Aloha Kakou:

Please view this video on "the new luxury". The premise is that luxury is no longer defined as a thing (by a brand name, for example) but by an experience. Luxury no longer means 500 thread count sheets or gold-plated faucets but instead refers to the memories or experiences that travelers had while they were our guests.

In the case of a hotel, the hotel's story helps to make those memories and experiences. The hotel's story needs to be consistent across all guest "touchpoints" (wherever the guest has interaction with the property, including advertising, personnel, the property amenities and infrastructure). The consistency of all of these areas creates the story, which then creates the guest's experience and memory.

What story does the Outrigger Maui Eldorado tell? Do we even have a story? Is this "new luxury" just a gimmick? How do we tell the story when guests seem to be all about the rate? Or are the guests so rate conscious because we don't have a story to tell?

http://vtv.vfmleonardo.com/the-new-luxury-experience-not-status/