UK hoteliers are reshaping the meaning of modern luxury through authenticity, connections and intelligent design.
The theme of this year’s Independent Hotel Show in London was Redefining Luxury, and boy did the conversations deliver! Gone are the days when opulence, exclusivity and excess defined the guest experience. Today’s definition of luxury is quieter, more human and purpose-driven – a blend of emotional resonance, interactive experiences and intelligent hospitality.
From Roger Saul, co-founder of Mulberry, to technology innovators and next generation hoteliers, panellists and exhibitors explored what luxury truly means for the independent hotel market. Here are Custard’s five key takeaways from this year’s show, and what that means for marketing and communications in the UK independent hotel sector.
- Luxury is no longer just a product – it’s a feeling
“I don’t really like the word ‘luxury’,” said Roger Saul during his keynote interview with Custard’s creator, Petra Clayton. “People say luxury is the most expensive thing available, but that’s not how I see it. Luxury is what money can’t buy.”
His words captured the sentiment echoed throughout the show: luxury today is defined by emotion, not expenditure. It’s the moment of unexpected thoughtfulness, the handwritten note; the quiet confidence of being seen and understood. The word heard most during the sessions: experience. There is a shift from tangible to intangible value, redefining how hotels should communicate their brand. The experience, not the object, is the message.
Lisa Jucca of Reuters observed: “We’re witnessing a shift in what consumers consider value.” It has been estimated that fifty million people have exited the traditional luxury segment, but not because they’ve lost the appetite for indulgence – they have simply redefined it as personal connection and meaning.
Custard’s top takeaway: Replace superlatives with sentiment. In copy and campaigns, speak to emotion, individuality, atmosphere and connections. Focus on the sensations guests remember – not the surfaces they see.
- Experience, enrichment and community now define value
Continuing on this theme – luxury has evolved into a shared experience rather than a solitary indulgence. “Everything we do now needs to enrich us,” said Natasha Shafi from Mr & Mrs Smith. “There must be meaning and purpose in how we spend our time and money.”
There is a reason why the larger chains are all launching lifestyle brands as part of their ever-growing portfolios. Boutique and independent hotels are uniquely equipped to deliver enrichment, through connection to place and community. Experiences that invite learning, contribution and belonging now carry greater weight than lavish formality.
At The Other House, CEO Naomi Heaton described a ‘360-degree living experience’ – a concept where staying, working and socialising merge into one ecosystem of community. Guests aren’t just consumers of a space, but participants in its story.
Custard’s top takeaway: Communicate your sense of place and purpose. Showcase real stories, local collaborations and the emotional texture of your brand. Connection is the new currency of luxury.
- Authenticity is the new benchmark – and it requires bravery
“Be brave, take risks – but know when it is not working,” advised Roger Saul when asked about balancing creativity and consistency. “Don’t be somebody else. Make sure your ingredients are amazing.”
Across discussions, authenticity emerged as luxury’s most important quality. In an era of AI and algorithmic marketing, audiences respond to the truth – brands that act, sound and feel like themselves. Tej Walia from Foxhills Collection made a great point: “Be unapologetically bold. Commit, but be ready to stop and change.”
It’s this blend of courage and clarity that sets independent hotels apart. They have the agility to evolve, experiment and refine, without the constraints of global brand templates.
Custard’s top takeaway: Authenticity is strategy, not style. Ground every message in your core story and values. Communicate what makes you different, not what makes you similar.
- Technology should be invisible – empowering, not replacing humanity
On the Innovation Stage, HOSPA’s CEO Jane Pendlebury questioned the future of personalised hospitality, reframing the conversation around technology. The message here was pretty clear – automation and AI are not the end of human hospitality – they are tools to deepen it. Efficiency can coexist with warmth, as Mollie’s Matt Bell explained: “AI should handle the admin so humans can focus on human connection.”
Importantly, luxury lies in choice. True hospitality gives guests control – to self-check in or be greeted personally, to order by app or converse at the bar.
Technology, when done right, simply fades into the background, creating a seamless, personalised experience. Hamish Kilburn described this in his innovative ‘trend forecast’ showroom tour, stating that ‘invisible intelligence’ is the future. This means systems that respond to guests intuitively, without ever breaking the aesthetic or the moment.
Custard’s top takeaway: Technology is the invisible enabler of human connections. Tell stories of empowerment and ease, not automation for its own sake. The most sophisticated systems are the ones guests barely notice.
- Wellness, rest and ritual have become the new status symbols
The final evolution of luxury lies in how it makes people feel within themselves. Wellness has moved beyond the spa to infuse every moment of the guest journey, from the design of a sound-absorbing lobby to the lighting that mirrors natural circadian rhythms.
Hamish Kilburn noted: “Wellness is no longer a luxury, but an expectation woven seamlessly into daily experience.” The modern hotel is a sanctuary where guests can disconnect, sleep deeply and move at their own rhythm. Even routine is being elevated to ritual. From morning coffee to the evening turndown, hotels are turning small acts into moments of meaning – almost like its own choreography.
Custard’s top takeaway: Market wellbeing as an emotional experience, not an amenity. Rest, rhythm and rituals are the new symbols of care, and communicating them should be central to every luxury narrative.
Across this year’s show, a new definition of luxury resonated: luxury today is human-first. It’s quieter but deeper, less about prestige and more about presence.
Independent hoteliers are leading this evolution because they can be nimble, personal and real – weaving together product, community and technology in ways that feel natural and genuine. It’s all about connection.
In 2025, this may be truer than ever, because what guests crave most is not opulence and abundance, but authenticity. They want experiences that understands them, spaces that restore them and brands that mean what they say.
Custard work with brands and independent hotels on positioning, persuasion and protection – for more information, you can explore what we do.
