Luxury travel is changing. For many, a five-star rating, lavish amenities and impeccable service are no longer enough to define a memorable hotel stay.
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Today, luxury hospitality is increasingly shaped by personalisation, wellbeing, dining and a strong sense of place. Hotels are responding by creating experiences that extend beyond the room and encourage guests to connect with their surroundings.
According to Deloitte, 68% of luxury travel advisors are seeing growing demand for highly customised itineraries tailored to individual interests and lifestyles. Meanwhile, the Global Wellness Institute projects that wellness tourism will reach US$1.4 trillion by 2027.
In South Africa, destinations such as The Royal Portfolio and Babylonstoren have built their reputations around experiences involving food and wine, conservation, culture, wellness and nature.
Jessica Louw, Marketing Manager of Hospitality at Steenberg Farm, says travellers are increasingly judging a stay on what happens beyond their accommodation.
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“Guests still expect beautiful accommodation and exceptional service, but they are increasingly judging a stay on everything that surrounds the room itself,” she says.
Wellness is also becoming an important part of holiday planning. For some travellers, restoration might mean a spa treatment, while for others it could be spending time in nature, enjoying an unhurried meal or simply disconnecting.
Food and wine are similarly influencing destination choices. Research cited in JLL’s 2025 Hotel Restaurant Report found that 60% of luxury travellers prioritise hotels with great restaurants.
A strong sense of place is another defining feature of the evolving luxury experience. At Steenberg, guests can combine accommodation with its spa, vineyards and restaurants, creating a stay centred around wellness, food, wine or exploration.
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“Guests can find beautiful hotels almost anywhere in the world. What stands out is a destination’s history, landscape, people and character,” says Louw.
As luxury travel evolves, memorable stays are increasingly being defined not by how much a hotel offers, but by how thoughtfully its experiences come together.
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