Bernhard ‘BB’ Bohnenberger, president and co-founder of the Discover Collection, faces pre-opening anticipation with confidence. His new venture in Ras Amud, Oman, promises guests an experience unlike any other. Arriving exclusively by boat sets the stage for an adventurous stay, catering not to social media influencers, but to culturally curious individuals. All guests belong to the same club.
Access to any Discover Collection property requires membership, ensuring that only those accepted into the community will enjoy the offerings. This trend, defining luxury travel, reflects how members’ clubs are evolving. Talented individuals, from founders to investors, will pay a $650 joining fee and an annual $3,600 membership fee, cultivating a shared commitment to conservation and well-being. This ethos is underscored by Bohnenberger’s background with Six Senses. A tailored experience, from in-suite bars to bespoke dining, aims to exceed expectations, setting a new standard in hospitality.
Looking ahead, the Discover Collection plans to expand to locations including Kenya, Ireland, and Bhutan, with the intention of these memberships shaping future offerings. Bohnenberger aims to deliver unparalleled customization, ensuring activities resonate with guests’ personal interests, fundamentally redefining luxury travel.
©Aman New York
As the luxury travel landscape evolves, other hotel groups adapt the members’ club concept to fit their identity. Aman’s Aman Club, launched in response to robust demand, caters to clientele in New York, Tokyo, and Bangkok, with plans for additional locations. Membership, an invitation-only affair, involves a $200,000 initiation fee and annual dues of $20,000, emphasizing exclusivity and cultivating loyalty through succession rights for future generations.
In Hong Kong, Carlyle & Co, created by Rosewood Hotels, operates separately from the flagship hotel, offering members special room rates and a calendar packed with unique experiences. This fusion of luxury hospitality and exclusivity positions it as a fresh offering in the members’ club landscape.
The global members’ club market is forecasted almost to double by 2033, prompting hospitality groups to explore their pathways into this lucrative sector. However, navigating exclusivity and accessibility remains a delicate balance. The experience should resonate with members rather than alienating loyal customers. The industry is keenly aware of the pitfalls exemplified by Soho House’s recent image struggles when it featured inflated membership numbers and dwindling exclusivity.
Experiential travel is on the rise, reflected in new concepts from Delano, One&Only, and Six Senses. The Palmilla Social Club promotes interactions between hotel guests and the local Los Cabos community without traditional membership fees, while Six Senses introduces a health-focused club in London. Unlike typical nightclubs, this space emphasizes wellness and community.
Long Lane, a wellness-oriented club in West Sussex, aims to redefine social interaction by offering unique features like sound-healing sessions and fitness-based gatherings. This innovative approach is driven by a significant demand for a more holistic lifestyle in luxury offerings.
Membership at Long Lane includes comprehensive health assessments, ensuring personalized experiences tailored to individual wellness goals. The club consciously excludes alcohol, prioritizing health and attracting members aligned with this ethos. Such focused environments promise to create strong communal bonds, where shared values take precedence over indulgence.
This innovative approach is found even in options like the Marcella Club in Utah, which offers a lifestyle revolving around outdoor recreation and leisure. Within Thanda Safari’s Royal Club in South Africa, members enjoy exclusive comforts alongside thrilling game drives and vital emergency services. Being part of such communities enriches member experiences, stripping away conventional expectations and emphasizing meaningful connections.
The transformation of the travel members’ club landscape illustrates how these spaces cater to modern desires for community, adventure, and personal fulfillment, blending leisure and lifestyle in thoughtful ways.
Travel members’ clubs
The Discover Collection is planning to open in Kenya, in addition to Ireland, Albania, Bhutan, and beyond.
Access to Aman’s Aman Club provides ultra-discreet opportunities and access to premier amenities in its hotels.
Carlyle & Co is a Hong Kong members’ club devised by Rosewood Hotels.
One&Only’s Palmilla Social Club acts as an exclusive space within its Los Cabos resort.
The first Six Senses Place within its hotel in London is geared towards wellness rather than revelry.
Alcohol-free Long Lane is a new wellness-focused members’ club and hotel in West Sussex, England.
The Maybach Ocean Club invites members to enjoy the pleasures of yachting without the burdens of ownership.
Each journey curated within these members’ clubs reflects a commitment to creating unique ways to engage with travel. Thoughtfully designed experiences—from turndown gifts that align with local culture to initiatives that build connections within the community—nurture a sense of belonging. As encapsulated by one founder, travel links individuals in profound ways, making shared experiences foundational to the club’s ethos.
For example, the Maybach Ocean Club transforms the yachting experience, providing members exclusive access without the obligations of ownership. With fees exceeding $3 million for a buy-in, it caters to a niche clientele seeking the luxury of yachting paired with convenience. The prospect of forging bonds in intimate settings, surrounded by nature or exclusive amenities, signifies a shift toward community in luxury travel.
As these new communities develop, so too does the responsibility to maintain the integrity of the membership experience. Ensuring a sincere and inviting environment makes navigating these prospects both complex and rewarding. With unique offerings that prioritize meaningful connections, the future of members’ clubs in luxury travel stands poised to redefine social engagement during travel.
