Is It Still About the Hotel?

Someone I respect from the industry was interviewed recently, and their overarching comment was that "it has to be more than just a hotel these days."

When considering the top tier of travellers, in other words, those with the highest spending power, my own view is somewhat more polarised.

In destinations where nothing special previously existed, a spectacular hotel opening is the catalyst. Those who might never have thought of visiting will now have it firmly on their radar.

Consider the Seychelles, for example, where the hotel remains the goal.

In other regions, however, the paradigm shifts entirely, and the hotel becomes secondary to the journey. Clients want to know: What am I going to do and see? What unique, door-opening experiences can I expect? How am I about to be blown away?

Provided there are genuine creature comforts, lovely staff, and a sense of place, discerning travellers will make allowances because the true value lies in the experience itself.

Reflection: There are times when the hotel should be the hero; other times when the destination takes the starring role. There’s a lot to be said for knowing how to tell the difference.

Deconstructing the One Percent

It is easy for the industry to make generalisations about "the 1%”.
In other words, the very small demographic with the capacity for private charters, exclusive-use island buyouts, and multi-generational travel. Yet even within this group, preferences are deeply polarised. We see this all the time.

On one side are those drawn to the high-energy, see-and-be-seen hotspots such as Aspen or Courchevel for winter skiing, and St-Tropez or Capri in peak summer. On the other side are those who actively eschew the crowds to push boundaries.

They are chartering a boat to explore deep Norwegian fjords, trekking through the jungles of Borneo, sailing on a traditional boat among indigenous communities in Papua, or renting a private island in British Columbia. They travel to immerse their children in real-world conservation and philanthropy, or to explore emerging art scenes in Senegal and Cameroon.

Many, of course, straddle both worlds, balancing a few days of high-society in St. Barths with a life-changing expedition off the beaten track. But for those whose primary focus is true discovery, depth is everything. These are the people returning to Japan for a fourth or fifth time to explore remote, lesser-known prefectures. For them, Mongolia is no longer just a trip to the Gobi Desert, but a journey into the country's remote west to track rare wildlife and experience nomadic culture firsthand. Or perhaps it is retreating to four beautifully designed, secluded igloo-esque hides in northernmost Arctic Norway to view the Northern Lights, or navigating the Spice Islands and Raja Ampat aboard a meticulously selected, traditional phinisi.

Crucially, these well-travelled clients cannot be fooled. They have zero appetite for manufactured, staged tourist traps, such as performative visits to the floating islands of Lake Titicaca, which are endlessly rolled out for mass-luxury groups and still heavily promoted by the majority of luxury travel providers.

As a private travel office, our constant challenge is to conceptualise ideas that deliver something unique and authentic without relying on manufactured tropes. Coming up with fresh angles requires us to be on top of every detail, including advisory, curatorial, and managerial, in a way that is comparable to any top-level advisor you’d appoint.

Many people are perfectly happy with standard luxury travel providers who operate at a conventional level, and we do not challenge that. But for those who demand uncompromised depth, it is precisely this extra layer of insight that underpins our value.

Reflection: True knowledge is not just about where to go; it is about knowing what is authentic, what is staged, and how to continuously inspire those who have already seen it all.

On Effortlessness & Hotel Friction

In our line of work, we pay close attention to the friction points that separate a merely adequate luxury hotel from the genuine article. We frequently see the subtle indiscretions that instantly detract from a stay: being marched on a mandatory property tour before seeing your room, encountering fixed anti-theft hangers in the wardrobe, or being handed a meal check before you’ve even asked for it.

Key cards that constantly demagnetise only add to the frustration, while fixed, wall-mounted toiletries are simply unacceptable at this level. Above all, luxury should feel effortless, never governed by rigid breakfast hours or the constant demand for a signature.

Reflection: All that said, our rule at Nota Bene is never to judge too quickly. We always favour letting an experience percolate, unwinding into the environment, and weighing the positives before giving a final verdict.

Quiet as the Ultimate Luxury

I recently read an article framing silence and space as the greatest luxuries of all, and honestly, I couldn't agree more.

Waving white handkerchiefs to the thumping beat of a DJ at a St-Tropez beach club while waiters pour endless rosé to inflate the bill is not our idea of a fun afternoon. Nor is being surrounded by loud partygoers on the Amalfi Coast (once a firm favourite, though now best enjoyed strictly out of season), where bandana-clad waiters spray champagne while dancing on tables.

We are not alone in seeking an antidote to this performative noise. Discerning travellers are increasingly turning toward quietude, with the rise of wellbeing and longevity providing space to disconnect.

Reflection: From state-of-the-art holistic concepts in India to ultra-private medical-wellness in Europe, the focus has shifted from being seen to being unseen.

Until next time,
Anthony