Following the reactions to my recent article “When even Park Hyatt embraces all-inclusive, something more fundamental is shifting?”, which generated strong engagement and discussion, what stands out is not so much whether all-inclusive belongs within luxury hospitality, but how differently this model continues to be interpreted across the industry. Some see it as an evolution of guest experience, others as a powerful revenue optimisation tool, and in reality both perspectives

Most hotels are adding more activities. Few are seeing real impact on revenue or guest loyalty. What ski resorts understand, and hotels often miss is how to think as a destination. Today, guests are no longer simply paying for a room. They are seeking a complete, immersive experience that gives them a reason to stay longer, spend more and return. Yet many hotels still operate as standalone buildings, while resorts at their best have long been designed as integrated ecosystems

Following my recent ski trip and the reflections I shared last week, I was struck by how much concierge services have evolved. Guest expectations have risen dramatically, and in luxury destinations the level of personalisation, cultural awareness, and attention to detail has become a defining standard. What was once considered an added benefit is now an essential component of the guest journey, especially in places like Courchevel, Val d’Isère, or the South of France, where t