New launch, Discover Collection, is a hospitality membership brand for consumers looking to travel with purpose and mindful luxury.

It will operate a collection of smaller properties (50 keys maximum) properties with low impact on the regions they serve and has a pipeline of wellness-infused properties underway.

The brand is backed by hotelier Bernhard Bohnenberger, former president of Six Senses, who is CEO, owner and co-founder, alongside some private investors.

Bohnenberger said: “High-end hospitality can be a driver of environmental integrity, conservation and cultural preservation. Tourism must transcend traditional sustainability and move toward regenerative models that create lasting benefits for both people and the planet. Sustaining destinations is no longer about minimising harm; it’s about creating net-positive impact.”

The concept is designed to celebrate the spirit of the place where each property is located, while helping to preserve ecosystems, habitats and the cultural identities that make it unique.

Sustainability will be a hallmark of the brand’s offerings, with environmentally responsible principles integrated into local agriculture, architecture, water and waste management systems.

All the properties will either be new-builds or restored. The Discover Collection will manage them in equal partnership with its capital partners.

The collection will be global and properties will be varied, from tented camps and wilderness resorts, to historic chateaux and castles. Some sites will also offer residential properties for purchase.

Chunxia Gao, global director of development and wellbeing for the Discover Collection, told Spa Business the collection will not be looking to take over old properties in need of major refurbishment because the sites all need to follow the same Discover Collection DNA.

Upcoming properties

The first of a dozen retreats will open in September 2026, including Discover Collection Ras Amud, Oman, a 32-villa property located on the Musandam Peninsula, overlooking the Hajar Mountains and the Sea of Oman.

In December 2026, Discover Collection Lemomo will open in Kenya, offering immersive Maasai cultural experiences, access to the wildlife of Amboseli National Park and with views of Mount Kilimanjaro.

Discover Collection Château de Pommard in Burgundy, France, will open in Q3 2027.

Discover Collection Catoche on Holbox Island, at the top of the Yucatán Peninsula in Mexico, and Discover Collection Il Ngwesi in Kenya, will both debut in Q4, 2027.

Future destinations are planned in Ireland, Greece, Albania, Zambia, Botswana and Bhutan. 

Wellness at Discover Collection Ras Amud, Oman

Chunxia Gao described the wellness philosophy behind the Discover Collection and how it applies to the Ras Amud property.

“Every property will be bespoke,” said Gao. “The wellbeing centre will be called The Sanctuary and it will not be a traditional spa. There will be no standardised menu and the journey will be personalised.” 

There will be five standalone treatment suites at Discover Collection Ras Amud, each of which is like a private villa. Each one will have its own relaxation areas and a different combination of thermal facilities, such as a sauna and steamroom, versus an infrared sauna and epsom ice bath, versus a Russian banya.

To access The Sanctuary, guests will pass through an underground walkway to a courtyard and a large lounge. A falaj (ancient Moorish water harvesting channel) will be visible throughout the facility and can be followed to the individual treatment suites. The suites each have beautiful sea views. 

Guests will have a private consultation to determine holistic treatment options for the therapist to customise, using local ingredients and essential oils for traditional therapies native to the region. 

Other facilities at the site include a yoga pavilion at the tip of the peninsula for guided sunrise meditation and yoga sessions. There is also a rock garden for journaling and sketching, while yoga will also be on offer.

A hara (a traditional Omani village) will be the heart of the property, according to Gao. It will host a range of food and beverage experiences and locations for workshops. 

“The membership model means we follow up with guests after their stay and they remain in our ecosystem,” added Gao. “We want guests to get results by being consistent, rather than coming back to us and having to start from square one again. Our holistic approach and ability to provide access to practitioners beyond each visit means we are able to provide experiences to heal the body, mind, soul and heart.”

Membership model

Guests will need to be members of the Discover Collection to stay at any of the brand’s properties. 

The annual membership will start at US$3,600 (€3,320, £2,850) for an individual or US$5,800 (€4,990, £4,340) to join as a couple.

A joining fee of US$650 (€560, £490) goes to fund the Discover Collection Foundation, which is a fund dedicated to promoting conservancy and other philanthropic efforts local to each unique property. In addition to 100 per cent of all joining fees, the Foundation will be funded by 1 per cent of annual global membership dues, 1 per cent of global revenue (separate to membership fees) and 1 per cent royalties from residential sales. Members will also be able to contribute additional donations.

Members will have access to stay at the various properties within the collection and will be able to bid on “spark events,” which allow guests to visit hard-to-reach or unexpected destinations. 

Members will also have access to global cultural programming and access to wellbeing practitioners’ services beyond the duration of their stay.

Membership applications will open in Q1 2026.