Membership models

Membership models

[Credit: Jon Tyson on Unsplash]

Private members clubs seem to be going through a renaissance, despite some businesses closing as a result of the pandemic. Interest in the model has sparked – likely driven by the long-term prospects of recurring revenue and a loyal customer base. Salt Hotels is the latest group to enter this market with an opening in Hollywood later in the summer.

Classified as an adults-only hotel and club, the project is carving its place in Los Angeles. Adults-only destinations are popular in Europe, mainly marketed as resorts, and I’m yet to see the concept established as strongly in other regions.

It’s also positioned in clear opposition to one of the largest travel trends of late – group family travel. One might argue that Salt Hotels is missing an opportunity to capture demand of this type, but for every family wanting to take their kids on holiday, there’s another audience which doesn’t want prams and crying babies to impinge on their vacation instagram posts. Salt is targeting a specific demographic here, which is why The Aster is intimate in size at only 35 suites.

• As interest in membership models develop, why not tune in to the next Trailblazer webinar when I’ll be exploring Alternative payment solutions for smart hoteliers. Watch the replay here.

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