Report on Club Mahindra

Operating Model: Club Mahindra employs a timeshare model, which is a divided form of ownership. It
is usually found in resort condominiums where there are multiple separate properties tied together
by a common open area. Usually, Multiple parties hold the ownership/right to use of the property
under consideration and are used by them on an allotment basis wherein a specific time period is
allotted to the parties. Timeshare includes both partial ownership and right to use (under which, the
party has no ownership of the property).

Revenue Model: Club Mahindra uses a subscription model under which it provided different types of
memberships. Each membership for a given period of time and comes with its own perks. The
subscription charges collected are on EMI basis but there is an annual fee that is charged each year.
Most of these charges are used to cover the operational costs. The fee is reset every year as per the
inflation rates.

Target Customers: The audience targeted by Club Mahindra are young parents, married couples and
families. With the plethora of activities and curated holidays targeted towards children and families, it
is safe to assume that this is the market segment that the company is going for.

Point of Difference (USPs):

 Locations: With a pool of over 100 resorts, Club Mahindra offers the highest number of
properties and locations to choose from which gives it a competitive edge. Apart from that,
one can choose to stay at 170+ partner hotels which include but are not limited to
hotels/resorts owned by the Taj group, ITC Hotels, Accor. Moreover, Club Mahindra is
associated with RCI which allows it to give its members access to 4500+ properties spread all
across the world.
 Flexibility: Club Mahindra is extremely customer friendly as it offers memberships which are
suited to all types of customer needs. Be it the affordable Blue Season membership which
give you access to the resorts during off-peak seasons or the Purple Season membership
which allows to book weekends during peak times like during New Year or Diwali (and that
too without any surge pricing of any sorts), there is something for everyone. Apart from that,
it offers a variety among the types of properties as well like superior studios, signature 1-
bedroom suite, 2-bedroom suite and much more. Added to this, there is the feature of
adjustable bookings wherein if the customer is unable to keep up the booking, they can opt to
shift it to a different time period (e.g.: a purple season member can go for a vacation during
the white season time periods in case of special circumstances). Lastly, they provide a virtual
tour of all the destinations on their website, making it easier for the customers to make a
choice. Such flexibility sets Club Mahindra apart from its competitors.
 Experiences: Club Mahindra offers a wide variety of experiences to choose from be it puppet
making classes and junior chef for kids or a Raja-Rani Poolside dinner which is the perfect
romantic getaway for any couple. The list goes on and includes activities for kids, couples and
families. Moreover, it also provides curated holidays with a fun itinerary chalked for each day
of the vacation. Apart from the above-mentioned facilities, Club Mahindra also allows its
customers to experience a serene time on a yacht or adventure sports like scuba diving at a
discounted price which is not being offered by any other company. The access to 25 golf
courses across India which it provides is also unique to Club Mahindra.
 Mahindra Holidays is a timeshare company with a difference. Traditional timeshare
companies offer ownership rights to members of occupancy time at their resorts (a week
year). In comparison, Mahindra Holidays only offers a right-of-use for the period of
membership (a standard of 25 years). So, at the end of 25 years, the rights lapse and the
company can sell the rights again for another 25 years.