Soho House has confirmed Los Cabos as a 2026 opening, following Tokyo. On paper, it reads like a familiar expansion: a coastal House in Cabo del Sol, centred on outdoor living — a 50-metre pool, beachfront access, Cecconi’s Costiera, Sunset and Cabaret Bars, and a full Soho Health Club with hyperbaric oxygen, red light therapy, and IV treatments. But the headline isn’t the club. It’s the residences. For the first time, Soho House is introducing Soho House Residences — a collection of one- to four-bedroom homes integrated into the House ecosystem, available alongside membership. This shifts the model from episodic use to continuous living. The keys tell the story. Accommodation is deliberately limited — 15 rooms in total (12 Casas and three larger Casonas), some with private plunge pools — keeping the hospitality layer small and controlled. The majority of value sits in the residential inventory, where ownership extends the Soho House experience beyond a stay. This is a structural move.
Historically, Soho House has monetised access: annual memberships, F&B, rooms, and programming. Residences introduce a second layer — real estate as the anchor, with the club operating as the service and social infrastructure that sustains it. It’s closer to a branded living model than a traditional members’ club. Los Cabos is a deliberate test case. The market has matured into a high-conviction luxury destination, with constrained beachfront supply, strong North American demand, and a growing ecosystem of hospitality-led developments. It supports both sides of the equation: short-term experience and long-term ownership.
What matters is how tightly those two layers are integrated. If the residences simply sit adjacent to the club, the model remains additive. If they are fully embedded — with programming, service, and social access operating as a single system — it becomes something more defensible: a lifestyle platform tied to place. That distinction will define pricing power. Because the premium here won’t be driven by finishes alone. It will be driven by access, network, and continuity — the ability to live inside an environment that is curated, serviced, and socially active year-round. This is the evolution. Soho House is no longer just scaling a club model. It is beginning to translate that model into ownable product. And in markets like Los Cabos, where land is finite and demand is durable, that shift has the potential to move the brand from membership to asset class. Visit.
