The definition of luxury is evolving fast, and the most successful brands are those that blend purpose, personalisation, and innovation.
The luxury tourism market is experiencing rapid growth, projected to reach $1.2 trillion USD by 2026. This surge is largely fueled by Gen X and Millennials, who are driving demand for exclusive and highly personalised travel experiences, according to a recent report from EHL Hospitality Insights.
With over a decade spent leading the International Luxury Hotel Association (ILHA)'s global luxury initiatives, I’m proud to partner with Avendra International to highlight the insights our Advisory Committees are seeing shape the future of luxury hospitality.
Luxury is About Meaning, Not Marble
Today’s luxury traveler isn’t chasing chandeliers - they’re seeking connection, authenticity, and meaning. Younger guests, in particular, want brands that reflect their values and offer experiences that feel personal and purposeful.
Try it: Craft experiences that tell a story - whether it’s a chef-led foraging walk, a personalised scent journey, or a stay that supports local artisans. Make every touchpoint feel intentional and human.
Sustainability Is Non-Negotiable
Sustainability isn’t a trend; it’s a baseline expectation. From more sustainable spa treatments to zero-waste dining, luxury brands are being held to a higher standard.
“Consumers increasingly direct their spending toward companies that demonstrate true environmental and social responsibility - not just in messaging, but through authentic, measurable action,” says the ILHA Spa & Wellness Committee.
Try it: Audit your sustainability practices and communicate them clearly. Highlight local sourcing, energy-saving initiatives, and community partnerships in your guest journey.
Wellness That’s Holistic and Human
Wellness isn’t just a spa offering - it’s a lifestyle expectation. Guests want holistic programs that touch every part of their stay, from sleep-enhancing suites to nutrition-forward menus.
“Micro-personalisation is the future,” says the ILHA Fitness & Wellness Committee. “It’s about using tech to enhance – not replace – the human touch.”
Try it: Evaluate all of your offerings to identify opportunities to weave in wellness, whether through your menus, room amenities, or service experiences.
Tech That Enhances, Not Interrupts
AI and automation are transforming hospitality - the best technology in luxury hospitality is invisible, working behind the scenes to enhance, rather than intrude upon, the guest’s stay.
“The most effective tech is seamless,” says the ILHA Next Gen Hotel Tech Committee. “It supports the experience, not overshadows it.”
Try it: Consider automation for retail environments to drive additional revenue without adding labour hours
Talent Is the True Differentiator
In a competitive labour market, culture is everything. Top talent is drawn to brands that offer purpose, transparency, and growth - not just perks.
“Technology can scale operations,” says the ILHA Talent & Tech Innovations Committee, “but it’s culture that retains people.”
Try it: Create a culture that builds loyalty and transparency. Whether it’s discount offerings with your property network, stock options, or community incentives.
Looking Ahead
The future of luxury hospitality is human, holistic, and high-tech. By embracing personalisation, sustainability, and immersive design, you’re not just meeting expectations, you’re setting the standard.
We get it, and we can help.
Ready to level-up your luxury offerings? Reach out to our team today by contacting hello_Europe@Avendra.com
