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Paul Stanton on LinkedIn: Forget Soho House's stock price for a second. And think about their $450… | 153 comments

  • Paul Stanton
  • 17 March 2025
  • 2 minute read
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This article was written by a Hotel Marketing Flipboard. Click here to read the original article

image

Forget Soho House’s stock price for a second.

And think about their $450 million in annual membership fees.

The real estate world isn’t just about leases anymore. It’s about recurring revenue.

Membership models have changed real estate forever:

Real estate is changing fast.

It’s not just about owning buildings anymore.

The old way was simple: buy property, sign leases, collect rent. But that’s old news now.

New models sell access, not just space:

• Travelers join private travel clubs instead of just booking hotels
• Teams join coworking spaces with amenities, instead of just renting white boxes
• Residents buy into living experiences with perks, not just apartments
• Second home buyers invest in flexible ownership, not just one vacation house

This change from leases to memberships is everywhere:

Hotels → Vacation Clubs (Marriott → Timbers Club)

Office Leases → Flexible Workspaces (CBRE → Industrious)

Golf Course Homes → Private Club Investments (Random HOA → Discovery Land Co.)

1. Predictable cash flow

• Traditional leases mean constant turnover headaches
• But members stay for years—not months
• When hotel occupancy drops, membership dues keep coming

That’s why these businesses survive downturns better than conventional properties.

2. Higher customer value

• Members spend way more than regular customers
• A hotel guest stays once and may never come back
• A club member comes back multiple times

Marriott announces Leeny Oberg’s retirement and leadership changes
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Marriott announces Leeny Oberg’s retirement and leadership changes

Plus they bring friends who become new members.

3. Unique market position

• Institutional capital can’t play here
• Their investment rules force them into old categories
• They need to put $100M+ to work—these emerging categories are too small (for now)

That creates a sweet spot for smaller investors.

That’s why we’re seeing membership models explode in:

• Branded home communities—like buying into a luxury club
• Adventure sports spots—private surf, ski, and nature getaways
• Marinas & waterfront spots—exclusive access plus growing value
• EV & green hubs—premium charging and eco-travel networks

The future isn’t just about owning space—it’s about selling access.

What’s the next type of real estate that’ll shift to subscriptions? 

Please click here to access the full original article.

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