Where’s our Narrative Director when we actually need one?
I’ll say it loud and with my own personal intentions, Luxury is losing its plot.
And no amount of HR training modules or glossy brand manuals will save it.
If we want real luxury to survive, corporate ladders in hospitality and luxury brands need an immediate rewrite, one that includes Creative Direction at the very top, not buried under Marketing or left as a “nice to have” for pre opening.
Because without a daily guardian of the DNA, the narrative, the conceptualization, the soul of a brand fades. One year after opening? Gone. In long running operations? Diluted into “clock in, clock out” energy.
We cannot keep pretending that “culture” sustains itself.
It doesn’t!
It must be enforced, Protected, Curated,Rehearsed,Every day.
Luxury teams aren’t meant to be outsiders,they’re meant to be lead characters in the world we ask guests to step into.
But that only happens when someone is responsible for orchestrating the whisper of class, the choreography of details, the quiet consistency that separates “nice” from truly exclusive.
And here’s the uncomfortable truth.
Real luxury will dilute unless we return to disciplined, narrative driven execution.
Not louder. Not flashier.
Quieter. Sharper. For fewer people but done perfectly.
The new exclusivity isn’t about price tags.
It’s about precision, memory making, and a story so well executed that guests feel it even in a crowded room full of music and cheers.
If we want the future of luxury to be clear, we need to hire and empower the people who can actually shape it.
That sound was my mi dropping on the floor. 🎤
#Luxury #Hospitality #Leadership #BrandExperience #CustomerExperience #Innovation #DesignThinking #Travel #Hotels #ExperienceDesign
