New Luxury: Customised Experiences in the Hospitality Industry

Authors: S. Rodriguez, P. Lindner

In the past, luxury in hospitality was defined by regal treatment, consisting of elaborate etiquette, pristine cutlery, formal service rituals, and grand aesthetics. Guests aspired to feel like aristocrats in medieval times, when lavishness was measured by white-gloved waiters and royalty-like service. However, the modern definition of luxury has shifted dramatically, and today’s guests are no longer impressed by traditional formality alone; they crave something different... 

1. Transition from Traditional Formality to Personalised Experiences 

Luxury hotels focused heavily on delivering extravagant service, elegant table setups, and a grand atmosphere designed to impress. Everyone got the same high-end treatment, with the primary goal being to make guests feel like royalty. However, as Kirk Pederson points out, those traditional features are now expected, not exceptional (Pederson, 2023). 

Personalising experiences leads to loyal guests who stay more often.

Today, luxury is more about personalisation than a want-to-be medieval ballroom event since guests want unique experiences tailored to their identity. Instead of high-end services that do not relate to their persons, they seek something that connects with their lifestyle and story. Local flavours, authentic human interactions, and emotionally meaningful moments now define what luxury means (Pederson, 2023). 

Furthermore, “Luxury brands are reaching more and more people today... and consumers of luxury goods are becoming younger and younger” (Fuchs, 2025), forcing hotels to find new ways to stand out. The key strategy is blending luxury with hospitality elements, like personalised attention, to offer memorable moments beyond the product (Fuchs, 2025). Using customer data to craft highly personalised experiences, any brand can build stronger relationships with customers and help position the brand as an essential part of their lifestyle. 

2. The importance of human touch in the hospitality industry 

Another key part of personalisation in luxury hospitality is the value of a real human connection. While technology and AI are becoming more common in hotels, they are used to handle check-ins, room controls, and even concierge services. There is something irreplaceable about genuine human interaction. Guests are not looking for optimal efficiency; they would rather sacrifice some of it to get the warmth and the touch of genuine human connection, as proved by Hilton’s research that found that “nearly 70 percent of respondents said they preferred to interact with a person concierge throughout their stay” (Tomelty, n.d.). 

In recent years, the definition of luxury in the hospitality industry has dramatically changed, going from a lavish show to individualistic personalisation that speaks to the guests and makes them feel seen and appreciated. At the heart of this transformation is the human touch, staff who can deliver these moments with empathy, insight, and authenticity.