Can hotels learn from airlines?

The Mille Club: Insights from a Luxury Airline Experience

At first glance, the answer might seem like a firm no. However, after experiencing Emirates Air, we’ve come to appreciate some surprising parallels between luxury airlines and high-end hotels.

One of us (Larry) recently traveled to South Africa, Namibia, and Mozambique via Regent Seven Seas Cruises, with Emirates providing the return business class flights. Having admired Emirates from afar, this was an opportunity to experience one of the world’s premier airlines firsthand. The business class experience exceeded our expectations, but the first-class leg—thanks to an unexpected upgrade—was extraordinary.

A round-trip in Emirates first class can cost as much as a new Toyota Corolla. For this price, what do you receive, and what lessons can hotels draw from this experience?

1. Exceptional Service: Emirates offers 16 first-class ‘suites’, each attended by four highly trained personal assistants. The depth of their knowledge, including details about different whiskies, rivals that of expert mixologists. This level of service underscores the importance of well-trained staff in creating a memorable luxury experience. For hotels, investing in service quality can have a significant impact, often more than physical upgrades.

2. Premium Bathroom Amenities: Emirates provides a luxurious amenity kit and even an onboard shower. The brand-name products and attention to detail enhance the travel experience. For luxury hotels, offering high-quality bathroom amenities in premium rooms can reinforce the elevated guest experience and justify higher rates.

3. Gourmet Wine Selections: Emirates’ wine offerings include Grand Cru Burgundies and aged port. While hotels might not afford such luxury, incorporating high-quality wine options, such as Coravin-dispensed wines by the glass, can enrich the dining experience and cater to sophisticated palates.

4. Unique Touches: Emirates offers pajamas for long-haul flights, enhancing comfort and creating a memorable experience. Similarly, hotels could introduce unique touches, like personalized amenities or keepsakes, to differentiate their property and create shareable moments.

In essence, luxury hotels should focus on providing holistic experiences rather than just accommodations or services. By adopting these insights from the airline industry, hotels can enhance their offerings and command higher rates while ensuring guests leave with lasting impressions.

Challenge for Mille Club Members: How can you make your guests’ experiences remarkable enough to be shared and remembered? What can you add to your luxury offerings to justify higher room rates and leave a lasting impact?