Da Lat, the dreamy city of mist, is emerging as a premium destination in Asia. As the global ultra-wealthy seek private, original, and irreplaceable experiences, Da Lat, with its fresh climate, secluded terrain, and natural beauty, meets all the criteria to become their new haven.
According to Knight Frank's The Wealth Report 2024, over 68% of the global ultra-wealthy with assets exceeding 30 million USD prefer private, less-commercialized destinations. A survey by Boston Consulting Group in late 2023 also revealed that 7 out of 10 billionaires worldwide consider "hidden spaces" a primary factor when choosing vacation spots or personal real estate investments.
This group often opts for secluded properties or joins private clubs, spaces exclusively for influential individuals. Private clubs emphasize privacy, exclusivity, and the ability to forge connections with like-minded people. The Wall Street Journal reports that behind closed doors, hundred-million-dollar deals, business, political, and artistic relationships can be formed, away from the public eye.
In Vietnam, the over-130-year-old highland city is gradually shedding its image as a mass tourism destination to enter a new arena: private, luxurious, and unique living spaces.
The city possesses many advantages for developing this model. Unlike coastal resort areas, which can be built in various locations, Da Lat's altitude, climate, and ecosystem are virtually unique. With an ideal elevation of 1,500 m, year-round cool weather, diffused light, and a pristine ecosystem, Da Lat fulfills all the criteria of a "deep recovery zone" as defined by the Global Wellness Institute. Travel and Leisure magazine also notes: "Da Lat's allure lies not in its hustle and bustle but in its ability to heal through tranquility." The preserved and developed space of this land becomes a luxury because it cannot be replicated.
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Haus Private Club is located within the Haus Da Lat project, in front of Xuan Huong Lake. The One Destination |
Haus Private Club is located within the Haus Da Lat project, in front of Xuan Huong Lake. The One Destination
Due to its irreplaceable qualities, the city is attracting the attention of private club operators worldwide. One example is Haus Private Club, advised and operated by Copper Beech, which chose Da Lat for its launch. Copper Beech, the consultant and operator of renowned private clubs such as Soho House and Anabel's, chose to develop Haus Private Club according to specific standards: discreet space, personalized service, exclusively for those on the "same wavelength."
Instead of being situated amidst bustling avenues, the club for the ultra-wealthy chose a location by Xuan Huong Lake, on one of the city's last remaining central land plots. Only those who are referred and carefully selected can join. The club doesn't host extravagant, ostentatious parties for its members but is likened to an "invisible world" where confidentiality, privacy, and seclusion are paramount.
According to statistics from Wealth-X, Vietnam currently has over 1,000 individuals with assets exceeding 30 million USD, a number projected to double in the next 5 years. This creates a demand for private club models, high-end resorts, and secluded living spaces. The arrival of Haus Private Club thus places Da Lat on the list of the world's "quiet luxury" destinations.
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Haus Private Club is nestled among pine hills, exclusively for influential individuals. The One Destination |
Haus Private Club is nestled among pine hills, exclusively for influential individuals. The One Destination
A Copper Beech representative believes that the club in Vietnam satisfies the location and operational philosophy requirements of the ultra-wealthy and influential individuals.
"This is a place for those who understand that class sometimes means choosing not to appear. In a noisy and constantly monitored world, the existence of a place where identity, stories, and moments belong entirely to the individual becomes invaluable," affirms Matt Hobbs, Founder and CEO of Copper Beech.
Hoai Phuong
