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
Working on the operations side, I'd add a warning. Hospitality can make exactly the same mistake. The moment a luxury venue starts scripting warmth and trimming staff to protect margins, guests feel it as fast as they'd notice bad stitching on a bag. Usually within the first ten seconds of walking in.
A 100% Sinan! This is exactly what I fear - that luxury hospitality will turn into something hollow (which it has with some brands already). This is why I value operators who work towards preserving the human element ✨
The more I experience, the more I understand this. My family and I once stayed at an all-inclusive in Jamaica with a good, but not stellar, rating. The breakfast room staff took our coffee orders the first morning and each morning after, they placed our coffee orders on the table as we sat down. Not a word uttered except thank you. That level of service completely changed the resort for me.
Just found your post, and I agree. The things that used to display luxury bags, shoes, watches, etc. are all being made with dupes looking like the real things. Those status symbols are everywhere, so what signifies status. Time, knowledge, and service. All of which can be displayed while at a well-curated lodging destination.
Thank you for reading and sharing your thoughts, Charles! And yes I also feel like we’re living out some strange version of Plato’s cave where everything has turned into a replica of what it’s trying to portray.
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 😩
Working on the operations side, I'd add a warning. Hospitality can make exactly the same mistake. The moment a luxury venue starts scripting warmth and trimming staff to protect margins, guests feel it as fast as they'd notice bad stitching on a bag. Usually within the first ten seconds of walking in.
A 100% Sinan! This is exactly what I fear - that luxury hospitality will turn into something hollow (which it has with some brands already). This is why I value operators who work towards preserving the human element ✨
The more I experience, the more I understand this. My family and I once stayed at an all-inclusive in Jamaica with a good, but not stellar, rating. The breakfast room staff took our coffee orders the first morning and each morning after, they placed our coffee orders on the table as we sat down. Not a word uttered except thank you. That level of service completely changed the resort for me.
This is such a beautiful example Noma! These intentional ways of attending to your guests can change everything ⭐️
Incredible⭐️👏🏼
I’m glad you enjoyed it McKenzy!!🤍
Just found your post, and I agree. The things that used to display luxury bags, shoes, watches, etc. are all being made with dupes looking like the real things. Those status symbols are everywhere, so what signifies status. Time, knowledge, and service. All of which can be displayed while at a well-curated lodging destination.
Thank you for reading and sharing your thoughts, Charles! And yes I also feel like we’re living out some strange version of Plato’s cave where everything has turned into a replica of what it’s trying to portray.
Time and real presence above everything!
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 :)