I was catching up on podcasts during a flight the other day, and hotelier André Balazs—the developer and creative force behind The Standard’s original heyday, the Chateau Marmont and Chiltern Firehouse, to name a few—was on Bruce Bozzi’s “Table for Two” waxing poetic about the state—and perceived sameness—of luxury hotels.
While Balazs lauded Aman’s original vision, he lamented that everything today is homogenous: Aman, Four Seasons, Park Hyatt, Peninsula and Mandarin Oriental are indistinguishable, Balazs said (his words, not mine—I promise!).
While I might not entirely agree with Mr. Balazs lumping these brands into the same bucket, I will say my own travels in recent years have shown it’s not the hard product that makes a brand stand out. Turndown service, high-thread-count sheets and chic lobby cocktail lounges are the bare minimum standard in luxury.
It’s the services, experiences and memories that keep one going back to that special corner suite at a favorite hotel in Rome or booking the same annual journey on a Mediterranean Cruise.
Need a hotel that has a secret toy closet, scavenger hunt and snack vaults for the kids (and kids-at-heart)? Book a stay at the Four Seasons Boston. Who is the only airline pouring Cristal 2015 at 38,000 feet? Singapore Airlines—the perfect fit for your oenophile client after the premium airline inked an exclusive agreement with French champagne house Louis Roederer.
This is why travel advisors are more crucial than ever. It all boils down to being able to stand out amid a pool of clients who may not be the most price-sensitive but are value-conscious spenders. These luxury travelers are willing to pay top dollar for a getaway, but they want one-of-a-kind experiences—and offerings that feel like something recommended to them by a friend, rather than a sterile guidebook (I say this as someone who has written a few travel guidebooks back in the day).
At a time when every brand is trying to self-label as luxury, be the discerning, fabulous friend and guide to your clients. As this issue will show you, it’s especially important this year in Italy, where millions are expected to visit amid the Jubilee Year festivities. This can be an opportunity to prove your services and value are needed more than ever.
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