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A new ere for De Vere as it launches 'The Country Club' brand

Robert Cook, Chief Executive Officer - De Vere Hotels & De Vere Village Urban Resorts
The UK’s leading resort operator, De Vere has unveiled an all new headline membership that will be introduced at six of its marquee properties. ‘The Country Club’ brand is a new form of leisure membership and is available at Mottram Hall, Slaley Hall, Oulton Hall, and soon to be at The Carrick on Loch Lomond, Belton Woods and Dunston Hall.

The membership will present clientele with a host of luxurious benefits, encompassing core aspects of each resort, from spa to leisure and golf to fine dining. A series of long term, high profile investments instigated by De Vere’s management team, have paved the way for ‘The Country Club,’ which is expected to enhance consumer appeal and help realise the long term vision for the brand, as the UK’s premier leisure business.

“We have made considered strides to improve all aspects of select properties in our portfolio,” acknowledged Robert B. Cook, CEO 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. 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.”

De Vere has become one of the most pre-eminent names in UK golf, with 16 distinct golf courses and nine luxurious resorts across the length and breadth of the UK. The expertise, professionalism and heritage of the De Vere Golf brand has been truly recognised over recent years as the renowned portfolio of resorts has hosted a number of esteemed professional tournaments, and ‘The Country Club’ will be looking to build upon this reputation.

“The aim is to create a vibrant environment, rich with activities, where luxury and escapism remain easily accessible,” remarked Cook. “Golf and leisure are key elements in ‘The Country Club’ strategy and are two areas that our selected resorts are leaders in.”

‘The Country Club’ membership will sit at the top of De Vere’s membership assets, offering guests a holistic leisure option, giving its members the chance to live life unlimited by revelling in the award winning amenities and treat themselves to well-deserved luxury and premium experiences.

'The Country Club’ Members will receive a host of outstanding benefits including;
Unlimited golf and leisure seven days a week, with reciprocal playing rights at ALL other De Vere
Free access to all leisure classes
10% off F&B and Retail as well as a £50 F&B credit on sign-up
15% 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

In addition, ‘The Country Club’ is available for Corporate Memberships, which includes the following (as well as the above);
Daily four-balls
Reciprocal playing rights at all other De Vere Resorts
4 x Flexible Leisure Club memberships

‘The Country Club’ memberships will be available as 7-day and 5-day memberships. Individual 7-day memberships are available at £1,250 and joint memberships from £1,995, 5-day individual and joint memberships are also available. Corporate memberships are available at £3,999.

The successful De Vere Club, revolutionary flexible membership launched in 2010 will remain, offering golfers the opportunity to play all courses in the De Vere collection as part of a points-based package.

“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.”

Pictured: Robert Cook, Chief Executive Officer - De Vere Hotels & De Vere Village Urban Resorts.

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