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HOTEL BUSINESS REVIEW

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Choosing Authenticity Over Excess Is Key in Today's Luxury Travel Market

By Marco Rosa Founder, Plateau International | November 2025

Laba Grumeti Art Lodge in Tanzania

In 2023, as Gwyneth Paltrow sat on trial accused of causing a serious skiing accident, the world became obsessed not with the details of her alleged negligence, but with her understated elegance. All of a sudden, the phrase ‘quiet luxury’ was on the tip of every tongue, with endless reports explaining the value of choosing quality fabrics and classically elegant silhouettes over flashy attire emblazoned with logos. The fashion world seemed turned upside down. Yet, for those of us in the world of luxury travel, this concept has already been well established.

In a post-pandemic environment, it has become clear that high-net-worth travelers are still actively seeking to explore the world, with the Skift 2025 Travel Report indicating that those earning more than $150,000 per year were reporting a net increase in travel intent. However, what those travelers are seeking has shifted dramatically: where once luxury was defined by seeing and being seen in ‘hot’ destinations, or by the sheer grandeur of the accommodation, today’s discerning guests want their travel to be meaningful, authentic and sustainable.

In the 2024 McKinsey State of Tourism Survey, that fact was made evident when the pool of more than 5000 travelers was asked to break down their motivations for leisure travel. Luxury travelers, defined as those who typically spend $500 per night or more on accommodations, had clear and distinct preferences. Overwhelmingly, they wished to explore a new place and experience something new during their visit. Moreover, they sought cultural or historical trips that provided opportunities for authentic experiences and cultural immersion.

In reviewing the data, the McKinsey team advised that “There could be opportunity to develop new luxury destinations that focus on offering traditional types of leisure or to refresh traditional destinations with revamped offerings that make them feel new even to frequent visitors. Upgrading accommodations (by, for instance, adding villas) or curating experiences (such as unique scuba dives or sailing journeys) could help lure past visitors to book another sunny beach stay.” In other words, by focusing on authenticity—through experiences, accommodations and local connection—over excess, brands can position themselves to appeal to the next generation of luxury traveler.

Bumi Kinar property in Ubud, Bali

Meaningful Experiences, Not Memorable Lobbies

In years past, luxury travelers expected opulence from the moment they stepped inside a hotel—a crystal champagne flute presented to them upon arrival and bags spirited away by staff that made every effort to blend into the marble background of their grand accommodations. However, as the luxury market has moved toward authenticity over excess, they no longer seek this style of travel. Now, they want to experience their destination less as interloping tourists and more as locals—albeit pampered ones—and that quest begins the moment they arrive at their destination.

Today’s luxury travelers are seeking recommendations for hidden gems in the neighborhood where they’re staying, fine-dining menus based on seasonal and locally-sourced produce, and even spa services that tap into local cultural traditions. Hoteliers wishing to go the extra mile can contribute to this quest for authenticity by taking the extra steps of hiring staff within the local community—and highlighting their team members’ contributions to guests—or tapping into the local artisan community when selecting room and lobby décor for their hotels.

To truly give travelers the experience of authenticity, many luxury properties have also moved away from central buildings with multiple rooms and suites, opting instead to house travelers in villas that provide the experience of taking up residence in a location. In remote destinations, such as the Bumi Kinar property in Ubud, Bali, villa-style accommodations have the added benefit of allowing guests to step out of bed and directly into nature, the true star of any visit to this off- the-beaten path destination.

The Yazz Collective on Turkey’s remote Aegean Göcek coastline

Avoiding the Crowds with Authentic Experiences

As luxury travelers have moved away from traditional opulence, they are also shying away from run-of-the-mill destination experiences. To draw an audience to your destination, you can help guests avoid crowded tourist traps by offering curated excursions that connect with the local spirit and culture. These experiences should align with the values many of today’s luxury travelers—particularly younger ones—are seeking: supporting and connecting with local communities in ways that highlight originality over influencer-inspired engagement.

Destinations that are surrounded by nature, such as the Yazz Collective on Turkey’s remote Aegean Göcek coastline, are particularly well-suited to deliver these experiences. Accessible only by boat, the property instantly delivers a subtle experience of exclusivity. Yet, upon arrival, guests are greeted by luxurious wonders rather than man-made experiences. And beyond the typical offerings expected of luxury destinations, guests are left with life-long memories thanks to on-property experiences that include open-fire cheese making workshops that pay homage to Yörük culture and jewelry and candle-making workshops that turn new skills into the most authentic kind of souvenir.

Similarly, visitors to Out of Africa Legend bypass the well-trodden game parks of South Africa in favor of tented stays in the lesser-known Tanzanian nature reserves. The brand has curated a ‘slow safari’ experience that caters to guests wishing to connect with their surroundings—adventurers spend two to three nights at a series of rotating camps, allowing them to engage with local wildlife at a more relaxed pace that mimics local practices, while also experiencing nightly opulence in the form of organic cuisine and fine wine that caters to their desire for luxury.

Tabacón Thermal Resort & Spa, Costa Rica

Seeking Renewal Over Depletion

Sustainable travel has also become a tenet of the quiet luxury movement, but it goes beyond the older concept of leaving no footprint. Today’s high-net-worth travelers are seeking the opposite experience: they wish to make a mark on the destinations they visit, helping support local communities both with the experiences they embark upon and at the lodgings where they end each day. To facilitate this quest, brands can create local partnerships within their communities, working with residents or even governments to support or revitalize entire regions. This positioning provides mutually beneficial outcomes: stays become stories as guests connect with team members who live and breathe their environment, and resorts transform into cultural hubs that are must-see destinations for even those who don’t lodge within their confines.

Perhaps nowhere is this partnership better exemplified than at the Laba Grumeti Art Lodge in Tanzania. Inspired by South African artist ZiziPho Poswa, the brand created an outpost that showcases the works of artisans from surrounding communities in South Africa, Kenya, Ivory Coast, and Ethiopia. Guests who arrive at the destination are immediately immersed deeply in the best local cultural and natural attractions, enhancing their stay with the kind of authenticity that trumps 500-count thread sheets and toiletries sourced from brands with instant name—and price-tag—recognition.

In destinations such as Tabacón Thermal Resort & Spa, Costa Rica, where the surrounding environment is protected by law, brands must go the extra mile to show that their presence contributes to ongoing conservation efforts—this allows visitors to feel as if their stay can facilitate a so-called repairing of the world, something that is deeply appealing to travelers seeking philanthropic opportunities on their journeys. The Tabacón Thermal Resort and Spa has tapped into this desire by building around their protected environment—each room and suite features an unobstructed view of the lush surroundings and, rather than constructing man-made water attractions, guests are invited to immerse themselves in natural wonders such as a thermal hot springs pool. When nature becomes the source of luxury, it is valued and protected by both permanent and temporary residents of the resort destination.

Taking a Sustainable Position for the Future

While rumblings in the world of fashion seem to suggest that opulence will be making a comeback, the quiet luxury trend in travel is here to stay—and brands wishing to attract high- net-worth guests would be well advised to cater to their desires.

Thankfully, doing so can often involve simple changes to a brand narrative rather than requiring major renovations or property overhauls. The key here is to tell a story that prospective guests want to hear: focus on feelings and memories instead of mattress quality and room accoutrements. Position your property as delivering a unique experience—show visitors that they will enjoy creative, curated experiences that tap into the authentic historical or cultural roots of the destination. Paint a picture of the memories they will bring home after their stay—and the positive impact their visit will have long after the end of their trip.

Of course, words alone will not be enough to attract discerning travelers. Rather than following the crowds, high-net-worth individuals seek to blaze their own trail. As such, off-the-beaten- track locations will start to win out over storied properties in high-traffic tourist destinations. This is not to say that a property in the heart of an iconic city cannot embrace quiet luxury—the brand will simply need to craft a different narrative, perhaps promoting off-season stays that allow guests to live like locals, exploring hidden nooks and crannies that run-of-the-mill tourists often overlook.

At the end of the day, quiet luxury can happen anywhere. All that’s required to attract travelers is an opportunity to authentically experience their destination of choice, and to do so while feeling like they’re part of a sustainable solution rather than contributing to the problem of over-tourism.

Mr. Rosa

Marco Rosa, Founder, has worked all his life in selling and marketing travel products, train journeys, cruises, and accommodation. That is 26 years of travel experience! He has travelled to at least sixty countries, many multiple times, and journeyed on trains, river boats, cruise liners, small planes, private jets. He has worked for Carnival Corporation, Orient Express, Abercrombie & Kent, Emirates Group and Pandaw Expeditions. He has extensive contacts through all branches of the travel industry through most countries in the world. In his extensive experience, Mr. Rosa has reorganized sales strategies, introduced digital marketing activities, managed operations, planned PR events, improved brand identities and especially successfully increasing sales. Extended Biography & Contact Information

HotelExecutive retains the copyright to all articles published on HotelExecutive.com. Articles cannot be republished without prior written consent by HotelExecutive.

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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.

Cheryl Mason
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