The Gravity Haus brand is positioning itself as a unique concept within the hospitality industry, aiming to merge work, play, and outdoor adventures at world-class destinations in a hotel and social club concept. Unlike the members-only model of Soho House, Gravity Haus offers its amenities to both members and nonmembers, with the majority of guests being nonmembers. This approach sets Gravity Haus apart in the hotel world by allowing broader access to its facilities.
The Gravity Haus properties are described as a collection of luxury and lifestyle hotels, each with its own unique touch while still maintaining the overall brand ethos. While some members may feel that certain properties are not as upscale as others, the brand’s chief operating officer, Eric Lent, explains that each location is tailored to fit its specific market while incorporating elements that tie back to the overall Gravity Haus experience.
A key focus for Gravity Haus is providing value to its members through exclusive perks and experiences. The brand offers a variety of membership benefits, including 50% off hotel stays, one free night per year, late checkout, and savings at partner properties. In addition to these benefits, Gravity Haus organizes experiential events such as custom cowboy hat-making, whiskey tasting, mountain bike rides, and overnight trips like backcountry hut dining and skiing.
The Gravity Haus properties boast a range of amenities, including world-class restaurants, co-working spaces, state-of-the-art fitness facilities, and unique recovery facilities. Each location is strategically chosen to offer guests convenient access to ski areas or national parks, further enhancing the overall experience. Public spaces within the properties are designed to create a communal atmosphere, with cozy settings like the White Rabbit Tavern at the Gravity Haus Steamboat providing a welcoming environment for guests to relax and socialize.
While Gravity Haus has established itself as a unique and innovative player in the hospitality industry, there are areas where the brand could further improve. For example, maintaining consistency in the level of upscale amenities across all properties can help enhance the overall brand experience for members and guests. Additionally, diversifying the range of experiential events offered at each location can further differentiate Gravity Haus from competitors and attract a wider audience.
Gravity Haus stands out as a distinct player in the hospitality industry, offering a unique blend of luxury, lifestyle, and adventure experiences at its various locations. By focusing on providing value to its members, organizing engaging experiential events, and maintaining a cohesive brand identity across properties, Gravity Haus has the potential to continue growing and evolving in the competitive hotel landscape.
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