Luxury hospitality has always been characterized by elegance, refinement, and personalized service. Originally designed for the “leisure class,” palaces were created as exclusive spaces for the elites to pursue their activities and showcase their status. However, with the rise of the jet set and influencers, luxury hospitality has become a spectacle, with customers now seeking eventful experiences.
Today, palaces welcome a diverse clientele from around the world, no longer limited to just the elite. These customers are primarily interested in unique sensory and emotional experiences, rather than simply standing out. The question arises: How can high-end hospitality offer new and memorable experiences to luxury brand customers?
An example of this can be seen at the Royal Monceau in Paris. The establishment has partnered with Le Cordon Bleu Paris to launch a new menu. As part of a special promotion, a “golden ticket” is hidden in one of the check presenters at the bar. The lucky person who finds it will win a privileged participation in a cooking workshop at Le Cordon Bleu. This initiative not only encourages customers to visit the bar and try their luck, but it also creates a reason for them to come back in the future for new surprises and experiences offered by the establishment.
Bvlgari, on the other hand, is returning to its roots by establishing a new hotel project in Rome. While the brand has focused on global expansion, this hotel marks a turning point by grounding the sense of place in its hometown. The hotel will offer rooms and suites inspired by the colors and heritage of Rome, along with a high-end spa and fitness space. To celebrate this new project, Bvlgari has created a special piece of jewelry: “The Bvlgari Ospitalità Italiana Necklace,” which symbolizes the luxury destinations of its hotels and resorts collection.
In a unique twist, the legendary Orient Express train is venturing into the maritime world with the launch of its sailboats, “Orient Express Silenseas,” in 2026. These sailboats will offer the luxury travel experience on the world’s seas, with innovative technologies and a focus on sustainability. In addition, the Orient Express brand is expanding beyond its train format with the opening of hotels in Rome and Venice, as well as the creation of luxury lifestyle articles. This strategic repositioning aims to bring the sense of escape and adventure cherished by its train and cruise customers to signature locations.
In conclusion, luxury hospitality is evolving to offer unique and memorable experiences to customers. Whether through special promotions, a focus on local heritage, or expansion into new segments, luxury brands are finding ways to cater to the desires of their clientele. By continuously innovating and creating unforgettable moments, these establishments are able to maintain customer loyalty and attract new visitors.
Useful links:
1. Royal Monceau Raffles Paris: [link](https://www.leroyalmonceau.com/en/)
2. Bvlgari Hotels & Resorts: [link](https://www.bulgarihotels.com/en_US/)
