Soho Farmhouse opened its Ibiza property in May 2025, marking Membership House Group's first international deployment of the UK countryside-wellness format that generated £28M in annual revenue at its Oxfordshire flagship. The 107-room estate occupies 36 hectares in San Rafael, positioned 12 minutes from Ibiza Town and 8 minutes from the airport, targeting a different guest profile than the brand's 2-hour-15-minute drive-from-London original.
The property carries a €45M development cost, per filings with Spain's Registro Mercantil, and operates under a 15-year land lease with renewal options through 2055. Room rates start at €580 per night in low season, rising to €1,240 during July and August, with membership required for bookings—annual dues run €2,100 for individuals, €3,600 for families. The site includes four restaurants, a 1,200-square-meter spa, two pools, stables for 18 horses, and 22 kilometers of marked trails. Membership House Group did not disclose occupancy targets but noted 68% of pre-opening inquiries originated from Spain, France, and Italy, compared to 91% UK-origin membership at the Oxfordshire location.
The move tests whether the "countryside escape" positioning—central to Soho Farmhouse's £1,800 average stay value in the Cotswolds—translates to a Mediterranean island already saturated with beach clubs and five-star resorts. Ibiza's luxury hotel supply expanded 11% between 2022 and 2024, adding 1,340 rooms in the four-star-plus segment, while average daily rates across the island grew only 3.2% in the same period. Soho Farmhouse is betting on wellness infrastructure and membership exclusivity to command pricing 40-50% above island comps like Six Senses (€820 average rate) and Nobu Hotel (€740).
For family offices and hospitality development groups, the opening clarifies how members-only leisure real estate exports beyond home markets. Membership House Group now operates nine locations—seven in the UK, one in Mumbai (opened 2023), and Ibiza—with reported aggregate membership north of 180,000. The firm has not disclosed whether it will pursue a sale-leaseback or REIT structure for its international assets, but comparable operators like Soho House (public since 2021) have used asset-light franchising in 14 of 43 global sites to reduce balance-sheet exposure. Ibiza represents the first test of whether Membership House Group can replicate high-margin, high-occupancy performance without the UK's scarcity of rural luxury inventory.
Operators should track Q3 2025 occupancy and ADR reports, due in October, to assess whether the property reaches the 72% occupancy benchmark Soho Farmhouse Oxfordshire achieved in its second year. The group has signaled interest in Southern France and Portugal for additional countryside sites, with site selection expected by year-end 2025. Hotel development allocators will also monitor whether membership growth in Continental Europe—currently 18% of total membership base—supports the €12M annual revenue run rate the Ibiza property needs to service its lease and operating costs.
The Ibiza opening arrives as European wellness tourism spend is projected to reach €89B in 2025, up 22% from 2023, with family offices increasing allocations to mixed-use hospitality assets that combine lodging, F&B, and membership revenue streams. Whether Soho Farmhouse can command its UK premium in a market where wellness is standard, not scarce, will determine how aggressively Membership House Group scales beyond the British countryside.
The takeaway
Soho Farmhouse's **€45M** Ibiza site tests whether UK countryside-wellness margins survive Mediterranean beach-market competition at **€580-€1,240** nightly rates.
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