Luxury with Heart: Inside the Independent Hotel Show’s Redefinition of High-End Hospitality

At the Independent Hotel Show, the Hotel Business Stage hosted a discussion on “What is Luxury? Evolving Notions in Challenging Times,” which brought together leading voices in luxury hospitality and travel to discuss the sector in a rapidly changing world. The panel was moderated by Lisa Jucca, Global Industry Editor – Consumer Goods, Retail & Luxury at Reuters, and featured:

• Jacques-Henri Brive, Head of Luxury, Chivas Brothers
• Natasha Shafi, CEO, Mr & Mrs Smith
• Neil Kedward, Founder and CEO, Seren
• Nicola Harding, Owner, Nicola Harding & Co

The discussion was so compelling that passersby couldn’t help but stop and listen. Among the many insights, what stood out most to the Palm team was the rising emphasis on human connection in luxury, the shift toward understated yet premium travel experiences, and the power of craft, surprise, and the ability to respond to a place and its people.

A central observation from the talk was that, even amidst rapid technological change and an era being shaped by AI, luxury does not need to be overcomplicated. At its core, it is about doing a great job and creating human connections. As Neil Kedward, Founder and CEO, Seren said, “Hospitality is beautifully human in this technological world.” Travellers today crave warmth, intuition, and authenticity above all else.

At Palm, we believe nothing is more human than the people behind your brand. While technology shapes the luxury landscape, it is the human touch that truly sets a brand apart. The panel at the Independent Hotel Show highlighted that modern luxury lies in the people who bring it to life.

Investing in staff and empowering them to bring creativity, emotion, and personality to every interaction emerged as a key insight for the luxury market. Human intuition and storytelling remain the ultimate differentiators, turning ordinary moments into memorable experiences. As Kedward touches on, ultimate luxury is to invest in your team, so they can go on to inspire your guests.

More and more, travellers are seeking local, off-the-beaten-track destinations, moving away from traditional, over-touristed locations toward unique, ‘undiscovered’ spots. The panellists noted that hotels embracing local culture, artsy touches, and bespoke experiences are increasingly appealing, offering something beyond the conventional glamour and sparkle of luxury.

Luxury is no longer defined by opulent finishes or traditional markers of wealth. Instead, it is shaped by personal, intimate, and understated yet meaningful experiences. The panel discussed how guests now prioritise privacy, authenticity, and connection, favouring self-contained, independent properties where individuality and intimacy take centre stage.

Finally, Jacques-Henri Brive, Head of Luxury at Chivas Brothers, emphasised the importance of quality and craft, doing what you set out to do exceptionally well. He highlighted how moments of surprise and delight can elevate the guest experience, turning something good into something unforgettable. Once again, the human element stood out. The group discussed that allowing staff to breathe and be themselves brings a natural sense of surprise, authenticity, and warmth that no script or AI system could ever replicate.

Underpinning the What is Luxury? Evolving Notions in Challenging Times conversation was a clear reminder that travel is about shared connection, human elements, and storytelling. Closing the panel, Natasha Shafi, CEO of Mr & Mrs Smith, offered a hopeful perspective on the future of the industry. She reminded the audience that while technology and AI can enhance experiences, they will never replace the human touch, especially when it comes to hospitality.

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