Luxury Hotels Want to Make You Feel Culturally Relevant
Skift Take
Luxury is no longer defined by pristine interiors and personalized service but limited knowledge-based access, distinct cultural experiences, and curated, specific references. Luxury hotels opening the doors to those experiences set themselves apart for future generations of affluent travelers.
Luxury hotels today are opening with a new amenity that seeks to satiate its curious clientele while simultaneously courting locals for a visit. The emergence of cultural programming at luxury properties is a global trend seen from the artistic center of Johannesburg to the countryside outside London.
The ever-evolving definition of luxury now includes knowledge and information as well as intimate access to influencers and experts.
Heckfield Place, a 400-plus acre estate, hotel and farm, opened this September an hour outside of London. Its existence extends beyond traditional hospitality, seeking to establish it as a cultural center for tourists as well as weekenders from London and the affluent communities that surround it.
The property opened with a year-long series of events and talks, dubbed “The Assembly,” featuring an impressive lineup including talks with journalist Christiane Amanpour and chef (and on-site culinary director) Skye Gyngell. There are talks and screenings with authors, documentarians and explorers as well as hands-on workshops and courses for adults and families.
General manager Olivia Richli joined the team for the opening after opening luxury properties for Aman and Soneva across Europe and As
