Company insight
Global luxury soft brand Elegant Hotel Collection explores the evolving preferences that are driving change within luxury hospitality.
Luxury redefined L
uxury travel is booming and the momentum shows no signs of slowing down, with the global market size expected to reach $157.59bn by 2029, representing a compound annual growth rate of 7.90% over the next five years according to Mordor Intelligence. To meet this growing demand, we have witnessed a surge in luxury hotel openings worldwide, a trend that looks set to continue. But what is meant by ‘luxury hospitality?’ Not so long ago, luxury hospitality conjured up images of marble floors, Michelin-starred dining options and high-end furnishings. And while some guests still value the opportunity to indulge and relax in lavishly opulent surroundings, changing guest demographics and increased social awareness have meant that expectations of luxury have evolved beyond plush bedrooms and premium amenities. Answering the needs of the modern traveller is central to the Elegant Hotel Collection experience. With guests seeking a more value-based approach to travel, it’s unsurprising that many emerging trends and opportunities reflect the attitudes, beliefs and cultural trends that are influencing today’s social behaviour and preferences.
Connection and authenticity Today’s luxury travellers highly value authenticity, seeking experiences that allow them to connect with the local culture, community and traditions. This may be through immersive experiences that are unique to the destination and allow guests to connect with the local community and surroundings – be that nature and wildlife excursions or a culinary tour of the local market to select fresh ingredients for a cooking class. It could be as simple as reflecting the local design aesthetic through the hotel’s design and decor. Guests seek to feel connected to their destination, fostering a deeper appreciation for their environment, and ultimately creating long-lasting and meaningful memories.
Hotel Management International /
www.hmi-online.com
La Sultana Oualidia, Morocco – a luxury historical hotel in Unesco-listed Medina – is an example of what moderns guests want from their hotel stay.
Sustainability matters Concerns about environmental sustainability and climate change are shaping the priorities and practices of organisations worldwide, with luxury hospitality and its association with extravagance under more pressure than most to run a sustainable operation. As concerns about the planet grow, the luxury traveller now favours hotels that exhibit eco-friendly practices and sustainability initiatives. While an ethos of sustainability may seem at odds with a sector typically associated with indulgence, much can be achieved without compromising on the luxury experience.
A new approach to service delivery Service is and will remain a cornerstone of luxury hospitality. But as we witness the pandemic-fuelled digital transformation, guests now look to technology and digital platforms to meet and service many of their needs. The expectation for seamless digital interactions, personalised recommendations, and instant access to information and services leaves the luxury sector with an interesting challenge – leveraging innovation to provide guests with the opportunity to digitally streamline aspects of their stay while not losing the
personalised human element of service standards synonymous with the sector.
Personalisation reimagined While a personalised guest experience has always been an integral pillar of luxury service delivery, technological advances have fuelled the desire from guests to have their specific preferences and desires anticipated and met throughout their stay. By leveraging data analytics, smart-room technology and AI-driven recommendations, hotels can now anticipate and meet guest demands and preferences for customised room preferences, tailored dining options or personalised welcome amenities. Guests, in turn, feel valued and special, resulting in enhanced guest satisfaction and increased brand loyalty.
The luxury travel market is not only thriving but also shaping the contemporary travel experience. Elegant Hotel Collection proudly honours the work of inspirational hoteliers, celebrating the pioneering independent luxury hotels that are skilfully crafting exceptional luxury guest experiences and promoting the art of authentic luxury hospitality worldwide. ●
https://eleganthotelcollection.com 13
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