Not every customer should get the same treatment. In fact, sometimes the most powerful loyalty tool is not being available to everyone.
Soho House’s model
Soho House, the global private members’ club, is built on exclusivity. There’s no simple signup flow. You apply. You wait. Even then, acceptance isn’t guaranteed. Scarcity isn’t a gimmick, it’s the product.
Once inside, members gain access to beautifully designed clubs, rooftop pools, screening rooms, studios, and a calendar of intimate events. The value isn’t just the spaces; it’s the social graph, a curated network of creatives, founders, and operators you actually want to meet. In other words, the brand doesn’t sell “access to a space.” It sells belonging to a world.
And crucially, the community is reinforced by consistent touchpoints: members-only newsletters, app-driven bookings, early access to events, and city-to-city reciprocity. Every interaction signals, “You’re in.”
Why it works
Exclusivity drives desire. People want what’s scarce, what signals status, and what plugs them into an insider community. By limiting access, Soho House ensures membership feels like an achievement, not a transaction.
That feeling compounds retention:
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Identity lock-in: Leaving isn’t just losing perks; it’s stepping out of a tribe.
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Network effects: The more valuable the community becomes, the harder it is to walk away.
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Experience moat: Competitors can copy a lounge; they can’t copy who is in it, or the rituals that make it feel alive.
Perks open the door. Belonging keeps it closed behind you.
The takeaway
Loyalty isn’t always about points and perks. Sometimes it’s about making membership matter—with standards, curation, and rituals that elevate the few to inspire the many.
If you want loyalty that lasts, don’t just ask how to serve everyone. Ask how to identify your VIPs, design a world around them, and protect the signal. Exclusivity, done thoughtfully, creates value competitors can’t copy, and retention money can’t buy.
