How Do We Design For Affordable Luxury Travel?

Luxury travel is so much more than just staying at a luxury hotel chain. As nice as it would be, most of us have some restrictions, whether we travel for business or leisure. We all seek comfort, but we also prefer to explore something unique.  Authentic travel experiences do not have to cost a fortune.

Typical guestroom design for Hilton Shanghai Fengxian, China, while design director for Blink

How do we design for affordable luxury travel?

As luxury hotel designers we research the inherent opportunities of every hotel site, the competitive set of existing hotels and then we brainstorm opportunities to deliver truly authentic new experiences, often by creating a story or narrative. The initial process is part of a brainstorming process nicknamed SWOT:

·       What are the Strengths? Ex: diversity, the people, climate, location, isolation, multiple cultures, safety

·       What are the Weaknesses? Connectivity? Lack of pedestrian urban experiences, travel time to arrive at destination, aging population, accidents, no night life?

·       What are the Opportunities? Multi-cultural, spiritual, historic heritage, unique landscape, local artists?

·       What are the Threats? Environmental issues, staff migration, water?

Following this analysis we start creating concepts and stories based on "what if, when, where and why not", for example:

·       How to travel like a foodie: What would Anthony Bourdain explore here?

·       How to have lunch with a local wine maker?

·       How to have dinner with your bartender’s family?

·       How to distill rum and how to pair it with locally grown food?

·       How to get introduced to and be inspired by local upcoming fashion designers and artists?

·       How to have lunch with a local poet?

·       How to improve your overall wellness?

·       What type of activities can truly be differentiating?

Some luxury brands have started to offer tailor-made experiences, such as pop-up stores, view-by-appointment venues and collaborations with complementary local brands.  Travelers are looking to experience luxury brands in venues such as concept stores, brand showrooms and art experience lounges, where local designers and artists can display their art while creating “meet-the-artist” showcase events.

Art Experience Lounge designed for MiniMax Premier in Hongchaou, China, designed while Design Director at Blink

Lobby Lounge designed for MiniMax Premier in Hongchaou, China, designed while Design Director at Blink

Most travelers today are digital natives. All brands and travel related experiences must embrace digital medias to generate marketing and experiences. In fact, digital marketing on social medias can be the only marketing needed if planned for in the initial stages of design.

The growth of the middle class and the millennials who favor diverse travel experiences over traditional luxury brands, have put a new spin on luxury travel. Growth is increasingly coming from younger buyers who disfavor established brands. Brands that will thrive in this environment will be those that can refresh and adapt quickly to new traveler expectations.

Guestroom designed for Indigo Patong in Phuket, Thailand, inspired by neighborhood stories of Muay-Thai Boxing while design director for Blink

At times most travelers will need to make choices, such as arriving on a short 1 ½ hour discount airline, in order to stay in luxury. Or trade off a luxury lunch with street food adventures in a local food hall, in order to savor a unique dining experience. Embracing the local authentic experience to create a memorable experience.

neighborhood Cafe’ designed for Indigo Patong in Phuket, Thailand inspired by tropical forests, while design director at Blink

One of my most memorable experiences was “Otentic Dining” at Zilwa Attitude Resort in Mauritius, where I had dinner with a bartender’s Indian family in a village nearby. Helping to cook the meal without being able to understand his old mother and meeting his whole family was the most memorable and hospitable experience I have had for a very long time. Luxury: no, but delicious and so rich in cultural experiences.

As a travel related business you have to have a vision, you have to say and offer something unique, special and different from what everyone else is doing.

“It starts with the product - it must bring value, and has to be something people want, think they want - or a large step beyond all expectations”

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