Beyond Ultra-Luxury

Legacy precedes luxury.

What the Numbers Reveal — and What They Cannot Measure

A recent analysis by CoStar, authored by hospitality analyst Jan Freitag, highlights a growing bifurcation within the luxury hotel segment. Ultra-luxury properties, defined by the highest average daily rates in their respective markets, are achieving unprecedented rate premiums while deliberately operating at significantly lower occupancy levels. Scarcity, exclusivity, and access — rather than volume — have become their strongest commercial levers. From a purely analytical perspective, the data is compelling.Yet it also reveals something more profound than financial outperformance…