Blog. 2 September 2022

Paving the Way Towards a “Rejuvenating” Future in Hospitality.

Paving the Way Towards a “Rejuvenating” Future in Hospitality.

Written by Nicolas Frangos

What does this decade hold for the wellness businesses? What are the forces that will shape the Tourism-Travel-Hospitality landscape in the 2030s?

We are being tested as never before, this pandemic demands collaborative leadership (Fast-to collaborate, not to compete).

Society needs its business leaders to show boundless ingenuity, compassion, empathy with a new sense of purpose, aiming to make a difference not only to shareholders but to all stakeholders, including customers, employees, local communities, governments, and the natural environment, 5P’s approach (People-Planet-Peace-Prosperity-Profit).

For leaders -always on-transformation- to begin to forge a new path forward, will need to embrace emotionally intelligent practices, and pioneering strategies designed to help them adapt to this new era and become resilient.

Here are the brushes to paint on your own blank canvas:

  • Hospitality’s Post Pandemic era, new normal?

Time to re-energize your rapid response teams if you haven’t already done it.

Re-imagine innovation and be in the front line among the first who will give birth to new inventions, creating the new reality / future with sense of care for guests and employees, offering unforgettable experiences.
Let’s capitalize on the situation, and greatly outperform tomorrow’s market.


As Plato wrote in the Republic: “The true creator is necessity, who is the mother of our invention”. –

  • Create brands people cherish

In a world of too many Luxury & Lifestyle Hospitality Brands, and too little difference, there is more than ever a need of holistic concepts focusing on the core pillars of intuitive signature services, connectivity, sophistication, character, and a sense of community.

Brands to create a unique guest experience need to carve out a distinct identity, avoid the omission that becomes concrete when you step inside the properties.

In most cases entering a hotel you are surrounded by a largely derivative set of “spray-on” concepts. Properties that may appear different superficially but that are essentially the same when you scratch the surface, having replicated and offering same services.

Certainly, a brand needs to be useful & profitable, purposeful, but first and foremost a hospitality brand must be creative, visible, likable, and then simply amazing!!

  • What will be the new luxury and lifestyle hospitality brand paradigm?

The years ahead will call on brands to evolve and adapt in accordance with the changing societal landscape. Will also need to revisit the traditional playbook’s strategies, change the vocabulary, innovate, and transform.

Organizations that will spot opportunities where other see challenges will not only survive but will thrive in the “New Now”.
Beyond a high-quality product, though, luxury brands will have to not only display strong values but deliver purposeful actions and build a sense of privacy and safety.

Wording macro trends being sustainability, purpose, well-being, “health is the new wealth”, relevance, digital nomads, hyper local, less is more…

 – “Simplicity is the ultimate sophistication“. – Leonardo da Vinci

  • Re-imagine the Experience

Forget the ultra-luxury brands…. experience is the new luxury.

Unique destinations and bespoke experiences rather than deluxe accommodation are becoming the ultimate extravagance.

As high-end travellers seek out one-of-a-kind experiences, secret locations are quickly becoming the newest indulgence in luxury travel.

Luxury travellers are vying for unique experiences and setting their sights on untouched regions which promise nature, novelty, and adventure.

Hotels & Resorts should get ready for this next wave of travellers by leading with a cool sustainability message and architectural innovation.

Nature and community-based seafront Resorts will be the trend ahead, aiming to host small number of guests to fewer mainstream locations and activities, endeavouring to alleviate the weight on the ecosystems.

Using sustainable practices, such as nature-based management, that adapts to the pre-existing environment to sustain it, interact with it, and protect it.


Reimagine – Repurpose – Rejuvenate.

  • Inspired Biophilic Design

Inspired biophilic design can be very powerful in the hospitality industry.

The concept of Biophilia is defined as human tendency of being connected to the nature and it derives from Greek meaning the love of life and nature.

A cost-effective way to enhance the guest experience, it can bolster feelings of community while improving well-being and health, a significant opportunity for hotels and resorts to leverage wellness initiatives to gain a competitive advantage.
Experiences are more intense and more memorable when multiple senses are engaged simultaneously.

Hospitality is one of the few places where designers tend to pay attention to the other senses.

The hand of the fabrics, the scents of flowers, candles, and food, crackling of logs in a fireplace, the splash of water in a fountain, the texture of wood grain and stone in furnishings, and bird song in a lobby or on a patio are ways of creating more memorable spaces.


  • Health is the New Wealth

Hospitality Brands should seize the opportunity to reimagine wellness and regain guests’ trust….

Rethinking wellness and well-being in hospitality, we need to redesign our strategies on how to incorporate wellness into our offerings, helping guests to learn the benefits of a healthier lifestyle in general rather than simply capitalizing on a trend.

People often think about wellness in terms of physical health, nutrition, exercise, weight management, etc., but it is so much more.

Wellness is a holistic integration of physical, mental, and spiritual well-being, fueling the body, engaging the mind, and nurturing the spirit.

Although it always includes striving for health, it’s more about living life fully, and is “a lifestyle and a personalized approach to living life in a way that… allows you to become the best kind of person that your potentials, circumstances, and fate will allow”.


People often ask me what the next best thing in our industry is, I answer, create a brand people cherish, be unique, reliable, consistent, re-inventing one-of-a-kind bespoke experiences.

Continuously re-imaging expectations, stories, offering genuine relationships, sense of care, generating impact at every touch point. –


Time to re-thinking, re-imaging hospitality!





Nicolas Frangos Founder & CEO

Luxxie Lime – Luxury & Lifestyle Hospitality

ZO – The Med Resorts