Vacation ownership has long struggled with the owner perception that there is only value in moments of travel, and only for accommodation. The International region of Travel + Leisure Co. identified an opportunity to fundamentally reimagine what vacation ownership could mean for owners across the South Pacific and Asia. The result was Lifestyle, a bold platform – built in-house – that transforms vacation ownership from a once-a-year holiday into a continuous, rewarding lifestyle experience.
With 65,000 members, 23% year-to-date sales growth, and a steadily expanding partner ecosystem, Lifestyle stands as one of the most compelling consumer-facing innovations in the vacation ownership industry today.
At its core, Lifestyle offers members two distinct layers of benefit. The first is free at point of entry: owners can register and immediately access exclusive deals and offers from trusted brands on a purpose-built website. The partner portfolio is broad and strategically curated. Highlights include a regional exclusive with Gift A Restaurant across Australia and New Zealand, offering up to 20% discounts at more than 700 top dining establishments; car rental benefits through Europcar; family entertainment experiences via Fun Lab; and premium lounge access through the Collinson Group Global Lounge Key Pass. In wellness, Endota has brought a trusted local brand into the member benefits fold. In telecommunications, Airalo offers members convenient eSIM solutions for international travel. Bangkok’s Ratchaprasong Square Trade Association (RSTA) partnership unlocks offers across 40+ retailers in one of Asia’s most prominent retail destinations.
The second part of Lifestyle, Lifestyle+, is a tiered, fee-based program that unlocks the ability to exchange vacation credits for a rich range of experiences. These include stays with a major hotel portfolio (Wyndham or Accor), stays at thousands of vacation exchange resorts, cruises, travel packages, tours, VIP events, room upgrades, and complimentary housekeeping. For Accor Vacation Club members, the new ability to exchange club points for Accor Live Limitless (ALL) loyalty points, opened up thousands of additional possibilities last year.
The combined effect is that Lifestyle+ becomes an essential lifestyle enhancement that owners can use every day – and makes vacation ownership part of their daily life.
What sets the new iteration of Lifestyle – developed in 2025 – apart is its scalable, white-label, multi-club architecture. Originally launched as a vacation ownership add-on for Club Wyndham South Pacific members, the platform was re-developed in 2025 – this time by a third-party developer – so it could be expanded to Club Wyndham Asia, Accor Vacation Club, and Accor Vacation Club Asia Pacific, along with any future club additions. This meant building a proprietary app and desktop site, hiring a dedicated in-house team to manage and grow partner relationships, and placing real members at the centre of the design and testing process.
The platform’s cross-border capability is equally impressive. Members can register, log in, and access benefits in seven languages (English, Japanese, Bahasa Indonesia, Chinese, Thai, Korean, and Arabic) and transact in 11 currencies including Australian, US, New Zealand, Singaporean, or Fijian dollars, Japanese yen, Thai baht, Malaysian ringgit, Indonesian rupiah, Indian rupees and Arab Emirates dirham. This level of localisation ensures that Lifestyle is not just globally accessible in name, but genuinely usable for an internationally diverse membership base.
The result is a platform shaped by the people who use it and tested at multiple stages by actual owners whose feedback directly influenced the final product. That commitment to user-centred design is the philosophical foundation on which Lifestyle+ is built.
The numbers tell a compelling story. The first part of the Lifestyle program has achieved 23% year-to-date sales growth, with a consistent 5% monthly increase, metrics that reflect genuine member uptake, not a launch spike. Numbers in Lifestyle+ have also achieved strong month-on-month growth throughout 2025. With 65,000 members already across four clubs and a scalable architecture ready for expansion, the platform is positioned for continued growth across the Asia Pacific region and beyond.
The team’s marketing philosophy is centred on value, accessibility, and ongoing relevance, which ensures the partner network is continuously refreshed to reflect what members actually want. This means the program is a living ecosystem that can evolve and grow as the business grows and as member preferences evolve.
Lifestyle represents exactly the kind of consumer-facing innovation the GNEX Best Lifestyle Product award exists to recognise. It enhances the vacation journey before, during, and between trips. It creates measurable value for members and operates seamlessly across cultures, currencies, and clubs. Most importantly, it is built not by outsourcing the vision, but by owning it, which makes it even more valuable.
