Diamond Resorts
Corporate brand
UnclaimedA vacation-ownership and timeshare brand operating within Hilton Grand Vacations' resort portfolio.
Last updated August 22, 2026
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Overview
Diamond Resorts is a United States-based vacation-ownership and timeshare business whose resorts and membership activities became part of Hilton Grand Vacations after an acquisition completed in 2021. The company developed a portfolio of vacation-ownership resorts, managed clubs, and related hospitality assets in the United States and international markets. Its offering traditionally centered on selling interests in vacation properties or points-based usage rights, managing resort operations, collecting recurring maintenance and management fees, and enabling members to exchange or reserve stays within a broader resort network. The business expanded substantially through acquisitions during the 2010s. In October 2015, Diamond Resorts acquired Gold Key Resorts, adding vacation-ownership properties in Virginia Beach, Virginia, and the Outer Banks of North Carolina. In November of the same year, it acquired Intrawest Resort Club Group, a transaction that added nine resorts and approximately 22,000 members; the acquired club was subsequently rebranded as Embarc Resorts. These transactions broadened Diamond's resort footprint and membership base beyond its existing properties. The company later acquired Amber Vacation Club in March 2018 and assumed operations at several associated resorts, including properties in Tennessee and Florida. In April 2018, it also announced the acquisition of The Modern Honolulu, a boutique hotel in Hawaii. Ownership changed again in 2016, when Apollo Global Management made a successful offer to acquire Diamond Resorts International. The company continued operating under Apollo ownership and undertook a brand refresh in January 2018, dropping the word “International” from its public name and adopting the shorter Diamond Resorts identity. During this period, Michael Flaskey served as chief executive officer and publicly discussed changes to the company's sales and marketing approach. Diamond also used sports and entertainment partnerships as part of its marketing and charitable strategy. Its Diamond Resorts Invitational golf event began in 2013 to benefit Florida Hospital for Children. The company later partnered with the LPGA on the Diamond Resorts Tournament of Champions, which began as an official LPGA season event in 2019 and combined professional golf winners with celebrity participants. The tournament replaced the earlier Diamond Resorts Invitational format. The company attracted criticism over its sales presentations, recurring maintenance fees, and the difficulty some owners experienced when attempting to exit or resell timeshare interests. In 2016, the Arizona attorney general announced an $800,000 settlement concerning alleged violations of the Arizona Consumer Fraud Act. The settlement included customer restitution and a process through which eligible purchasers could relinquish certain timeshare interests. These issues formed an important part of public discussion about the company's business model. In March 2021, Apollo Global Management agreed to sell Diamond Resorts to Hilton Grand Vacations for $1.4 billion. Hilton Grand Vacations completed the acquisition on August 2, 2021. After the transaction, Diamond Resorts became a brand and subsidiary within HGV rather than an independent company. Hilton stated that most Diamond properties had been or were expected to be rebranded as Hilton Vacation Club properties, while some resorts were expected to retain the Diamond Resorts name. The brand therefore continues to have historical and operational significance within HGV's expanded vacation-ownership portfolio, even though it is no longer independently controlled.
History
Diamond Resorts developed as a vacation-ownership and timeshare company serving leisure travelers through resort memberships, vacation interests, and managed accommodation. Its business model combined the sale of usage rights or ownership interests with the operation of resorts and the collection of recurring maintenance and management fees. Members generally obtained access to a network of vacation properties rather than purchasing an ordinary hotel stay on a purely transactional basis. The company's later history was marked by portfolio expansion. In October 2015, Diamond Resorts acquired Gold Key Resorts for $167.5 million. The transaction added five vacation-ownership resorts in Virginia Beach, Virginia, and one in the Outer Banks of North Carolina. In November 2015, Diamond acquired Intrawest Resort Club Group, adding nine resorts and approximately 22,000 members. Diamond subsequently rebranded that business as Embarc Resorts. These acquisitions increased the geographic reach and membership scale of the company. Diamond's growth strategy continued with additional resort and club transactions. In March 2018, it acquired Amber Vacation Club and assumed operations at Sunrise Ridge Resort in Pigeon Forge, Tennessee, together with Alhambra Villas and Alhambra at Poinciana in Kissimmee, Florida. The following month, Diamond announced the acquisition of The Modern Honolulu, a boutique hotel in Hawaii. In January 2020, it partnered with Highgate to rent units in two New York City properties, illustrating an effort to connect vacation-ownership assets with broader lodging and rental activity. The ownership of Diamond Resorts changed in 2016, when Apollo Global Management acquired the company. In March 2017, Michael Flaskey was named chief executive officer. Under this leadership period, Diamond pursued a public repositioning of its marketing and brand presentation. On January 18, 2018, it announced a brand refresh and formally removed “International” from the brand name, adopting Diamond Resorts. Sports marketing and charitable activity became prominent elements of the company's public profile. Diamond launched the Diamond Resorts Invitational in 2013 to benefit Florida Hospital for Children. The event generated more than $3.1 million for the hospital according to the referenced account. In 2018, Diamond announced a partnership with the LPGA to establish the Diamond Resorts Tournament of Champions as an official season event beginning in 2019. The new tournament replaced the earlier golf event and included LPGA tournament winners alongside celebrity participants. The company also faced sustained criticism related to timeshare sales practices. Owners and consumer advocates criticized high-pressure presentations, recurring maintenance fees, and restrictions affecting cancellation or resale. In December 2016, the Arizona attorney general announced an $800,000 settlement over allegations that sales personnel had made misleading statements concerning maintenance-fee increases, resale opportunities, buy-back programs, rental income, and travel discounts. Of the settlement amount, $650,000 was allocated to restitution. Eligible Arizona purchasers were offered a route to relinquish certain timeshare interests in exchange for describing the alleged misrepresentations. In March 2021, Apollo Global Management agreed to sell Diamond Resorts to Hilton Grand Vacations for $1.4 billion. HGV completed the purchase on August 2, 2021. Diamond Resorts thereby became a wholly owned subsidiary and brand within HGV. Following the acquisition, many Diamond resorts were rebranded or scheduled for rebranding as Hilton Vacation Club properties, while some locations were expected to continue using the Diamond Resorts name. The business is consequently best understood today as a legacy and continuing brand within Hilton Grand Vacations rather than as an independent public company.
- 2021
Hilton Grand Vacations acquisition completed
[1]Hilton Grand Vacations completed its $1.4 billion acquisition of Diamond Resorts.
- 2018
Brand refresh
[1]The company refreshed its identity and dropped “International” from its name.
- 2017
Michael Flaskey becomes chief executive
[1]Michael Flaskey was named chief executive officer.
- 2016
Apollo acquisition
[1]Apollo Global Management made a successful offer to purchase Diamond Resorts International.
- 2015
Gold Key Resorts acquisition
[1]Diamond acquired Gold Key Resorts, adding six vacation-ownership resorts in Virginia and North Carolina.
- 2015
Intrawest Resort Club Group acquisition
[1]Diamond acquired Intrawest Resort Club Group, adding nine resorts and approximately 22,000 members; the business was later renamed Embarc Resorts.
- 2013
Diamond Resorts Invitational begins
[1]Diamond launched a golf tournament benefiting Florida Hospital for Children; the event later raised more than $3.1 million for the hospital according to the referenced account.
Products and positioning
A resort-centered vacation-ownership provider positioned around access to a broad destination network, club membership, and managed leisure accommodation.
Vacation ownership
Diamond Resorts vacation-ownership memberships
The core offering consisted of vacation-ownership interests and club memberships giving customers access to resort accommodation under defined usage, reservation, and membership terms. Depending on the program, the customer relationship could involve an ownership interest, points, or other rights to use participating properties. Members also paid recurring maintenance and management charges associated with the program.
Resort accommodation
Diamond Resorts resort portfolio
Diamond operated or managed a portfolio of vacation resorts in the United States and international markets. The portfolio expanded through acquisitions including Gold Key Resorts, Intrawest Resort Club Group, and Amber Vacation Club. After the HGV acquisition, many properties moved toward the Hilton Vacation Club identity, although some were expected to retain the Diamond Resorts name.
Vacation club · 2015
Embarc Resorts
Embarc Resorts was the name applied by Diamond Resorts after its acquisition of Intrawast Resort Club Group. The rebranding represented Diamond's effort to integrate the acquired club and its membership base into a distinct resort-ownership identity.
Controversies
2016
Arizona consumer-fraud settlement
The Arizona attorney general announced an $800,000 settlement over allegations that Diamond sales representatives made misleading statements concerning maintenance-fee increases, resale prospects, buy-back programs, rental income, and travel discounts. The settlement included $650,000 for restitution and a relinquishment process for eligible customers.
Marketing campaigns
- 2018Diamond Resorts Tournament of Champions
United States
Diamond partnered with the LPGA to introduce a season-opening professional golf event featuring recent LPGA tournament winners and celebrity participants.
Outcome. The tournament began with the 2019 LPGA season and replaced the earlier Diamond Resorts Invitational format.
- 2013Diamond Resorts Invitational
United States
Diamond created a golf tournament to support Florida Hospital for Children. The event combined brand exposure with charitable fundraising and was reported to have generated more than $3.1 million for the hospital.
Outcome. The event was later replaced by the Diamond Resorts Tournament of Champions.
Brand decisions
2021
Sell Diamond Resorts to Hilton Grand VacationsM&ABackground
Apollo Global Management agreed to exit its ownership of Diamond Resorts through a sale to Hilton Grand Vacations.
Action taken
HGV agreed to acquire Diamond Resorts for $1.4 billion and completed the transaction on August 2, 2021.
Aftermath
Diamond became a wholly owned HGV subsidiary and brand. Many resorts were rebranded or scheduled for rebranding as Hilton Vacation Club properties, while some were expected to retain the Diamond Resorts name.
Acquisition consideration. $1.4 billion (Announced March 2021; completed August 2, 2021)
2018
Adopt the Diamond Resorts brand nameStrategyBackground
The company sought a refreshed and simpler public identity.
Action taken
It refreshed its logo and removed “International” from the name, using Diamond Resorts as the brand.
Aftermath
The shorter name became the company's principal public-facing identity.
2015
Acquire Gold Key ResortsM&ABackground
Diamond sought to expand its vacation-ownership resort footprint in the Mid-Atlantic and southeastern United States.
Action taken
It acquired Gold Key Resorts for $167.5 million, adding five Virginia Beach resorts and one resort in the Outer Banks of North Carolina.
Aftermath
The acquisition broadened Diamond's resort portfolio and regional membership base.
Acquisition consideration. $167.5 million (October 2015)
2015
Acquire Intrawest Resort Club GroupM&ABackground
Diamond pursued further scale in vacation ownership and resort-club membership.
Action taken
It acquired Intrawest Resort Club Group, adding nine resorts and approximately 22,000 members, and later renamed the business Embarc Resorts.
Aftermath
The transaction expanded the company's membership platform and resort network.
Sources1 sources
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