Prevalent in the news is the topic of luxury, how it was defined just two or three years ago, and if it was just a fad of the early/mid 2000’s. As we enter a new decade, with many lessons learned through the downturn, and a hope for a gradual yet steady economic recovery, I wonder how luxury will be redefined.
As a hospitality communications professional, I find that luxury is in the memories we create when traveling, and not so much in the amount of money we spend. In 2004, for instance, hotels were all about comfort and pampering and ridiculous excess packages that left guests with a hefty bill at the end of a long celebrated weekend.
Do guests miss that excess now that they can’t afford it? Should it be redefined as the trend shifts with the economy? How will hotels adapt to the changing dynamic of luxury? Somehow, even in affluence, all things in moderation make sense now.
Somehow, I think in terms of hotel experiences that personalization, genuine service and thoughtfulness will go much further in offering luxury rather than over-the-top excess that can be viewed as fake and impersonal by guests.
Tags: economic recovery and hotels, hotel pr, hotels and excess, luxury travel, personalization and service in hotels, redefining luxury
People-oriented businesses like hotels should find out from their customers what they want and expect by talking to tem. Good example from Groundswell cited of IHG using Communispace for research and marketing http://bit.ly/6EV8jI