Luxury hospitality has always been focused on creating images that draw in guests. However, recent trends have caused a distortion in reality that makes it difficult for guests to understand what they are truly getting. This issue is exacerbated by the rise in new properties and their marketing budgets, leading to great properties not receiving the attention they deserve, while others offer superficial goods without delivering on their promises. There are a few main areas driving these reality distortion fields in the luxury hospitality industry.
One major issue is the pervasiveness of the age-old influencer strategy. Brands often invite individuals with large social media followings to promote their properties, regardless of whether these individuals align with the brand’s values. This can create a disconnect with the next generation of luxury consumers, such as Gen Z and Alpha, who are not interested in hyper-stylized, performative image-making. The fix for this issue is to cultivate fewer, more meaningful relationships with creators who share the brand’s vision and values.
Another challenge in the luxury hospitality industry is the decline of objective travel media. Many once-reputable travel publications have disappeared, while others chase page views and publish PR-friendly content. This has led to a crisis in good travel writing. The solution is to support and follow the writers who are producing quality content regardless of the publication they write for. Additionally, understanding where good travel writing is happening, such as on platforms like Substack, can provide valuable insights without the pressures of traditional media.
The industry also faces a sea of sameness in brand positioning and codes. Many brands lack differentiation and creativity, resulting in a homogenized market with indistinguishable value propositions and design aesthetics. Supporting brands that carve out unique spaces and celebrate creativity can help combat this issue. Finding brands that are not solely focused on scale and profit margins but still have a creative and entrepreneurial spirit is crucial.
An obsession with lists has also plagued the industry, leading to an overload of rankings that are often influenced by pay-for-play schemes. This obsession creates unrealistic expectations for guests and places undue pressure on frontline staff to meet these expectations. The solution involves more credibility, transparency behind ranking criteria, and editorial rigor to ensure that the lists accurately reflect the quality of properties. Michelin’s new “key” awards for hotels could potentially help raise the bar in this regard.
In conclusion, the craft of luxury hospitality is at risk of being diluted by the increasing commodification of the industry. The resulting reality distortion fields harm both consumers and the long-term health of brands. By addressing issues such as the influencer strategy, decline of objective travel media, lack of differentiation in brand positioning, and obsession with lists, the industry can take steps to avoid veering into outright deception. Supporting quality creators, unique brands, and transparent ranking systems can help preserve the essence of luxury hospitality and ensure that guests have genuine and meaningful experiences.
