There are many individuals online making extensive generalizations, frequently stemming from limited personal experience. This holds true in the luxury hotel sector as much as in other areas.
I have often observed people asserting the sweeping claim that luxury hotel patrons prioritize privacy above all during their travels, suggesting that this is one of the key reasons they are willing to spend thousands of dollars per night at a hotel.
For instance, following the recent Amanvari and Ryan Walker incident, numerous individuals sought to justify Aman’s choices by claiming that those paying $5K+ per night simply desire privacy and do not wish to have their actions recorded. While everyone has the right to their perspective, I found this to be somewhat of a straw man argument, as it didn’t in any way justify the hotel’s treatment of him.
In this article, I aim to discuss the various profiles of ultra-luxury hotel guests that I perceive, because I believe they are not nearly as uniform as some assert. I also think that a key motivation for many people booking luxury hotels is contrary to a desire for privacy.
Three primary categories of ultra-luxury hotel guests
Overall, luxury hotel prices have skyrocketed in recent years. In my opinion, it’s difficult to argue that most luxury hotels offer a good “value.”
However, the stark reality is that there are many individuals with limited free time but substantial disposable income, so they are willing to pay anything for those exceptional experiences. Hotels are actively trying to take advantage of this, effectively skimming the market and charging exorbitant rates, knowing they can get guests to pay them.
In this article, I want to outline what I consider to be the three broad guest categories of those staying at ultra-luxury hotels. I want to emphasize that I am generalizing here, and there’s quite a bit of variation depending on the location (a top resort will differ significantly in this regard in Courchevel vs. St. Barths vs. Bali).
Perhaps amusingly, I see “those seeking privacy” as the smallest of these groups. Let me clarify.
Those who choose a hotel for the scene & networking
It’s undeniable that the criteria for hotel selection have evolved over the years. We now have a vastly different culture of recommendations, especially at hotels priced in the thousands per night, where it has largely shifted to “seeing and being seen.”
Just consider properties like Eden Rock St. Barths or Hotel du Cap-Eden-Rock. Very few people are booking such hotels during peak season simply for the desire to be “invisible” — they usually do so because they wish to be part of the social atmosphere, want to encounter people like themselves, and wish to be noticed by others like them, possibly even making new acquaintances.
The prices at many of these hotels almost function as a “social tax,” where you pay for that privilege.
Want clear evidence that people wish to be seen? Just visit Courchevel, arguably the most extravagant ski destination in the world. Guests aren’t ordering Jeroboams of Cristal at noon and being carried by four shirtless servers in a throne with a crown and sparklers because they want to fly under the radar.
The way individuals desire a scene varies, so I’m not claiming that everyone is equally flashy, or anything of the sort. Some wish to showcase their whereabouts on social media, others merely want to cross paths with their social circle, etc. However, a sense of scene, and being among others who you perceive to share a similar status, is undoubtedly a factor, for better or worse.
The CEO of Orient Express recently discussed the guest profile of the company, noting that while many guests may own jets or yachts, they still opt for an Orient Express experience. Why?
“Many of our guests do this for the networking opportunities, as they want to connect with other like-minded individuals. Obviously, it comes with a certain price tag, so it instantly attracts a fascinating network of people… it may be transactional, but not necessarily from a business perspective, it’s also about social interactions.”
That’s a remarkably candid insight into how travel has progressed, and I think people often overlook this aspect.
Scene indeed heavily influences numerous hotel choices.
Those who reserve a hotel for the hospitality experience
At its essence, a top-tier hotel is meant to provide an extraordinary hospitality experience. It isn’t about the other guests, but rather the amenities, attention to detail, service, dining, etc. This is precisely what I appreciate about luxury hotels… excellent hospitality is an art, and just as I admire when airlines demonstrate effort, the same principle applies to hotels.