Luxury travel is evolving, membership clubs - once the domain of elite city venues - are now reshaping hospitality.

Hotels that embed year-round membership programmes stand to unlock new revenue streams, deepen guest loyalty, and claim a position beyond “just another stay”.

Why this matters now?

*Membership clubs like Soho House & Co and Aman’s internal Aman Club show how exclusivity + community create powerful value.

*Wellness-focused clubs are booming: private clubs now layer in gyms, mindfulness, diagnostics and longevity programmes.

For hotels, member clubs move beyond occupancy: they monetise the lobby, spa, F&B, events and seasonal downtime.

How luxury hotels can make it work?

Here are creative membership ideas hotels can implement:

*“Wellness Lifetime” Membership – annual fee gives access to unlimited spa treatments, wellness labs, yearly diagnostic check-ups, plus invites to member-only retreats.

*“City Club + Resort Retreat” – urban hotel membership giving suites, co-working lounge access, F&B privileges, plus optional remote resort stays.

*“Artisans & Experience Club” – membership centred on local craftsmanship, private dining, experiential workshops (for example winemaking, stargazing, diving).

*“Friends & Family Concierge” – membership for clients who travel frequently: priority bookings, transport/driver access, gear rental, use of “members lobby” wherever the brand operates.

Lobby as the membership hub:

*Install a dedicated Members Lounge in the lobby: reserved seating, complimentary mixers, relaxed co-working + bar.

*Host pop-up experiences exclusive to members: masterclass dinners, wellness talks, immersive local culture evenings.

Use digital access: members get an app or portal for event bookings, concierge privileges, community network.

Create an in-house calendar: monthly member-only events generate incremental F&B revenue and build community connection.

The business benefit:

Memberships offer more than one-time stays—they provide predictable annual income, deeper guest-brand connection, less dependence on seasonal occupancy. Plus: members often spend more across spa, F&B, and unique experiences.

Community, exclusivity and experiences are the future of hotel luxury. By shifting from “rooms only” to “membership ecosystem”, hotels can redefine value—and elevate loyalty.

What membership model would best suit your hotel and guests?

Dorelis Padrón - Follow
Luxury Tourism Expert. Weddings & Experience Planner. CEO at The Singular Choice