Dive Brief:
- Hilton Grand Vacations announced a partnership with family water park resorts operator Great Wolf Lodge to expand options for family travel.
- Guests will be able to exchange HGV club points for stays at 19 Great Wolf Lodge resorts across the U.S., including Williamsburg, Va.; Scottsdale, Ariz.; Colorado Springs, Colo.; and others. Guests at the water parks will be “introduced” to the “benefits of vacation ownership,” HGV said.
- The partnership follows HGV’s $1.5 billion acquisition of Bluegreen Vacations, which closed in January, as the vacation ownership company works to solidify its position as “a leader in experiential travel,” the company said.
Dive Insight:
Great Wolf Lodge resorts feature indoor water parks and family-friendly activities like ropes courses, mini golf, bowling and arcades. In addition to HGV members’ ability to book stays at the resorts, Great Wolf Lodge guests will have access to offers at HGV properties.
Great Wolf Lodge is opening three more resorts within the next 14 months, according to CEO John Murphy, who called the properties “ideal for a fun-filled family getaway.”
HGV CEO Mark Wang cited Great Wolf Lodge’s “exciting development trajectory” as a perk of the partnership.
“At Hilton Grand Vacations, we’re more focused than ever on offering unparalleled experiential travel offerings for our members,” Wang said in a statement. HGV expects the partnership to fully launch this summer.
HGV has ramped up its experiential travel offerings in recent years, as more travelers demand unique, adventure-filled trips. Its HGV Ultimate Access program, for instance, grants members access to events like concerts and meet-and-greets.
In November, the company announced it was acquiring Bluegreen Vacations for $1.5 billion, expanding its resort portfolio from 150 to nearly 200 properties. The deal closed in January.
In a statement earlier this month upon the appointment of CFO Dan Mathewes to president, Wang said HGV is in the midst of “an exciting time.”
But the moment isn’t without its hurdles. As of year-end 2023, the company was still feeling the “ongoing impact of limited Maui operations,” Wang said, as a result of wildfires that damaged several of its properties on the Hawaii island.
