Articles by Contributor,Katharina Kotrba

Technology

Exclusive: Inside The New, Members-Only Travel Club For The Ultra-Rich

Discover Collection Ras Amud, perched on a secluded peninsula in Oman, will open in September 2026 as the first of Bernhard Bohnenberger’s new members-only properties. Discover Collection "If all sheep go one way, I turn the other," says Bernhard Bohnenberger—better known as BB—with an amused smile on his face. "But first, I ask the smartest sheep to come with me." For 28 years, BB was the longest-serving president of Six Senses and part of the team that developed 'barefoot luxury', a more relaxed way for the ultra-wealthy to travel that has developed into an international trend. He calls himself the industry's "naughty boy"—the one who breaks rules. And now he wants to break them again with his latest project, Discover Collection, a private members-only community. "The really well-traveled, well-heeled, who've seen it all, done it all, they now want to spend time with a purpose, ideally with loved ones," BB says. "We give them all that." Hospitality’s "Naughty Boy" Returns Discover Collection will be high-end properties with experiences to match, available only to members who have an actual interest in the region they are traveling to. "You won't find us on platforms like Booking," he says. "Many people told me I was crazy to think anyone would apply before a single property is open. The same people are asking me now how they can join." And his phone has started ringing: Hospitality consultancy firms—the Horwaths, Colliers, and JLLs that help developers select luxury hotel operators—have started reaching out. He says they all say the same thing: "We're calling because we've been told that you are the future." Hospitality's rule-breaker, Bernhard “BB” Bohnenberger, wants to upend the way we travel, again. Toby Mitchell Discover Collection's first property to open will be Ras Amud in Musandam, Oman, in September 2026. It's a location BB knows well. "I promised myself to only do projects in places that can't be replicated," he says. "And this particular one I had my eyes set on for a long time." The property sits on a peninsula that juts into a vast bay, encircled by cliffs and mountains, with no neighbors, no traffic and zero light pollution. "Ras Amud is an antithesis to the opulence you may find 2.5 hours away in Dubai," he says. "This is not a see-and-be-seen place where you compete for the best Instagram moments. Here, the only competition is with yourself," BB says. "If you want to show off your handbag or go somewhere to see and be seen, you will hate us. But if you respect other human beings and don't treat them differently because they're a celebrity, then you are right for us. Then you will enjoy it." If you want to show off your handbag or go somewhere to see and be seen, you will hate us. Bernhard ‘BB’ Bohnenberger Members will arrive by boat from an inlet at a nearby fjord (since there is no road to the property) and continue in small electric four-wheelers to one of 32 villas. During the two years of construction, BB and his team went on many excursions, visiting flea markets, artisan workshops and antique dealers, to assemble pieces that give each villa the same layered, lived-in feeling of a private estate. "There are found pieces, gifts from friends, things that date back generations. Because we want it to feel like you've been invited to someone's home," he says, "and not everything from the same manufacturer produced in the same year." The sanctuary—BB refuses to call it a 'spa'—sits below the surface, inside the mountain. Caves and tunnels were carved into the rock, leading to treatment suites that open to direct views of the ocean outside. A few minutes further by boat, the staff village has its own beach and gym and was designed with the same care as the property for members. "The old style of housing workers in military-style shared rooms is over," BB explains. "Every team member will have their own room. If you want your team to create magic, they themselves need to be happy." "We also got rid of the ugly term 'back of house,'" he adds. "You'll see our bakery, our chocolate kitchen, our coffee roastery. Nothing is hidden away. Members can walk up to see things being prepared anytime." Designing Hotels You Can’t Just Book Into The Oman project was developed at a cost per key on par with Aman and Four Seasons—around $1 to $2 million per villa, excluding land—and targets an internal rate of return of roughly 20 percent. Bohnenberger isn't ready to discuss prices per night or for memberships. But he says that the cost of a stay will cover everything, from food to wine, wellness and experiences—without additional bills, the need to tip or sign for anything. "I'm guilty of it myself," BB admits. "We used to charge thousands a night and then made guests sign for every coffee and juice. Not anymore. You shouldn't need your wallet during your stay." Also, since BB wants Discover Collection to feel like an invitation to a friend's house, there won't be any menus. "You wouldn't ask for a drink menu at someone’s home," he quips. The same goes for the food. Instead of having written menus, chefs will suggest dishes based on a person’s interests and previous dining experiences. "They will surprise you with the freshest, most amazing things," BB says. "But, of course, if you prefer something else or crave a certain comfort food, they’ll be happy to make that for you, too." Freedom As The New Luxury The membership process is meant to help avoid confusion and frustration. "Just because Discover Collection isn't cheap, it doesn't mean it will be glitzy and glamorous," he says. "Those looking for the conventional way of just eating, drinking, partying and hardly realizing where they have traveled—I think they will run from us." It isn't meant to be an exclusive club, he insists. "The membership is more about alignment. It helps us find travelers who don't feel the need to see and be seen—people who prefer having interesting conversations over creating the next viral Instagram post." High-end travel, he says, should free you. "Have breakfast at 11 p.m. if you like. Come with hand luggage only. No rules, no pressure, no pretense and no need to dress up. That, to me, is the new definition of luxury." What all properties have in common are the use of natural materials, emotionally intelligent service and unobtrusive design. But every location will offer select experiences specific to its setting. Discover Collection Ras Amud in Oman will have a marine biologist and a geologist on staff to guide members during dives and hikes, explore the abundant sea life and learn about the region's fossils. Owners Are Royalty, Celebrities And Lords Aside from Oman, BB has signed further projects that span the globe, from the Swiss Alps and Ireland to Mexico, Botswana and France, including a château in Burgundy that took 12 years to restore and now produces wines from its own bio-dynamic vineyards. Every Discover Collection destination is one-of-a-kind. "If it's not out of this world, we don't do it," BB says. And so far, he’s never had to chase anyone. "In fact, we've rejected far more projects than we've signed." Current owners include royalty, celebrities, vineyard owners, lords and longtime partners from previous collaborations. Elephants roam near Discover Collection’s upcoming Kenyan lodge, opening in late 2026, set within a 20,000-acre conservancy overlooking Mount Kilimanjaro. Toby Mitchell 2024 The same family that created Six Senses Bhutan during BB's time there is now also behind the new Bhutanese mountain retreat under the Discover Collection name. A well-known actor owns two properties in Kenya—Discover Collection Lemomo and Discover Collection Il Ngwesi. Each of these lodges sits in a conservancy of around 20,000 acres. One with the majestic Kilimanjaro as its backdrop, the other with big cats and roaming rhinos. Its owner plans to give 100 percent of net profits towards conservation. Each Discover Collection property will have a local foundation financed by a share of its revenues. The aim, BB explains, is to help nearby communities set up their own small businesses, restore ecosystems and expand educational opportunities in the area. "In every destination, we want our members to leave feeling transformed. And ideally, their visits will help transform the destination." Discover Collection will launch with Honorary and Founding Memberships that include BB and his team's network of travel advisors, private banks and former partners. Global and local tiers will follow later. Local memberships, as the name suggests, provide access to nearby properties, while global memberships allow members to book in all destinations. BB doesn't want to communicate prices yet, but says: "They will not be outrageous." One of the Kenyan lodges will be next to open, welcoming its first members just in time for the festive season next year. In general, BB doesn't have rigid expansion plans. Growth will be organic and careful. "If they fit and we have the bandwidth, yes. Otherwise, no," he explains. "Fortunately, we don't have any pressure to produce numbers. We're not a public company that has to report every quarter how many contracts we've signed." Three decades after shaping one of the world's most successful hospitality brands, BB hopes Discover Collection will once again change the way we travel. Whether the flock will follow BB to these new pastures remains to be seen. But if the consultancy calls are any indication, some are already asking for directions. "I think people have seen enough infinity pools and sipped their fair share of champagne," he says. "Now it's time for something more meaningful." MORE FROM FORBES ForbesThis Resort Cracked The Code On Guest Happiness And LoyaltyBy Katharina KotrbaForbesThe One Design Trick Luxury Hotels Use To Help You RelaxBy Katharina KotrbaForbesHow $400 Million Built The Maldives’ Most Family-Friendly ResortBy Katharina Kotrba Editorial StandardsReprints & Permissions