The positive luxury curve shows no stops, indeed it is destined to grow. New emerging countries are driving the market, alongside the traditional ones (Europe and the USA) there are Asian, Arab countries and Japan with increasingly high-spending powers.
And the presence of a changing generation.
Lefay Resort & Spa Dolomites
Hotel Saltus, San Genesio, Bozen
Until a few years ago the new generations were less interested in luxury, nowadays the very young indulge themselves in highly expensive and branded outfits, luxury travels and restaurants. They appreciate comforts once seen as the prerogative and symbol of a more mature age. At the same time the baby boomer generation is more focused on health, taking care of themselves and living longer. They don’t want to stay on the sidelines and are looking for solutions able to guarantee their well-being and have ‘new’ experiences.
Everyone wants to travel, enjoy free time, whether young or old, solitary or in often non-traditional families.
There are two meanings of ‘luxury’, the more traditional one linked to waste and abundance – if you want even to whim – and the more current one always linked to the highest quality but more sober.
The conscious luxury.
Rockhouse Hotel, Negril, Jamaica
A luxury embracing a concept such that the abundance of economic means must also serve to positively impact reality, both social and environmental. Two very heartfelt aspects both out of necessity and for a radical change in the approach to consumption and priorities.
Numerous luxury brands in different productive sectors aspire to a change: from the accumulation of objects and from the indiscriminate consumption of resources to the virtuousness of using alternative materials in a ‘healthier’ manifacture cycle.
From waste to reuse choosing products that are made to last.
In a word GIVE BACK and restore what has been damaged for years.
Luxury will always be synonymous with excellence even within hospitality but with a different consciousness. By 2024, hotels above a certain size will be obliged to draw up a sustainability report.
This opens up the whole question of certifications and the importance of these to be issued by single accredited organizations. A truly measurable and regenerative sustainability program.
A new prototype of an eco-friendly home by Mario Cucinella, Italian Architect
The core pillars to consider are the careless consumption of resources, carbon emissions, and waste. New horizons and new solutions open up.
Eco-sustainable design and furniture produced thanks to natural or even recycled local materials (plastic from the oceans, mycelium) through more energy-efficient manufacturing processes. A concept of Hotel with less impact on environment.
Svart Project, the first energy positive hotel, Norway
Also in F&B several luxury structures provide the basic raw materials for cooking through a vegetable garden or the selection of producers processing in the most as natural as possible way. Vegan and Vegetarian cuisine can represent a healthy and gourmet alternative to the traditional menu with Chefs experimenting the variety of a vegetable choice.
Andrea Caminada, Schloss Schauenstein Restaurant, Fürstenau -Switzerland
Joia Restaurant, Pietro Leemann, Milan
Kiin Kiin VeVe, Copenhagen
A new Lifestyle: body care, sports activities, holistic practices (yoga, meditation, forest bathing), the use of completely signature natural products, closeness to nature and local communities. The Guests are eager to live transforming experiences, reducing the use of technology during their vacation as an increasingly appreciated ‘slow living’. To rest, enjoy the moment, and make new discoveries. To become more creative and less tied to productivity and alternate moments of relaxation with moments of minimalism.
Chenot Palace Programme, Weggis
Luxury and especially Luxury Hotels can be drivers of eco-friendly values and increase the already high percentage of customers (78% according to a Booking.com study) seeking sustainable travels.
This is the best expression of the luxury of the future, it is not yet widespread but there are already excellent examples. The difference consists in the transparency of the set goals and in the real commitment of the structures involved.
A clear and impactful vision to communicate and diffuse.
Vegan Suite was created to reward every single sustainable and educational action in high-level hospitality, a positive mix between luxury and responsibility reducing the excess and encourage contamination.
What we call ‘The Luxury of Simplicity’.
Humus x Hortense, Brussels
To enrich our overview we invited Nicola Delvecchio Senior Hospitality Consultant at Teamwork who is also an expert in up-to-date ultimate new trends.
- Nicola, how do you see the future of Luxury Hospitality? Can you give us some examples of the most virtuous and cutting-edge Hotels in your opinion and experience?
Luxury in the world of hospitality will concern two opposite and extreme concepts: the first in the most traditional sense of the term as “overabundance”, still present in numerous forms of accomodation. The second will focus instead on the search for alternative, subjective and extremely personalized luxury solutions.
As a whole, luxury hospitality will mean offering what’s missing most in our lives: time, space and true silence.
Furthermore, it will involve proposing private luxury solutions (such as fitness room with personal trainer, private Spa and the utmost customization for every guest’s desire).
Luxury today has new formulas: some concepts such as Public Hotel by Ian Schrager propose themselves as an accessible, ‘democratic’ luxury. The CitizenM chain has already started a journey in this direction several years ago.
Most likely on a commercial level the concept of luxury prevailing in the coming years will be that of membership clubs.
The “conscious luxury” formula are also on the rise trying to offer guests the most fascinating challenge: combining luxury with a truly genuine, sustainable and conscious experience, from all points of view.
- What is the most frequent mistake luxury hotels make both in defining their concept and in their communication strategies?
The most frequent mistake is to define excessively generic and non-specific hospitality concepts. It’s very important in the world of luxury to be extremely clear with customers. We have to define what is the idea of luxury we propose, why we believe in it, how we propose it and why you will like it.
And above all it is necessary to use comparative forms: what luxury don’t we believe in?
In communication, excessively stereotyped or already seen images are often used which do not give people real emotions but only a feeling of inauthenticity.
If I had to use a term to define the luxury of the future I would just use: AUTHENTICITY.
LUXURY will always be synonymous with excellence.