Authenticating Luxury

Detached arrival, self-check-in, no welcome amenity, grab & go room service, no breakfast buffets, no decorative pillows, limited turndown service ... These are only a few of the changes we are anticipating as we return to the “new” luxury hotel experience. 

Given the unprecedented business disruption and socio-cultural changes in the past few weeks, the time has come to ask the big question…. How would hotels yield the high-end ADR while taking away the mystique of luxury service? Is safety the new luxury? Would well-being prevail over the traditional glamourous service? 

An inner reflection moment 

In the midst of Covid19, we have all taken a personal moment to reflect on how vulnerable we are, especially in front of such unprecedented times. Things we have always taken for granted are now limited or simply unreachable like walking around freely, traveling the world, or gathering with our loved ones. We claim to have set new life priorities as the world starts to reopen, identifying what makes us better human beings, living a fulfilling life with ourselves and the world around us. 

We all participated in some sort of virtual travel during the quarantine, enlivening our best ever travel memories, those where we truly experienced “extraordinary” moments, those where we found the true purpose of traveling, making us want to go back for more.

But, would those experiences be the same? 

So, what’s changing? 

Everything. For a while now, we have witnessed the shift in the new modern luxe traveler behaviors. While it was all about the “experience” and luxury treats, authenticity and well-being seem to be taking the front line now. However, as hotels start to reopen their doors, we have seen luxury service going back to the old standardization model,  transforming the “extraordinary opportunity” back to ordinary. As crazy as it sounds, hotel service standards pretend to satisfy the new Covid-19 traveler by following the same “secret sauce recipe” to every guest in every hotel … So, what’s genuine if I receive the same service delivery in Paris, Hong Kong, New York, or Sydney? 

The concept of luxury has evolved and the association with a price tag can even be perceived negatively within the post-pandemic generation. Luxury has taken a more personal meaning and is currently associated with the spirit of life, sense of belonging, and personal fulfillment. 

One size does not fit all 

As we face a new era, it’s important to understand how a change in behavior on luxe consumers will impact our society. We are anticipating a new paradigm on consumption, learning to live with less, designing spaces to provide comfort, health, and well-being. Travel experiences will become less frequent yet more meaningful. A new appreciation of mother nature will lead the luxe traveler to actively participate with the local community by consuming regional products and engaging in sustainable programs.

Personalization will finally take a new dimension. Hotels would not be able to continue leveraging personalized service when they treat every guest the same. Addressing travelers by their last name, giving out luxurious perks, or timing service will just not make it. The old times when our staff was trained to follow the same protocols or standards are gone. It’s time for an “upgrade” in luxury service, learning about guests’ travel motivations, interacting based on the audience and travel needs, and trusting our employees to interact in an unscripted manner.  

Revealing Authenticity 

Over the last decades, we have seen a great trend in “disruptive” luxury lodging businesses looking to fulfill the unsatisfied soul of adventurous travelers. This trend will continue as demand increases, encouraging high-end luxury properties to look into their four walls and redefine their true authenticity. How can we provide consistency in service while being authentic and unscripted? Simple … No more scripted standards. 

No Standards. Touch-points 

Just like computer programming, you insert a series of coding instructions to get the same outcome time after time. But if programming or “standardizing” wouldn’t be possible, how would you execute a luxurious experience over and over again? 

You invest in your deliverables: your employees and your value proposition. 

Understanding the true business purpose, the reasons behind what makes you unique and desirable, and your key touch-points areas seems to be a good start. Train your employees on how to better personalize those interactions while leveraging them to be authentic in front of the guests. 

Ready to authenticate? Let’s navigate tomorrow together! 

More info at https://breakthroughservice.com or [email protected].

About the writer:

Based in Buenos Aires and Miami, Luis Gallotti is a disruptive, forward-thinking, and innovative hotelier with a background in luxury hospitality, creating unique products and adding value for independent hotels in South America. Busy on his dual roles as co-founder for Amek Group and business partner for Breakthrough Service, Luis carries over 14 years of operations experience working with leading hotel luxury brands, including Ritz-Carlton and Four Seasons. Having worked in 5 different countries and leading multicultural teams, Luis’ achievements have not only contributed to reposition several properties achieving record KPI’s results, but also foster teams to fulfill their potential.  His team at Amek Group has more than 45 years of experience working from small to large corporations specializing in the areas of Operations, Marketing, Finance, Development among others. Providing personalized hospitality services, tailored to the individual requirements of every single project, offering an ALL-IN-ONE solution to individual or franchise hotels, from consultancy to management. Gallotti’s firm specializes in Latin American Market, offering pre-opening planning, operations management, finance & asset management, sales & marketing, revenue management, and yield strategies. Luis is an active member of Cayuga Hospitality Consultants.

https://cayugahospitality.com/consultants/luis-gallotti/