Authenticity is beating amenities.
High-end guests are rebelling against “cookie-cutter” chain hotels. Nearly 70% say luxury hotel brands have lost their soul to standardization. Many of these point to boutique luxury and independent properties as where they primarily shop now because of their unique service approaches, local character, and surprise.
Today’s wealthy travelers are after genuine experiences. Examples cited in our latest conversations include ultra-luxe wellness at Aman or Six Senses, a locally owned chateau, and a new urban-luxe lifestyle brand that feels fresh.
Quote from the Tribe:
“I’ve been skipping the big-name hotels recently unless they have one of these off-the-beaten-path brands that gets it. Most are like hotel factories.”
- High net-worth individual from Switzerland, using luxury-branded hotels 8 times per year.
Commercial Takeaway:
Emphasize authenticity everywhere you can. Whether it’s restoring historic details, partnering with local artisans, or introducing unique F&B concepts, make clear how your property stands apart. In digital ads and GDS descriptions, showcase your hotel’s “local presence and awareness.” If you run multiple brands, market your lifestyle/soft brands separately – give them distinct logos and narratives. In short, sell the story and place first; brand name second.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Luxury Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 87 travelers from 9 countries who are high-net-worth and prioritize luxury hotel brands and ADRs.
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