A Michelin-starred chef in the kitchen may add to a luxury hotel’s
prestige but it would be a mistake to ignore home-grown talent, a panel
of top hoteliers appearing at the recent Arabian Travel Market has
heard.
Hoteliers speaking during the exhibition’s luxury summit said
authenticity, personalisation and the guest experience were among the
key considerations for brands looking to distinguish themselves from the
competition in a crowded market.
Industry experts agreed it is important for luxury brands to
establish common values and authentic experiences across their
portfolios. From the language used to convey a company’s offering to the
integration of local heritage and culture within individual hotels,
luxury players must remain laser-focused on delivering unique value
propositions for guests.
Panellists participating in the ‘Next-level Luxury: How to Stand Out
as Truly Premium in an Oversaturated Market’ summit included Claudia
Kozma Kaplan, SVP & global head of brand at Raffles; Richard
Alexander, GM of The Lana (Dorchester Collection), Michael Grieve, chief
brand officer at Jumeirah, and Marco Franck, chief hospitality officer
at Boutique Group.
Participants said that rather than attempting to replicate luxury
across multiple locations, the most successful luxury hospitality brands
are infusing their hotels with local art, music and cuisine.
For example, panellists acknowledged the value that can be added by
the personal involvement of renowned celebrity chefs but noted the
importance of simultaneously nurturing and providing opportunities for
home-grown culinary talent.