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The New Amenity in Luxury: Unscripted Conversation

By Josh Lane Chief Operating Officer, FerebeeLane | October 2025

The Dylan Amsterdam

In today’s luxury space, polished service isn’t enough. Affluent consumers crave sincerity, spontaneity, and moments that feel real. The brands that empower team members to speak freely are the ones turning service into loyalty.

Luxury as a Worldview – Not Just a Product

Affluent travelers and consumers no longer want to only be served; they want to be seen, and they want to see the people behind the brand. Beyond scripted exchanges, what resonates are meaningful, unscripted conversations, the kind that reveal insight, spark curiosity, and embody a brand’s values.

In a polarized, hyper-digitalized world, life often feels impersonal. As a result, affluent consumers seek luxury brands and destinations with a curated worldview that provides a lens through which to see life in an interesting and thought-provoking way. In this context, luxury brands can serve as cultural interpreters where team members are more than staff, they’re trusted guides.

Forward thinking brand leaders recognize the opportunity to transform conversation into an amenity, as organic to the experience as design, cuisine, or programming.

From Passive Consumption to Cultural Dialogue

‘It’s time for (luxury) brands to…rethink their winning formula to better resonate with their client base. This includes… fostering meaningful connections—beyond transactional activations—with customers.” (2025 Luxury Goods Worldwide Market Study, Bain & Company)

Affluent consumers want luxury brands to challenge them because it makes them feel engaged, alive, and part of something bigger than themselves. Beyond passive consumption, they want intellectual stimulation, cultural dialogue, and personal growth.

This sense of being challenged does not happen simply through programming, brand collaborations, or guest activations that place the consumer in the role of an observer. They need to be active participants in an exchange.

For example, an executive from Firmdale Hotels, an upscale design-forward hospitality brand, dedicated two hours walking a visiting couple through a pair of the brand’s properties, sharing the artistic inspiration behind the hotels’ interiors. But it wasn’t the design alone that left an impression, it was the executive’s willingness to share personal stories from her upbringing and time at university, creating a moment that felt less like a tour and more like the beginning of a friendship.

In this current experience economy, luxury is shifting to rare and timeless encounters, and for the best luxury brands, those encounters challenge a consumer’s beliefs, perspective, and understanding about what is possible.

This doesn’t mean confrontation. It means presenting a point of view that might surprise, inspire, or shift a perspective. Challenging means providing the consumer with a new way to think or provide a new interpretation of a topic that the consumer thought they knew well.

For instance, during morning prep at The Dylan Amsterdam, the chef at the hotel’s six-seat fine dining restaurant, até, recently engaged a curious guest in a spontaneous conversation about the unique qualities of Dutch produce, which added engaging context to the dining experience, and provided the guest with an expert perspective on a topic they otherwise would not have considered. It also left them with a fascinating, little-known insight they could carry into future conversations, perhaps even sharing it at their next dinner party. In that way, dinner became more than a meal; it became an unexpected lens into local culture, culinary identity, and social currency.

Luxury brands that curate complexity, invite curiosity, and encourage dialogue can transform themselves from status symbols into cultural companions, fostering deeper loyalty and relevance.

Training for Unscripted Moments

The art of unscripted moments starts with empowering team members to engage the consumer with honesty and enthusiasm.

It’s a type of organizational trust that shifts the view of team members as brand ambassadors to individuals who embody and live the brand authentically and in their own way. That shift moves expectations for team members from performance to presence. That type of trust is achieved through training and commitment and earned by having team members who buy in and live the brand they represent.

At The Dylan, team members are empowered to speak from personal experience. A front desk associate, upon learning a couple’s love of art, engages them with an impromptu 20-minute tour through the hotel’s underappreciated private collection, then recommends a hidden gallery known mostly to locals. Later, during High Wine, a server shares how her time studying in Hungary shaped her love for Tokaji after overhearing a couple ask for something similar to Sauternes.

The approach requires a new type of conversational training that goes beyond a brand’s history and products and encourages the employees to approach exchanges with authenticity, passion, and heart to build personal connections. Just like how we build strong interpersonal connections outside of the workplace.

To create those unscripted moments, luxury brands must train team members to:

1. Ask Better Questions

Move beyond transactional dialogue. Teach the team that sharper, more inquisitive questions spark genuine engagement. Better questions make guests and consumers feel seen and heard and move away from the banal and the expected. The best questions are borne out of genuine curiosity, and a real desire to get to know what makes others tick.

Recently, at JW Marriott Starr Pass in Tucson, Arizona, spa therapists provided more than a treatment, they offered guests a meaningful entry point into the local culture. When a mother and daughter asked where they might shop after their service, the therapists delivered more than a generic list that could have been found on Google. Instead, they asked probing questions about the guests’ interests, bonding and building connection and grounding their suggestions in stories of local artisans and neighborhoods they frequent themselves.

2. Be Enthusiastic. Be a Teacher. Be a Guide

Affluent consumers want to be led. They have traveled far and wide, experienced the best the world has to offer, and often come with a broad, sophisticated worldview. Precisely because they’ve seen so much, they appreciate the rare moments that offer them something new - a surprising insight, a fresh perspective, and a deeper understanding of the brand. Team members should be equipped to lead those moments, not just support them.

3. Give Time, Not Just Service

Building loyalty for a luxury brand doesn’t come from efficiency, instead it comes from an intentional, personal investment into honest exchanges that build trust over time. That investment can extend beyond the stay itself, through follow-up gestures that acknowledge the relationship. A thoughtful note referencing a memorable conversation, a curated article tied to a guest’s interest, or a personalized recommendation for a sister property in another city all signal that the brand sees the guest as an individual, not just a reservation. These touches reinforce emotional connection, deepen trust, and turn short stays into long-term brand affinity.

4. Use Your Own Words

Forget the script. It’s the team member’s personal relationship with the brand, and the belief in it, that should come through. Their passion and commitment to the brand is what resonates when creating purposeful conversations with guests and consumers.

At Arlington Restaurant in London’s Mayfair neighborhood, a bartender exemplified this kind of authenticity when he shared with his guests how a second job starting a vineyard on his family’s farm influences the wine pairings he suggests for each dish. That personal story, delivered with enthusiasm, added depth and nuance to the dining experience and left the guests trusting his oenophilic authority on the subject.

5. Replace Small Talk with Interesting Talk

Guests don’t remember “How was your day?” They remember what made them think, or what made them feel something new.

At another Firmdale property, a night attendant spoke of his journey immigrating to London and how the city’s warmth shaped his own approach to hospitality. That organic conversation left the guests feeling not only welcomed but emotionally connected to a shared human story and to a worldly perspective of this particular brand ambassador.

When the team is trained to communicate with curiosity and confidence, they become curators, confidantes, and cultural translators essential to how the brand is seen and felt.

These aren’t rehearsed moments, they’re lived ones. And they are the moments that stand out among all the cookie-cutter hotel experiences and create lasting memories beyond what they consumed, how well they slept, and how center to the city action they were. Those are the amenities that can be replicated far easier than authentic conversation.

And they turn first-time guests into loyalists who repeatedly return.

Turning Conversation into an Amenity

All luxury brands sell an aspirational lifestyle and a promise of a more meaningful experience, but only the best, and most lasting, luxury brands empower and train team members to be a living extension of the brand.

When the team members are able to speak freely and honestly, they give affluent consumers access to something traditional marketing can never provide: a lived-in worldview. These authentic moments of connection – unscripted, unforced, unforgettable – are often the most valuable part of the brand experience.

These lived-in, meaningful exchanges build trust and spark loyalty in ways traditional marketing cannot.

Because in modern luxury, the most powerful amenity isn’t design, service, or even exclusivity—it’s being truly seen.

Mr. Lane

Josh Lane is the Co-Founder and Chief Operating Officer of FerebeeLane, a brand strategy and creative agency that helps premium and luxury brands win the attention and loyalty of discerning, affluent consumers. As COO, Mr. Lane oversees the agency's work aligning strategy and creative with deep audience insight to create integrated campaigns that move markets, build consumer awareness, and maintain hard-earned brand equity. Over the past two decades, FerebeeLane has partnered with prominent names including Le Creuset, Blackberry Farm, Miele, The Ritz-Carlton, Baker | McGuire, Vail Resorts, Chimay Trappist Beer, and numerous Relais & Châteaux properties, along with other household names across the home, hospitality, culinary, and travel industries. The agency's work spans brand launches and relaunches, property repositionings, destination marketing campaigns, and go-to-market programs designed to drive occupancy, rate, and retail velocity in competitive, luxury, experience-led categories.

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In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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