SPECIAL REPORT : STATE OF LUXURY
THE GIST
PERSONALIZATION will remain the key concept for luxury , and guests are becoming more demanding .
ECO-FRIENDLY TOUCHES need to be presented carefully so it doesn ’ t look like cheapness .
Guests increasingly value SOCIAL RESPONSIBILITY expressed across operations .
The general manager has to seamlessly MELD THE BACK- AND FRONT-OF-HOUSE SIDES OF THE JOB , in addition to expertise in social media and connectivity .
Luxury hoteliers will have to CONTINUE TO
INNOVATE and deliver meaningful experiences . the zeitgeist really is
Maybe getting more positive . Or , maybe travelers just want some pampering back in their lives . Either way , 2013 should be another good year for 5-star hotels . “ From our industry estimates , luxury travel is bound to increase in 2013 and beyond ,” says Frank Marrenbach , CEO , Oetker Collection , Baden-Baden , Germany . “ There ’ s huge latent potential for high-end travel around the globe , but hoteliers need to understand the changes in demand . Today ’ s wealthy travelers are looking not only for properties in the ultra-luxury range , but also bespoke travel planning , unique itineraries and concierge services .”
Capitalizing on the opportunities to fill luxury rooms centers on that one word : bespoke . This is an audience of individuals used to having it their way . Hoteliers will have to drill down to reach and capture this disparate group — even in the push-pull of rate and service . “ One of the trends we see is that guests want more quality for less money ,” says Guy Wilkinson , managing partner , Viability , Dubai . While that may be true for the
Middle East , it ’ s not universal . “ There remains a large number of consumers who expect luxury service and are willing to pay for it ,” says Lauro Ferroni , vice president of research , Jones Lang LaSalle Hotels , Chicago .
Whether the guest is a bargainhunter or someone willing to invest in a stay , he or she won ’ t settle for anything less than VIP treatment . “ Our luxury guests still expect a high degree of consistent recognition throughout their stay , and they want the confidence that we know their preferences in advance of their check-in ,” says Ivanka Trump , executive vice president of development and acquisitions , Trump Hotel Collection , New York City . “ Today , consumers are savvier — and , therefore , more demanding — than ever before .”
When it comes to service , amenities , facilities and experience , the margin for error is about zero among guests paying the highest rates in any destination . “ Thirty years ago , people were happy to wait for four or five minutes to check out at a Ritz-Carlton . Now , our guests start to get impatient after one minute ,” says Horst Schulze , chairman and
www . hotelsmag . com January / February 2013 HOTELS 19