What luxury travelers dislike — and what brands must fix by 2026
By Prof. Dr. Daniel Langer, Founder and CEO of Équité
A few years ago, I wrote that great hotels do not sell rooms. They sell memories. That insight feels even more urgent today.
Throughout 2025, I traveled extensively, advising luxury brands and auditing hospitality experiences. The same pattern appeared everywhere: guests pay more, expect more, and too often encounter inconsistency. Many luxury brands promise personalization, yet the reality often feels quite the opposite.