Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
What I experienced at one five-star Miami Beach hotel in particular recently was nothing short of a masterclass summarizing every possible shortcoming of brands who promise luxury, price confidently and then underdeliver spectacularly. While the hotel’s upscale, albeit dated, appearance may initially impress, it is the profound lack of genuine hospitality that transforms what should be a dream stay into a nightmare experience.
The staff’s apparent disengagement and lack of empathy permeated every interaction, from the front desk to the bar, creating an atmosphere of neglect at every touchpoint. Perhaps most telling was the general manager’s failure to address concerns, despite repeated requests for intervention. Engagement, which goes beyond bland customer service to create a meaningful dialogue, is lacking in every interaction. The experience, far from being immersive and unforgettable, falls short at every touchpoint from check-in to check-out.
The case study at hand illustrates a fundamental misunderstanding of these principles, where the focus seems to be more on maintaining a superficial appearance of luxury rather than delivering a truly exceptional experience.
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