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The $34.2 Billion Question: Using the Holiday Season to Deliver What High-Net-Worth Members Really Want

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Private Club Marketing's editorial and research is conducted in conjunction with its advisory and development team.

The global private members' club market hit $34.2 billion in 2024—but here's the number that should keep club leaders up at night: average resignation rates jumped 63% last year. With industry analysts signaling the end of pandemic-era demand, the next six weeks represent your most critical retention and growth window of the year. In our latest article, we combine new research from Knight Frank, McKinsey, Christie's, and Bain & Company to reveal the five pillars of what high-net-worth members actually want—then show you exactly how to deliver each one through strategic holiday programming. From networking events that create real connections to personalization tactics that make members feel truly known, this is your playbook for entering 2026 with stronger loyalty and a pipeline full of qualified prospects.

Join our Newsletter

The Holiday Opportunity: Where Member Expectations Meet Seasonal Magic

The global private members' club market reached $34.2 billion in 2024 and continues its surge toward a projected $63.6 billion by 2033. Behind this growth lies a fundamental truth that forward-thinking clubs are leveraging right now, during the holiday season: today's high-net-worth members aren't just buying access—they're investing in experiences, community, and belonging.

The holidays represent the single greatest opportunity of the year to demonstrate your club's value proposition. This is when families gather, professionals reflect on lifestyle priorities, and the desire for meaningful connection peaks. It's also when prospects are most receptive to imagining themselves as part of your community—and when existing members decide whether their membership delivers on its promise.

This guide combines the latest research on what affluent members truly want with actionable holiday strategies to strengthen retention and drive new membership inquiries heading into 2026.

Understanding the Stakes: Why This Holiday Season Matters More Than Ever

The private club industry has experienced unprecedented demand since 2020, with approximately 50% of clubs now maintaining waitlists averaging 70 prospective members. But industry analysts are signaling a shift. According to Jason Becker, CEO of Golf Life Navigators, clubs should prepare for higher attrition rates as pandemic-era members who delayed resignations begin natural transitions.

This makes the holiday season a critical retention window. Members evaluate their memberships at year-end, assessing whether the value received justifies the investment. Simultaneously, prospects with end-of-year bonuses and fresh perspectives are actively considering lifestyle upgrades. The clubs that execute strategically during the next six weeks will enter 2026 with stronger loyalty and fuller pipelines.

Key Industry Data Points:

  • 63% of clubs increased membership counts in recent years, with 62% maintaining waiting lists (GGA Partners)
  • Average resignation rates increased 63% in 2023 compared to 2022 (Capstone Hospitality)
  • Members are joining at younger ages with higher utilization expectations (PBMares)
  • 76% of HNWIs cite networking as a key factor in joining a club (Knight Frank 2024)

What Members Really Want—And How to Deliver It This Holiday Season

Research reveals five pillars of modern member expectations. Each one presents specific holiday opportunities to strengthen retention and attract new members.

Pillar 1: Networking That Creates Real Connections

The Research: Knight Frank's 2024 data shows 76% of high-net-worth individuals cite networking opportunities as key to joining a club. But today's members don't want transactional business card exchanges—they seek curated connections with like-minded peers who share their values and ambitions.

Holiday Application:

  1. Host Industry-Specific Holiday Gatherings: Organize intimate cocktail receptions for members in similar fields—a “Finance Leaders Holiday Toast” or “Entrepreneurs' Year-End Celebration.” These create meaningful introductions while showcasing your club's networking value to prospects invited as guests.
  2. Create “Connector” Events: Design holiday programming specifically to introduce newer members to established ones. Seat them together at dinners, pair them in golf scrambles, or create mentorship-style “coffee and conversation” pairings.
  3. Leverage Member-Guest Formats: Holiday galas and New Year's celebrations are natural opportunities for members to bring prospective member guests. Structure events to facilitate introductions between guests and your most engaged members.

Retention Impact: Members who form meaningful relationships at your club are significantly less likely to resign. Each genuine connection strengthens their sense of belonging.

Pillar 2: Curated Experiences Over Material Things

The Research: Christie's 2024 Luxury Forecast found 61% of luxury buyers prioritize access to curated experiences over material acquisitions. Euromonitor's 2025 data shows 55% of high-income consumers prefer spending on experiences rather than things. Bain & Company reports 71% of luxury consumers prefer brands that host exclusive events.

Holiday Application:

  1. Create Signature Holiday Experiences: Develop events that can't be replicated elsewhere—a private wine dinner featuring rare vintages with the winemaker present, a chef's table experience with a James Beard nominee, or a members-only preview of a local art exhibition.
  2. Partner with Luxury Brands: Collaborate with premium brands for exclusive holiday events. A watch brand hosting a private viewing, a luxury auto dealer showcasing new models, or a fashion house presenting a trunk show—these partnerships elevate your club's prestige while delivering unique member value.
  3. Develop “Year in Review” Celebrations: Create experiences that commemorate members' achievements and club milestones from the past year. Recognition dinners, awards ceremonies, and retrospective presentations make members feel valued and connected to the club's story.

Retention Impact: Members who experience “can't-get-this-anywhere-else” moments develop emotional attachment that transcends transactional evaluation of membership value.

Pillar 3: Wellness as a Lifestyle Foundation

The Research: A 2025 Altiant report found more than 90% of luxury consumers want wellness offerings. IHRSA's 2024 research shows 63% of members are more likely to retain membership when wellness amenities are included. McKinsey reports 60% of consumers cite healthy aging as a “top” or “very important” priority.

Holiday Application:

  1. Launch “Healthy Holidays” Programming: Offer fitness challenges, wellness workshops, and healthy cooking classes that help members balance holiday indulgence. Position your club as a partner in their health goals, not just a place to celebrate.
  2. Create Wellness Gift Experiences: Develop gift packages members can purchase for family—spa services, personal training sessions, or wellness retreat days at the club. This introduces potential new members while generating holiday revenue.
  3. Host Mindfulness and Stress-Relief Events: The holidays are stressful. Offer yoga sessions, meditation workshops, or simply quiet spaces where members can escape the seasonal chaos. This demonstrates your club understands their whole-life needs.
  4. Preview January Wellness Initiatives: Use the holiday season to announce and pre-enroll members in New Year wellness programming. This creates anticipation and reinforces the club's commitment to their long-term wellbeing.

Retention Impact: Members who integrate your club into their wellness routine visit more frequently and develop habits that make membership essential to their lifestyle.

Pillar 4: Personalization That Makes Members Feel Known

The Research: McKinsey indicates 80% of consumers are more likely to engage when brands offer personalized experiences, while 75% become frustrated when content isn't relevant. Bain & Company's 2024 research shows 68% of luxury consumers expect brands to offer content that enhances their experience.

Holiday Application:

  1. Send Personalized Holiday Communications: Move beyond generic “Happy Holidays” emails. Reference members' club usage—”We loved seeing you at the Fall Wine Dinner”—and suggest upcoming events aligned with their demonstrated interests.
  2. Create “Year in Review” Member Reports: Send individualized summaries showing each member's engagement—rounds played, events attended, dining visits. This data-driven personalization demonstrates you're paying attention and values their participation.
  3. Remember the Details: Train staff to recall member preferences during holiday events—their favorite drink, their spouse's name, their children's interests. These small touches create outsized loyalty.
  4. Surprise and Delight: Identify your most engaged members and your most at-risk members. Deliver unexpected holiday touches—a bottle of wine, a handwritten note from the GM, a complimentary service—that demonstrate genuine appreciation.

Retention Impact: Members who feel personally known and valued develop emotional loyalty that survives economic fluctuations and competitive offers.

Pillar 5: Flexibility and Family Focus

The Research: PwC's 2024 findings indicate 45% of millennials prefer flexibility over commitment in memberships. GGA Partners' research shows millennials increasingly assess membership value in terms of family benefit. Clubs with strong junior programming see measurably lower attrition rates.

Holiday Application:

  1. Create Multi-Generational Holiday Programming: Design events the whole family can enjoy together—holiday brunches, tree-lighting ceremonies, movie nights, visits from Santa. When membership enhances family time, it becomes essential rather than discretionary.
  2. Offer Holiday Childcare: During adult-focused events, provide supervised activities for children. This removes a barrier to participation and positions your club as understanding of modern family demands.
  3. Develop Teen and Young Adult Programming: Don't forget older children home from college. “Ugly Sweater” parties, game nights, and age-appropriate social events keep the whole family engaged with the club.
  4. Preview Flexible 2026 Options: If you're considering new membership tiers or flexible options, the holidays are an ideal time to gauge interest and build anticipation for changes coming in the new year.

Retention Impact: When children ask to go to the club, when spouses enjoy the social calendar, membership moves from individual decision to family commitment.

Driving Holiday Membership Inquiries

While retention is paramount, the holiday season also presents unique opportunities to generate qualified membership inquiries.

Leverage Your Best Advocates: Member Referrals

Nielsen's research shows 92% of people trust recommendations from friends and family over any other advertising. Referred customers have 16% higher lifetime value and are 18% more loyal than those acquired through other means. The holidays naturally create referral opportunities as members host guests at events.

Holiday Referral Strategies:

  • Provide members with complimentary guest passes specifically for holiday events
  • Create a “Gift of Membership” promotion with reduced initiation for referrals who join by year-end
  • Recognize top-referring members at New Year's celebrations
  • Ensure seamless follow-up with every guest who attends a holiday event

Engage Your Prospect Pipeline

Research indicates that major financial decisions like club membership typically require 7-9 touchpoints before commitment. The holidays provide natural opportunities to nurture prospects in your pipeline.

Prospect Engagement Tactics:

  • Invite waitlisted prospects to select holiday events as a preview of club life
  • Send holiday cards or small gifts to serious prospects in your CRM
  • Create “January Fast Track” offers with limited-time enrollment incentives
  • Share holiday event photography on social media to showcase club culture

Maximize Digital and Social Presence

Research shows 79% of people say user-generated content highly impacts purchasing decisions. Over 80% of consumers use social media to inform holiday purchasing decisions.

Holiday Digital Strategies:

  • Create “Instagrammable” moments at every holiday event
  • Encourage members to share experiences with club-branded hashtags
  • Post daily content throughout December showcasing holiday programming
  • Capture professional photography and video for ongoing marketing use

Your Holiday Action Timeline

This Weekend Through Early December

  • Audit upcoming holiday programming against the five pillars—identify gaps
  • Brief all staff on personalization priorities and member recognition
  • Launch member communications highlighting holiday calendar
  • Distribute guest passes to top members for referral opportunities
  • Identify at-risk members for special outreach

First Two Weeks of December

  • Execute signature holiday events with guest attendance tracking
  • Send personalized “Year in Review” communications to members
  • Implement daily social media content calendar
  • Begin prospect outreach with holiday touchpoints

Mid-December Through New Year

  • Execute peak holiday programming with excellence
  • Follow up promptly with all event guests
  • Deliver surprise-and-delight touches to key members
  • Launch year-end membership deadline promotions

First Week of January

  • Analyze holiday campaign metrics and guest conversion rates
  • Schedule tours and meetings with qualified prospects
  • Recognize referring members and top engagers
  • Document lessons learned for 2026 holiday planning

Conclusion: Answering the $34.2 Billion Question

The answer to what high-net-worth members really want isn't complicated—but it is comprehensive. They want authentic networking that creates meaningful relationships. They want curated experiences that enrich their lives. They want wellness integration that supports their wellbeing. They want personalization that makes them feel known. They want flexibility that respects their time and includes their families.

The holiday season is your annual opportunity to deliver on all five pillars simultaneously. Every event, every communication, every interaction over the next six weeks shapes whether members renew with enthusiasm or resignation—and whether prospects become applicants or fade away.

The clubs that approach this season strategically—with intentional programming aligned to research-backed member expectations—will enter 2026 with stronger loyalty, fuller pipelines, and the momentum to capture their share of the industry's continued growth.

The question has been asked. The research has provided the answer. Now the opportunity is yours to seize.

Sources and References

from the
Club Journal

More Articles

The $34.2 Billion Question: Using the Holiday Season to Deliver What High-Net-Worth Members Really Want

The global private members' club market hit $34.2 billion in 2024—but here's the number that should keep club leaders up at night: average resignation rates jumped 63% last year. With industry analysts signaling the end of pandemic-era demand, the next six weeks represent your most critical retention and growth window of the year. In our latest article, we combine new research from Knight Frank, McKinsey, Christie's, and Bain & Company to reveal the five pillars of what high-net-worth members actually want—then show you exactly how to deliver each one through strategic holiday programming. From networking events that create real connections to personalization tactics that make members feel truly known, this is your playbook for entering 2026 with stronger loyalty and a pipeline full of qualified prospects.

Join our Newsletter

The Holiday Opportunity: Where Member Expectations Meet Seasonal Magic

The global private members' club market reached $34.2 billion in 2024 and continues its surge toward a projected $63.6 billion by 2033. Behind this growth lies a fundamental truth that forward-thinking clubs are leveraging right now, during the holiday season: today's high-net-worth members aren't just buying access—they're investing in experiences, community, and belonging.

The holidays represent the single greatest opportunity of the year to demonstrate your club's value proposition. This is when families gather, professionals reflect on lifestyle priorities, and the desire for meaningful connection peaks. It's also when prospects are most receptive to imagining themselves as part of your community—and when existing members decide whether their membership delivers on its promise.

This guide combines the latest research on what affluent members truly want with actionable holiday strategies to strengthen retention and drive new membership inquiries heading into 2026.

Understanding the Stakes: Why This Holiday Season Matters More Than Ever

The private club industry has experienced unprecedented demand since 2020, with approximately 50% of clubs now maintaining waitlists averaging 70 prospective members. But industry analysts are signaling a shift. According to Jason Becker, CEO of Golf Life Navigators, clubs should prepare for higher attrition rates as pandemic-era members who delayed resignations begin natural transitions.

This makes the holiday season a critical retention window. Members evaluate their memberships at year-end, assessing whether the value received justifies the investment. Simultaneously, prospects with end-of-year bonuses and fresh perspectives are actively considering lifestyle upgrades. The clubs that execute strategically during the next six weeks will enter 2026 with stronger loyalty and fuller pipelines.

Key Industry Data Points:

  • 63% of clubs increased membership counts in recent years, with 62% maintaining waiting lists (GGA Partners)
  • Average resignation rates increased 63% in 2023 compared to 2022 (Capstone Hospitality)
  • Members are joining at younger ages with higher utilization expectations (PBMares)
  • 76% of HNWIs cite networking as a key factor in joining a club (Knight Frank 2024)

What Members Really Want—And How to Deliver It This Holiday Season

Research reveals five pillars of modern member expectations. Each one presents specific holiday opportunities to strengthen retention and attract new members.

Pillar 1: Networking That Creates Real Connections

The Research: Knight Frank's 2024 data shows 76% of high-net-worth individuals cite networking opportunities as key to joining a club. But today's members don't want transactional business card exchanges—they seek curated connections with like-minded peers who share their values and ambitions.

Holiday Application:

  1. Host Industry-Specific Holiday Gatherings: Organize intimate cocktail receptions for members in similar fields—a “Finance Leaders Holiday Toast” or “Entrepreneurs' Year-End Celebration.” These create meaningful introductions while showcasing your club's networking value to prospects invited as guests.
  2. Create “Connector” Events: Design holiday programming specifically to introduce newer members to established ones. Seat them together at dinners, pair them in golf scrambles, or create mentorship-style “coffee and conversation” pairings.
  3. Leverage Member-Guest Formats: Holiday galas and New Year's celebrations are natural opportunities for members to bring prospective member guests. Structure events to facilitate introductions between guests and your most engaged members.

Retention Impact: Members who form meaningful relationships at your club are significantly less likely to resign. Each genuine connection strengthens their sense of belonging.

Pillar 2: Curated Experiences Over Material Things

The Research: Christie's 2024 Luxury Forecast found 61% of luxury buyers prioritize access to curated experiences over material acquisitions. Euromonitor's 2025 data shows 55% of high-income consumers prefer spending on experiences rather than things. Bain & Company reports 71% of luxury consumers prefer brands that host exclusive events.

Holiday Application:

  1. Create Signature Holiday Experiences: Develop events that can't be replicated elsewhere—a private wine dinner featuring rare vintages with the winemaker present, a chef's table experience with a James Beard nominee, or a members-only preview of a local art exhibition.
  2. Partner with Luxury Brands: Collaborate with premium brands for exclusive holiday events. A watch brand hosting a private viewing, a luxury auto dealer showcasing new models, or a fashion house presenting a trunk show—these partnerships elevate your club's prestige while delivering unique member value.
  3. Develop “Year in Review” Celebrations: Create experiences that commemorate members' achievements and club milestones from the past year. Recognition dinners, awards ceremonies, and retrospective presentations make members feel valued and connected to the club's story.

Retention Impact: Members who experience “can't-get-this-anywhere-else” moments develop emotional attachment that transcends transactional evaluation of membership value.

Pillar 3: Wellness as a Lifestyle Foundation

The Research: A 2025 Altiant report found more than 90% of luxury consumers want wellness offerings. IHRSA's 2024 research shows 63% of members are more likely to retain membership when wellness amenities are included. McKinsey reports 60% of consumers cite healthy aging as a “top” or “very important” priority.

Holiday Application:

  1. Launch “Healthy Holidays” Programming: Offer fitness challenges, wellness workshops, and healthy cooking classes that help members balance holiday indulgence. Position your club as a partner in their health goals, not just a place to celebrate.
  2. Create Wellness Gift Experiences: Develop gift packages members can purchase for family—spa services, personal training sessions, or wellness retreat days at the club. This introduces potential new members while generating holiday revenue.
  3. Host Mindfulness and Stress-Relief Events: The holidays are stressful. Offer yoga sessions, meditation workshops, or simply quiet spaces where members can escape the seasonal chaos. This demonstrates your club understands their whole-life needs.
  4. Preview January Wellness Initiatives: Use the holiday season to announce and pre-enroll members in New Year wellness programming. This creates anticipation and reinforces the club's commitment to their long-term wellbeing.

Retention Impact: Members who integrate your club into their wellness routine visit more frequently and develop habits that make membership essential to their lifestyle.

Pillar 4: Personalization That Makes Members Feel Known

The Research: McKinsey indicates 80% of consumers are more likely to engage when brands offer personalized experiences, while 75% become frustrated when content isn't relevant. Bain & Company's 2024 research shows 68% of luxury consumers expect brands to offer content that enhances their experience.

Holiday Application:

  1. Send Personalized Holiday Communications: Move beyond generic “Happy Holidays” emails. Reference members' club usage—”We loved seeing you at the Fall Wine Dinner”—and suggest upcoming events aligned with their demonstrated interests.
  2. Create “Year in Review” Member Reports: Send individualized summaries showing each member's engagement—rounds played, events attended, dining visits. This data-driven personalization demonstrates you're paying attention and values their participation.
  3. Remember the Details: Train staff to recall member preferences during holiday events—their favorite drink, their spouse's name, their children's interests. These small touches create outsized loyalty.
  4. Surprise and Delight: Identify your most engaged members and your most at-risk members. Deliver unexpected holiday touches—a bottle of wine, a handwritten note from the GM, a complimentary service—that demonstrate genuine appreciation.

Retention Impact: Members who feel personally known and valued develop emotional loyalty that survives economic fluctuations and competitive offers.

Pillar 5: Flexibility and Family Focus

The Research: PwC's 2024 findings indicate 45% of millennials prefer flexibility over commitment in memberships. GGA Partners' research shows millennials increasingly assess membership value in terms of family benefit. Clubs with strong junior programming see measurably lower attrition rates.

Holiday Application:

  1. Create Multi-Generational Holiday Programming: Design events the whole family can enjoy together—holiday brunches, tree-lighting ceremonies, movie nights, visits from Santa. When membership enhances family time, it becomes essential rather than discretionary.
  2. Offer Holiday Childcare: During adult-focused events, provide supervised activities for children. This removes a barrier to participation and positions your club as understanding of modern family demands.
  3. Develop Teen and Young Adult Programming: Don't forget older children home from college. “Ugly Sweater” parties, game nights, and age-appropriate social events keep the whole family engaged with the club.
  4. Preview Flexible 2026 Options: If you're considering new membership tiers or flexible options, the holidays are an ideal time to gauge interest and build anticipation for changes coming in the new year.

Retention Impact: When children ask to go to the club, when spouses enjoy the social calendar, membership moves from individual decision to family commitment.

Driving Holiday Membership Inquiries

While retention is paramount, the holiday season also presents unique opportunities to generate qualified membership inquiries.

Leverage Your Best Advocates: Member Referrals

Nielsen's research shows 92% of people trust recommendations from friends and family over any other advertising. Referred customers have 16% higher lifetime value and are 18% more loyal than those acquired through other means. The holidays naturally create referral opportunities as members host guests at events.

Holiday Referral Strategies:

  • Provide members with complimentary guest passes specifically for holiday events
  • Create a “Gift of Membership” promotion with reduced initiation for referrals who join by year-end
  • Recognize top-referring members at New Year's celebrations
  • Ensure seamless follow-up with every guest who attends a holiday event

Engage Your Prospect Pipeline

Research indicates that major financial decisions like club membership typically require 7-9 touchpoints before commitment. The holidays provide natural opportunities to nurture prospects in your pipeline.

Prospect Engagement Tactics:

  • Invite waitlisted prospects to select holiday events as a preview of club life
  • Send holiday cards or small gifts to serious prospects in your CRM
  • Create “January Fast Track” offers with limited-time enrollment incentives
  • Share holiday event photography on social media to showcase club culture

Maximize Digital and Social Presence

Research shows 79% of people say user-generated content highly impacts purchasing decisions. Over 80% of consumers use social media to inform holiday purchasing decisions.

Holiday Digital Strategies:

  • Create “Instagrammable” moments at every holiday event
  • Encourage members to share experiences with club-branded hashtags
  • Post daily content throughout December showcasing holiday programming
  • Capture professional photography and video for ongoing marketing use

Your Holiday Action Timeline

This Weekend Through Early December

  • Audit upcoming holiday programming against the five pillars—identify gaps
  • Brief all staff on personalization priorities and member recognition
  • Launch member communications highlighting holiday calendar
  • Distribute guest passes to top members for referral opportunities
  • Identify at-risk members for special outreach

First Two Weeks of December

  • Execute signature holiday events with guest attendance tracking
  • Send personalized “Year in Review” communications to members
  • Implement daily social media content calendar
  • Begin prospect outreach with holiday touchpoints

Mid-December Through New Year

  • Execute peak holiday programming with excellence
  • Follow up promptly with all event guests
  • Deliver surprise-and-delight touches to key members
  • Launch year-end membership deadline promotions

First Week of January

  • Analyze holiday campaign metrics and guest conversion rates
  • Schedule tours and meetings with qualified prospects
  • Recognize referring members and top engagers
  • Document lessons learned for 2026 holiday planning

Conclusion: Answering the $34.2 Billion Question

The answer to what high-net-worth members really want isn't complicated—but it is comprehensive. They want authentic networking that creates meaningful relationships. They want curated experiences that enrich their lives. They want wellness integration that supports their wellbeing. They want personalization that makes them feel known. They want flexibility that respects their time and includes their families.

The holiday season is your annual opportunity to deliver on all five pillars simultaneously. Every event, every communication, every interaction over the next six weeks shapes whether members renew with enthusiasm or resignation—and whether prospects become applicants or fade away.

The clubs that approach this season strategically—with intentional programming aligned to research-backed member expectations—will enter 2026 with stronger loyalty, fuller pipelines, and the momentum to capture their share of the industry's continued growth.

The question has been asked. The research has provided the answer. Now the opportunity is yours to seize.

Sources and References

from the
Club Journal

More Articles

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