Vacation Ownership Company Launches Hospitality Brand

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. October 14, 2008

DECEMBER 4, 2007. Diamond Resorts International(R) (DRI) officially announced the launch of its new brand strategy with a series of global initiatives designed to consistently provide the highest standards of satisfaction, hospitality and guest experiences throughout its nearly 100 resorts. The rebranding initiatives follow the April 2007 acquisition of Sunterra Corporation by Diamond Resorts.

The primary brand tenets simplicity, choice and comfort were developed over a series of months based on extensive owner and customer research. "Simplicity reflects our owners' desire for simpler products and simple elegance in our resorts," says Stephen J. Cloobeck, Chairman and Chief Executive Officer of DRI. "It is being brought to life through upgraded accommodation standards, a complete make over of our points-based system, renamed THE ClubSM, and an internal audit geared toward simplifying all of our day-to-day operations for efficiency and profitability."

Choice and comfort are also at the forefront of operational changes. "Our owners demanded greater choice and we are delivering it as seamlessly as possible" says DRI President and Chief Operating Officer Simon Crawford-Welch Ph.D., RRP. "Over the next twelve months, a well planned and deliberate growth strategy will provide our owners with more vacation choices in more diverse destinations around the world. In addition, each of our branded-service programs will offer home-away-from-home comfort 'touches' designed to exceed every owners' expectations."

A new tagline, - Relaxation... simplified, reflects the changes that simplicity, choice and comfort will bring to a typically hectic and stressful process. DRI's more than 5000 team members, led by a team of seasoned timeshare industry veterans, are committing themselves to providing owners with clear, simple communication and the delivery of a seamless branded hospitality experience to its more that 360,000 owners worldwide.

"Internally, we've already started the process of integrating our brand tenets into every facet of our business," says DRI Chief Experience Officer Patrick Duffy. "With resorts in 14 countries and more than 50 nationalities represented in our owner-base, simplicity, choice and comfort will become the global language driving our innovative customer-centric training and hospitality programs. In an increasingly competitive industry, our sustainable competitive advantage will be achieved by consistently exceeding our customers' expectations."

DRI expects its new brand initiatives to be fully deployed and embraced in each of its resorts and operations by Q2 2008.

Diamond Resorts International(R), based in Las Vegas, Nev., is one of the largest vacation ownership companies in the world with nearly 100 branded and affiliated resorts throughout the continental United States and Hawaii, Canada, Mexico, the Caribbean and Europe. Offering simplicity, choice and comfort to its more than 360,000 owners through the branded-service of more than 5,000 team members worldwide, Diamond Resorts International(R) is dedicated to providing its guests with effortless and relaxing vacation experiences every time, for a lifetime.

For more information, please visit www.DiamondResorts.com