The one industry that’s the reigning champion of SAMENESS

I’ve evaluated countless companies on their ability to stand out and innovate. Trust me, I’m a tough critic, but nothing stands out more than one industry that’s the reigning champion of SAMENESS. Care to guess?

It’s none other than Luxury Hospitality.

Picture this: whether you’re at The Four Seasons, Hyatt, Hilton, Accor, Rosewood, Oberoi, or any other luxury brand, it’s like stepping into a perfectly cloned world. Same glossy promises, same polished services, same airbrushed experiences. They serve up the same ideas repackaged like it’s groundbreaking. It’s not. It hasn’t been for decades.

Here’s how the script goes:

✅ A jaw-dropping property and rooms? Check.

✅ Sophisticated service wrapped in smiles? Check.

✅ Prime locations that scream exclusivity? Check.

✅ Some “elite” offerings - jet service, car service, in-room indulgences, yacht service, residences? Check, Check, and Check.

✅ The same loyalty programs, same ad strategies, same Michelin-star dining experiences, and brace yourselves, the same buzzwords in marketing.

“Immersive.” “Engaging.” “Inspiring.” Oh, the adjectives may shuffle, but the message? Carbon copy. It’s like they all sat down and pulled from a universal manual of luxury clichés.

I’ve seen the interviews with CMOs and CROs. I’ve watched the “new” ad campaigns. Everyone has the same playbook: guest stories, unique dining, unforgettable moments. But when the camera pans out, it’s the same smiling faces in lobbies, the same toes-in-the-sand beach shots, the same luxury poolside vibes. It’s a bland symphony of sameness - and it’s exhausting.

Here’s the kicker: I’ve been to these places across the globe. I’ve experienced them first-hand. And you know what? The reality matches the hype, it’s just... the SAME.

Luxury hospitality doesn’t have to be stuck in this endless loop of luxury monotony. It’s a commodity, yes, but that’s no excuse for LUXURY SAMENESS. Shake things up! Dare to innovate in a real way. But spare us the faux revelatory spiel about your “immersive guest-centric storytelling approach.” We know it’s just a slightly altered version of your competitor’s “vibrant personalized moment strategy.” SAME. And the execution probably won’t match those big brand promises anyway-- unless you are the top tier of their loyalty program.

Okay, rant over. But seriously, can someone bring the spark back? The world is waiting for something truly innovative - and trust me, the opportunities are knocking at your door.

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