Beyond the Poolside Cocktail: What Luxury Travelers Expect This Summer -

Beyond the Poolside Cocktail: What Luxury Travelers Expect This Summer

For years, summer hospitality has been synonymous with infinity pools, sun loungers, and exotic cocktails. But today’s luxury travelers want more than just a chilled drink under a cabana. They seek immersive, personalized, and purpose-driven experiences—and they’re willing to pay a premium for them.

According to the American Express Global Travel Trends Report, 86% of travelers are willing to spend more for a unique luxury experience rather than a traditional five-star stay. The question is: Is your hotel offering what they truly want?

1. Climate-Conscious Stays: The New Standard for Luxury

Sustainability is no longer a buzzword—it’s a demand. Guests aren’t just asking about eco-friendly policies; they’re making booking decisions based on them.

Fact: A recent Booking.com survey found that 76% of travelers want sustainable travel options, but 50% feel it’s difficult to find truly green stays.

What forward-thinking hotels are doing:

Six Senses Resorts runs entirely on renewable energy in some locations and incorporates waste-free dining concepts.
Soneva Fushi, Maldives, offers a ‘No News, No Shoes’ experience, combined with carbon-neutral operations and an organic farm-to-table dining experience.
The Peninsula Hotels eliminated single-use plastics across all properties and launched a program where guests can track their carbon footprint.
FIVE Hotels & Resorts, including the new FIVE Ibiza, has redefined “eco-chic” by operating with 100% solar power, using sustainable materials, and offering carbon-neutral stays—without compromising their signature vibrant luxury experiences.

How to apply this: Luxury travelers appreciate visible and interactive sustainability efforts. Consider:

Offering carbon footprint tracking for each stay.
Implementing AI-driven energy management systems that optimize energy consumption based on room occupancy.
Creating zero-waste F&B menus, highlighting local and organic ingredients.

Branding Through Purpose: The New Badge of Luxury

Luxury travelers today don’t just want great stays—they want to belong to a brand they respect.
Aloki Batra, CEO of FIVE Hotels and Resorts, stresses that modern branding isn’t about slogans—it’s about embedding sustainability, employee pride, and cultural authenticity into every touchpoint.
Hotels that build a brand through genuine purpose will win guest loyalty and attract top talent.

2. Hyper-Personalization: The Age of AI-Driven Hospitality

The days of “one-size-fits-all” hospitality are over. Travelers now expect hotels to anticipate their needs before they even arrive.

Fact: According to McKinsey, 71% of consumers expect companies to personalize interactions, and 76% get frustrated when this doesn’t happen.

Hotels leading the way:

Ritz-Carlton uses guest profiles to tailor everything from pillow selection to spa treatments.
Marriott Bonvoy’s AI concierge suggests curated itineraries based on previous stays and preferences.
Four Seasons Chat allows guests to communicate their preferences in real time via WhatsApp, ensuring seamless service.

How to apply this:

Invest in AI-powered guest preference tracking to remember details like favorite wine, room temperature, and wellness routines.
Offer personalized itinerary planning via mobile apps.
Use smart room tech (voice-controlled lighting, customized sleep settings) to create tailored experiences.

3. Wellness-Driven Escapes: The Shift from Indulgence to Well-Being

Luxury travelers are no longer seeking indulgence alone—they want wellness experiences that rejuvenate their bodies and minds.

Fact: The Global Wellness Institute projects that the wellness tourism market will reach $1.3 trillion by 2025, with travelers actively choosing hotels that prioritize well-being.

What leading hotels are offering:

Equinox Hotels in NYC has biohacking-inspired sleep pods, temperature-controlled rooms, and infrared saunas.
Aman Resorts integrates personalized wellness journeys, including energy healing, meditation, and Ayurveda.
Bürgenstock Resort, Switzerland, blends medical wellness with luxury, offering diagnostic screenings alongside spa treatments.

How to apply this:

Offer AI-driven sleep enhancement tools like Bryte Smart Beds, which adjust firmness and temperature to optimize sleep.
Integrate wellness-focused dining, with plant-based menus and personalized nutrition plans.
Provide immersive fitness experiences, such as in-room Peloton bikes or guided sunrise yoga retreats.

4. The Rise of Private, Exclusive Experiences

The modern luxury traveler seeks exclusivity—not just in status, but in experiences.

Fact: A study by ILTM found that 61% of luxury travelers prioritize unique, private experiences over standard luxury offerings.

How hotels are creating exclusivity:

One&Only Resorts offers private dining in remote locations, such as a floating breakfast in a Maldivian lagoon.
Bawah Reserve, Indonesia, provides personalized “castaway” experiences on private islands.
Belmond’s Venice Simplon-Orient-Express offers ultra-luxurious, private train journeys that evoke nostalgia and adventure.

How to apply this:

Develop bespoke, invite-only events, such as Michelin-starred chef’s table dinners.
Offer personal butlers and concierge teams for ultra-personalized stays.
Introduce members-only wellness programs with tailored retreats.

5. Immersive Destination-Driven Stays

Travelers today want to connect with the culture, heritage, and local essence of a destination.

Fact: According to Skift, 73% of luxury travelers prefer hotels that offer curated cultural experiences.

Hotels setting the benchmark:

Raffles Singapore offers heritage tours exploring the city’s colonial past.
Mandarin Oriental Bangkok immerses guests in Thai culture with Muay Thai training and Buddhist mindfulness sessions.
Bulgari Hotels integrates high-fashion-inspired stays, collaborating with local artisans for exclusive design experiences.

How to apply this:

Create curated cultural workshops—think calligraphy in Japan, flamenco in Spain, or cooking classes in Italy.
Offer guided local expeditions, led by historians, artists, or chefs.
Implement augmented reality (AR) city guides for an interactive exploration of destinations.

Final Thoughts: Are You Ready for the New Luxury Traveler?

The definition of luxury is evolving. It’s no longer about thread count and room size—it’s about experience, personalization, and purpose.

• Will your hotel embrace hyper-personalization with AI and smart tech?
• Are you designing climate-conscious luxury stays?
• Can your property offer immersive cultural and wellness-driven experiences?

Hotels that rethink luxury beyond the poolside cocktail will win guest loyalty, increase revenue, and future-proof their brand. Those that don’t? They risk being left behind.

The next generation of luxury travel is already here. Are you ready to meet it?