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natural fit, as many of the hotel guests had made vacationing at Divi
Resorts an annual tradition.
Divi now has 35,000 vacation interval owners from all over the
world, and they’re still island devotees. “They bought in Aruba, and
they have vacationed there every year for 20 years or more,” Galaverna
says. “Their kids and grandkids have come, too, and they know other
owners they see here each year.”
Today, however, many of those kids and grandkids have different
needs. “They don’t want a fixed-week product,” he explains. “They’re
looking for more flexibility.” With the January 2015 introduction of the
they now have it in spades. “Club members have
access to accommodations at select resort destinations within the Divi
Resorts Group, as well as worldwide travel opportunities through our
partnership with ” Galaverna says. “Divi Vacation
Club members will enjoy flexible travel to top destinations, benefit
from the value our Pure Points provide, and experience fun vacation
adventures for years to come.”
Going Clubbing
The company’s desire to offer a points-based product was the catalyst
for finding a new exchange partner. “Interval International’s expertise has
been a huge asset to us,” Galaverna says. “They have years of experi-
ence, which we relied on to develop and introduce Divi Vacation Club.”
It wasn’t just a matter of copying what had worked elsewhere,
however. “Divi wanted a customized program, which we understood,”
says Bryan Ten Broek, senior vice president, resort sales and marketing
at Interval. “As they developed the club, we were able to explain the
impact of decisions and how those decisions would affect their oper-
ations.” Interval also provides reservations and technology services
for the club.
Since the project got the green light, Divi and Interval have worked
closely together on all aspects of the club’s introduction, including joint
sales training that began in October. “Our sales staff is really pumped
up,” Galaverna says. “We put a lot on them in a short time, but they are
excited by the program we’re able to offer.”
Divi Vacation Club members are able to exchange in the Interval
system using Divi’s Pure Points currency, and they automatically receive
membership benefits. Existing owners who convert to
club membership are also enrolled in Interval Platinum memberships.
Divi will be utilizing Interval’s membership and certificate products
as tour incentives and premiums. “We’ll have die-hard owners who
want to stay in their unit during the same week every year,” Galaverna
says. “Still, as our owners age, there will be some who won’t want to
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DIVI FLAMINGO BEACH RESORT & CASINO, BONAIRE
DIVI VILLAGE GOLF & BEACH RESORT, ARUBA
DIVI LITTLE BAY BEACH RESORT, ST. MAARTEN