REDEFINING LUXURY HOSPITALITY: INNOVATING FOR THE NEXT GENERATION COMMITTEE REPORT

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An Insightful View on How the Next Generation is Reshaping Luxury in the Hospitality Industry

This report summarizes the key takeaways from a meeting of the ILHA Advisory Committee. The committee, comprised of esteemed leaders in the luxury hospitality industry, engaged in a thought-provoking discussion on the evolving definition of luxury, focusing on how younger generations are influencing trends and what this means for hotels, spas, and the overall guest experience.

Experiences Redefine Luxury

The committee affirmed that younger generations are redefining luxury. Opulence and traditional trappings are no longer the sole benchmarks. Instead, authenticity, emotional connection, and meaningful experiences are paramount.

“It’s not about the white tablecloth [or] the gold-plated faucets anymore. They crave a little bit more of a deeper connection… being able to really connect to the place that they’re visiting now is so important.”

Chandler Yankle
Senior Trade Marketing Manager
L’Occitane North America

This shift is driven by a desire for more than just material luxury. As Michelle Clapperton, Vice President of Wellness Operations at Sensei, eloquently articulated:

“They’re looking for more than fine dining and leisure. They’re looking to… reconnect with loved ones, reconnect with themselves, connect with a new environment and a new culture, experience new things, learn new things, learn practices that they can take home to make their lives better. They’re looking to engage with their environment in a more active than passive way.”

This highlights the demand for transformative experiences that foster personal growth and connection.

Technology Enhances, Not Replaces, the Human Touch

While technology plays a crucial role in modern luxury, the committee stressed the importance of balance. In-room technology should enhance convenience and personalization without feeling intrusive.

Alena Stavnjak, Corporate Spa Director for SH Hotels and Resorts, provided valuable insight into the evolving spa experience:

“I think incorporating technology with your traditional spa services, it’s definitely enhancing well-being… When we think about those machines pre-covid they were high in cost. So I think a lot of spas, when you’re building a traditional spa, over a $20,000 – $30,000 machine was hard to get incorporated in your spa… But I think as more and more spas are gearing towards wellness offerings, I think we’re going to see this not as a trend, but I think it’s here to stay.”

This highlights the strategic integration of technology in wellness offerings, moving beyond mere novelty to become a core component of the luxury spa experience.

Technology can facilitate this by empowering guests with seamless mobile access and booking capabilities. “If I need anything, I text versus calling,” Stavnjak added, emphasizing the need for instant gratification and efficiency. It also provides additional opportunities to either enhance a service or upsell.

However, technology should not overshadow the human element. Lawrence von Rumohr, Director of Rooms at the Pendry West Hollywood, cautioned against over-reliance on technology, particularly in areas where personal interaction remains highly valued, such as concierge services. “You lose that touch,” he warned, advocating for a balance between digital convenience and genuine human connection.

Sustainability as a Core Value

Sustainability is not merely a trend but a core value for younger generations, influencing their purchasing decisions and brand loyalty. Hotels must embrace sustainable practices authentically and transparently.

Susie Arnett, Director of Wellness Programming for Six Senses, emphasized the importance of communicating values to guests:

“Younger audiences are maybe more value-driven… They really care about their purchasing dollars going towards brands that really live those values.”

The committee discussed the challenges of navigating sustainability initiatives, particularly regarding perceptions versus realities. Ingrid Merejo, from L’Occitane, highlighted the complexities of material choices and their environmental impact:

“As a brand, it is insightful to observe how guests perceive plastic. While they may prefer glass or ceramic, they often don’t consider that these materials are significantly heavier, leading to a larger carbon footprint during transportation, making recyclable plastic a more sustainable alternative.”

This underscores the need for hotels to educate guests and manage expectations around sustainable practices.

Personalization Within Brand Identity

The committee explored the delicate balance between personalization and maintaining a distinct brand identity. While catering to individual preferences is crucial, hotels must ensure their core values and brand messaging remain consistent.

Susie Arnett suggested that personalization can exist harmoniously within established brand pillars:

“People choose Four Seasons if they want a more formal, conventional, beautiful luxury experience and they choose Six Senses because they want a really informal, sustainable luxury experience. So the personalization happens underneath those brand pillars.”

Lawrence von Rumohr emphasized the importance of adaptability while staying true to brand identity:

“We will adapt to our guests. Whether we have guests that are more of the older generation and they want more of that traditional touch, we will provide that to them. Then we have a lot of these younger generations coming in and saying, ‘Okay, this is what I want.’ Okay, we’re shifting our approach…”

This demonstrates how personalized service can be delivered within a clearly defined brand framework.

The Future of Luxury Hospitality

The committee’s insights paint a clear picture of the future of luxury hospitality: experiential, sustainable, and deeply personal. By embracing these values and leveraging technology thoughtfully, hotels can cater to the evolving expectations of younger generations while maintaining a distinct brand identity and delivering exceptional guest experiences.