More brands are moving into the hospitality sector to broaden their cultural relevance and establish new revenue streams. They are also turning hotels and rentals into immersive storefronts, ushering in a revival of souvenirs and emphasising the importance of ‘before and after’ travel experiences.
Missoni has partnered with an ultra-luxury resort in The Maldives, revamping the hotel’s beach club with a distinctive pattern and colour palette. Similarly, Burberry took over a resort in South Korea in 2022. Alongside a store within the hotel complex, a café concept further cemented the seasonal brand statement. On an even larger scale, LVMH plans to develop its Parisian HQ into a client-facing hospitality complex.
Meanwhile, designer Christian Louboutin is opening his own luxury hotel in Portugal –Vermelho (‘red’ in Portuguese, referencing Louboutin’s shoes), to familiarise visitors with the essence of the brand.Other highly anticipated hotel openings in 2023 include the lavish Raffles London, Bulgari hotels in Rome and Tokyo, and La Palma in Capri.
Continue the conversation: What levels of branded experiences are your clients curious to engage in?
Image: Missoni, One&Only Reethi Rah, The Maldives
Image: Air Yacht by Lazzarini Design Studio
High-net-worth individuals are looking for next-level escapism. A new category of travel is taking off and catering for this growing appetite for awe-inspiring and adrenaline-pumping, high-altitude getaways. Airborne cruises ensure the flight and destination are of equal importance.
Set to take off before 2026, the exclusive North Pole Expedition cruise will take passengers to the North Pole in a helium-filled airship at an altitude low enough for wildlife-spotting. Mid-way, participants will disembark for a hike, skiing or a dip in Arctic waters.
The upcoming Saudi megacity Neom will be home to Nimbus, the first five-star hotel inside a sustainable hot air balloon, enabling guests to enjoy views of Neom’s most remote and spectacular landscapes from the comfort of a luxury hotel room.
Elsewhere, the Air Yacht, a new emission-free private jet and mega-yacht hybrid, will be able to sail on water or fly in the air for up to five days at a time.
Continue the conversation: These future-facing travel concepts may seem conceptual, but they will determine the future of luxury hospitality. Do your clients have a taste for fantastical new travel experiences?
In 2023 and beyond, cruises are being re-invented as more luxurious, planet-conscious and exclusive than before.
Giorgio Armani has designed a luxurious superyacht for The Italian Sea Group. Set to be released in 2024, the 72-metre yacht merges the nautical and fashion worlds, with the design a nod to Armani house codes.
Even The Orient Express is taking to the sea. The legendary train service is building the world’s largest sailing ship to expand its catalogue of journeys to cruises. The Silenseas is a 220-metre-long yacht inspired by the Golden Age of the French Riviera, conceived as a celebration of the art of travel.
Similarly, Four Seasons hotel group is branching into cruises, with bespoke yacht voyages coming in 2025.
Continue the conversation: Are your clients keen to idle the hours away and dream while enjoying the essence of luxury and hospitality at sea? Are they aware of these new hyper-exclusive and intimate cruise offerings?
Images: The Orient Express Silenseas by Accor
