From London and New York to Da Lat: Shaping new luxury standards globally

Amidst Vietnam's increasingly crowded luxury resort destination landscape, filled with coastal and major city projects, Haus Private Club’s decision to establish its first private club in Da Lat is not just a distinct move, but a strategic statement aimed at the elite.

Da Lat – the misty city known for its poetic scenery – is quietly repositioning itself, emerging as one of the most valuable destinations in Asia. As the global ultra-rich increasingly crave private, authentic, and unreplicable places, Da Lat, with its fresh climate, secluded terrain, and natural, non-artificial beauty, possesses all the elements to become a new choice for those who understand that true luxury lies not in ostentation, but in the space where they can completely "disappear."

The silent but strategic shift of the elite

According to Knight Frank’s The Wealth Report 2024, over 68 per cent of the world’s ultra-high-net-worth individuals (UHNWIs - those with assets exceeding $30 million) prefer secluded, private, and non-mass-market destinations. Similarly, a survey by the Boston Consulting Group in late 2023 revealed that 7 out of 10 billionaires worldwide consider “hidden space” the top factor when choosing a resort or personal real estate investment.

That’s why destinations like Aspen, Colorado - where less than 0.5 per cent of the global population resides - or areas where only billionaires like Jeff Bezos, the Walton family, or Michael Dell can afford to own property, and St. Moritz - Switzerland’s upscale snow city known for its exclusive billionaire events - are becoming ideal havens for the elite. Luxury at this point is not just about visibility, but about the ability to vanish.

Additionally, discreet private clubs such as Soho House, Annabel’s, Core Club (New York), Aman Club, and 5 Hertford Street (London) have become gateways to the highest level of socialization, where deals worth hundreds of millions of dollars and pivotal political-financial relationships are forged behind closed doors, away from public scrutiny, and where only the elite may enter.

In Vietnam, while beaches and large urban areas remain popular in the market, Haus Private Club, a private club model exclusively for the elite, with operational consulting from Copper Beech - a global private club management group, has chosen Da Lat for its first presence in Vietnam. This decision, seemingly contrary to market trends, is in fact a pioneering move aligned with global shifts.

Unreplicable advantage in location

Once known as Vietnam’s most romantic tourist city, Da Lat, a highland destination with over 130 years of heritage, is witnessing a shift in investor perception. No longer limited to mass-market resorts or pine-forest-view villas, Da Lat is entering the silent yet elite “game” of the private club segment - a space exclusively for those "on the same wavelength."

According to a 2023 report by the Global Wellness Institute, geographical areas at altitudes of 1,200–1,800m with fresh air, diffused light, and intact natural ecosystems are ideal for physical and mental recovery. The institute also affirms that such conditions are optimal for implementing deep recovery therapies, from meditation to biological detox. With an altitude of 1,500m, a cool year-round climate, mist-covered paths, and tranquil hillsides, Da Lat fully satisfies these wellness criteria, making it a perfect match for the new luxury paradigm.

The renowned American travel magazine Travel + Leisure recently highlighted Da Lat as a destination for seekers of meaning, capable of helping visitors “change from within with gentle power.” The article states: “Da Lat’s appeal comes from its tranquility, cool climate, and romantic ambiance. The city doesn’t demand attention but rewards those willing to linger.”

Experts in the tourism and luxury real estate industries now view the “unreplicable” factor as a core value. A beachfront resort can be replicated across provinces, but the unique year-round climate at 1,500m altitude, pine-covered hills, and fresh mountain air of Da Lat cannot be duplicated. This is also why international wellness experts rank Da Lat among the most ideal destinations for physical and emotional recovery.

The development of the private club model worldwide reflects that true class does not stem from scale, quantity, or ostentation, but from privacy, exclusivity, and the ability to foster meaningful connections beyond the public eye. Brands like Soho House, Annabel’s, and Core Club embody this philosophy.

Haus Private Club, located on the last prime real estate site in the heart of Da Lat, is embracing that vision. Instead of flashy city-center parties, it offers discreet spaces where only those on the "same wavelength" may enter. A slightly ajar door by Xuan Huong Lake becomes the tangible boundary to an invisible world, where privacy and seclusion speak louder than displays of wealth.

In Vietnam’s increasingly competitive luxury and real estate scene, this distinct move not only allows Haus Private Club to dominate the niche market of private clubs but also contributes to repositioning Da Lat as a new symbol of sophistication and understated elegance in Asia.

According to Wealth-X statistics, Vietnam currently has over 1,000 individuals with assets exceeding $30 million, a figure projected to double in the next five years. This creates strong demand for private clubs, luxury resorts, and secluded living spaces - hallmarks of luxury for the global elite. The launch of Haus Private Club in Da Lat is not only a pioneering milestone for Vietnam’s private club market but also a strategic step in positioning Da Lat among the world’s quietly luxurious destinations, alongside Aspen or the Maldives.

"Haus Private Club chose Da Lat not only for its geography but also for its philosophy,” said Mr. Matt Hobbs, Founder and CEO of Copper Beech. “This is a decision made by those who understand that true class is sometimes a choice not to appear. In a world that is too noisy and constantly monitored, the existence of a place where identity, stories, and moments belong entirely to the individual becomes invaluable."