Why private members’ clubs are the latest trend in luxury hotels – and which ones you should join
Why private members’ clubs are the latest trend in luxury hotels – and which ones you should join
The Evolution of a Social Space
Why private members clubs are the latest – Private members’ clubs, once perceived as rigid, male-dominated environments steeped in traditionalism, have transformed into dynamic hubs for creativity and networking. This shift gained momentum in recent years, particularly after the global pandemic forced many professionals to rethink their workspaces. No longer confined to the shadows of cigar smoke, these clubs now serve as vibrant third spaces where entrepreneurs, artists, and thinkers gather for both professional collaboration and social connection. The evolution reflects a broader trend in hospitality, where luxury hotels are increasingly blending the functionalities of private clubs into their offerings, redefining what it means to experience urban living.
From Isolation to Connection
The pandemic created a unique opportunity for reimagining how people interact. With remote work becoming the norm, spaces like private members’ clubs emerged as critical for fostering in-person engagement. This demand has led to a surge in luxury hotels incorporating such features, offering curated experiences that cater to both local residents and international visitors. “The original driver for our members’ club, The Cover, was to create a space where people could connect in person and have a bit of human touch after being in isolation for so long after COVID,” Margo Ford, European membership manager at The Cover, explained to Euronews Travel. Her words underscore the cultural shift toward hybrid environments that bridge work and leisure seamlessly.
“People are seeking spaces that reflect their values, whether that’s sustainability, wellness, or urban authenticity.”
For brands like The Cover, which is part of the Sircle Collection, the challenge lies in curating a community that thrives both day and night. While amenities such as gyms and pools are already standard in luxury hotels, transforming these into fully realized private clubs requires more than physical upgrades. It demands a cultural alignment that resonates with the city’s essence. The Sir Hotels brand, under the Sircle Collection, has focused on locations that avoid overt tourism, aiming to capture the soul of urban areas. This approach has seen The Cover open its first club in Barcelona’s Sir Victor hotel in 2021, followed by a second in Vienna’s Max Brown 7th District hotel in November 2025. Future plans include expanding to London and Amsterdam, further embedding these clubs into the fabric of metropolitan life.
Urban Integration and Local Appeal
Historically, hotels were primarily for transient guests, but today, they are becoming extensions of the communities they inhabit. This transformation is evident in the shift from generic dining spaces to high-end culinary experiences and from generic lounges to urban alternatives that mirror the energy of local coffee shops. “I think that lifestyle hotels are becoming a destination for people in the city that they’re located in, whether that means restaurants and cafes inside, or events going on there,” Ford added. Her perspective highlights how these clubs are not just supplementary but central to the hotel’s identity, creating a sense of belonging for both guests and residents.
Vienna’s Max Brown 7th District, for instance, offers a private cinema, while Barcelona’s Sir Victor hotel includes a sprawling spa area. These diverse amenities underscore the adaptability of private members’ clubs, which are tailored to reflect the unique character of each city. Yet, despite their varied offerings, the common thread is their commitment to fostering meaningful interactions. Whether through curated events or shared spaces, the goal is to cultivate a community where ideas flow as freely as conversations.
Wellness and Sustainability at the Forefront
The trend is also evident in the work of Six Senses Place, a new venture by the Six Senses brand, which has long been associated with wellness retreats in Asia. This latest project, located in London’s Bayswater district, marks the brand’s first foray into city living. The club’s programming is deeply rooted in the rhythms of the natural world, aligning with the seasons and emphasizing healing, self-development, and sustainability. Weekly Sanctum classes, which combine breathwork, meditation, and cardio, exemplify this philosophy. Even one-off events, such as a nightingale safari at Knepp, a rewilding project in West Sussex, blend the urban with the natural, offering members a unique experience.
“Six Senses already taps into so many elements around wellness and sustainability and nature-based connections, given that most of the properties today are in remote, wild destinations around the world.”
Nico Eden, director of Six Senses Place, highlighted how the brand’s core values of connectivity, nourishment, and movement are being reinterpreted in an urban context. “We pioneer values around connectivity, nourishment and movement, and as Six Senses moves more and more into urban markets, Place offers an opportunity for the group to enhance this,” he said. This philosophy is not just about physical well-being but also about cultivating a sense of purpose and community in the heart of the city.
Competing in a Crowded Market
With over 130 members’ clubs in London alone, the competition is fierce. However, Six Senses Place aims to carve out a niche by combining social interaction with wellness. “What I’m excited most about is this combination of data-led driven science that meets the esoteric,” Eden noted. His statement reveals a strategic blend of modern innovation and traditional charm, ensuring the club appeals to a broad audience. This duality is crucial in an urban setting, where members might seek both relaxation and intellectual stimulation.
The hotel’s spa, spanning 2,300 square metres, is a testament to this commitment. It features a 20-metre indoor swimming pool, London’s first dedicated magnesium pool, a 325-square-metre fitness centre, and 13 wellness spaces. These include treatment rooms for cryotherapy, flotation therapy, and red-light therapy, all of which cater to a holistic approach to health. Additionally, a Biohack Recovery Lounge offers sound loungers, compression boots, and lymphatic suits, while an outpost of the HUM2N longevity clinic provides advanced blood diagnostics. These elements not only elevate the guest experience but also reinforce the brand’s dedication to wellness and sustainability.
Building a Legacy of Inclusivity
As private members’ clubs continue to evolve, their role in urban luxury is becoming more defined. They are no longer just exclusive enclaves but inclusive platforms that reflect the diversity of modern lifestyles. Whether it’s the cultural integration of The Cover or the wellness focus of Six Senses Place, these clubs are reshaping how we think about hospitality. They offer a blend of privacy, community, and purpose, creating spaces where professionals can network, creatives can collaborate, and residents can feel a deeper connection to their surroundings. This renaissance of private members’ clubs in luxury hotels is not just a trend—it’s a redefinition of what it means to live and work in the city.
