The Address Dubai Mall general manager Vincent Mercurio says that guests still want to feel pampered. The Address Dubai Mall general manager Vincent Mercurio says that guests still want to feel pampered.

Luxury Trends
A 2014 trends report released by 250-year-old luxury travel company Cox & Kings, said that the luxury travel landscape this year will see an increase in culinary adventures and gastronomic pilgrimages, as well as the adding-on of destinations to extend layovers as high net worth individual (HNWI) globetrotters increasingly break up long haul flights, adding exotic excursions as part of an adventure bucket list.

Raki Phillips, area sales manager, FRHI Hotels & Resorts, Middle East, Africa and India says that when you look at luxury tourism, “it all points towards a common theme – experiences”.
“The question becomes what can you offer that is different, compelling and overwhelmingly gratifying from an overall guest perspective?” he continues.

But Vincent Mercurio, GM The Address Dubai Mall, warns the basics must always be right, such as flawless comfortable rooms and quality amenities.

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“Our guests also want a pampered feeling throughout their time with us, but only the savvy know best how to creatively deliver this on cue,” he asserts. “A hotel must complement their destination to offer a 360-degree experience, complete with easy access to world-class dining venues, shopping, and unmatched leisure options.”

Mercurio adds that “journey-like getaways” are also a growing trend in leisure travel, ideally in exotic locations that provide memorable excursions and breath-taking experiences.
Axel Jarosch, GM Six Senses Zighy Bay, concurs, adding that people are looking for a unique experience through distinctive excursions and adventures.

“They’re looking for alternative hideaway as luxury travellers are getting used to glamourous products so they would like to explore something extraordinary, out of their habits, including to live in the authentic local environment, having local food, exploring the local area etc,” he adds.

It’s an important factor that Anthony Tyler, the newly-appointed general manager at Four Seasons Hotel Riyadh, firmly believes makes a difference. “This segment of today’s luxury travellers are looking for a more intimate exploration of a destination’s culture and people,” he asserts.

“Regardless of the destination it has become increasingly apparent that it’s the experience that matters the most and that people are willing to pay for memories that will last a lifetime.”

And while the trends may be apparent, location choices do change from year to year, according to David Thomson, COO of JA Resorts & Hotels.

“The way people spend and their travel patterns have changed,” he argues, adding that the hotel group has worked hard to provide genuine experiences where guests are rewarded with “heartfelt hospitality and an array of unforgettable memories”.

These include sunset camel rides with bubbly, which combines authentic experiences with that touch of luxury.

When it comes to price, guests are expecting the quality of accommodation and privacy, but added value rather than reductions, says Haydee Cruz, director sales and marketing, Sun Siyam.

“We see the demand for health and spa treatments increasing and overtaking the gastronomic experience for example,” she says of the trend.

“With luxury travellers becoming more and more discerning, they show an increasing demand for exclusive, tailor-made experiences. Sun Siyam Resorts differentiates itself from other luxury resorts by not only offering the same amenities as other luxury resorts in the Maldives, but through doing something special, something beyond luxury. We want the world to know that the Maldives is more than just beautiful beaches and amazing diving.”

However, there are various conflicts with offering luxury in the modern world: does the presence of technology detract from the personalised one-to-one service traditionally associated with luxury?

Can hotels really continue to delight via extravagance when the need for the industry to be sustainable is ever pressing? And with a move towards lifestyle, is the market actually saturated with luxury hotels and seeking something more trendy?

In our exclusive vox pops over the page, find out where some of the region’s leaders of its most high-end hotels stand on the luxury debate.