Luxury Hotels Research Articles

Freehand Drawing in Representing the Vernacular Architecture of Sveti Stefan in Montenegro

The Sveti Stefan luxury hotel complex in Montenegro attracts guests for its historic and cultural qualities. Endangered as vernacular heritage due to its inaccessibility to the general public, the interior of Sveti Stefan is slipping into oblivion as a result of the lack of control by the Montenegrin authorities over cultural heritage. The collection of drawings presented in this paper evokes the relationship between the island’s vernacular architecture and its natural environment. The use of freehand drawing rather than digital imagery can reflect the spontaneously created quality of non-pedigreed architecture, conjuring up its ambiance. By highlighting the beauty of Sveti Stefan through pencil drawings we aim to influence the preservation of its vernacular character.

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.

Robot anthropomorphism at luxury hotels: a dual-congruity mechanism with luxury and task under anxiety

ABSTRACT Although service robots have been extensively studied recently, few empirical investigations have focused on the luxury setting. Targeting the setting of luxury hotels, in this study, expectation-confirmation theory and dual-congruity theory are combined to examine the impact of robot anthropomorphism on consumers’ expectations of service robots. The findings obtained from a sample of 556 respondents indicated that robot anthropomorphism increased consumers’ perceived social capability, performance expectancy, and perceived importance. Furthermore, luxury-technology fit and task-technology fit mediated the effects of social capability, performance expectancy, and perceived importance on the intention to use robotic services. Furthermore, the moderating role of anxiety toward robots in strengthening the effect of luxury-technology fit on the intention to use robotic services was revealed. The findings contribute to an enhanced understanding of consumer psychology in the context of advanced service technologies, offering valuable insights for the strategic implementation of service robots at luxury hotels.

The Motivation Factors for Chinese Female Tourists to Participate in ‘Pin’ Themed Afternoon Tea at Luxury Hotels in Macau from the Sharing Economy Perspective and Self-Determination Theory

ABSTRACT The sharing economy has changed the consumption pattern of hospitality services. This study explored a new situation under the sharing economy service – the “Pin” afternoon tea (a form of group purchases) – and determined consumers’ motivations for participation. Qualitative research was conducted in the context of the sharing economy theory and self-determination theory. The results of interviews with 11 Chinese female tourists revealed nine motivation factors in five main dimensions (financial benefits, social benefits, sustainability, enjoyment, and novelty) of “Pin” afternoon teas: cost saving, product scarcity, expanding the circle of friends, social status, environmental consciousness, enjoying the processes, enjoying the foods, enjoying the environment, and experiencing new things. This study contributes to hospitality research by indicating how a niche market (Chinese female tourists) is motivated by a new sharing economy model (the “Pin” afternoon tea). Knowing these motivations may help the hospitality industry formulate appropriate strategies to speed tourism recovery.

Does paradoxical leadership predict employee job performance in hospitality? A sequential mediation of harmonious work passion and innovative work behavior

PurposeDrawing insights from a self-determination perspective, this study aims to investigate the impact of paradoxical leadership (PL) on job performance among hospitality employees. It also explores harmonious work passion (HWP) and innovative work behavior (IWB) as sequential mediators in this direct association.Design/methodology/approachA self-report structured questionnaire was used to collect survey data from 298 employees working in Indian four-, five- and five-star luxury hotels. To test the hypothesized model, partial least squares-structural equation modeling (PLS-SEM) was used.FindingsThis study found PL positively influences HWP, IWB and job performance of hospitality employees. Also, the positive association between PL and employee job performance is significantly mediated by HWP and IWB, individually as well as sequentially.Practical implicationsAdopting PL in hotels can significantly boost employees’ HWP and IWB, resulting in enhanced job performance. This leadership style empowers employees to navigate conflicting demands, fostering creativity and adaptability. Consequently, hotels can benefit from a more engaged workforce, improved service delivery and a competitive edge.Originality/valueThis research adds to the limited literature on PL in the hospitality sector by highlighting its impact on employee behavior and performance outcomes. To the authors’ knowledge, this is the first study to empirically link PL with HWP, IWB and job performance in a sequential mediation model. It uncovers the “black box” of mechanisms connecting PL to work outcomes from emotional and cognitive perspectives.

Are all luxury guests the same? A benefit segmentation of 5-star hotel customers

PurposeThis research aims at identifying segments of luxury guests based on the benefits they seek when staying at 5-star hotels. The study also wants to investigate whether ethics and sustainability have a role in differentiating the segments.Design/methodology/approachAn online panel survey allowed the collection of 508 responses with participants from Switzerland that spent at least one night in a 5-star hotel between 2022 and 2023. The survey asked about perceived benefits, sustainable tourist behavior, preferred hotel green practices, trip-related factors and socio-demographics. Hierarchical cluster analysis was employed to group participants on the benefits identified via exploratory factor analysis. The other variables were used for segment profiling.FindingsResults show the existence of three customer segments for 5-star hotels: the ethical enthusiast, the unconcerned aesthete and the practical connoisseur. These differ in the importance they assign to ethical, social and symbolic benefits, as well as functional service benefits. The relevance of sustainability in the luxury hotel experience is stronger for the ethical enthusiast.Practical implicationsLuxury hotel managers should highlight sustainable practices on social media to attract ethical enthusiasts. In addition, marketing content customization should be used to appeal to the benefits and profile of each identified segment.Originality/valueThis is the first study that provides a benefit segmentation of luxury hotel guests, and it is also the first research that considers the role of sustainability and ethics in differentiating these customers.

The nexus between green transformational leadership and financial performance of hotels: the mediating effect of environmental management practices

PurposeThis study sought to examine the effect of green transformational leadership (GTL) on financial performance (FPef) of star-rated hotels in Addis Ababa and also delving into the mediating effect of environmental management practices (EMPs) on GTL–FPef nexus.Design/methodology/approachThe study used survey data, and analysis was done using SPSS 25, AMOS 24 and PROCESS Macro to determine the mediating effect of EMPs on the GTL–FPef nexus in hotel sector (n = 100).FindingsThe study found that the hotels under investigation have little access to green financing, lack environmental policy and strategy, perceived low stakeholders’ pressure to embrace eco-friendly practices and implemented EMPs to a lesser extent. Regression results demonstrated that GTL had a positive effect on EMPs and FPef. Furthermore, the result of a mediation test conducted using SPSS PROCESS macro revealed that the relationship between GTL and FPef is partially mediated by EMPs. Finally, one-way ANOVA result revealed that luxury hotels adopt EMPs better than budget hotels.Practical implicationsThis study provides valuable practical insights for hotel owners, managers and policy makers regarding the importance of adopting GTL style and investing in EMPs to remain environmentally responsible and ultimately improve FPef levels.Originality/valueUnlike previous studies that focused on individual-level intermediate variables to explain the indirect relationship between GTL and FPef, this study examined the mediating role of EMPs in the relationship between GTL and FPef at organizational level.

The Mediating Effect of Brand Trust on Yhe Relationship between Corporate Social Responsibility and Hotel Customer Satisfaction

This study explores the impact mechanism of corporate social responsibility (CSR) on hotel customer satisfaction, paying particular attention to the mediating role of brand trust in this process. Based on stakeholder theory and signaling theory, we propose that corporate social responsibility not only directly affects customer satisfaction, but also indirectly affects satisfaction by enhancing customer trust in the hotel brand. We surveyed 732 guests at multiple hotels and analyzed the data using structural equation modeling. The results support our theoretical model and reveal that (1) a hotel's corporate social responsibility practices have a significant positive impact on customer satisfaction; (2) brand trust partially mediates the relationship between corporate social responsibility and customer satisfaction. relationship; (3) hotel type (luxury hotel vs. budget hotel) moderates the impact of corporate social responsibility on brand trust, and this relationship is more obvious in luxury hotels. This study enriches the literature on the impact mechanism of corporate social responsibility, reveals the key role of brand trust in hotel corporate social responsibility practices, and provides a new perspective for hotel managers to improve the effectiveness of corporate social responsibility.

Harnessing the power of artificial intelligence (AI): a paradigm shift in HRM practices for employee sustainable performance

Purpose This study aims to investigate the interplay between artificial intelligence (AI) integration, organizational digital culture, human resource management (HRM) practices and employee sustainable performance in luxury hotels in Malaysia. It seeks to elucidate how AI adoption influences organizational dynamics, shapes HRM practices and impacts employee sustainable performance over time. Design/methodology/approach Using a quantitative approach, survey questionnaires derived from prior research were utilized. Analysis using G*Power software determined an appropriate sample size, with psychometric evaluation validating scale development. Statistical analyses using Statistical Package for Social Sciences (SPSS) 28.0 and SmartPLS 4 confirmed data reliability and validity. Findings Out of the five hypotheses, three were supported. A positive relationship was found between AI adoption and employee sustainable performance, highlighting AI’s potential to enhance productivity and job satisfaction. However, the relationship between AI adoption and organizational digital culture was not supported. On the other hand, HRM practices positively influenced employee sustainable performance. In addition, organizational digital culture was positively associated with employee sustainable performance, underscoring the role of digital fluency in driving workforce productivity. Conversely, AI failed to moderate the relationship between HRM practices and employee sustainable performance. Research limitations/implications The study’s focus on luxury hotels in Malaysia and its reliance on cross-sectional data, suggesting the need for longitudinal designs and diverse organizational contexts in future research. Comparative studies across sectors and countries could offer insights into variations in AI adoption practices and their impact on organizational performance. Originality/value This study contributes to theoretical frameworks by empirically examining complex relationships between AI integration, HRM practices, organizational digital culture and employee performance, emphasizing the importance of considering organizational context and cultural factors in understanding the implications of AI adoption for sustainable performance enhancement.

Luxury depiction in posts of the most popular Lithuanian influencers on Instagram and Facebook

Abstract Background Studies show that depiction of high living standards in social media is related to mental health problems. Influencers in social networks are those who might publish such content and reach high numbers of people. We aimed to assess the prevalence of luxury depiction in posts published by Lithuanian influencers on Facebook and Instagram. Materials and methods All publicly available posts created by 21 most popular Lithuanian influencers on Facebook and Instagram in 2022 were included. The content analysis of the posts was performed and information about luxury and other lifestyle factors was registered. Distribution of the posts depicting luxury was compared according to social networks where they were published and characteristics of the influencers: gender, age, number of followers, and the target audience. Results A total number of 6425 posts were analysed. Every fifth (18.2%) post depicted luxury. Posts depicting luxury were published on Facebook and Instagram with a similar frequency (p = 0.066). Among these posts, luxury brands were presented in 7.5%, luxury hotels and restaurants - in 7.1%, luxurious trips - in 63.0%, luxurious cars - in 27.6%, luxurious activities - in 0.8%, and jewellery - in 0.5%. Overall, men, older influencers, influencers with higher number of followers more frequently posted content depicting luxury (respectively, 29.0% vs. 10.6%, 20.2% vs. 14.5%, 20.3% vs. 15.4%, p-value less than 0.001). Luxury was more frequently depicted in posts targeted to male audience than targeted to female or unisex audiences (respectively, 46.6% vs. 10.5% vs. 20.7%, p-value less than 0.001). Conclusions Every fifth post of Lithuanian influencers depicts luxury. Luxurious trips are depicted most frequently. Male and older influencers, and those with more followers more frequently depict luxury-related content. Luxury is most frequently depicted in posts targeted to male audience. Key messages • Every fifth post of Lithuanian influencers depicts luxury – this might be considered as an important risk factor for public mental health. • Higher prevalence of luxury depiction targeted to male audience should be taken into account when implementing public health interventions.

Antecedents of Travel Advisories on Performance of the Hotel Industry in Kenya: A Case of Five-Star Hotels in Nairobi County

Purpose: The general objective of this study was to examine the antecedents of travel advisories on the performance of the hotel industry in Kenya by focusing on five-star hotels in Nairobi County. The specific objectives that guided the study were to examine the effect of political instability advisory, pandemic advisory and terrorism advisory on the performance of five-star hotels in Nairobi County. Methodology: The explanatory research design was employed in this study. The population of this study were the managers of five-star hotels in Nairobi County and were 426 in total. A stratified sample technique was employed in the study, while Simple Random Sampling (SRS) was used to select samples from each study stratum. The Yamane formula was applied is selecting 206 respondents who made the sample size of the study. The study used primary data that was gathered using self-administered and structured questionnaires. These questionnaires were pilot tested for reliability, and were distributed electronically for data collection. Descriptive and inferential analyses were applied during analysis and both tables and figures were used to display the findings. Findings: The results of the study showed that guest safety was a significant element for guests when choosing a destination to visit. Correlation analysis revealed that there existed a significant and negative statistical association between political instability advisory and hotel performance. The regression coefficients showed that a unit increase in political instability advisory provided resulted in a 37.7% decrease in performance of five-star hotels in Nairobi County. The outcome of the study indicated that hotels observed precipitous declines in occupancy rates during the COVID-19 pandemic. Correlation analysis showed that there existed a significant and negative statistical association between pandemic advisory and hotel performance. Regression coefficients indicated that a unit increase in pandemic advisory provided resulted in a 57.7% decrease in performance of five-star hotels in Nairobi County. The findings of the study revealed that a lack the resources had turned the attention of terrorists to target luxury hotels. Correlation analysis demonstrated that there existed a significant and negative statistical association between terrorism advisory and hotel performance. The study concludes that political incidents had a serious effect on the hotels’ performance compared to natural disasters since guest safety was a significant element when choosing a destination to visit. Unique Contribution to Theory, Policy and Practice: The study recommends the managers of five-star hotels in Nairobi County use available media both digital and traditional to provide factual information to their potential guests during times of political unrest. They need to create flexible corporate policies that would allow them to face new circumstances.

Exploring memorable experiences in luxury hotels

Purpose This study aims to explore memory-dominant logic (MDL) in the luxury hotel context to assess the flow of management experience decisions to memorable experiences, which lead to guest outcomes. While research into memorable experiences has gained traction, the theoretical underpinnings of what makes an experience memorable in a luxury hotel setting are not well documented. Design/methodology/approach A grounded theory, qualitative methodology was used to assess MDL value transformation. Inductive methods included conducting in-depth interviews with hotel managers and analyzing social media reviews for each hotel. Guest reviews served as an indicator of memory outcomes and the counterpoint to the managerial interviews, supporting or refuting interview findings. Findings Key dimensions emerged, emphasizing the importance of managerial inputs to experience design, service experience attributes and memorable experience creation, demonstrating a sequence of memory-based value creation and outcomes such as positive word of mouth/electronic word of mouth (WOM/eWOM). Sentiment analysis identified attributes that appear to be a “must-have” to avoid dissatisfaction, as well as areas at risk for negative memories. Dimensions were developed into a framework using themes derived from MDL value transformation, management and consumer inputs that influence memorable experience outcomes in this context. Research limitations/implications The study supported the MDL theoretical framework by illustrating the flow from managerial inputs to the service experience, to elements of experience co-creation, and through to the guests’ WOM/eWOM and experience memories. The findings highlighted the symbiotic relationship between firm culture and service experience design, providing guidance for managerial practice going forward. Originality/value This paper uncovers major themes and dimensions identified by guests and managers as necessary in creating memorable experiences in a luxury setting and develops a framework that serves as a foundation for further study, including anteceding factors and their impact on hedonic consumption across experience domains.

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.

Influence of Social Media Marketing on Customer Loyalty in Luxury Hotels in South Africa

Purpose: The aim of the study was to assess the influence of social media marketing on customer loyalty in luxury hotels in Kenya. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that effective social media strategies, such as engaging content and personalized interactions, foster a strong emotional connection between luxury hotels and their guests. This emotional engagement, often cultivated through visually appealing posts and authentic storytelling, enhances brand perception and trust, leading to increased customer loyalty. Furthermore, user-generated content and reviews shared on social platforms contribute to a sense of community among customers, reinforcing their loyalty to the brand. Overall, luxury hotels that leverage social media marketing not only attract new customers but also cultivate a loyal clientele that feels valued and connected to the brand's identity. Implications to Theory, Practice and Policy: Relationship marketing theory, social exchange theory and brand loyalty theory may be used to anchor future studies on assessing influence of social media marketing on customer loyalty in luxury hotels in Kenya. Luxury hotels should prioritize developing personalized marketing strategies that leverage data analytics to understand customer preferences. As hotels utilize data for personalized marketing, clear policies regarding data privacy and security must be established.

The hidden gems in online reviews: unraveling how the expressions of affective needs impact review usefulness

ABSTRACT Recognizing the importance of affective fulfillment for contemporary customers, this study aims to investigate how the expressions of affective needs in online reviews impact review usefulness. Drawing on information processing theory, we proposed a framework based on big data analytics and econometrics to explore 469,202 online reviews. Empirical findings unveil that consumers’ expressions of affective needs involve Service, Room, Decoration, Enhancement facility, and Location; both the affective needs presence and intensity regarding the first four attributes positively influence review usefulness. The expressions of functional needs have bigger impacts than that of affective needs regarding Room but smaller than Service, Enhancement facility, and Decoration. Hotel type moderates this relationship: the influence of affective need expressions is amplified in luxury (vs. economy) hotels, indicating that their customers crave more disclosure for affective needs. This study contributes to research on review usefulness and hospitality market segmentation. Practical implications for multiple stakeholders are discussed.

The Hotel Industry in China: Overview, Observations, and Future Prospects of 5-Star properties within the Chinese hotel industry

This paper examines the evolution of 5-star hotels in China, focusing on the shifting trends in design, services, and customer preferences. The study explores the impact of cultural and generational changes on luxury hotel standards, alongside the effects of the COVID-19 pandemic on hotel operations and recovery. Using industry data, personal observations, and an analysis of market trends, this research critically discusses the challenges faced by 5-star properties in maintaining uniqueness and high-quality service. The purpose of this study is to assess the status quo of luxury hotels and propose strategies for sustaining innovation and excellence in a rapidly changing hospitality landscape.

Do all complain the same? Examining the role of luxury hotels reviewer attributes using text mining

Purpose Although extant studies found the determinants of customer complaints in luxury hotels, comparison of complaint severity using reviewer characteristics (nationality, reviewer type and expertise) is limited. This study aims to identify the variation in customers’ complaint attributes among different customer categories. Design/methodology/approach This study tried to address this gap by using structural topic modelling and text mining techniques to find the sentiment score, word count, complaints attributes and severity score. The research sample covers luxury hotels in India, and online review text and their associated data has been collected and analysed. Findings The authors found that leisure customers wrote lengthier reviews and complained about the facility-related aspects (valet parking, entertainment and amenities) and food-related aspects (food variety, service and menu) while the business customers’ complaint severity score is more on salient aspects (room size, bathroom and staff related services). The international customers wrote lengthier reviews and complained more about the facility-related aspects (amenities, pick-up and entertainment) and core service offerings (stay experience, bathroom, dirtiness and complaint resolution). Whereas domestic customers complained more about stay-related aspects (food variety, quality, services, staff behaviour and stay experience). Also, this study used correlation analysis to find the dependencies between topics and uncovered underlying patterns, trends and associations, aiding in a deeper understanding and interpretation of the complaints. This study can help service providers tailor their services based on customer attributes to ensure maximum customer satisfaction. Originality/value The findings of this study can enable hotel service providers to customise their services based on customer attributes to reduce dissatisfaction among customers and promote customer loyalty. The findings of this study can also be used to devise differential promotional strategies for different types of customers.

The impact of emotional perceived value on hotel guests’ satisfaction, affective commitment and loyalty

Purpose This study aims to investigate the impact of emotional perceived value on hotel guests’ satisfaction, affective commitment and loyalty. Design/methodology/approach Data were collected from 348 respondents living in the United Arab Emirates, and hypotheses were tested using AMOS 28 and structural equation modeling. Findings This study’s unique contribution lies in its revelation that emotional perceived value directly impacts guests’ satisfaction, affective commitment and loyalty. Furthermore, it uncovers that emotional-perceived value indirectly influences loyalty through satisfaction and affective commitment. Practical implications This research underscores the importance of hotel managers prioritizing guests’ emotional perceived value in their offerings. Managers can significantly enhance guests’ satisfaction, affective commitment and loyalty by highlighting self-gratification, aesthetics, prestige, transaction and hedonics. Originality/value This study brings a fresh perspective to understanding customer perceived value (CPV). It argues that the mere emphasis on the functional aspect of CPV would likely fall short of fully comprehending specific outcomes of their experience (e.g. satisfaction-dissatisfaction, loyalty, etc.). Assessing the emotional aspect of CPV, known as emotional customer perceived value (ECPV), adds further explanations and sheds light on the understanding of the CPV concept and its impacts on consumers’ experience. Furthermore, this study emphasizes that emotional perceived value is better comprehended as a multidimensional rather than a unidimensional construct. It adds that the concept of customer value as a multidimensional concept is context-specific (i.e. dimensions vary from one service sector to another), providing a unique and valuable perspective for the luxury hotel industry.

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.

Shaping digital luxury perception: The impact of curvature in website design

Design-oriented studies play a pivotal role in shaping the future of hospitality, as they directly influence guest experience, operational efficiency, and even brand identity. This research pioneers the exploration of how font and corner curvature—two indispensable elements of website graphic design—affect the perception of luxury in digital branding through hedonic values and readability. Utilizing a mock-up luxury hotel website, we examined the effects of corner and font curvature through an experiment with 182 participants. The results show that: 1) both rounded corners and fonts increase the site's hedonic value, 2) rounded fonts improve readability, 3) hedonic value and readability significantly enhance luxury perception, and 4) sharp corners improve luxury perception. We recommend a combination of sharp corners and rounded fonts for luxury hotels, as sharp corners enhance luxury perception while rounded fonts improve readability and hedonic values. This approach balances brand identity with functionality and digital pleasure.