De Vere introduces ‘The Country Club’ brand

By Luke Nicholls

- Last updated on GMT

Related tags: Loch lomond, Resort, De vere

The Country Club will offer guests a premier lifestyle membership at six of De Vere's resorts
The Country Club will offer guests a premier lifestyle membership at six of De Vere's resorts
Hotel and resort operator De Vere has unveiled ‘The Country Club’ - a new leisure membership-based brand that will be introduced at six of its marquee properties across the UK.

The new form of membership is available now at Mottram Hall, Slaley Hall, Oulton Hall and is soon to be at The Carrick on Loch Lomond, Belton Woods and Dunston Hall. It is part of De Vere’s bid to enhance consumer appeal and help realise the long-term vision for the brand.

“We have made considered strides to improve all aspects of select properties in our portfolio,” said Robert Cook, chief executive of De Vere Hotels & Village Urban Resorts. “De Vere has consistently been part of a select group of organisations, successfully investing in golf and leisure.

“We have carefully pinpointed areas we felt pertinent in evolving the De Vere brand perception and escalating the experience at each resort. With the investment program complete, the stage is now set for The Country Club.”

The Country Club’ will deliver a ‘premier lifestyle membership’, with clientele offered a host of luxurious benefits encompassing core aspects of each resort, from spa to leisure and golf to fine dining.

Benefits include: -

  • Unlimited golf and leisure seven days a week, with reciprocal playing rights at all other De Vere resorts
  • Free access to all leisure classes
  • 10 per cent off F&B and Retail and a £50 F&B credit on sign-up
  • 15 per cent off spa treatments
  • Exclusive accommodation rates
  • Access to a bespoke Golf & Leisure Social Events Calendar
  • Exclusive offers across the selection of fine and casual dining options at each property

Memberships will be available as seven and five-day memberships. Individual 7-day memberships are available at £1,250 and joint memberships from £1,995. Corporate memberships are also available, priced at £3,999.

Unique membership

Cook. who joined De Vere last year having previously overseen the Malmaison and Hotel du Vin brands, added: “The strategic progression of the resorts quality and service has been formally acknowledged with this all-new launch and reasserts De Vere’s premium position in the market. 

“Sales teams will begin to introduce the new brand to potential members with the promise of quintessentially British hospitality at every visit, world class service and comprehensive leisure facilities.

“We have remained proactive in identifying products and initiatives that will deliver for the finest experiences for consumers. The De Vere Club is unique in so much that it sought to balance flexible membership requirements against the obvious economic hardships,” Cook elaborated. “Whilst there will be modifications to the membership, it will remain a core product for De Vere.”

Related topics: Hotels, Hotel Trends, Venues, Business

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