As The Vip Guy is set to launch at SXSW 2026, we've crafted a little bit about the background, the founders, and where the VIP guy is headed

“Our process is simple & thoughtful.”

Jason and Ashley believe that elite-tier knowledge shouldn’t be locked behind a private membership wall, so they engineered a path to share the proprietary mechanics of elite travel with an anyone ready for a higher level of bookings. This is The VIP Guy—a specialized booking model that leverages the same internal signals used by the hospitality elite to ensure you enter the resort’s system as a priority asset. By routing your stay through our network, you activate behind-the-scenes perks that standard travelers don’t even know exist; the moment you book through the protocol, your file pings the resort’s system with the exact signals that trigger a high-level experience before you even clear customs.

THE VIP GUY: A NEW WAY TO BOOK

Most people travel as guests—waiting in lines and paying retail. At The VIP Guy, we believe the best way to experience a resort is to arrive as an owner. We aren't a travel agency; we are a Membership Proxy. Our founders hold Elite Memberships at the world’s most exclusive hospitality groups. Because you are booked as a guest of an Elite Member, you receive the full "Owner" experience: Private Butlers, Elite Beach Access, and Priority Dining. We provide a Human Intercept to ensure the General Manager knows you are coming.

“We created this service to weaponize the gap between public rates and member reality. When you book through us, you aren’t just getting a room—you are inheriting an Elite Membership for the duration of your stay. You leverage our status to bypass the lobby, skip resort fees, and unlock private inventory like four-bedroom condos and Tiger Woods golf access that isn’t available to the public.”

— - Ashley M Lands

The Social Aspect

While the industry has long focused on the financial wage gap, the Lands duo is tackling a different divide: the Access Gap. By leveraging high-level network intercepts, The VIP Guy provides the everyday traveler with owner-level perks, private butlers, and off-market rates previously reserved for the ultra-elite—proving that world-class status shouldn't be gated by a paycheck, but unlocked through better intelligence.

Is the VIP Guy a real person?

100%, and here’s the story…

The VIP Guy was pioneered by siblings Jason & Ashley Lands. Jason built his career in the high-stakes world of technology, where systems, strategy, and leverage define the outcome. Ashley, meanwhile, became a recognized in global hospitality and has since been named one of the 05 Distinguished Female Leaders Shaping the Hospitality Industry, 2026.

While Jason is, in fact, “The VIP Guy,” he also holds memberships at some of the world’s most exclusive private clubs. This access gives the siblings a genuine insider’s perspective on how elite hospitality networks operate behind the velvet curtain — where priority reservations, owner privileges, and member-tier treatment quietly shape the experience long before a guest even arrives.

The backstory:

what do a hurricane, Cancun, and COVID-19 have to do with The VIP Guy? Everything.

Most people view brands like The Ritz-Carlton, Hyatt, and TAFER as just hotels & Resorts. They don’t see the Invisible Infrastructure behind it. These publicly traded giants operate massive, invitation-only Residence Clubs and Elite Membership tiers that the average traveler doesn't even know exist. Take the Ritz-Carlton, for example: you think it’s just suites in Paris? No. There is a shadow-level of ownership that grants access to a global portfolio—from 'Member-Only' clubs in St. Moritz and Aspen to private luxury yachts. These aren't just 'rooms'; they are deeded assets.

The only catch? The Fees. When a hurricane hits Cancun, or a global pandemic shuts the world down, these owners don’t just stop paying. They are locked into Maintenance Fees—often $5,000 to $25,000+ a year—regardless of whether they step foot on the property. These fees fund the resort's survival during a crisis.

This isn't just industry theory for us; it’s the exact moment the lightbulb went on for our founder, Jason Lands.

Jason: 'In 2021, I was standing in a lobby in Cancun being told to evacuate because a hurricane was headed straight for us. I had already scheduled the time off and I wasn't going home—so I caught a flight to Cabo and booked a room at Garza Blanca Cabo while standing in the airport.

Because of COVID, the resort was hurting for business, and they offered me a deal that shouldn't have existed: a contract from a founding member who had defaulted on his payments. I was able to buy in at his original 2018 point value. At that time, there were only three resorts in the portfolio. Today, there are nine. By 2030, that number is expected to exceed 15+ distinct properties across owned and managed brands. Every time a new multi-million dollar property opens, my cost-per-point stays locked in at that 2018 rate while everyone else pays the new yearly premium for rooms. I was buying real stock value in a moment of global chaos.'

The VIP Guy exists at this exact intersection. We provide the 'Value Strategy' for the owners and the 'Entry Strategy' for you. We intercept those unused, high-tier assets—the ones Jason learned to navigate during that storm in Mexico—and route them to our clients. You get the $100K Elite Member status and the St. Moritz views, without the $25,000 liability. You’re inheriting the asset, but we’re leaving the fees at the door.