Cover Oriol Montal on the future of luxury hospitality (Photo: JW Marriott Jeju Resort & Spa/Facebook)
Oriol Montal on the future of luxury hospitality (Photo: JW Marriott Jeju Resort & Spa/Facebook)
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As travellers seek more than just lavish amenities, the industry pivots towards personalised, sustainable and transformative experiences. We speak to Marriott International’s managing director, luxury, Asia Pacific (excluding China), Oriol Montal, to find out more
The landscape of luxury hospitality is shifting.
According to a luxury market update by Bain & Company, generations Y and Z (those born between 1981 and 2012) are set to account for 80 per cent of the global luxury market purchases by 2030. When it comes to luxury, these young consumers have a different approach than older generations. For one, the rising generation values luxury experiences over luxury goods. In the travel space, it means the new generation of travellers are no longer content with just five-star accommodation and Michelin-starred dining. Rather, they are seeking journeys that are as enriching as they are exclusive.
Marriott International’s managing director, luxury, Asia Pacific (excluding China) Oriol Montal shares: “Luxury in the traditional sense referred to fulfilling an established standard in delivering a level of service. Today, it is more than that. It is about providing a priceless experience, and creating pinch-me moments that one cannot quite put their finger on, moments which our guests did not know they were even craving.”
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Above Marriott International’s managing director, luxury, Asia Pacific (excluding China) Oriol Montal
Marriott International’s managing director, luxury, Asia Pacific (excluding China) Oriol Montal
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Various luxury hotels have begun investing in more unique and meaningful experiences to suit the needs of the modern traveller. Instead of a one-size-fits-all approach to luxury, hotels have introduced personalised services catering to individual preferences. For example, Bulgari Hotel Tokyo offers exclusive golf experiences and cultural tours for guests, catering to a range of interests. While JW Marriott Hotel Nara immerses guests into the city’s vibrant culture with deer calling events, cruises along the Dorokyo Gorge and more.
From pushing the boundaries of experiential travel to adapting to the needs of the modern traveller, Montal gives insight into what the future of luxury hospitality looks like.
Above JW Marriott Jeju Resort & Spa blends seamlessly with the island’s natural surroundings
JW Marriott Jeju Resort & Spa blends seamlessly with the island’s natural surroundings
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What does luxury hospitality mean to you?
Extending beyond offering a greater level of personalized service and human connection starting from the guest’s check-in, luxury hospitality to me is about how we can provide our guests with a truly transformative stay experience which will remain with them long after their return home.
What does the future of luxury hospitality look like both in Singapore and in Asia?
With our guests placing increasing value on the experiential elements of travel, we will continue to see unprecedented demand for travel and personalized experiences. Marriott International, as the world’s largest curator of luxury hospitality brands with a growing portfolio of over 500 luxury properties, is uniquely poised to not only anticipate trends forecasted in the luxury space, but to define them as well.
How have the customer demographics changed over the years?
In a world constantly adapting to changes, from technological advances to shifts in societal norms, and other dynamic variables, the luxury client profile has increasingly become fragmented. Culturally, demographically, and even geographically, there is no singular description to define today’s luxury guest. What we have seen however is a shift in mindsets and expectations. There is a renewed focus on authenticity, to help our guests connect emotionally, and in providing a heightened level of service and personalization.
Above Every Reserve weaves together the destination’s local culture with the brand’s standard of service and quality
Every Reserve weaves together the destination’s local culture with the brand’s standard of service and quality
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What does the luxury traveller look for? How has this changed over the years and how do you think it will change in the future?
Today’s luxury traveller is seeking to be surprised in the most unexpected of ways. We are seeing increasing demand for personalized encounters that are not only meaningful, but also allow travelers to immerse themselves in the local culture, community, and environment.
How does conscious design contribute to luxury hospitality? And how has this been implemented for the various Marriott brands?
When you consider how a conscious design approach can provide a fantastic stay experience whilst still safeguarding the community in which we operate in, the JW Marriott Jeju Resort & Spa, which debuted in South Korea in 2023 is a splendid example. Blending seamlessly with the island’s natural surroundings, the resort’s architecture and interior design scheme complement Jeju’s unique volcanic terrain.
Another example would be our Ritz-Carlton Reserve, an extension of the Ritz-Carlton brand. Every Reserve weaves together the destination’s local culture with the brand’s standard of service and quality. With seven Reserves around the world including Mandapa, Bali; Phulay Bay, Thailand; Higashiyama, Japan, each exclusive location is handpicked to offer guests a private and transformative experience, with offerings reflective of the local culture and environment. Nujuma, a Ritz-Carlton Reserve is a classic example of such a setting. It is located on Ummahat Island in the tranquil waters of The Red Sea, one of the Kingdom of Saudi Arabia’s luxury regenerative tourism destinations on the west coast of the country and surrounded by the world's fourth-largest barrier reef system with an archipelago of more than 90 untouched islands. This private island retreat marks the entry of the brand in the Middle East and was just launched this May.
Above FYSH offers a fin-to-scale concept, where every element of the fish is utilized in the menu
FYSH offers a fin-to-scale concept, where every element of the fish is utilized in the menu
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What are some of the challenges which the industry faced over the years?
One of the main challenges our industry continues to face is managing the rising cost of operations, without compromising on the guest experience. This challenge, coupled with customers’ expectations to ensure that we help them travel as sustainably as possible, has also created opportunities for us to be creative.
On this front, we are proud of our partnership with acclaimed Australian restaurateur and chef Josh Niland at FYSH, our all-day dining restaurant at the Singapore Edition. A seafood-focused steakhouse, FYSH offers a fin-to-scale concept, where every element of the fish is utilized in the menu, featured alongside responsibly sourced vegetables and meats. The entire premise is to ensure full utilisation of every element of the fish, placing emphasis on our local sustainability efforts and managing food wastage.
With innovation at the core of our business, we strive to push the boundaries of experiential travel, reimagining the future of luxury, and offering the limitless and transformational power of cultural discovery.
Amanda Goh was the former senior writer for Tatler Singapore.
