Private members’ clubs have undergone something of a coming of age recently, particularly in London, as new clubs focus on attracting a younger, creative crowd with a focus on the trendy East London area.

While older establishments such as the Sloane Club in Chelsea remain popular, there has been an increase in the amount of hotel, restaurant and co-working office operators collaborating to open private members’ spaces in the city.

The renewed buzz around private members’ clubs can be traced back to Soho House entering the market in 1995. The group has expanded over the last decade and now has 18 clubs around the world. Focussed on providing a space for people in the creative industries, the company provides a home-from-home atmosphere and has expanded to offer cinemas, restaurants, bedrooms and spas. This culminated in the opening of The Ned in the City of London in 2017, providing 252 bedrooms, nine restaurants and a member’s club in the vault of the former Midland Bank building.

Recently the tech movement in East London has seen global occupiers such as Microsoft, Amazon, and WeWork taking space. These firms have driven change in the sector as workers and visitors to the area are now seeking a place where they can work, play and collaborate – something that the traditional hotel experience simply does not offer.

The Curtain in London’s Shoreditch is a perfect example of this. Opened in 2017, it houses 120 guestrooms and suites, a restaurant from the chef behind New York’s Red Rooster restaurant, a rooftop bar and pool, a live music venue, ballroom and screening room, all under one roof. There are several members’ only areas, including co-working spaces and a 24-hour gym.

It’s fair to say that the more traditional private members’ clubs are catching onto this trend, with Annabel’s in Mayfair undertaking extensive refurbishment and broadening its membership base. Home House in Marylebone has been running as a private members’ club since 1998, and has been renovated to provide bedrooms, three restaurants, seven bars and a gym. This approach provides a one-stop shop for members as well as generating additional income from non-members booking rooms or hosting private events in the leisure space.

Hotel operators and brands are increasingly looking at ways to diversify their offering away from the traditional room and board, integrating themselves into the community. The members’ club element provides this in spades, creating a sense of exclusivity around the hotel as well as ensuring an annual or monthly payment in the form of membership fees, supplementing their nightly room rate.

Providing a space for city inhabitants to unwind, enjoy some down time or even remotely work, these brands are strengthening their reputations with both visitors and locals – who are more likely to bring repeat business.

Further information

Contact Savills Hotels