Trends — Culture • Lifestyle • Future
Trends — Culture • Lifestyle • Future
Renowned international hotel developer and brand strategist Grace Leo has been at the forefront of luxury hospitality for over three decades. As the founder of GLA Hotels Paris and Grace Leo Consultancy London, she has shaped some of the world’s most distinguished hotels, including the iconic Guanahani Hotel in St. Barthélémy and the Hotel Montalembert in Paris, a pioneer in the design hotel movement. With an unparalleled ability to identify high-potential ventures, Leo has led transformative projects across Europe and the USA, including the redevelopment of Ten Trinity Square into a flagship Four Seasons Hotel.
Her expertise extends beyond luxury development — Leo is a visionary who understands that the future of hospitality is about more than just aesthetics and service. It is about crafting experiences that resonate, embracing technology thoughtfully, and integrating sustainability into every aspect of hotel design. We spoke to Leo to gain her insights on how luxury hospitality is evolving and what the future holds for the industry.
The Evolution of Luxury Hospitality
As traveller preferences shift, Leo observes a growing divide in hospitality trends. Some guests gravitate toward tech-driven, minimalist accommodations that prioritise efficiency, while others seek full-service, highly personalised experiences where human interaction remains central. This distinction is defining the new era of luxury, where hotels must carefully balance innovation with authenticity.
More than ever, travellers of all generations are prioritising experiential stays — whether it’s a retiree embarking on an archaeological dig or an adventure-seeker chasing the Northern Lights. The modern guest craves immersive, meaningful moments, prompting hotels to design spaces and services that foster emotional connections.
Sustainability and Smart Technology
In today’s landscape, sustainability is no longer optional — it is an expectation. Luxury hotels are integrating energy-efficient designs, eco-conscious materials, and biophilic elements that enhance both guest well-being and environmental responsibility.
At the same time, technology is playing an increasingly pivotal role in shaping the guest experience. However, overcomplicated in-room tech can alienate certain demographics, particularly the Baby Boomers and Gen X holidaymakers. Hotels must ensure their digital interfaces are intuitive and user-friendly, incorporating elements like voice commands and simplified navigation to enhance accessibility.
The Next Frontier: Virtual and Space Travel?
Looking toward the future, Leo envisions hospitality expanding into uncharted territories. The rise of the metaverse could introduce virtual resorts, digital concierge services, and interactive experiences, while space tourism, pioneered by visionaries like Jeff Bezos and Elon Musk, may soon redefine what it means to offer an “exclusive” stay. Yet, despite all these advancements, Leo emphasises that the ultimate luxury remains a dedicated, tailored service — a standard that no amount of automation can replace.
Designing for Connection
Storytelling is at the heart of hospitality design, where every project is meticulously crafted to deliver a bespoke guest journey, ensuring that every moment — from arrival to departure — is an opportunity to create lasting relationships and profound experiences. This design philosophy aligns seamlessly with the insights shared by Leo, reinforcing that hospitality is more than just accommodation — it is an art of connection.
This belief in crafting meaningful experiences extends beyond hospitality — it is a principle shared by IMMORTAL, whose Roundtable initiative brings together a collective of global thought leaders across industries, from arts and design to lifestyle, marketing, and technology.
Much like luxury hospitality, where branding and experience must align, IMMORTAL’s Roundtable ensures that every project is guided by both creative excellence and strategic insight. By collaborating with industry experts, IMMORTAL helps brands navigate complex audience expectations, refine messaging, and create lasting engagement. With the luxury industry evolving at an unprecedented pace, the intersection of design, branding, and strategy has never been more important.
Whether it is a hospitality brand curating immersive experiences or a global entity refining its identity, our Roundtable underscores the need for innovation-driven, meaningful brand storytelling and that every brand, space, and experience leaves a lasting impact.
Conclusion
As industry leaders like Leo continue to shape the future, platforms such as the IMMORTAL Roundtable offer a space for dialogue and innovation, ensuring that brand engagement remains an ever-evolving art form — one that blends heritage, technology, and storytelling into an unparalleled experience.
