A new Highsnobiety Status Economy report produced in colaboration with the insights platform GWI, surveyed 730 of their own "Cultural Pioneer" audience and around 1,000 Gen Z and Gen Y general consumers to tell you what young guests really want.
Seems that for the young consumers who set cultural trends, luxury has quietly changed meaning.
The shift is clearly visible to hospitality leaders who describe it as moving away from excess and toward depth, authenticity, and belonging.
Here is what they said, and what it means for your hotels.
Sophistication is not what it was
"Gen Z gravitates towards experiences that are thoughtfully curated. Sophistication means something different today. It is less about traditional notions of luxury and more about depth, originality, and emotional resonance."
George Fleck, SVP and Global Brand Leader, Ritz-Carlton, St. Regis and EDITION Hotels
The signal has moved from the object to the intention behind it. A marble lobby, a thread count, a recognisable logo, these no longer do what they once did, because they can be bought by anyone and copied by everyone. What reads as sophisticated now is evidence of thought: a point of view, a detail that could only have come from this place and no other. For operators, that reframes investment.
Intention over checklist
"What strikes me is how intentional young people are. They are not interested in ticking a destination off a list, they're looking for places with atmosphere, personality and a real sense of culture. For them luxury is less about excess and more about authenticity, originality and a genuine connection to a place."
Marie-Louise Scio, CEO and Creative Director, Pellicano Hotels
This is the harder challenge, because it cannot be retrofitted with a renovation. Atmosphere and a sense of place come from a hotel knowing what it is and where it stands, literally and culturally. The interchangeable luxury property, the one that could be lifted from one city and dropped into another without anyone noticing, is exactly what this guest is learning to skip. A hotel rooted in its location, its story, and its own personality has something a competitor cannot simply outspend.
Status is a signal
"The right matcha, a pint of Guinness poured perfectly, a subtle selfie in a recognizable restaurant bathroom, these aren't luxury in the traditional sense, but have become cultural signals that prove taste, knowledge and belonging."
Simon Evers, Founder, Tipster
The status is no longer in the size of the bill. It is in knowing the story behind the facade. A perfectly executed specifics carry more cultural weight than opulent extravagance, as it signals taste and belonging rather than spending power. For hotels, this freeing. You do not have to be the most expensive property in the market to be the most desirable one, but you do have to be the most fluent in what your guest actually values.
The Takeaway
Cultural relevance no longer comes with a steep price tag. Across all three voices the message is the same: the new luxury guest rewards depth over decoration, place over polish, and knowingness over expense.
That is what hotels arecurrently measured by, and exactly the conversation we are bringing to Best Stay 2027, 18-19 February, Sheraton Zagreb.
If the gap between the hotel you run today and the hotel it should become bothers you, join us.
P.S. Every Early Bird ticket includes the Hospitality Playbook 2026-2027, the lessons from last year's Best Stay distilled into practical 90-day action plans for owners, GMs, revenue, sales, marketing, HR and operations.
Photo credists: Image generated by ChatGPT (OpenAI)