Think about it. What we’ve done, we’ve taken the transaction out of it. Because luxury is always about service and it’s always about people, but it’s also how that’s articulated to the guest. I think, again, less transactional and more engaging.
Is the look and feel of a luxury hotel changing?
For sure, in a luxury hotel it’s always going to be about architecture, design. That’s kind of table stakes. But the differentiating factor now is experience that is driven by your culture. Conrad it a great example, because it was like the ball is coming to us. It’s this great alignment between a major consumer trend and the brand.
Our rooms, per key, are extraordinarily expensive, but we did it in a manner where it’s beautiful, it’s simple, it’s clean, it’s modern. But even if you spend hundreds of thousands of dollars a key, you need to fill the hotel with people who look you in the eye and say, I care about you – that’s where we’ll really differentiate.