Diamond Resorts™, a global leader in the hospitality and vacation ownership industries, today announced its redefined brand approach. Formerly Diamond Resorts International®, the company introduced its newly shortened name, brand promise to “Make a habit of breaking from the routine” and refreshed commitment to helping members take time to connect with the things that matter most in life.
Effective immediately, the refresh features a new name, logo and website that embodies a more familiar and modern aesthetic, complete with a clear and conversational tone. The approach effectively communicates a straightforward focus on member benefits and Diamond’s excitement to be a part of their journey.
“Vacations are meant to be fun and exciting, and it was time we updated our look and communications to better reflect that mentality,” said Michael Flaskey, Chief Executive Officer of Diamond Resorts. “Relationship building is at the heart of our business, and we wanted to create an image that was warm, inviting and innovative for our members and their families. With this refresh, our goal is to not only get to know our members better, but open ourselves up as well, so they feel like a part of the Diamond family.”
To build a unified brand experience, Diamond Resorts used qualitative research compiled through interviews with members, prospective guests and team members. During the process, it was determined that the Diamond Resorts name is inherently associated with a strong global company, which resulted in the dropping of “International” from the official name.
The brand refresh emphasizes the company’s four core pillars to deliver a consistent experience across every property and event, provide an immersive escape from the everyday, make all facets of the membership process easy, and establish a personal connection with members through tailored communications and interactions that address needs and expectations.
“We’re still doing what we love,” added Flaskey. “Our goal is to continue delivering unforgettable getaways, exclusive concerts and VIP events to our members, making sure they know that a Diamond membership is a promise to always have another vacation to look forward to.”
Even as Diamond Resorts enhances its brand, nothing with respect to member accounts or policies, or the manner in which members work with the company will change. Diamond Resorts will continue to deliver the same unforgettable experiences and quality customer service its members have grown to cherish.
To learn more about Diamond Resorts, visit DiamondResorts.com.
About Diamond Resorts
Diamond Resorts offers destinations, events and experiences to help members make a habit of breaking from the routine. From unforgettable getaways to exclusive concert series to VIP receptions and dinners, members turn to Diamond to recharge, reconnect and remind each other what matters most. Our focus on quality, service and flexibility means members can return to a favorite resort, book a cruise, or attend a once-in-a-lifetime event with the same level of confidence and anticipation. With access to a world of entertainment and activities, a Diamond membership ensures that people are always looking forward to vacation.