It is difficult to explain and I was prepared to be disappointed when we finally chose to try an Aman hotel. But it is plenty of little details which make the experience unique. Location, personalised service, food, etc. You feel like you're staying at friends place, with a perfect mix between professional and friendly service, not too formal, not too familiar (especially if you're not in the mood for socialising). We tried only 3 so far: Sveti Stefan (obviously very unique), Zoé when it just opened, and Bagh in India which was out of this world, literally. I can't wait to try Canal Grande and Pulo in March! We also had great stays at FS hotels & resort but there we felt we were paying hotel guests, enjoying services proposed by the hotel. In Aman we were Guests, enjoying services created especially for us. What I like also in Aman is their definition of luxury which excludes bling and 'show-off attitudes'.