Skift Take
The most inspiring trends we’ve picked up on have nothing to do with hyper-glitz. There’s a lot happening right now from visionaries executing with integrity.
On Experience
Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond.
You can read all of his writing here.
We're back with another edition of the brands and properties that have caught my eye this season.
Yes, you’ll see my thoughts on the best hotels, best lounges and other luxury takes. But this isn’t about the uber-scaling and hyper-glitz of the post-Covid years.
The most interesting trends I’ve seen this year point to a return to normalcy. Too often, luxury has played to guests' egos and, in its worst versions, become an empty reflection of monetary success. The best luxury is heartfelt and sincere. It is not the opulent spread, but rather the perfect ingredient cooked over a wood fire. It is the elegantly restored property with great bones and patina, rather than a rushed build with cheap veneers. Capital frequently tries to pull a fast one on consumers and I’m hoping it gets called out more.
My guess is we'll see a surge in "post-luxury" consumers who prize this realness and depth, and move away from the mindset of "I'll have the most expensive thing on the menu." It’s the excess and crass behavior that some brands continue to run toward.
My list is inspired by those who build and execute with integrity and vision.
Best New Airport TerminalPortland's new main terminal facelift is nothing short of extraordinary. Designed by ZGF architects, it feels connected to nature and the soul of Portland. The team wanted it to feel more like a walk in an inspired park rather than a lifeless shopping mall.
The standout is the stunning wood roof, which also lends a beautiful acoustic hush to the environment. Little touches like loudspeakers being mounted at head level rather than booming from above are one of countless examples of the touch and detail they brought.
Hospitality Brand of the YearI'm consistently impressed with Belmond – from CEO Dan Ruff to the thoughtful marketing and comms approach. I also think its brand strategy is smart in leaning into the halo of their train products and the idea of slow luxury.
I have a feeling Belmond will be a refuge for luxury consumers who have been burned by hyper-expansion and cynical price gouging. The Belmond team has strong core beliefs, and they are thinking about the long game and guest experience correctly. Read my longer column here.
Belmond's Maroma in Mexico’s Riviera Maya. Ranas Fountain Best LoungesAir France has been upgrading its La Premiere product, both i