TRAVEL TRENDS
Authenticity in luxury travel
It has been said, every major event brings a shift in the way we do things, and for the tourism industry, it is not any different. Travel will be different; hotel services will be different - enter Breakthrough Service.
For a while now, we have witnessed how the behaviors of new modern luxe travelers have evolved. While it was all about the “experience” and “luxury treats,” authenticity and wellbeing have taken the front line now. The concept of “luxury” has taken a more personal meaning, associated with the spirit of life, a sense of belonging, and personal fulfillment.
As hotels start to reopen their doors, General Managers and Property Owners struggle to balance what is considered the Old-Normal with the New-Normal. Luxury hotel brands seem to have the most significant impact. They are challenged in how to remain relevant by offering luxurious personalized service while maintaining social distancing and adhering to the required hospital-like service standards.
Breakthrough Service is all about “authenticating” the luxury experiences, taking personalization to a whole new level, anticipating new consumptions trends, learning to live with less, designing spaces to provide comfort, health, and wellbeing.
Why Breakthrough Service exists? Travel experiences will become less frequent yet more meaningful in the future. The interpretation of luxury now seeks to meet more profound aspirations. A new appreciation of mother nature will lead the luxe traveler to actively participate with the local community by consuming regional products and engaging in a sustainable program. And BTS is ready to stimulate and bring all of that to the end luxe modern consumer while staying at our rated hotels.
In the past, the trend was to have personnel trained to follow the same protocols or standards. This trend is gone. Hotels can not leverage personalized service while treating every guest the same, such as addressing travelers by their last name, giving out luxurious perks, or timing service. None of this makes it with today's luxe traveler.
Now, with over 100 well-thought-out Touch-Points characterized by 9 different concepts which authenticate luxe desires, Breakthrough Service aims to work together with General Managers and Owners to highlight their value proposition, revealing their property’s authenticity to what is relevant for today's luxe traveler.
This new luxury service includes no more scripted standards, but brings in the guest relevant experiences:
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Addressing the guests to make them feel more comfortable. Timeliness of service based on the guests’ needs. Encouraging personnel to interact in an unscripted manner.
Over the last decades, we have seen a significant trend in “disruptive” luxury lodging businesses looking to fulfill the unsatisfied souls of adventurous travelers. This trend will continue as luxury travel demand increases, encouraging high-end luxury properties to look into their four walls and redefine their true authenticity.
From a luxury tented camp in Tanzania, a castle in Scotland, a short-term rental manse in Miami, or a luxury boutique family-owned hotel in Machu Pichu, each property will be categorized based on the property style criteria met. This gives each guest experience a fair chance to be selected as the yearly accolade winner.
We have seen an evolution in the luxury hotel industry. It is no longer just the luxury chain hotels like Ritz-Carlton, Four Seasons, Mandarin Oriental & Peninsula that make up the luxury market. It now has evolved to the addition of major players such as independent boutiques, island oasis, and non-traditional lodging. The features that attract the luxe traveler include exclusivity, flexibility, and uniqueness around the world.
Breakthrough Service knows each property in the luxury market has a unique offering and crafted a list of different property style categories that fit in the modern luxe market.
Properties that are widely recognized to provide self-care, healthy menu options, thoughtful wellness activities on-site, sleep, and hydration amenities.
Offerings to disconnect, flexibility in the guest's unique journey, environment experiences to soak in, community ambassadors to connect locally
Non-traditional luxury lodging concept for the adventurous modern traveler who prioritizes experimental stays.
No matter the party size, the property is efficient with group logistics, unique theme food menus, and innovative decor ambiance.
State of the art technology throughout the property. Concept of selfservice interactions through technology. Amenities include a business center and self-service stations.
Traditional representation of a premium, well-established property. It encompasses a universal full-service experience. The broad offerings cater to business travelers or leisure vacationers.
Breakthrough Service recognizes that a plaque on the wall does not get the message around the globe about the greatness of a renowned property. What the hotel world and their guests need nowadays is an award to recognize and single out the uniqueness of each property story in a midst of overwhelming offerings, highlighting their authenticity, the excellence in delivering exquisite service and superlative surroundings. Presently, the available awards place service excellence and over the top luxury physical accommodations in one category. Overall luxury service is recognized in only one particular way. But this does not address the needs of the different styles of today’s travelers at the luxury level. Guests do not fit into one cookie-cutter mold any more than places to stay. So why have awards which identify the same expectation of every guest? The Breakthrough Service award seeks to reward properties for meeting the guest’s need in the manner the guest is looking to be met. The Bougie traveler is not the Soiree traveler and this traveler is not the Tech traveler. Breakthrough Service understands this and seeks to reward properties and hotel personnel for meeting the guest where the guest wants to be met. Service is not the same for every guest and it is time to recognize luxury lodging establishments whose leaders and personnel excel in recognizing what guests want.