IHG's Six Senses Is Adding Luxury Global Membership Clubs


Six Senses Rome courtyard

Skift Take

Six Senses CEO Neil Jacobs would like to multiply consumers' encounters with his brand beyond occasional hotel and resort stays. A potential paid membership product would let luxury travelers hop among new clubs, building on a model Soho House has popularized.

Six Senses, the operator of luxury hotels, resorts, and spas, plans to add a product — clubs — under a new brand, Six Senses Place. Once several are open, the operator would like to create a membership service giving travelers access to the clubs worldwide.

The luxury brand, owned by IHG Hotel & Resorts, aims to open its first club next year in London — likely at The Whiteley Hotel.

Six Senses CEO Neil Jacobs described the club as “kinda cool." It will be somewhat of a cross between a Rotary Club and Soho House.

Minus the traditional trappings of a colonial club — and without stuffy dark wood paneling or velvet furniture — Six Senses Place will offer restaurants, bars, and gyms and have a wellness theme.

Jacobs said his eventual aim is to offer a Six Senses Place global membership that would give a buyer access to its clubs worldwide. The brand also plans to offer two years of club membership free to any buyer of a property in the Six Senses Residences, its branded residential homes.

Six Senses as a Lifestyle Brand

The clubs' goal is to enable guests to continue enjoying the Six Senses ecosystem long after they've left its trad