Corporate Gifting Case Study: How Elite, Private Vacation Club Exclusive Resorts Created a Standout Member Gifting Program
It’s all about the details for Exclusive Resorts, an elite travel club that coordinates exquisite global travel for its discerning Members. Members and their families enjoy extraordinary accommodations and amenities, and every part of an Exclusive Resorts vacation is curated specifically for them by The Club’s team of travel experts.
Members also receive year-round, personalized service and perks through The Club, including handpicked gifts from their Vacation Ambassador—a travel expert dedicated to helping Club families make the most of their leisure time. When it was time for Exclusive Resorts to rethink their Member gifting program, we were all too happy to step in and help them design an approach that would be on par with the rest of their superior services.
The client: An exclusive travel club for the modern Jet Set
Exclusive Resorts is a private travel club with luxury properties in the globe’s most enviable (and Instagrammable) destinations, with a roster of 4,000+ elite Members worldwide. Eighty Vacation Ambassadors support these Member relationships to keep the high-caliber service going even when families aren’t vacationing, including sending gifts to increase retention and celebrate Member milestones.
Gifting pain points: An unruly system of gift selection and reimbursement led to frustrated employees and an inconsistent gifting experience
Cindy Timmons, the Operations Manager at Exclusive Resorts, reached out to us for help creating a sophisticated gifting strategy for all Vacation Ambassadors. Previously, Vacation Ambassadors selected and sent gifts to their Members independently, charging gifts to personal credit cards and submitting expense reports. This process was frustrating for all; it left room for reimbursement errors and Vacation Ambassadors found the perpetual quest for unique gifts challenging.
Gifting criteria: A streamlined gifting strategy and standout product selection
With eighty Vacation Ambassadors managing gifts for thousands of accounts, Exclusive Resorts needed a failsafe system for this program. We helped Cindy identify key criteria for her employees’ ideal gifting experience:
- Choosing and sending gifts must be easy, quick, and efficient
- The gift options should feature quality products for discerning recipients
- Gifts must be in sync with the personalized, polished experience Members enjoy and expect from Exclusive Resorts
- Vacation Ambassadors should be able to gift without the added hassle of expense reports and reimbursements
Solution: A private shopping page, gifting guidelines, and branded packaging for a curated, detail-first approach
We wanted to relieve the pressure Vacation Ambassadors had come to associate with sourcing gifts, so we designed a private shopping site for Exclusive Resorts employees. After consulting with Cindy, our account specialists created a selection of pre-curated gifts for The Club’s most common occasions: birthdays, anniversaries, welcoming new Members, and a new baby gift category.
A private, curated shopping site
This private, virtual storefront functions exactly like our consumer site: Vacation Ambassadors can browse the handpicked assortment, send gifts as-is, or customize each gift set to further tailor the items inside. To help them make the most of our gifting features, we created a branded user guide and training manual that was distributed to the entire Vacation Ambassador team. With instructions on how to shop, customize, schedule shipping, shop for multiple Members at once, and write personal gift messages, this guide helps Vacation Ambassadors handle every aspect of gifting from one powerful hub.
Once a Vacation Ambassador has ordered, we pack and ship the gifts from our headquarters by the next business day. Plus, their days of expense reports are over; Knack submits a monthly invoice for all Exclusive Resorts gifts, relieving employees of their reimbursement hassles.
The Exclusive Resorts experience is built on exceptional service, with no detail left untouched. To ensure the Member gifting program aligns with these values from start to finish, every gift automatically includes branded packaging on the box, packing materials, and message to the recipient.
Gift records for organized inspiration
Each Exclusive Resorts Vacation Ambassador manages approximately 50 Member families–that’s a lot of gifts to send over the years! To avoid repetitive gifting and other mix-ups, we created a visual history of every Exclusive Resorts gift ever sent. This virtual library serves as a record of the gifts sent to particular locations and Members and provides inspiration for future Vacation Ambassadors who take over a new account (and prevents them from sending the same thing twice). It’s an extra step toward long-term gifting success.
Outcome: “Everything in the box was awesome!”
Exclusive Resorts cares for their Club Members like family. With this new and improved approach to gifting, Vacation Ambassadors have become more efficient, responsive, and thoughtful with the gifts they give. Their private shopping page allows them to spend less time worrying about the gifting logistics and more time curating the perfect gift for each family they support, and Members love the customized approach, going out of their way to acknowledge their delight.