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Trends Shaping Luxury Hospitality in 2024
As the luxury hospitality sector continues to evolve, the year 2024 will understandably witness more innovative trends that will shape the way high end travellers experience luxury. These trends reflect not only the changing expectations of discerning guests but also the industry’s response to broader societal shifts.
By William J. Haandrikman, Managing Director of Fairmont Singapore and Swissôtel The Stamford
The Rise of Quiet Luxury
Quiet luxury indicates a preference for understated elegance and personalised experiences. Discerning travellers seek authenticity and exclusivity, quiet luxury speaks of a refined and subtle approach to hospitality. This trend is characterised by discreet, unobtrusive service that anticipates the needs of guests without drawing attention. From classy luxurious accommodations to personalised, bespoke experiences, it is about creating a sanctuary of sophistication and tranquillity for our guests who appreciate a more intimate, authentic, and thoughtfully curated approach to high-end hospitality.
Sustainability and Eco-conscious Luxury
Sustainability is no more a ‘nice-to-have’ but an increasingly important consideration. A recent Sustainable Travel Report by Booking.com noted that 81% of global travellers said that travelling sustainably was important to them – and also an integral demand shaping the MICE sector. With ESG goals at the fore for most companies, demand for greener events has increased so much that 83% of travel and meetings professionals say sustainability is a consideration in planning meetings and events, according to AMEX Global Business Travel’s consulting.
I’m proud to say sustainability has always been at the forefront of operations for Fairmont Singapore and Swissôtel The Stamford. Most notably, in 2019, the hotels launched the industry’s first urban Aquaponics farm in efforts to meet the rising demand among guests for fresh quality produce and to support Singapore’s goal of producing 30% of its nu- tritional needs locally by 2030. But we mustn’t stop here. There is more work to be done and this will be a key focus for us - and many across the hospitality sector - in 2024 and beyond.
The Emergence of a Well-being Economy
Wellness has evolved to become a fundamental aspect of luxury hospitality. High-end travellers are increasingly seeking retreats that offer holistic experiences. Wellness is no longer just spa and massage; but about experiences that truly integrate body and mind. Luxury hospitality brands in 2024 are likely to feature more ahead-of-the-curve wellness programs, state-of-the-art spa facilities, and especially curated experiences that promote physical, mental, and emotional health. We’re excited to share that plans are in the pipeline for a comprehensive refurbishment of our spa next year. It is an investment and our commitment to elevate it to the best wellness centre in Singapore when completed.
Art and Cultural Immersion
Travellers tend to appreciate a connection with local art and culture when in a foreign country. Cultural immersion will be a key differentiator for luxury hotel brands. Here at Fairmont Singapore and Swissôtel The Stamford, we want to show our guests an authentic side to Singapore; championing local, cultural craftsmanship and experiences within our hotel spaces such as our recent exhibition, “I Paint my Singapore” with celebrated Singaporean artist Yip Yew Chong; as well as creatively through our accommodation and dining offerings.
The Need for Culinary Excellence
Culinary experiences have long been a hallmark of luxury travel, and this trend continues to evolve. Guests are looking for Michelin-starred dining experiences, exclusive dining events, and immersive gastronomic experiences. The emphasis will be on offering a journey through local and international cuisines, complemented by rare and fine dining options. With a diverse selection of cuisines and in our 12 distinct restaurants and bars, Fairmont Singapore and Swissôtel The Stamford have a definite advantage here.
Bleisure
The rise of “bleisure”, a portmanteau of business and leisure, signifies a significant transformation in the way professionals approach travel.
Today, business trips are no longer confined to boardrooms and meetings; they have seamlessly blended with leisure, allowing individuals to extend their stays and explore destinations with families beyond work commitments. This trend reflects a shift in the corporate culture, acknowledging the importance of work-life balance. Professionals increasingly view business travel as an opportunity to mix business obligations with personal relaxation and exploration. Many in the hospitality sector have adapted to this trend by offering amenities and experiences that cater to both work and leisure, such as sophisticated co-working spaces, and curated local experiences.
All in all, luxury hospitality in 2024 will be characterised by a harmonious blend of sustainability, exclusivity, and a commitment to offering unparalleled personalised experiences.
