Luxury Hospitality Research Articles

Eco-Chic stays: The influence of green communication on guest booking intentions

In this paper, we examine how green communication impacts luxury hotel bookings using data from China. To determine whether green communication has an impact on guests’ decision-making processes, 384 questionnaires were distributed across four major Chinese cities, Beijing, Shanghai, Guangzhou, and Shenzhen. Among the mediators and moderators were perceived brand integrity, intrinsic green motivation, and environmental knowledge. Results indicate that the combinations of perceived brand integrity and green intrinsic motivation affect guests’ booking intentions along with environmental knowledge, according to the results of this study. Luxury hospitality managers can use this research to develop a theoretical framework for sustainable communication with green consumers.

The Influence of Art, Music, Fashion, and History in Luxury Hospitality

Indeed, luxury hospitality represents the interlacing into a big, multi-dimensional concept that is intrinsically linked to cultural and social features, entwined within the very fabric of society. Great attention to aesthetics, excellent service, and passion for the product mark it. This essay shall illustrate the way art, music, fashion, and history all combine in one unique sensorial experience for the luxury guest. A luxury hotel is the orchestration of so many components-sometimes lavish furnishings, attentive staff, and dreamlike melodies all combine. The refinement and eloquence of the attire of its staff, combined with the rich history of the hotel itself, create a profound sense of place and legacy. These are the elements that come together in harmony to whisk the hotel right up to the pinnacle of luxury. Besides the fact that there is one definite definition, the meaning of luxury is comfort, amusement, and happiness. It will turn space into an immersive paradise for guests. The harmony of all components carries the atmosphere of the refined grandeur combined with timeless elegance, enjoining guests in a world of delights that were previously unparalleled, and experiences so fine.

REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS

This investigation aims to explore the profound impact of these technologies on marketing strategies within the luxury tourism and hospitality sectors in Portugal and Spain and to provide a comprehensive analysis of their role in enhancing service delivery and molding consumer behavior. Additionally, this research delves into the geographical patterns of online luxury hotel bookings, uncovering how regional economic conditions and cultural factors influence consumer behavior. Through a detailed quantitative examination of 2,048 survey responses, this study investigates how AI and ML technologies are employed to optimize digital marketing strategies, focusing particularly on the effectiveness of remarketing and retargeting tactics and their influence on consumer purchasing decisions. By analyzing the distribution of bookings across various districts in Portugal and Spain, the study highlights the disparities in economic prosperity and their correlation with the frequency and nature of luxury hotel stays. This geographical analysis not only provides insights into the current state of the luxury hospitality market but also sheds light on the broader trends of e-commerce adoption in these regions. The study anticipates that the integration of even more immersive technologies such as augmented reality (AR) and virtual reality (VR) will further blur the lines between digital convenience and tangible luxury, suggesting a continued evolution of luxury tourism where technology enhances both the digital and physical aspects of consumer experiences. AI and ML applications, such as chatbots for 24/7 customer service and predictive analytics for tailoring travel recommendations, have greatly improved customer interaction and operational efficiencies. While the industry benefits from technological advancements, there are ongoing challenges such as concerns over data privacy and the need for constant updates to algorithms to keep pace with evolving market conditions.

Integrating sustainability in luxury hospitality experience through Education for Sustainable Development learning design

Integrating sustainability in luxury hospitality experience through Education for Sustainable Development learning design

Examining the duality of Immersive Artificial Intelligence AI in the Luxury Hospitality Sector : Understanding How Immersive AI Influences Consumer distinction and Adds Value to Luxury Experiences

This study examines the duality of immersive artificial intelligence AI in the luxury hospitality sector,focusing on how immersive AI influences consumer distinction and adds value to luxury experiences.Through a comprehensive review of literature, key findings and insights are synthesized to provide a holistic understanding of the opportunities and challenges associated with the integration of immersive AI technologies, including virtual reality VR, augmented reality AR, and personalized AI assistants, in luxury hospitality. The analysis reveals that immersive AI holds significant promise for luxury brands to enhance guest engagement, satisfaction, and loyalty by offering personalized, memorable experiences that resonate with discerning consumers. However, the adoption and implementation of immersive AI also present challenges, including concerns around authenticity, human connection, data privacy, security, and ethical implications. By prioritizing authenticity, transparency, innovation, sustainability, diversity, data driven optimization, and customer centricity, luxury brands can unlock the full potential of immersive AI to create truly differentiated and memorable experiences for discerning consumers. This study highlights the need for further research and practice to address gaps and limitations in understanding the long term impacts of immersive AI, factors influencing guest acceptance and adoption, emerging trends and challenges, ethical considerations, economic viability, operational challenges, and the impact on the employee experience. By addressing these gaps, researchers and practitioners can advance knowledge and inform strategies for effective and responsible implementation of immersive AI in luxury hospitality, thereby shaping the future of luxury experiences in the digital age.

The paradox of immersive artificial intelligence (AI) in luxury hospitality: how immersive AI shapes consumer differentiation and luxury value

PurposeThis paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence (AI) can shape luxury value and consumer differentiation.Design/methodology/approachThe authors conducted three experimental studies comparing immersive AI versus traditional hospitality across luxury contexts (hotels, restaurants and spas). Study 1 investigates the effect of immersive AI (vs traditional hospitality) on customers’ behavioral intentions and the need for differentiation using virtual-assisted reality. Study 2 tests the underlying mechanism of the need for differentiation and luxury value in an augmented reality context. Study 3 provides additional support for the proposed underlying mechanism using virtual-assisted reality in luxury hospitality.FindingsThe findings reveal that immersive AI (vs traditional) luxury hospitality reduces customers’ behavioral intentions of using such services and perceived luxury value. Moreover, the findings indicate that the intention to use immersive AI (vs traditional) luxury hospitality services is contingent upon customers’ need for differentiation.Originality/valueThe findings have important theoretical and managerial implications for immersive technologies in luxury hospitality. They shed light on the dynamics between integrating immersive AI into luxury hospitality and its impact on customers’ differentiation motives and perceived luxury value. The findings reveal the detrimental effect of using immersive AI (vs traditional hospitality) within this context.

The Impact of Digital Content Marketing on the Performance of Five-star Hotels in India

This research investigates the influence of digital content marketing on the performance of five-star hotels in India. Recognizing the evolving landscape where traditional hospitality values intersect with digital technology, the study aims to assess the role of digital content marketing in shaping consumer perceptions, brand equity, and market positioning within the luxury hospitality sector. Utilizing a multifaceted methodology including a literature review, surveys, interviews, and case studies, the research examines the effectiveness of digital content marketing strategies in driving tangible business outcomes such as revenue growth, guest satisfaction, and brand loyalty. Case studies of prominent five-star hotels, including The Oberoi Amarvilas, Agra, and The Leela Palace, New Delhi, illustrate successful implementation of digital content marketing initiatives resulting in increased brand visibility and enhanced direct bookings. The findings contribute to a nuanced understanding of digital content marketing's transformative potential in the luxury hospitality sector, providing actionable insights for hoteliers to optimize their digital marketing strategies and drive sustainable growth.

Impact of Integrating Photovoltaic-Shading Systems in Hotel Hospitality Design in Oniru Beach Lagos By IJISRT

Globally, energy efficiency has been a threat to building sustainability, therefore alternative energy sources tend to overtake the consumption of power usage in buildings. This study delves into comparing the effects of incorporating photovoltaic shading systems (PVSS) into luxury hospitality design. with a particular emphasis on sustainability, energy efficiency, and customer satisfaction. Through a thorough examination of case studies and literature surrounding PVSS integration, reviewing journals on this subject this article elucidates the advantages, challenges, and ramifications for luxury hotel properties. By conducting a comprehensive analysis, it underscores the pivotal role that PVSS play in shaping the future landscape of sustainable hospitality architecture. This essay delivers valuable insights into the current energy usage and the integration of PVSS in buildings. The findings of this investigation underscore the potential of PVSS to enhance environmental performance, operational efficiency, and guest satisfaction within luxury hotel properties and drive overall business performance. It is recommended to encourage collaboration between architects, developers, and energy professionals to optimize PVSS integration in luxury hospitality design, Educate stakeholders about the benefits of PVSS integration and provide incentives or subsidies to promote sustainable design practices in luxury resort development.

Cultural Practices and Food Consumption Behaviour of Guests Dining In 4-5 Star Hotels in Nairobi City County, Kenya

In a culturally diverse market such as Kenya, consumers form a mindset of foods to consume while dining out, have different food preferences, and assume different consumption behavior patterns while making food purchases. Cultural practices may influence their decisions, prohibiting them from eating certain foods. The study sought to investigate the influence of cultural practices on behaviors regarding food consumption of guests when dining out in restaurants found in 4–5-star hotels in Nairobi County. The study’s target population was customers dining out in restaurants in 4–5-star hotels in Nairobi County and respective restaurant managers. A suitable pretest sample of 10 respondents was selected from walk-in customers and three restaurant managers from three restaurants picked from the hotels that were not part of the sample. Cronbach's Alpha obtained from the pre-tested 13 participants was 0.743. The ideal sample size of respondents drawn from restaurants in hotels classified as four- and five-star hotels according to the Tourism Regulatory Authority classification 2016 was determined by proportionate stratified sampling. The sampling technique for the Managers was purposive, selecting each Restaurant's Manager. The estimated number of respondents was 385 from a sample of restaurants in 21 hotels ranked as 4- and 5-star hotels in Nairobi County. Data collection involved questionnaires and direct interviews, yielding an 80.5% response rate with 310 adequately completed questionnaires and seven interviews. The analysis utilized descriptive and inferential statistics, presenting the data in tables, charts, and graphs for each category of variables. The Chi-square Test was employed to assess the relationship between dependent and independent variables at a 95% confidence level. The findings showed a significant association between food taboos and the dining habits of patrons in 4-5 star hotel restaurants in Nairobi County (χ2=8.980, p=0.003), a notable link between cultural beliefs and dining habits in the same context (χ2=22.099, p<0.05), and a significant influence of rituals on these dining habits (χ2=5.361, p=0.021<0.05). The study further established that the decision-making process significantly moderated the relationship between cultural practices and consumption behavior of diners in restaurants in four and five-star hotels in Nairobi County. The study concludes that modern-day food consumption behaviors result from several factors, including culture, taboo, religious beliefs, rituals, and thus food choice diversity. Therefore, 4- and 5-star hotel professionals should factor in the cultural element during menu planning to balance the catering, financial, and marketing policies. Keywords: Cultural influences, food consumption patterns, luxury hospitality, gastronomic tourism, Nairobi city county hospitality.

Adopting the metaverse in the luxury hotel business: a cost–benefit perspective

Purpose This study aims to examine the perceived values of the metaverse when adopting it in the luxury hospitality business. Based on the cost–benefit perspective, this research provides solid theoretical contributions and actionable managerial recommendations. Design/methodology/approach An exploratory sequential mixed-method design was used. For the qualitative phase, 21 hotel managers and 24 hotel guests (who often stay in four-star and five-star hotels and resorts) were interviewed after showing them a series of videos about using the metaverse in the hotel business. Based on the results of the qualitative phase, the analytic hierarchy process method was used, and 476 valid questionnaires were analyzed. Findings The results highlight the perceived benefits (personalized services, immersive experience and positive brand image) and costs (lack of human touch, time and effort and security and privacy) of metaverse adoption for hotel managers and their guests. In addition, the study determines the weight of each value attribute of metaverse adoption for each travel stage (pre-travel, during travel and post-travel). Practical implications Regarding metaverse adoption, the research offers practical suggestions for luxury hotels. For instance, the cost of equipment and the time and effort required are perceived costs of metaverse adoption. To address these challenges, hotels may offer free equipment (e.g. VR headsets) and training to their guests to stimulate the use of the metaverse. Originality/value This study addresses a gap in the literature by presenting a conceptual framework for examining metaverse adoption in the luxury hotel scenario. Unlike using conventional models like the technology acceptance model or the unified theory of acceptance and use of technology to investigate a technology’s adoption, this study stands out by unraveling the topic through the lens of value proposition. The latter often comes from an efficient value co-creation process, which is indeed shaped by an adequate appreciation of the congruence of perceived values (i.e. perceived benefits and costs) of metaverse from hotel manager and guest perspectives.

‘Luxurious’ metaphors in luxury hotel websites in Singapore and Hong Kong: A mixed-methods study

Previous research has yielded a substantial body of empirical evidence regarding the use of metaphors in various types of discourse. However, limited research exists on the relationship between metaphor and more segmented economic industries, such as the luxury hospitality sector. The attention of this article is directed towards inspecting how metaphorical expressions are deployed by luxury hotels to construct their luxury identity and attract potential guests.A corpus of 62 lxury hotel websites from Singapore and Hong Kong is used as the contextual background for the investigation of metaphor usage in this study. Using MIPVU (Metaphor Identification Procedure VU University Amsterdam), a total of 6990 metaphorical keywords, including a diverse range of 28 source domains were observed. Among others, the five most productive source domains in the corpus are living organism, physical object, space, artifact, and motion. A mixed-methods approach that combines both quantitative data analytics and qualitative discourse analysis reveals and interprets significant associations between source domains, hotel facilities, and regions, suggesting that the choice of metaphorical expressions is not arbitrary but is influenced by specific factors related to the hotel's offerings and cultures. This study emphasises that the analysis of lexical-conceptual patterns in promotional texts can generate deeper insights into positioning strategies.

From 'I Do' to 'How Much?': Exploring Brand Image and Price Perceptions in Bali's Luxury Weddings

Purpose of the study: This study seeks to examine the relationship between brand image and price perception, and how these factors influence the intent to purchase wedding packages at The Ritz-Carlton, Bali, within the domestic market. Methodology: Using a purposive accidental sampling method, the research involved 100 respondents. Data was gathered through structured questionnaires employing a Likert scale across 19 and 12 statement items. Analytical techniques included classical assumption tests, multiple linear regression, t-tests, f-tests, and the coefficient of determination, with the aid of the SPSS 26 software for Windows. Main Findings: Evidence from the data underscores a notable influence of both brand image and price perception on purchase intentions. The calculated values revealed tcount> ttable value of 2.027 > 1.984 and fcount > ftable value of 74.566 > 3.09, both surpassing their respective thresholds. Notably, the combined effect of brand image and price perception accounted for 60.6% of the variation in purchase intention. Applications of the study: The findings hold relevance for professionals in the luxury hospitality sector, particularly those in hotel management and wedding planning in Bali. The insights provide valuable perspectives on domestic guest preferences and decision-making processes. Novelty/Originality of the study: This research contributes a refined understanding of the interplay between brand image and price perception in the context of luxury wedding planning in Bali. It serves as a bridge between theoretical constructs and practical implications, enhancing the existing body of knowledge on guest behavior in upscale hospitality settings.

Evolving shared value, sustainability and the leadership challenge: Grootbos Private Nature Reserve

Learning outcomes The learning outcomes of this study are to assess the shared value model and elaborate on new multi-stakeholder approaches to business, where the stakeholders include the founders, investors, partners, employees, clients and the surrounding community; to consider the synergies between community development, environmental stewardship, sustainable business practices and the long-term health of organisations and communities, considering these as the new fundamentals of business; to examine the interconnectedness of vision, strategy, purpose and leadership in creating and evolving the shared value model; to explore the relationship between shared value practices and collective well-being, and a specific reference to nurturing transformative experiences through nature, personal development and community upliftment is made; and to assess Grootbos’ ability to translate their purpose and value proposition into a strategy and sustainable vision with a possibility of Grootbos achieving global impact through its evolving model, beyond the founder. Case overview/synopsis This case study explores the evolution of Grootbos Private Nature Reserve and Foundation, a luxury hospitality lodge and award-winning ecotourism destination, from humble beginnings in the Western Cape of South Africa to a global example of conservation, community, commerce sustainability and transformative experiences. The establishing of Grootbos and its growth and widespread recognition can be attributed to the vision and inspirational leadership of its founder, Michael Lutzeyer. Although much success has been achieved in conservation, community upliftment and individual development of community members within their region, Lutzeyer’s and ultimately, Grootbos’ vision extended well beyond South Africa and aspired to elevate their floral kingdom and model of development and conservation to a global platform of awareness. Although a shared value vision and strategy had transformed the business, placing Grootbos as a leader in transforming their industry and sparking an evolution in the shared value model itself through the interjection of transformative experiences, the larger question remained: How can Grootbos extend the impact, towards people and planetary well-being, beyond the scope of their individual place-based business and their industry? And in terms of the dilemma Lutzeyer and the management team at Grootbos faced: How will this vision and global ambition continue through succession, beyond Luzeyer’s personal drive at the helm? Complexity academic level Experienced leaders within a graduate degree program, executive Master of Business Administration (MBA) or executive education in the areas of leadership development, strategy, shared value and international business. Supplementary material Teaching notes are available for educators only. Subject code CSS4: Environmental management.

Luxury hospitality: A systematic literature review and research agenda

This article provides a systematic literature review of the hospitality, leisure, tourism, business, and management literature on luxury hospitality. We use a data-driven quantitative method (i.e., bibliometric review) to provide an integrated view of extant luxury hospitality research. The bibliographic coupling analysis allowed us to outline the field's intellectual structure and identify six clusters: (1) digital interactions, online reviews, and complaint handling; (2) brand attributes and service encounters; (3) status consumption and premium pricing; (4) service quality and consumer experiences; (5) sustainable practices and workplace environment; and (6) workforce-related traits. Furthermore, we identified 114 theoretical lenses, with the most frequently used theories being: (1) social exchange theory; (2) social identity theory; (3) theory of leisure class; (4) stimulus-organism-response theory; and (5) theory of uniqueness. Finally, building on our analyses, we outline a further research agenda.

Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding

Service firms can use sensory cues to provide a perception of luxury in terms of quality and service. In the area of destination branding, brand names are one of the core elements of brands that help communicate their image to a consumer in the hospitality and tourism sector. Psycholinguistics research demonstrates that linguistic cues embedded within brand names can be used to convey the image of a brand. Relying on the latest literature on psycholinguistics, branding, and hospitality services, the present study investigates the sounds and/or letters present in fictional brand names that may enhance their perception of luxury. The results demonstrate that higher-frequency sounds (e.g., i, e, f, s, v, z) appear to increase the perception of luxury brands more than lower-frequency sounds (e.g., u, o, b, d, g). Among various speech sounds, the letter v in names also increases the intention to visit luxury hospitality services (restaurants, hotels). These findings demonstrate how brands in the hospitality and tourism sectors can use certain linguistic features to signal their perception of luxury to tourists.

Exploring luxury hospitality customer experience of Maldives tourists amidst COVID-19 pandemic

PurposeDespite the severe impact of the COVID-19, Maldives was one of the top destinations which witnessed decent tourist arrival amid the pandemic. This study aims to analyze luxury hospitality experiences of guests amid COVID-19 pandemic.Design/methodology/approachThis study is exploratory in nature. This study analyses 4,302 real-time customer reviews using sentiment and thematic analysis with the help of NVIVO 12 plus and Leximancer.FindingsThe findings suggest travel products as well as services associated with luxury resorts needs to be revisited. Staff needs to be more professional and must be proactive while redesigning services specially in situations like pandemic. While redesigning services in situations like pandemic, staff needs to be proactive, professional and must follow all protocols. Major negative experiences included long waiting time to avail frill services, privacy intrusion by bloggers and influencers, service quality issues. We recommend enhancing service quality followed by investing more in training and development, increasing the number of foreign languages spoken by staff and disseminating localized culinary experiences will enhance the experience quality with guests.Research limitations/implicationsThis study has several limitations: first, this study limited itself to 15 luxury resorts of Maldives, which may not serve as a true representation of all luxury resorts of Maldives. The next limitation of this study is that the authors have collected customer reviews from TripAdvisor only, and the reviews were only in English language.Practical implicationsThe findings of the research can be beneficial for the policymakers, hospitality practitioners and academicians who study luxury tourism industry to carve appropriate strategies for enhancing the customers’ luxury experience like leveraging customization in all areas and enhancing service quality, food quality, training and development of employees.Originality/valueMaldives has become one of the most expensive traveler destinations and is home to world’s most expensive resorts. This study is original in nature and has a forward-looking approach which studies the disruptive effect of pandemic, intangible nature of luxury as a concept can be used by hospitality industry to redesign the luxury customer experience which can improve marketing strategies aiming to potentiate this niche. In addition, to the best of the authors’ knowledge, this study will be the first one to capture the real customer experiences of luxury resorts of Maldives.

Unveiling the Nexus: Employee Training's Influence on Elevated Service Quality in Luxury Resorts

This research delves into the intricate relationship between employee training and the quality of service within the unique context of luxury resorts. Given the paramount importance of delivering exceptional service, especially within the upscale hospitality sector, our study aims to uncover the direct and indirect impacts of thorough employee training on the overall service quality provided to resort guests. Through a systematic analysis of training programs, guest satisfaction metrics, and the connection between well-prepared staff and improved service delivery, we offer valuable insights for luxury resort managers seeking to optimize the guest experience. Our findings illuminate the substantial role that effective training initiatives play in enhancing service quality. These insights have practical implications, guiding luxury resorts in customizing their training approaches to further enhance their reputation and competitive edge in the competitive luxury hospitality landscape. This research contributes significantly to the expanding knowledge base in hospitality management and underscores the critical importance of continuous investment in employee development to ensure a sustained commitment to exceptional service.

Reflecting on moving forward: luxury hospitality in New Zealand post-COVID-19

ABSTRACT Due to border closures during the COVID-19 pandemic, the hospitality and tourism industry was given a chance to re-imagine and re-invent itself. New Zealand’s borders were shut to international tourists for 28 months, giving it a considerable amount of time to strategise about what the future of tourism would be. One of these strategies was to attract more desirable tourists. New Zealand was not alone in this pursuit: other countries wanted to move towards a more sustainable tourism model, attracting high-value tourists instead of the default of mass tourism that popular destinations had suffered from. This conceptual article discusses how Tourism New Zealand started to re-imagine luxury hospitality to encourage high-value tourists to come to New Zealand.

CSR Perceptions and Brand Attitudes in Chinese Luxury Hospitality: The Moderating Effect of Ads vs. Media Reports

The fit between corporate social responsibility (CSR) and luxury is a debated topic and there is limited understanding regarding how the CSR initiatives of a luxury hotel are differently perceived and responded to by customers. The present study analysed the fit between CSR and luxury in China’s luxury hospitality industry by investigating customers’ CSR perceptions as well as their brand attitudes. According to the attribution of CSR motives, this study classified consumers’ four CSR perceptions, including CSR washing, corporate hypocrisy, corporate citizenship, and shared value creation. An experimental study was implemented with 400 luxury customers. It was found that when the CSR information of a hotel was disclosed by advertisements, participants reported stronger perceptions of CSR washing and corporate hypocrisy as well as weaker perceptions of corporate citizenship and shared value creation than when the CSR information was disclosed by media reports. Different CSR perceptions were found to differently influence customers’ brand attitudes. Their brand attitudes were positively influenced by the perceptions of corporate citizenship and shared value creation and were negatively influenced by the perceptions of CSR washing and corporate hypocrisy. In view of this, the present study argued that the fit between CSR and luxury in the hospitality industry is associated with whether consumers perceive CSR initiatives positively or negatively.

Unplanned Purchases of Luxury Goods and Experiences

Unplanned purchases, such as same-day bookings for hotel stays, are an emerging trend. However, few studies have examined unplanned purchases, particularly luxury hospitality and tourism purchases. This study compares consumers’ unplanned purchases of luxury goods and experiences. Four studies of luxury consumers in Hong Kong and the United States show that unplanned purchases of luxury experiences (vs. luxury goods) increase positive emotions and that the underlying mechanism is escapism. This study also shows that the price of luxury experiences enhances escapism whereas the price of luxury goods does not. This study contributes to the literature by challenging the universally negative view of unplanned luxury purchases. Luxury marketers should appeal to consumers’ sense of escapism to induce unplanned purchases of luxury experiences. Further, luxury marketers should maintain the monetary exclusivity of luxury experiences.