Luxury Hoteliers Magazine 3rd Quarter 2018 | Page 97

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