The Death Of Luxury Hotels
Is the death of luxury hotels upon us? Robert W. Baird & Co. thinks it might be, at least for the foreseeable future.
In its March hotel real estate report, Baird’s David Loeb writes:
"Conspicuous consumption, as seen in excesses in spending and demonstrations of wealth, is now out of style due to the economic and political environment. Along with it could be the luxury hotel segment, at least for now. Employees are unwilling or unable to submit expense reports with luxury hotel brands and reports are that shoppers are requesting unlabeled bags when purchasing from high-end stores.
Seemingly this phenomenon is widespread, and in our opinion, could be long-lasting. We believe the luxury segment’s ability to command significant rate premiums over the upper upscale segment has evaporated for a number of years, as this cultural shift may only be beginning. Making matters worse for the luxury segment, a wave of new openings has increased the supply of luxury-branded hotels and resorts."
Wow. That is sobering, to say the least. In a separate interview, Loeb went so far as to refer to luxury as "a dirty word" in today’s business culture.
It kind of reminds me of the widespread belief immediately following 9/11 that "irony is dead"—that somehow because everyone was so horrified and scared at that moment in history that we would never be able to laugh again. It struck me as myopic then, just as I don’t buy the idea that the days of poppin’ Cristal and rollin’ on dubs are over.
There is no doubt those days are on hold, and some luxury hotels will probably go under. But something tells me that reports of the luxury segment’s demise are greatly exagerrated.
At the very least, though, it sure sounds like Morgans’ imploration to "(expletive) the recession" is generally falling on deaf ears…
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