

“Perhaps one of the most rewarding parts of vacation ownership is the community,” says Barry Robinson, president and managing director of international operations for Travel + Leisure Co., the company that runs Accor Vacation Club.

“Our clubs bring together like-minded people who are passionate about prioritising travel. We enjoy hearing how some of our owners and members have forged lifelong friendships through their club. The club becomes a way of creating traditions and making time for the people who matter most.”

To this end, the club also offers access to an e-commerce platform with exclusive offers on goods, services and travel experiences that offer value and connection beyond the stay.

In the US, a study by the American Resort Development Association found this new flexible and transparent approach to the concept has attracted a new generation.