The soft power of quiet luxury

More affluent travelers are tired of ostentatious luxury and are seeking understated, mindful and personalized experiences

The post-pandemic recovery marked a golden era for luxury hospitality, fueled by pent-up demand, rising affluence and a surge in "revenge travel. High-end properties experienced record-breaking occupancy and rates, with many doubling down on extravagance - more opulence, more excess. But the tide seems to be turning.

Key takeaways

• A new wave of post-luxury travelers has emerged. While they can afford traditional Parisian palace-style luxury, they are opting for something different. They no longer seek accommodations that reflect their status or inflate their egos;
• These sophisticated travelers, often seasoned by years of business and leisure travel, value self-awareness and refined tastes. They're not abandoning luxury, they're redefining it - prioritizing depth, substance and emotional connection over showmanship;
• In a market dominated by commoditized luxury brands, owner-operated hotels stand out. Often run by families or individuals with a strong local identity, these properties meet this evolving demand by offering authenticity and a genuine sense of place.

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