By Ryan Mann, Ellen Scully, Matthew Straus, and Jillian Tellez Holub
McKinsey & Company

Luxury hotels know that the secret to top-tier customer experience is a culture of excellence. Luxury hospitality begins with a signature property, but a well-situated, beautifully designed hotel is only a start. Stellar service, driven by devoted hotel staff, is what makes a great property come alive. As one general manager (GM) of a luxury hotel told us in an interview, “Our facility is our stage, and guests are paying for a performance.”

Luxury hotels know that the secret to top-tier customer experience is a culture of excellence. Luxury hospitality begins with a signature property, but a well-situated, beautifully designed hotel is only a start. Stellar service, driven by devoted hotel staff, is what makes a great property come alive. As one general manager (GM) of a luxury hotel told us in an interview, “Our facility is our stage, and guests are paying for a performance.”

Virtuoso®, the global network renowned for luxury and experiential travel, is uniquely positioned to identify travel trends shaping the year ahead. The 2025 Virtuoso Luxe Report once again draws insights from Virtuoso’s industry-leading travel agencies and advisors across 58 countries to determine what’s now and next for in-the-know travelers.

La herramienta de reputación online, Shiji ReviewPro, revela el sólido desempeño del mercado de lujo en España, que supera las métricas europeas, a pesar de los retos en percepción de valor y tiempos de respuesta.