But times have changed and so has
the idea of luxury. Over the years,
the definition of luxury has moved
far beyond the glitter and glam. In
hotel settings, marble bathrooms,
crystal chandeliers, and golden
fixtures do not automatically spell
out guest satisfaction.
LEAN LUXURY
Luxury hotels around the globe
boast of their own brand of fantastic
facilities. From rooms the size of tennis
courts to an array of amenities that
offer lavish luxuries, the sky’s the limit
as to how far you want to imbibe the
luxe life.
Usually, all this opulence comes with a
hefty price tag, and for those who want
to luxuriate in such creature comforts,
they would also need to shell out an
inordinate amount of money.
More recently, the hospitality industry
has experienced a shift. There is now
what we call modern luxury. It comes
in so many other names, “budget
boutique,” “affordable chic,” and “lean
luxury.”
DRIVERS OF CHANGE
What has caused this change? How
did this revolutionary concept come
about?
Here, we can look at three primary
drivers:
1. Consumers
There is a new generation of guests
that are more in tune with their
wants and needs.
The modern guest looks beyond
the gimmickry and prefers to give
more value to what is meaningful
to them. Although it is still a broad
spectrum of personalities, the
change in guests’ character has
propelled hotels to adapt. These
can still be people from all walks
of life, but notably, it is commonly
comprised of empty nesters,
families, and millennials.
2. New ideas and aspirations
These consumers also carry with
them a new way of thinking and
looking at the world.
ILHA 97