The Alchemy of Luxury - a vision paper

In the ever-evolving world of luxury hospitality, the rules are being rewritten—not in boardrooms or branding studios, but in the quiet moments when a guest feels truly seen, moved, or changed. From Prestige to Presence is more than a vision paper; it is a call to rethink what luxury means in an age of climate urgency, emotional burnout, and cultural awakening.

For years, luxury branding has been rooted in visual identity and aspirational narratives. But the landscape is shifting. Guests no longer seek to escape—they seek to transform. The most resonant hospitality experiences today do not rely on perfection, but on presence: the rare alchemy of empathy, meaning, and emotional intelligence woven through every touchpoint. Read more below.