December 05, 2018

Assessing the need for hoteliers to redefine luxury

What it means for a property or experience to be luxurious and whether or not it might be time for hoteliers to consider redefining its meaning.

Instead of the word luxury evoking thoughts of decadent five-course meals, the poshest of penthouses and big-ticket items like designer clothes or fast cars, we need to consider the fact that even the most luxurious purchases are going to go to waste if we don’t have the time to enjoy them. For this reason, luxury, and to a greater extent the advertising angle of lavish goods, might be better modified to be all about time.

For hotels the message is that the emphasis needs to be on enjoying the luxurious purchase – on driving the car, savouring the food and actually staying in the penthouses.

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