Scott LaMont, CEO of landscape architecture, planning and urban-design firm EDSA, has worked on a number of luxury hotel projects for brands like Marriott’s St. Regis, Edition and Ritz-Carlton brands as well as Four Seasons hotels.
Following his comments last week on the intersection of luxury hospitality and sustainability, LaMont weighed in on how luxury travel and hospitality has evolved, and how hoteliers can meet emerging guest expectations.
Immersive Travel
“Authenticity” has been a buzzword in hospitality for some time, and LaMont does not see it ending anytime soon. “Guests now almost assume that their experience—from the hotel restaurant to the bar—will reflect the local culture.”
To that end, LaMont has said he sees boutique brands—“and even some of the more creative offshoots of major hotel flags”—finding success with the idea. “It is not a passing trend but the new norm.”
At the same time, authenticity can go wrong when hotels try too hard to be “local” and lose sight of their own brand identity, he cautioned. “Authenticity should not feel forced. A limited-service hotel can still celebrate its surroundings without needing to mimic a boutique property.” Authenticity, he added, comes through in “thoughtful touches” that feel genuine to both the brand and the destination. “The key is finding the right balance.”
Meeting New Expectations
The definition of luxury has “broadened tremendously” in recent years, LaMont said. “With so many options in the marketplace, travelers today can tailor their experience to the exact level of luxury they are seeking.”
That level could be described as “ultra-luxury,” he noted, which he defined as “smaller, highly curated experiences that deliver exceptional value and exclusivity.” These properties often focus less on traditional markers like materials or finishes and more on bespoke, high-touch experiences, he said: “Think private excursions, culinary immersion or once-in-a-lifetime adventures that go far beyond the typical spa or suite offering. Guests in this category are willing to invest more for something truly unique and personal.”
Meanwhile, traditional “luxury” has also become more accessible, LaMont added, with brands implementing elevated design at a wider range of price points. “As expectations continue to rise across the board, even family-oriented and lifestyle hotels are asking: ‘What does luxury look like for our guests?’” he said. “For us, as designers, that’s an exciting challenge. It pushes us to think beyond the material aspects of luxury and focus on the feeling it creates.”
Good design does not have to be expensive, he noted: “It has to be thoughtful. Luxury can be expressed through a sense of comfort, personalization and authenticity. … Sometimes it is not the marble floors or high-end art, but the warmth, texture and detail that make guests feel special and cared for.”
Evolution and Design
Design naturally evolves in cycles, LaMont noted, and hotels that do not renovate or even reposition “every few years” run the risk of looking dated at best or becoming irrelevant at worst. “We have seen trends swing from the rock-lined, waterfall-heavy resort pools of the ’80s to sleek, minimalist modern designs, and now toward a more blended, family-friendly aesthetic that feels both fresh and familiar,” he said.
The rapid growth of new brands and rising segments within the brands have created greater diversity for both hoteliers and their guests, LaMont said. “There’s something for every type of traveler and every taste. That variety itself is shaping the future of hospitality—and I think that is what will have the most staying power.”