The transformation economy: what does shifting luxury spending look like?
We’ve explored how indulgence is evolving, now we see it in practice with three cases highlighting the shift in wealthy consumer behaviour.
Discover Collection: exclusive membership-led hospitality
Bernhard Bohnenberger founded Discover Collection in response to affluent travellers growing weary of interchangeable five-star resorts, rather seeking environments that feel location-specific, difficult to access and intellectually engaging.
Membership allows access to the group’s hotels – all small in scale and offering an alternative to traditional luxury venues, with field experts and wellness practitioners in residence.
Members may learn from a marine biologist, work with a hypnotherapist, or join an artist or geologist exploring surrounding landscape. “We want to revolutionise luxury hospitality through enriching and transformational experiences,” says Bohnenberger.
Tramp members’ club: a home for healthy hedonism
Tramp in London has long been synonymous with privacy, celebrities and excess. The club’s newest iteration, Tramp Health, takes a more balanced approach.
This new venture focuses on preventative health and performance. Facilities include gym studios, breathwork spaces, saunas and a wellness café, with zones for IV therapy, red-light therapy and hyperbaric oxygen, supported by specialist practitioners. Member programmes are structured around personalised guidance and biometric testing.
By combining a traditional members’ club with state-of-the-art wellbeing infrastructure, Tramp Health embeds wellness within an existing social ecosystem. The result aims to pair pleasure with performance and belonging with longevity.
(Left) In balance Tramp Health’s breathwork space
Creative clubs: the return of the private patron
As UK public spending pressure has intensified, state funding for the arts has weakened. Into the gap steps a new generation of private patrons – young HNWIs looking for meaningful investments.
Artistry Townhall in Fulham brings together artists and wealthy individuals, where a portion of membership fees goes towards supporting young creatives. Camden’s House of KOKO club also supports emerging talent across creative industries, an early move towards embedding patronage within the club model. This reflects a broader repositioning of private clubs to appeal to a younger generation as focused on cultural capital as they are on financial capital.
“There’s a much stronger desire now to be part of something meaningful, rather than just somewhere exclusive,” says Jamie Caring, a members’ club consultant and specialist in community building at Sevengage. “Their entire reason for existing is to explore, celebrate and collaborate around arts, ideas and creativity.”
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