Proper Hotels Is Betting On Private Clubs As The Future Of Luxury Hospitality

From Travelers To Locals

Hotels have traditionally been transient businesses, with different guests coming and going every day. Even with popular restaurants, there historically hasn’t been much reason for locals to visit a hotel regularly. But Brian De Lowe, president and co-founder of Proper Hotels, sees membership as a way to fundamentally change the business model. “Membership gives us a permanent local community. Someone who might previously have come in once a month for dinner is now training here, recovering here, meeting friends here, and coming to a Proper Presents event. The property feels even more alive throughout the week because there’s a community of people who have a reason to be here regularly.”

This also shifts the energy of the hotel as a whole, creating a more authentic connection to the local culture. “At Proper, our guests don’t arrive at a place that feels disconnected from its city. They’re entering a hotel that’s already populated by people who actually live there.”

Southern California Wellness Culture

Santa Monica Proper Hotel is known for its distinctly Southern California, organic modern aesthetic. From its farm-to-table, seed-oil-free restaurant, Palma, to the Kelly Wearstler-designed guest rooms, the property feels like anything but a place designed simply for sleeping.

Membership certainly has its privileges, with seasonal access to the hotel’s pool, as well as 24/7 access to the 2500-square-foot, state-of-the-art gym and daily fitness classes.

The 2300-square-foot Club Lounge and Terrace, designed with recovery and restoration in mind, is also reserved primarily for members. The space features cold plunges set at 42° and 50° Fahrenheit , dry and infrared saunas, a Morozko hydrogen mineral bath, private showers stocked with Aesop products, and Surya tea service.

“We wanted members to have a place inside the hotel that feels like theirs,” says Jamie Mark, senior vice president of memberships, partnerships and PR.

Beyond California

While the wellness culture at Proper feels very true to Southern California, private club culture has become popular in major cities across the country. That’s why Proper is adapting the concept for new locations, including Lake Tahoe in Northern California and Dallas, while already operating a club in Austin.

Each location is designed to offer something a little different, with programming and amenities tailored to the local community and destination. The expansion also reflects a broader shift in the hospitality industry, as hotels look beyond traditional overnight stays and find new ways to become part of the communities where they operate.

Developed in partnership with Dallas-based Lincoln Property Company, the 34-story Dallas Proper tower is slated to open in 2029. The members-only Proper Club will feature a dedicated 6100-square-foot space with a private outdoor terrace, exclusive dining and lounge programming, and priority access to the hotel’s pool deck.

Members will also have full access to the (appropriately Texas-sized) 16000 square foot Wellness Center. The expansive space will feature a bathhouse with a sauna, steam room, cold plunge, hammam, and magnesium pool, along with a 4000-square-foot fitness floor. Advanced recovery amenities will include red light therapy and Ammortal.

But no matter the amenities, clubs, whether they are Proper, The Aster, or someplace else, have one major commonality among members. “People want community, access, and a sense of belonging. There is also an element of exclusivity that makes these environments feel more curated, which is part of the appeal,” explains Doheny. “From a professional standpoint, they can also be incredibly valuable because they bring together people from different industries in a way that feels much more organic than a traditional networking event. Places like The Aster, The Living Room, Bird Streets Club, and San Vicente Bungalows each have their own identity and clientele, which is what makes the category interesting.”