Tuesday, December 04, 2007

Diamond Resorts Press Release


Las Vegas - December 4 2007 - Diamond Resorts International® (DRI)
officially announced the launch of its new brand strategy with a
series of global initiatives designed to consistently provide the
highest standards of satisfaction, hospitality and guest experiences
throughout its nearly 100 resorts.

The rebranding initiatives follow the April 2007 acquisition of
Sunterra Corporation by Diamond Resorts.

The primary brand tenets simplicity, choice and comfort were
developed over a series of months based on extensive owner and
customer research. "Simplicity reflects our owners' desire for
simpler products and simple elegance in our resorts," says Stephen J.
Cloobeck, Chairman and Chief Executive Officer of DRI. "It is being
brought to life through upgraded accommodation standards, a complete
make over of our points-based system, renamed THE Club(SM), and an
internal audit geared toward simplifying all of our day-to-day
operations for efficiency and profitability."

Choice and comfort are also at the forefront of operational
changes. "Our owners demanded greater choice and we are delivering it
as seamlessly as possible" says DRI President and Chief Operating
Officer Simon Crawford-Welch Ph.D., RRP. "Over the next twelve
months, a well planned and deliberate growth strategy will provide
our owners with more vacation choices in more diverse destinations
around the world. In addition, each of our branded-service programs
will offer home-away-from-home comfort `touches' designed to exceed
every owners' expectations."

A new tagline, - Relaxation. simplified, reflects the changes that
simplicity, choice and comfort will bring to a typically hectic and
stressful process. DRI's more than 5000 team members, led by a team
of seasoned timeshare industry veterans, are committing themselves to
providing owners with clear, simple communication and the delivery of
a seamless branded hospitality experience to its more that 360,000
owners worldwide.

"Internally, we've already started the process of integrating our
brand tenets into every facet of our business," says DRI Chief
Experience Officer Patrick Duffy. "With resorts in 14 countries and
more than 50 nationalities represented in our owner-base, simplicity,
choice and comfort will become the global language driving our
innovative customer-centric training and hospitality programs. In an
increasingly competitive industry, our sustainable competitive
advantage will be achieved by consistently exceeding our customers'

DRI expects its new brand initiatives to be fully deployed and
embraced in each of its resorts and operations by Q2 2008.

Diamond Resorts International®, based in Las Vegas, Nev., is one of
the largest vacation ownership companies in the world with nearly 100
branded and affiliated resorts throughout the continental United
States and Hawaii, Canada, Mexico, the Caribbean and Europe. Offering
simplicity, choice and comfort to its more than 360,000 owners
through the branded-service of more than 5,000 team members
worldwide, Diamond Resorts International® is dedicated to providing
its guests with effortless and relaxing vacation experiences every
time, for a lifetime.

For more information, please visit www.DiamondResorts.com

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