Interview series "5 questions for..."
In an increasingly connected world where the need for belonging and personal connections is growing, Luca del Bono's vision of ONDA has created a space where members worldwide have access to unique private experiences and places. The concept not only challenges the classic hotel or club membership, but also promotes a deeper, sustainable sense of togetherness. ONDA addresses one of the biggest socio-political trends of recent years: the longing for authentic, sustainable communities and exclusive, experience-oriented lifestyles. In our exclusive interview, he provides exciting insights into the creation of ONDA and the challenges of creating a global, exclusive network.
Luca del Bono, founder of ONDA
Brandcraft: ONDA brings together an exclusive community with unique locations and experiences. What were the biggest challenges in launching a platform like this?
Luca del Bono: Building ONDA was an extraordinary journey, which of course came with its challenges. A key aspect was trust. It was crucial that our partners had confidence in our vision and could ensure that their homes were treated with respect. Many of the ONDA clubs had never been part of a larger network before, so it was particularly important to demonstrate the value we offer without compromising their exclusivity.
It was also important to develop a model that would benefit both our members and our partners. We needed to find a balance that would provide real benefits to the private spaces without compromising their integrity, while providing an unparalleled experience for our members. This required the creation of a holistic platform, careful curation of applicants and fostering a community that truly appreciates the spaces and actively contributes to the experience.
Brandcraft: Choosing the right partners—whether hotels, clubs, or retreats—is crucial to ONDA’s success. What criteria do you use to select your partners, and how do you ensure they align with the community?
Luca del Bono: The selection of partners is crucial. Just as we carefully select our members, we are very selective about the venues we integrate into ONDA. Each social, health or business network in our collection is chosen for a shared ethos - whether that's through exceptional hospitality, cultural significance or creating spaces that foster meaningful connections.
We divide our partners into different collections that align with our three memberships - Essential, Explorer and Private. This ensures that the right members are connected to the right locations, maintaining the integrity of each location while maximizing value for both parties. It's about creating a network where every interaction - be it a stay in an exclusive private space, a meeting in a business club or a moment of relaxation in a wellness sanctuary - is thoughtful, seamless and truly special.
Exclusive ONDA member: Hotel & Club Petit Ermitage (Los Angeles)
"People are looking for experiences that go beyond travel - they want to be inspired, invest in their wellbeing and interact with communities that add value to their lives."
Brandcraft: Guests' hospitality expectations, digital memberships, and exclusive experiences are more important than ever. What key factors do you see as shaping the industry, and how is ONDA responding to them?
Luca del Bono: One of the biggest changes we are seeing is the trend towards authenticity and genuine, meaningful experiences. Luxury is no longer just about opulence, but also about privacy, depth and access to spaces that are personal and enriching. Increasingly, we are seeing upscale hotels, restaurants and wellness areas embrace private membership models and prioritize curated communities over public spaces.
Another important aspect is wellbeing. People are looking for experiences that go beyond travel - they want to be inspired, invest in their wellbeing and interact with communities that add value to their lives. ONDA responds to this by offering our members access to places that promote holistic living - from wellness clubs and spas to carefully selected retreats and cultural experiences.
Technology also plays a role, but in a way that supports human connection rather than replacing it. Our app was developed not only as a booking tool, but also as a way to help members seamlessly enhance, connect and navigate their global lifestyle.
Exclusive ONDA member: Mandala Club (Singapore)
Luca del Bono in St. Moritz
Brandcraft: How is membership in ONDA structured? What criteria are used to select members, and does the platform promote networking within the community?
Luca del Bono: ONDA is about creating a sense of belonging. Our membership is divided into three tiers, each offering different levels of engagement and opportunities. Each applicant is carefully vetted by the Membership Committee to ensure they align with our ethos and contribute positively to the community.
One of our core missions is to bridge the gap between online and offline interactions. We already host exclusive events in private spaces around the world, from exclusive dinners to cultural gatherings. Soon we will introduce new features in our app that will allow members to connect directly with each other, further fostering relationships and shared experiences. The goal is to create a network where personal and professional opportunities are just a conversation away.
Brandcraft: The Future of ONDA: What are the next steps, and what is your vision for the coming years?
Luca del Bono: ONDA's vision is to create the world's most rewarding and exclusive gateway to countless opportunities, with inspiring private spaces, life-affirming shared experiences and a values-driven global community. We're not just curating the discovery of exclusive locations; we're shaping a movement that redefines what it means to be part of something.
As ONDA evolves, we continue to refine and expand our ever-growing lifestyle platform, bringing together a sophisticated, cultured community in the most sought-after members clubs, creative hubs and unique private spaces worldwide. Our focus remains on fostering meaningful connections, enabling our members to share their passions, and providing exceptional experiences that enrich their social, professional and personal lives.
Over time, we will introduce new ways for members to get more involved, deepen partnerships with the most inspiring locations and create experiences that leave a lasting impression. ONDA is more than a membership - it's a journey that discovers new destinations, builds community capital and fosters a deep sense of belonging, no matter where you are in the world.
Exclusive ONDA member: Hotel & Club Saint James Paris