Why private members' clubs are the latest trend inside luxury hotels

Euronews reports on the growing trend of luxury hotels launching their own private members' clubs to turn properties into community destinations rather than places guests only pass through. It highlights hotel-linked club concepts including The Cover by Sircle Collection, which expanded to Vienna in November 2025 with London and Amsterdam planned, and Club Woodward by Auberge, which opened in Geneva in March 2026 with a London outpost to follow.