VOICE OF LUXURY
Conrad Corfu
Waldorf Astoria London Admiralty Arch
that will remain a strategic target. Malaysia is becoming a real hotspot. I went there for my honeymoon in 2000, when it was still quite niche, but with the success of places such as Thailand and Singapore, the country is really coming into its own, with Waldorf Astoria and Conrad properties debuting in Kuala Lumpur this year. We’re also always thinking about how we can take luxury travel beyond the traditional stay, while maintaining the level of service and sense of place that define our brands. The Waldorf Astoria Nile River Experience, coming this year, is a prime example – with 29 suites, it’s an intimate way of seeing Egypt, with signature features such as the Peacock Alley lounge.
Q. What’s been the biggest change you’ve witnessed in the luxury hospitality sector during your career? The experiential trend has been going for a while, but I think we’re seeing it become baked into clients’ expectations, overtaking the material side of travel. With the rise of AI, you hear of travellers using it to plan experiences, but our luxury guests don’t want that because they want to avoid what everyone else
does – they want the personal touch. For example, our Waldorf Astoria concierge team are like sommeliers – they provide genuinely personal experiences that beat the queues and teach guests something. I think the purpose-led, emotionally resonant trips are going to continue to grow, involving things that lean into local culture. There’s also been a renewed interest in slower journeys – when you’re not on a packed, forced agenda, you can really take your time and relax.
Q. How important is the UK travel trade to Hilton Luxury Brands? London is one of the world’s most connected cities and UK travellers have always been open to long-haul travel, so working with the trade here is fundamental. We ensure agents and operators are front and centre when we’re thinking about high- net-worth itineraries because we do have such long-standing partnerships. We offer everything from virtual education and fam trips to engagement with key agency forums and connections with property experts to get that tailoring right.
aspiretravelclub.co.uk
MARCH 2026 ASPIRE
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