EDITORIALS

This stand-alone editorial is based on recent research and policy work and explores how resorts must adapt – how content, data, guest experience, and trust fit together and intersect today in what we can name conceptually, Generative Engine Optimization (or GEO). At the end of the piece, you’ll find practical takeaway steps based on recent research findings.

On 30 October 2025, the Luxury Hospitality Conference in Milan will open its doors to a gathering of industry leaders, innovators, and visionaries. One of the highlights of the Conference will be my keynote, “Behind the Curtain: Where Innovation Shapes the Art of Invisible Luxury,” which will provide a thought-provoking reflection on how technology can elevate or undermine the hospitality innovation.

In my journey from cybertechnology to luxury hospitality since 1986, one truth has remained constant: human capital is the cornerstone of exceptional service. While quantum computing opens new frontiers in personalization and efficiency, its true value lies in amplifying human connections, not replacing them.

Think of a traveller, not with rugged hiking boots, but with stylish sneakers, stepping into a world where every detail whispers luxury. Yet, this luxury is effortless, unpretentious laid back, even. I am your guide on this two-week European escapade, where the essence of each destination is distilled into experiences that blend charm, style, and a dash of serendipity.

As TikTok continues to shape the landscape of travel marketing, luxury hotels must adapt and embrace this platform to reach new audiences and stay competitive.

In the dynamic world of luxury hospitality, the role of a hotel general manager is more challenging and crucial than ever.

the luxury hospitality industry is increasingly recognising the need for a holistic approach to management that aligns marketing, sales, and revenue functions

the luxury hospitality sector is experiencing a paradigm shift in revenue management strategies, driven by evolving guest expectations and an increasing emphasis on bespoke experiences over traditional room sales.