Authenticity Is The New Luxury
From exclusive resorts to casual fine dining, luxury now is all about experience
Summer’s here, and the desire for moments of relaxation or adventure is in the air; whether it's lounging on a sun-soaked beach or exploring a remote corner of the world. In this week’s newsletter, we dive into the evolving sector of luxury travel and experiences, and how they’re shifting to meet the desires of today’s travellers. With a few suggestions for where to stay and dine.
WHAT’S HAPPENING. From Material Wealth To Meaningful Experiences
When you think of luxury, what comes to mind? Polished marble hallways, gleaming crystal chandeliers, and grandiose dining experiences that make you feel like royalty? That concept is evolving - and fast. Today, a new kind of luxury is making its way into the world: that of being present, of engaging with places or experiences that feel authentic, personal, and deeply meaningful.
Aman exemplifies this trend. Founded by Adrian Zecha as a response to the corporatization of the hotel industry, this group - whose name means “peace” in Sanskrit - was designed to offer travelers ultra-localised experiences rooted in cultural heritage and traditions. The success of this approach is evident in Aman's 43% revenue growth in 2024, with no signs of slowing down. The company is expanding into the Middle East with a $2 billion investment and has recently introduced Janu, a more affordable sister brand aimed at younger travellers who refuse to compromise on authenticity. And it’s not just about hotels; Aman’s Residences prove that this deep connection to places extends beyond vacation, appealing to those who seek authenticity year-round.
This shift isn’t limited to hotels. Across the globe, luxury dining is also undergoing a transformation. Gone are the days of stiff collars and white gloved service. Restaurants like Giglio in Lucca, Italy, and Le Suquet in Laguiole, France which recently gave up their Michelin stars, are embracing a new, more relaxed approach to fine dining. A recent study revealed that the Michelin star - once the ultimate marker of distinction - can sometimes become a double-edged sword, making it harder for restaurants to retain the intimacy and authenticity that guests crave.
Though this article isn’t about fashion, even within that industry, authenticity is driving success. Brands like Bode and Kartik Research have won over consumers by embracing limited-edition (and sometimes one-of-a-kind) products that emphasize local craftsmanship and heritage. The magic lies in the story: one that reflects tradition and cultural roots, offering a meaningful experience far beyond any flashy logo or luxury price tag.
WHY YOU SHOULD CARE. Authenticity, Connection, and Wellness Are Shaping The Future of Luxury
They say the best things in life aren’t things at all. Today, more and more people are proving that to be true, increasingly choosing authentic, immersive luxury experiences rather than just products. Bain & Company's latest market study shows that in 2024, the only luxury segments seeing growth are those tied to experiences. In a time of rising socio-economic uncertainty, consumers aren’t just looking for escapism: they’re seeking emotional fulfillment, connection and meaning.
The Evolving Luxury Traveler
McKinsey & Company predicts a 14% increase in high-net-worth individuals' spending on travel by 2028. Alongside this, a rising segment of aspiring travelers is also key to this growth, valuing novelty, culture, and history in everything from accommodations to food.
The launch of Janu reflects this shift. As Aman’s COO Roland Fasel said to Condé Nast “We saw that there was no one filling that space where experience, mindfulness, and an edgy approach to the local tastes and cultures existed. Janu fills that space”. While Aman is positioned as a private luxury retreat, Janu appeals to a younger, more social traveller through more affordable rates and vibrant public spaces. But both brands share one thing: deeply localized experiences rooted in tradition.
The Search for Authentic, Localised Experiences
Luxury alone no longer suffices. The Harris Poll found over 90% of travelers prefer experiences that reflect local charm, with 89% wanting hotels that immerse them in the history of a place.
In an industry where 70% of travelers feel that modern luxury hotels have “lost their soul” due to standardization, Aman has made authenticity the cornerstone of its value proposition. From dining in the traditional earth-walled Gwaadi courtyard at Amanbagh, to exploring the art of Bonkei at Aman Kyoto or visiting Greek ruins at Amanzoe, the hotel group goes beyond luxury by providing a home-away-from-home atmosphere, where culture and comfort meet.
The search for authenticity extends to restaurants as well. Canteen in London reimagines fine dining by offering a more relaxed, informal experience without compromising on quality. Led by Jessica Filbey and Harry Hills, both former chefs at the iconic River Café, Canteen's walk-in-only policy and unpretentious atmosphere create a space where food lovers, creatives, and even celebrities like Dua Lipa can mingle. Here, the essence of fine dining is stripped of exclusivity and formality, replaced by an approach that’s equally elevated but far more accessible.
Branding Still Matters, When Done Right
While modern luxury demands more than just a brand name, branding still plays a key role when experiences are done right. McKinsey found that 68% of luxury travellers care about loyalty programs - not for points, but for exclusive service and personalised attention. Aman has earned a cult following among its clients (known as “Aman Junkies”) and its lifestyle line, Aman Essentials, extends that dedication into everyday life. This trend is growing, as more hotels introduce capsule collections, like Frame for the Ritz Paris, Sporty & Rich for The Carlyle, and Emilia Wickstead for Passalacqua.
Janu’s first campaign, launched just a few months ago, also shows how branding matters. Shot by Christopher Anderson and William Jess Laird, it perfectly embodies the brand’s connection to exploration and inspiration, tapping into the essence of the new luxury.
Wellness as Luxury
The rise of wellness tourism highlights a growing demand for experiences that are personalised both externally, by reflecting a destination's heritage, and internally, by addressing each guest’s health and well-being. The sector is projected to reach $1.35 trillion by 2028, more than doubling since 2022, with wellness hotels outpacing all others in revenue per room (RLA Global).
At places like SHA Wellness Clinic in Spain, guests receive custom nutrition plans and treatments, while Six Senses Douro Valley in Portugal offers Yoga Sleep Therapy, blending spa treatments with yoga for a restorative experience. These wellness escapes are a clear sign that today’s luxury is about indulgence combined with self-care.
Luxury is no longer only defined by what you own; it’s about how you experience the world. As more travelers seek authenticity, connection, and wellness, the demand for immersive, meaningful experiences grows. Whether it’s through wellness, local cultural immersion, or brands like Janu creating accessible luxury, the future of high-end travel is all about engaging deeply with the world around you.
THE LIST. Immersive Hotels & Restaurants You Need to Try
This week, I've curated a selection of hotels and restaurants that embody the new luxury: experiences deeply rooted in local culture, offering authenticity and immersion in the traditions of their respective destinations. And not all of them come with a luxury price tag!
HOTELS
UXUA Maré (Trancoso, Brazil)
A hidden gem on Brazil’s Bahia coast, UXUA Maré features villas designed with traditional Brazilian materials and style, allowing guests to immerse themselves in local culture while enjoying an eco-luxury experience.
La Colombe d'Or (Saint-Paul-de-Vence, France)
Nestled in the heart of the French Riviera, this historic hotel doubles as an art gallery and creative retreat, showcasing works by Picasso, Matisse, and Calder. It’s a perfect blend of cultural immersion and luxurious comfort.
Maana Homes (Kyoto, Japan)
A peaceful retreat in the heart of Kyoto, Maana merges traditional Japanese ryokan-style hospitality with modern luxury. The serene surroundings, coupled with authentic experiences, make it a perfect escape into Japan's rich cultural heritage.
RESTAURANTS
Canteen / The Fat Badger (London, UK)
Canteen is a relaxed, unpretentious spot serving high-quality Italian cuisine. The menu changes daily, highlighting fresh, seasonal ingredients for an authentic Italian dining experience. Walk-ins only! Fat Barger, located just upstairs, offers a carte-blanche option for those seeking a more adventurous dining experience.
Osteria Francescana (Modena, Italy)
A three-Michelin-star experience by Massimo Bottura, Osteria Francescana fuses Modena’s rich culinary heritage with innovative modern techniques for a truly immersive dining experience.
Settimio Al Pellegrino (Rome, Italy)
A cozy Roman trattoria where the menu is a formality. Mario decides what you’ll eat, ensuring you savor authentic dishes like cacio e pepe and saltimbocca in a welcoming, no-frills atmosphere focused on flavor and authenticity.
Wow a great read - great recs at the end too
I learn more at each read! Thank you for your articles 👏 the recs are such a good idea!