Interesting article on Skift today about ultra-luxe hotel brands and their expansion plans.
https://skift.com/2023/05/01/how-many-hotels-is-too-many-for-an-ultra-luxury-brand
What is your view - should ultra-luxe brands cap the number of properties, like Bulgari suggested at 15 or One&Only at 35? Would opening many more than that risk diluting the brand?
Also good point about the lack of loyalty programs:
- It’s also generally a mistake for global hotel groups to see ultra-luxury hotels as something to acquire to feed into their loyalty programs as places for members to burn points. If too high of a percentage of the typical guests at an ultra-luxury hotel look, talk, act, and dress like they’re not really one-percenters or the creative elite but are mainly roadwarriors burning points, then the brand’s core, wealthy customer base will notice who they’re rubbing shoulders with in the lobby and will turn away from the brand.