Members-Only Clubs Are Hitting Hotels Everywhere

No doubt you’ve heard the phrase “people want what they can’t have.” Call it the writer in me, but I would actually amend that statement to read: “people want what they can have and others can’t.” Exclusivity is a powerful tool. It’s the reason sneakerheads stand in line for hours to score limited edition kicks, beauty enthusiasts constantly refresh their browsers waiting for a special eye shadow palette to drop, and foodies log onto Resy at midnight to snag a coveted reservation. Purchasing and dining habits are just two examples of this phenomenon that very much extends to travel as well. Because if the hospitality industry knows one thing it's how to commoditize exclusivity. From that perspective, it’s not entirely surprising that members-only clubs are having a moment, particularly within the hotel space. In truth, the concept is hardly new. But it’s the pivot towards targeting travelers that’s most captivating to me — and seemingly the many folks trying to get on *the* list.

It’s impossible to talk about the history of social clubs without mentioning the past segregation of races and sexes. The new guard, however, seems acutely aware of the reasons its predecessors became relics and is moving forward with a far more modern mindset. In short: inclusivity matters even in the most exclusive environments. Obviously, not anyone can join these clubs. Memberships are limited and expensive. Thus, you need to be well-connected and financially solvent to even be considered. But in 2022, it’s essential for the most successful (profitable, but more than that covetable) members-only clubs, whether in the co-working, fitness, or hospitality space to be diverse, creative, and cool. That’s how places like Equinox (which calls itself a luxury fitness club) and Soho House keep winning.

Over the last few years, the trend of private members’ club-meets-hotel concepts that require a key — literal or figurative — has skyrocketed. As a result, plenty of different types of properties with varying models have popped up. “Lifestyle hotels are refreshing their structure and adapting to deliver great programming, stylish environments, and great F&B outlets. It’s a natural progression and a response to what consumers are asking for — particularly across the U.S., where we’ve seen an uptick in social club memberships to the point that many have long waitlists,” explains Steve Shern, General Manager at Kimpton Cottonwood Hotel. “These days, more travelers have discretionary income to allow for a club membership, which creates another opportunity for hotels and resorts.” It’s also safe to say that Covid boosted the status of staycations. And the idea of an elite vacation just a few minutes from home still retains its appeal even after (most) people have resumed traveling both domestically and internationally. So joining a club with hotel perks nearby definitely makes sense now more than ever — provided you can get in, of course.

If you’re familiar with one members-only club with a hospitality component it’s probably Soho House, which first opened in London in 1995. Over the past nearly two decades, it’s grown to include a portfolio of 33 Soho Houses across the globe, from Malibu to Mumbai, where members can reap the privileges of swish overnight accommodations and chic areas to work and hang out. Membership Collective Group (MCG), the parent company of Soho House, also counts nine Soho Works outposts, The Ned London, The Ned NoMad, Scorpios Beach Club in Mykonos, and Soho Home amongst its rapidly growing collection. The Saint James Club in Paris and the Four Seasons Hotel London at Ten Trinity Square — home to the Ten Trinity Square Private Club, a partnership between Reignwood Group, Four Seasons Hotels and Resorts, and Château Latour — are other long-standing favorites across the pond.