In the world of luxury hotels, beautiful design and high-end amenities are just the beginning. What truly defines a luxury hotel is the emotions evoked; factors like attention to detail, immersive experiences and hyper-personalization are the cornerstones of their hospitality, going beyond the expected to create lasting memories (not to mention brand loyalty). Here’s what leaders in the luxury hotel space are doing to set their properties apart from the rest.
The team behind the scenes
The Mark
"True luxury in a hotel transcends mere opulence. Its essence is crafted by the unwavering dedication of the team behind the scenes. Energy doesn't mislead, and being part of an establishment where every individual commits to making guests' experiences genuinely unforgettable is a privilege. Additionally, being an integral part of the community enriches this experience. As an established presence on the Upper East Side, it's heartwarming to see our neighbors, including our four-legged friends, indulging in the many exclusive services we offer." Michel Heredia, Director of Sales and Marketing, The Mark
Attention to detail
Room service at Agua Caliente Rancho Mirage
"A truly luxe hotel sets itself apart by actively showcasing their attention to detail every place the eye can see, paired with high-touch service and a knowledgeable friendly team. It's the finishing touches that travelers notice and relish. At Agua Caliente Rancho Mirage, the all-suite hotel provides spacious bathrooms with sunken tubs, incredible linens, large in-room TVs, ample living space, and gorgeous views. The valet is complimentary, and the hotel sits on a luxurious casino resort property that is packed with amenities including world class entertainment, pool and full-service spa, a variety of culinary excellence, and so much more." Diana Bianchini, Founder & President, Di Moda PR
Enveloping experiences
Singita
"At the highest tier of luxury hospitality, traditional rules no longer apply. This exclusive segment places less importance on brand and status symbols and luxury amenities are simply expected. More importantly, they desire extraordinary, tailored, and immersive experiences that go beyond the ordinary, creating lasting memories. For example, our client Singita introduced a new "Wholeness" concept. Inspired by the ancient wisdom of Africa and celebrating the profound sense of place of each of their unique lodges and camps, Singita’s Wholeness journey is about grounding guests in their preferred level of mental, emotional and physical calm. Singita’s approach celebrates their settings in nature, allowing guests to personalize their experiences without the restrictions of set spa menus, scheduled classes, etc, and encourages true healing through nature’s wisdom. Singita’s Wholeness journey is not limited to fleeting treatments and short-lived escape, as every moment is designed to allow guests the space and time to completely unwind – from therapeutic rituals with insights about local tradition to long game drive stops to lie down on the ground and connect with the energy of the earth." Gabriele Sappok-Klink, Partner, Imagine PR
Personalization, perfected
The Sanctuary at Kiawah Island Golf Resort, Preferred Hotels & Resorts
"What makes a luxury hotel is one that focuses on hyper-personalized, customized experiences. A key to that is a VIP service or concierge. At Preferred, our VIP Desk, which is exclusively for bookings at hotels within our Legend Collection, is experiencing an unprecedented volume in requests for creme de la crème services and tailored experiences, and as a result, are working to ensure that travel itineraries – including private tours, dinner reservations, and personal guides – are prepared and perfected before guests arrive. The sentiment for instant gratification is high, so everything has to be organized, with reassurances, in advance of their stay. Our luxury properties offer more immersive experiences and more niche interests, like wellness, pet-friendly and solo travel, which are changing the types of concierge services provided by our high-end luxury hotels. More than ever, luxury travelers want to stay at properties that go far beyond what they already know. They are searching for authentic, personalized and one-of-a-kind lodging experiences, which is exactly what independent luxury hotels are inherently designed to provide, thanks to the reality that they have freedom to have more fun and express their personalities through their distinct style, design and approach to delivering exceptional concierge and guest services, in addition to appealing and innovative guest amenities." Lindsey Ueberroth, CEO, Preferred Hotels & Resorts
A lasting impression
Cali Mykonos
"For me, a luxury hotel is all about the people that work there and how a hotel makes you feel during, and after, the stay. Genuine and unparalleled service experiences are number one. That perfect balance of delivering warm hospitality mixed with a sense of ultimate pampering and indulgence. From the check in experience... to the hyper personalized in-room welcome amenities.. .to the turn down service with 'surprise and delights' – all these journey touchpoints are crucial to delivering a truly personal and memorable experience.
Adare Manor, Cliveden House, Beaverbook and The Goring are just a sprinkling of our amazing clients who deliver exceptional bespoke touches that keep guests returning time and time again. Another new element that further builds upon the sense of personalized connection is the use of WhatsApp concierge; the Andronis Collection of hotels in Santorini and Cali Mykonos do this exceptionally well. Flawless, chic design (such as at Hôtel Dame des Arts in Paris) and incredible F&B are also integral to what makes a hotel truly luxurious, but that goes without saying! Luxury hotels at the top of their game lean into the power of emotion." Emma Hartland-Mahon, Managing Director, J/PR
Locals go a long way
Surfing taught by locals at Barracuda Hotel and Villas (Small Luxury Hotels of the World)
“Hotels may have their luxury linens, high-end furniture, and five star ratings, but it’s really the people within the hotel who elevate the hotel stay to another luxury level. Maybe it’s the local staff member at Barracuda Hotel & Villas in Brazil who is also a professional surfer, guiding you to ride your first wave at the beach, or the hotelier at La Valise Mexico City, who runs to the local patisserie to retrieve the croissant and coffee of your choice, which is then delivered to your room for breakfast alongside vibrantly colored, fresh local fruits. These types of special touches within people-centric hotels help to immerse the guests in a destination, leaving them with lasting memories.” Christine Ehly, Regional PR Director, Americas, Small Luxury Hotels of the World
