Great on a small scale

Filip Boyen highlights five interesting luxury travel trends

The upscale hotel industry is facing ever greater challenges: Private booking portals such as AirBnB are also conquering the luxury travel market. In addition to top-of-the-range hardware for the hotels, discerning guests are looking for unique experiences and authentic hospitality. CC found out from the CEO of Small Luxury Hotels, Filip Boyen, why small and family-run hotels in particular can provide luxury guests with rare experiences.

Unfortunately, it often happens: we check into a hotel, the furnishings are top-notch at first glance, the materials and the interior couldn't be more expensive and exquisite. But the first clouds are already gathering at reception: The staff subject guests to a long procedure instead of showing them straight to their room. What used to be common practice now seems annoying.

"These days, luxury means more simplicity than anything else," explains SLH CEO Filip Boyen. "Guests' lives are usually complicated enough. If you can make their lives easier, they are already happy. This requires authenticity that doesn't come across as uptight." For this reason, the SLH Group asked its hoteliers and customers about their real needs. And immediately launched the new #Invited program for all SLH loyalty program members.

A programme that offers a very personalized service in addition to the usual bonus nights and free breakfast: "The great thing about this programme is that it takes effect immediately. For example, we call a guest who is staying at an SLH hotel in New York and simply ask them what they would like to experience with their family in the city. If they want to visit a certain restaurant, for example, we have it booked for them in no time at all," says Filip Boyen. "It's time-consuming, but demonstrably very efficient." Personalized service seems to be the current magic word in the travel industry: That's why SLH has joined forces with the global research analysts at TrendWatching to analyze and categorize the needs of the modern luxury traveler.

The new guide for private hoteliers names five current travel trends: Hands on Luxe, Spiritual Stories, Novel Gazing, Night Nurses and Intuitive dining. These are all trends that meet the individual needs of discerning guests and are already being successfully implemented by some of the SLH hotels. "I always say to our hoteliers: you've been at this destination for umpteen years. You know the local insider tips, the artists and the venues. A private landlord on AirBnB can't hold a candle to you." Mr. Boyen also misses a little self-confidence among hoteliers in Portugal. "They offer overnight stays of around €200 in top hotels, while the Italians and Greeks are not at all stingy with self-confidence and high prices." The SLH CEO sees great potential in Portugal in particular. "The Portuguese have everything: great hotels and landscapes, great cuisine and wonderful people."


Information on the new SLH loyalty program at
www.slh.com/invited