Parallel is a relatively recent entrant to the destination club industry positioned at the ultra-luxury end of the market – their membership deposit is $625,000. We wil cover this club in some detail over the coming weeks, but did want to provide some feedback on a recent stay that I had in their property in London, England.

In general, we know that as Helium Report, we will get well treated by club staff before and during the trip – so we never really know how representative our experience is when compared to a typical member. But, on two dimensions, Parallel impressed me and clearly executed on their promise of ultra-luxury>

• Pre-trip planning, from one of their lifestyle consultants, was prompt and thorough – and the hand-off to the concierge at the location was perfect.
• The actual residence, a 2 bedroom unit (with kitchen and dining area) in the Soho Hotel, right near Picadilly Circus, was gorgeous in all aspects – furnishings, appliances etc.

Parallel has a lease on this location while they search for their permanent London home, which will apparently be a larger, more luxurious home in the downtown zone. If they do in fact surpass their current offering with their new home, they will clearly be setting a very high standard for urban locations for the other destination clubs to match.