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Luxury Hotel Groups Look Beyond Brand-Centric Model and Prioritize Human Connection in AI Age

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Luxury Hotel Groups Look Beyond Brand-Centric Model and Prioritize Human Connection in AI Age

At an industry event organized by Italy-based Teamwork Hospitality group, high-end players are seeking a more intimate and individual-focused strategy.

MILAN — Luxury hospitality is entering a dynamic chapter, with a flurry of openings scheduled for the final months of 2026 and into 2027. Among them are The Four Seasons Gstaad, Six Senses Milan, Mandarin Oriental Gellért in Budapest, the Bulgari Resort Ranfushi in the Maldives, Hotel The Mitsui Hakone in Japan and more.

On Friday, at a summit in Milan organized by Italy-based Teamwork Hospitality group, industry leaders said during this next chapter of luxury hospitality, the focus will be less brand-centric and more human, intimate and in-tune with the local culture and community than ever before.

The aim at London-based IHG, which controls the Six Senses, InterContinental, Regent Hotels & Resorts and Kimpton chains, is addressing “the needs of each customer, for every moment of their life and every type of journey,” said Julia Mastrogiannaki, IHG’s EMEA director of global luxury and lifestyle sales.

“There isn’t one luxury customer. The same customer, at different moments, may choose Six Senses in the Maldives for a barefoot-luxury experience and InterContinental in Berlin for a business trip,” Mastrogiannaki continued. Six Senses, for example, is a banner focused on experiences with purpose and custom programs that blend spa treatments, biohacking [such as CellGym or Red Light Saunas], and nutrition plans around guests’ specific goals.

Driven by demand for wellness getaways and experiential travel , luxury hospitality and tourism are outpacing many other consumer and real estate sectors, according to the Bain-Altagamma Luxury Goods Worldwide Market Study.


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