Growing up in the suburbs of Dallas, Texas, my early travel experiences were modest yet deeply memorable. Road trips with my grandparents to nearby Southern states like Arkansas, Oklahoma, Louisiana and Alabama were my first forays into the world beyond my neighborhood. At 10 years old, the thrill of staying at a Holiday Inn, complete with an outdoor pool, plastic square ice buckets and tiny bars of soap, felt like the epitome of luxury. A cheeseburger at a nearby Bob’s Big Boy restaurant was divine.
Fast forward through a 20-plus-year career in designing and executing global corporate incentives and executive events in China, France, UK, Spain, Mexico and Costa Rica, along with extensive international personal travel, and my definition of luxury has transformed. Yet, the core essence remains: Luxury is deeply personal and relative to one’s experiences.
Luxury is not a one-size-fits-all concept; it evolves with us. Our early experiences shape our initial understanding, but as we travel more, see more and do more, our expectations change.
In the world of incentives and executive-level events, this means constantly pushing the envelope to meet and exceed the evolving expectations of our customers, attendees and participants. As designers, we must continually evaluate and elevate our events, considering the diverse lifestyles, past experiences and preferences of our audiences.
To craft a luxury experience that resonates, it’s essential to understand what your audience values. This requires more than just assumptions—it demands direct engagement. Whether through surveys, feedback forms or one-on-one conversations, gathering insights into your attendees’ preferences and past experiences is crucial. Crafting an attendee persona that includes age ranges, gender, generational and lifestyle preferences is foundational to this process.
So, what exactly is this direct engagement with attendees telling us about modern luxury? Here’s what my personal experiences in the luxury space have taught me so far.
[Related: Luxury Redefined: How and Why Luxury Meetings and Events Experiences Are Shifting]
Luxury Is Immersive Experiences and Human-Centric Service
In today’s event landscape, luxury is about anticipation and personalization. It’s about human-centric service that offers comfort and inclusion for every attendee.
Luxury hotel brands like Auberge Resorts Collection are masters at this, regularly delivering exceptional service. Their approach, particularly at properties like Stanly Ranch in Napa Valley, integrates every touchpoint—from the arrival experience to the interaction with staff—to create an immersive, luxurious yet comfortable and relaxed experience.
During a recent site inspection at Stanly Ranch, I experienced this firsthand. From the moment of arrival, where a “ranch hand” (a charming alternative to the traditional valet) greets you, the experience is carefully curated to blend seamlessly with the natural landscape. The resort’s layout creates a sense of discovery and immersion in the surrounding beauty.
Of course, the expectation at a five-star luxury resort is exemplary service and luxurious amenities, and although my expectations were met, there were some unique, comforting and welcomed twists.
The standard resort elements—reception, registration, restaurants, function space, gym and spa—are housed in separate buildings scattered around the property with the infinity pool as a central visual focus. Everything is designed to blend and intertwine into the landscape that includes over 1,000 lavender plants.
Immediately to the left of the arrival area, a focal point of the resort, there is The Grange, a small farm or large garden, depending on your perspective, but in reality, a quarter-acre of bliss. The Grange includes a hen house with several finely feathered inhabitants, as well as the chef’s demonstration kitchen, and can accommodate up to 40 guests for a true farm-to-table experience that features freshly picked ingredients used for healthy, locally produced, gourmet dinners.
It is exciting to see hotels and venues embracing this shift of what luxury means and how to translate that effectively and uniquely in each destination.
For venues and event designers alike, there has to be a balance. Anticipating what your attendees need, providing comfort, belonging, excitement, surprise and joy, and offering an opportunity to learn and explore is really the secret sauce that pairs well with every ingredient of a luxury experience—even the coffee.
We all have a preference on how we like our morning pick-me-up, and a bad cup of coffee can make for a bad day. During a recent C-level executive summit, a morning coffee service offered a choice of coconut milk, macadamia milk, almond milk, oat milk, whole milk, skim milk, half and half and 2%. This may seem a bit extreme, but it demonstrates how to bring micro-comfort to attendees by considering their various preferences.
[Related: Lone Star to L'étoile: 8 Tips for Planning On-Trend Customer-Centric Luxury Experiences]
Luxury Connects Us With Nature
Sun, trees, fresh air, nature—they are making a luxurious comeback! Gone are the days of over-the-top opulence and excess like champagne fountains and caviar bars. Today’s luxury is more measured, focusing on sustainability, a connection with nature and thoughtful details that enhance the overall experience.
At Stanly Ranch, for instance, the use of glass garage-style walls in meeting rooms allows for a seamless transition between indoor and outdoor spaces, offering attendees the chance to connect with nature in a way that traditional ballrooms simply can’t compete with.
For many of my clients, the ability to view and connect with nature is a top priority when selecting venues and planning events. This trend toward natural integration is not just about aesthetics but also about creating a calming, peaceful environment that enhances the overall attendee experience.
Unique venues can also offer views and outdoor areas for sessions, conversation and networking opportunities. Often these venues can be more cost-effective and budget-friendly if you are flexible and creative with your experience design.
A few months ago, a client hosted a one-day Executive Summit at the Officers’ Club in San Francisco’s Presidio. Located within a former military-base-turned-national-park at the base of the Golden Gate Bridge, the Officers Club features function space with views of the Bay and is surrounded by trees and open green space. There is an outdoor patio for breaks and the windows open for fresh air to create an ideal balance of natural luxury.
[Related: Lone Star to L'étoile: 4 Lessons Learned While Living and Working Remotely in France]
Luxury Delivers Value and Impact
Ultimately, luxury in events is about delivering value that resonates deeply with attendees to leave a lasting impact. Creating experiences that feel personal and demonstrate a level of care, thought and creativity reflects positively on a company’s brand. These luxury experiences can build trust, validate thought leadership and ultimately build long-term business relationships that drive revenue.
As we continue to navigate the evolving landscape of luxury, the key lies in understanding our audience, designing with intention and always seeking new ways to elevate the experience.
After all, that’s where the challenge and joy lie for most of us.
With love and luxury, Laurie
