Members today see their club as more than a place of tradition. It's where they create memories, spend time with loved ones, and feel at home. With this shift comes a higher standard for service, connection, and the overall experience.
At RCS Hospitality, we've been following this change closely and work with our clients to ensure they're anticipating the evolving needs of today's club members. Below, we've shared our list of recommendations to help you meet the expectations of today's club member.
Personalization is no longer an extra touch; it's expected. Members want to feel recognized and valued, whether it's remembering a favorite drink, reserving their preferred table, or anticipating their needs before they ask. Training staff to capture and share these preferences across the team ensures service feels seamless and consistent.
Genuine human connection remains at the heart of hospitality. A warm greeting, eye contact, and attentiveness help members feel like they're the only person in the room. Encouraging staff to slow down and engage on this personal level reinforces that sense of belonging and pride in the club.
Technology also plays a role, but only when used thoughtfully. Members appreciate the ease of mobile reservations, text reminders, or quick communication, but they want digital tools to enhance—not replace—the human side of service. The best clubs use these efficient technologies behind the scenes to free up staff for more meaningful interactions.
Wellness has also shifted from a bonus to an expectation. Today’s members want to see clubs support their overall well-being through fitness, nutrition-conscious menus, spa services, and even mental wellness programming. Families, too, are a growing focus. Members value programming that welcomes children, grandchildren, and multiple generations, which strengthens loyalty and creates opportunities to build traditions together.
More than anything, members are seeking a true sense of community. They want to feel proud of their club culture, to connect with others who share their interests, and to take part in meaningful traditions. Dining often becomes the stage for this, and while consistency and quality are essential, members are increasingly drawn to variety, creativity, and memorable experiences such as chef’s tables, themed dinners, or wine education events.
Again and again, our team's research and experiences reveal the same truth: today’s members expect experiences that balance tradition and innovation, convenience and connection, personalization and community. Meeting these expectations will require attention to detail, continuous staff training, and thoughtful planning. But by integrating these into your daily operations, we promise the reward will be a membership that sees the club not just as a facility they have access to, but as an essential part of their lives.
About the Author:
Nancy King, MBA, is a hospitality professional specializing in Hospitality Management. With over 14 years of experience in the industry, she has cultivated an understanding of the dynamics of hospitality, from the kitchen to front-of-house operations. Her career began as a trained pastry chef, where she developed a passion for culinary arts and the nuances of flavor and presentation. This experience ignited her journey into restaurant management, where she led teams, streamlined operations, and enhanced guest satisfaction.