Luxury clubs still a necessity for many in Dubai

It was only a year ago when five star hotels, golf clubs and other luxury clubs in the UAE simultaneously brought down the annual membership fee and even scrapped the joining fee from the list of expenses for their customers. As hospitality experts analysed at the time, the demand had decreased as even company heads with the appropriate level of disposable income had lost their jobs and returned home.

But now things are changing and improving. "We are welcoming more and more members now. We even had a good summer," says Sibylle Mueller, Marketing and Communications Manager of The Address Montgomerie Dubai.

Leisure clubs cater to the high class residents. Expats – mainly Western with a high income – make up for the dominant audience at these clubs. Although they are often linked to a particular form of leisure, the all-inclusive nature is what makes the clubs.

And that gives leeway for some exclusive pricing too. Although tolerated by the high-end consumers, the annual membership fees are often shocking to the regular citizen, who could easily compare the pricing to that of their annual rent.

Most exclusive are probably the beach resort clubs; often linked to five-star hotels, providing exclusive access to the beach coupled with amenities like health clubs and spas.

"The beach complex at Jumeirah Beach Hotel is like a mini empire – keep walking and you'll find endless pools, restaurants and bars. If you can afford the annual membership, not only do you get access to the sports courts, beach, gym, classes and discounts on spa treatments, but you also receive 20 per cent off on all Jumeirah restaurants too: Keys to an even bigger empire," says the advertisement of the Pavilion Marina & Sports Club.

But to afford the annual fee one needs to pay Dh49,500, while the second year will cost Dh24,750.

Other beach clubs offer more comfortable rates; generally somewhere between Dh15,000 and Dh30,000.

Golf clubs offer more variety in price, although there are currently only eight existing quality golf clubs in Dubai. "Most of them have complementary, country club-style amenities such as swimming pools, facilities for related sports such as tennis and squash, and hotel-style club houses with gyms and F&B outlets," says Guy Wilkinson, co-founder of hospitality consultant Viability.

According to Guy, memberships vary between 150 and 3,000 at prices between Dh6,000 and Dh88,000 per year, with a long waiting lists.

"We have two golf courses. But we also have practical, nice facilities like fitting rooms and showers, a pool, a gym, and 21 hotel rooms for people who want to spend some days at our club. We are the first gold club to provide the hotel service," tells Sibylle of Montgomerie.

When asked if this would classify the club as an high-end golf course, she says: "Yes, we are a high-end club. All golf clubs in Dubai are high-end clubs."

Similar to the golf club is the yacht club, where the main purpose is to berth your yacht but where membership includes attractive deals at several F&B locations, member lounges, or organized trips, tells Phil Blake about Dubai Marina Yacht Club.

The club, which is a high-end venue, charges between Dh44,000 and Dh60,000 for the berth of a 15 meters long yacht. But unlike other clubs joining fees are still in place; a one-time Dh18,000 needs to be cashed.

Lower in price are the health clubs and spas that are often located within communities, but not inclusively linked to luxurious hotel resorts. There are more than 50 quality health clubs and spas in Dubai, said Guy. “Annual single club membership fees range from Dh5,000 to Dh30,000 at the health clubs and Dh3,500 to Dh4,800 at the spas.”

Although the future looks bright and the demand is on the rise, there is an element of competition among the leisure clubs too. "The subject property will compete indirectly with the existing and future Dubai markets for golf, health and sports clubs and spas," he explains, as more and more properties come with the same amenities as are added as an extra service to the clubs.

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