What resonates here is the distinction between expensive and memorable. In my work, some of the strongest luxury signals appear far away from the classic luxury codes: a welcome with perfect timing, a public bathroom that tells you the property is truly disciplined, or an open-air stay curated so intentionally it feels more exclusive than many five-star hotels. Price can signal status. Attention creates memory.
Could not agree more that you do not need to be a luxury property to offer great service. During peak COVID times, I rented an airstream trailer on an organic farm in northern Michigan, and the proprietor would drop a basket of fresh vegetables on my stoop every morning. That small, kind gesture has stuck with me years later!
Exactly!!! I feel that the simplicity of moments like this what people are actually looking for when paying rates of $2000+. For me I always think of this simple, wooden rifuggio on Monte Rosa where the sole host cut up a whole antipasto platter for us with such care. My family and I were the only ones there so it was so exclusive, cost next to nothing, and yet, it was peak luxury if you ask me
I find this perspective both compelling and directionally right—particularly the notion of “witnessing” as the true foundation of hospitality.
That said, I would nuance one point.
In practice, what many guests—especially younger generations—are reacting against is not attention itself, but the form it takes. Overt, highly visible service models (such as traditional butlering) can sometimes feel more performative than personal. In that sense, they risk interrupting the very thing they are meant to create.
To me, witnessing is not about more presence, but about better-calibrated presence.
It is the ability to:
* perceive without intruding
* anticipate without announcing
* care without staging the care
The paradox is that the highest form of attention often becomes almost invisible.
This is where I fully agree with the author: human attention will become the ultimate differentiator. But its expression will likely evolve—from demonstrative service to something more intuitive, discreet, and emotionally precise.
Luxury, in that sense, may no longer be defined by how much is done for the guest, but by how accurately the guest is understood.
I do think that butlering still definitely has its place in the future of luxury hospitality. It’s kind of a legacy service in a way, but then again, I’m seeing how there is increasing demand for nostalgic (and yes, even performative) experiences.
There’s a whole new generation who hasn’t been able to experience these moments outside of movies, but naturally, the genuineness of behind these actions is what matters the most.
No fancily clad butler will make up for lackluster service :)
What resonates here is the distinction between expensive and memorable. In my work, some of the strongest luxury signals appear far away from the classic luxury codes: a welcome with perfect timing, a public bathroom that tells you the property is truly disciplined, or an open-air stay curated so intentionally it feels more exclusive than many five-star hotels. Price can signal status. Attention creates memory.
⭐️⭐️⭐️⭐️⭐️
Could not agree more that you do not need to be a luxury property to offer great service. During peak COVID times, I rented an airstream trailer on an organic farm in northern Michigan, and the proprietor would drop a basket of fresh vegetables on my stoop every morning. That small, kind gesture has stuck with me years later!
Exactly!!! I feel that the simplicity of moments like this what people are actually looking for when paying rates of $2000+. For me I always think of this simple, wooden rifuggio on Monte Rosa where the sole host cut up a whole antipasto platter for us with such care. My family and I were the only ones there so it was so exclusive, cost next to nothing, and yet, it was peak luxury if you ask me
It always makes me wince when luxury brands do discounts (but the shopper in me loves it)
Agreed 😩
I find this perspective both compelling and directionally right—particularly the notion of “witnessing” as the true foundation of hospitality.
That said, I would nuance one point.
In practice, what many guests—especially younger generations—are reacting against is not attention itself, but the form it takes. Overt, highly visible service models (such as traditional butlering) can sometimes feel more performative than personal. In that sense, they risk interrupting the very thing they are meant to create.
To me, witnessing is not about more presence, but about better-calibrated presence.
It is the ability to:
* perceive without intruding
* anticipate without announcing
* care without staging the care
The paradox is that the highest form of attention often becomes almost invisible.
This is where I fully agree with the author: human attention will become the ultimate differentiator. But its expression will likely evolve—from demonstrative service to something more intuitive, discreet, and emotionally precise.
Luxury, in that sense, may no longer be defined by how much is done for the guest, but by how accurately the guest is understood.
Thank you for your thoughtful comment, Pierre!
I do think that butlering still definitely has its place in the future of luxury hospitality. It’s kind of a legacy service in a way, but then again, I’m seeing how there is increasing demand for nostalgic (and yes, even performative) experiences.
There’s a whole new generation who hasn’t been able to experience these moments outside of movies, but naturally, the genuineness of behind these actions is what matters the most.
No fancily clad butler will make up for lackluster service :)