Forget infinity pools. Cultural capital is luxury’s real advantage
Youri Sawerschel, Founder of Creative Supply, warns that luxury hotels are drifting into sameness and that infinity pools, marble lobbies, and “local experiences” are no longer enough to justify a premium. He argues that in an AI-fuelled copy-paste world, the real long-term advantage will come from building cultural capital – a clear cultural point of view, active cultural production, and carefully curated communities – so that luxury brands become genuine cultural forces, not just nice places to sleep.
