The Woodward, Auberge Collection, has launched Club Woodward, a membership programme costing as much as £8,500 per year. Jenny Southan reports

The Woodward, Auberge Collection has launched Club Woodward, a new private members’ club in Geneva designed to bring together a curated community through wellness, dining and cultural experiences. Located within a restored Belle Époque mansion on Lake Geneva, the club marks an expansion of the hotel’s offering beyond traditional hospitality.

Rather than offering a standalone clubhouse, the concept operates as a membership layer within the Woodward hotel. Members gain access to existing spaces such as the Guerlain Spa, restaurants and lounges, with benefits including priority booking, curated experiences and a selective community.

In practice, this makes it less like a traditional club with a dedicated place to spend time, and more like a lifestyle membership. The “club” element comes from the curated network and programming, rather than a single physical space, reflecting a broader shift towards hotel-based membership models.

Membership is intentionally limited and curated through an invitation-only process, with a focus on building a community defined by shared interests and connections. At the core of this structure is an “Inner Circle”, a select group of individuals who help shape the direction of the club and its programming.

The Woodward says the club is designed to reflect evolving expectations around luxury, where experiences, wellbeing and social interaction play a larger role than traditional markers of exclusivity. By combining these elements, Club Woodward aims to offer a more integrated lifestyle environment.

The membership structure is divided into three tiers, each focused on a different aspect of the experience. The Premier membership provides full access to all facilities, including Michelin-starred dining venues and the 1,200 sqm Guerlain Spa, with an annual fee of CHF 9,000 (£8,503).

Essence membership, limited to 90 people, is centred on wellness and includes a private spa locker, access to Geneva’s longest indoor pool and fitness programming, priced at CHF 8,000 (£7,558) per year.

The third option, Salon membership, focuses on food and culture, offering priority access to dining venues including L’Atelier Robuchon, Le Jardinier and Bar 37, alongside private events and tastings. This tier is priced at CHF 2,900 (£2,739) annually.

Dining plays a central role in the club’s offer, with access to Geneva’s only two-Michelin-star restaurant, L’Atelier Robuchon, alongside other venues operated by The Bastion Collection. Cultural programming and private events are also designed to encourage interaction among members.

The Woodward itself opened in 2021 as an all-suite hotel and has since positioned itself within Geneva’s luxury hospitality market. The addition of Club Woodward reflects a broader shift in the industry, where hotels are increasingly introducing private member spaces to build ongoing relationships with local and international clients.

By combining hospitality with membership-based access, the model allows properties to extend their reach beyond overnight stays, creating a more continuous form of engagement.

Club Woodward’s launch highlights how luxury hospitality is evolving towards hybrid models that blend hotel, club and community. In cities such as Geneva, where privacy and discretion are key, this type of offering is designed to appeal to residents as well as frequent travellers.