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