Pursues growth in The United Arab Emirates through locally targeted initiatives.


ASMALLWORLD, the leading private international travel and social club offering content, benefits, and community in over 100 cities – announced that it is targeting growth in the UAE market through local initiatives. Historically a Europe-centric community, ASMALLWORLD will guarantee access to up to one thousand qualified UAE-based applicants to its velvet-roped club. Previously by-member-invite-only, ASMALLWORLD is excited to welcome applications from qualified individuals to join its community.

Upon shifting to a subscription model this past spring, ASMALLWORLD scaled back its previous membership of over 800,000 and has been inviting select members to the new site in stages.  ASMALLWORLD has opened up to membership applications hoping to engage emerging markets in Asia, Africa, and the Middle East, where its presence is smaller but growing.

“We want to ensure that we are not closing our doors to qualified people in local communities with few existing members,” says CEO and President Sabine Heller. “By improving our geographic distribution, we hope that our small world will be there to welcome you where you are or wherever you go, from Melbourne, Australia to Cartagena, Colombia to Beirut, Lebanon.”

The ASMALLWORLD believes that the UAE is a perfect target for new members as it is a growing international community with residents that travel frequently throughout the world in search of diverse and exclusive experiences. “As a world-renown cosmopolitan with a booming luxury market, and citizens who have a high level of taste and sophistication, the United Arab Emirates is a perfect market for our growth initiative,” said ASW CEO and President Sabine Heller.

As part of their Membership Rewards program, ASMALLWORLD has now partnered with some of the UAE’s top fashion and hospitality brands to offer benefits to members living in and traveling to the UAE including Six Senses Resorts, Taj Hotels and Resorts, Sauce Boutiques, Banyan Tree Ras Al-Khaimah + Banyan Tree Al-Wadia.

The Membership Rewards program additionally offers members exclusive benefits with over 500 additional international partners. Recently, ASMALLWORLD has partnered with such leading International brands as Maserati Stores, Luggage Free, Bvlgari Resort Bali, Smythson, Leading Hotels of the World, Mandarin Oriental Hotels, Alila Hotels & Resorts and Cathay Pacific Airlines among others.

Their most popular rewards include a free World’s Finest Clubs membership, which grants its users access to leading nightlife venues in hundreds of cities, and a free week’s stay at the soon to launch 5-star Kittitian Hill Resort in St. Kitts. One of their most unique Privileges is a health insurance package available to all members, targeted at ASW’s audience of avid globe-trotters. Member rewards are redeemed online or using the new ASW Membership Card.


Founded in 2004 as one of the first social networks, ASMALLWORLD re-launched in the spring of 2013 as a subscription-based ($105 annually) international members-only travel and social club. ASMALLWORLD offers its members content, privileges, and community in over 100 cities around the world. Its membership comprises internationally-minded people committed to opening their lives to each other and ensuring that, above all else, members can live like locals wherever they go. ASMALLWORLD hosts an average of 50 international events per month and offers member benefits from over 500 luxury partners.

The company is headed by CEO and President Sabine Heller.  Chairman of the Board Patrick Liotard-Vogt acquired the majority stake in the company in 2009 from former shareholder Harvey Weinstein. In 2012, ASMALLWORLD acquired World’s Finest Clubs a nightlife access and concierge service.