Luxury is not a vibe. It’s a discipline.
We talk a lot about luxury experiences like they just happen.
But do you know what they’re actually born out of?
Repetition. Training. Sweat. Discipline. Passion
You know what luxury has in common with world-class athletes?
Expectation and hard work.
Every time Michael Phelps jumped into a pool, the world and himself expected gold. So he trained 6 hours a day, 6 days a week, for 5 years without a single day off, not even Christmas.
Every time Serena Williams steps in, herself and her fans expect brilliance. So she hits 500 practice serves a day when working on her precision.
That’s what greatness looks like.
Every time your guest steps in, they expect magic. And one of the greatest things about luxury is this: when it’s done right, it creates a sense of awe. Guests light up, not just because of perfection in etiquette, but because they feel they’ve stepped into something rare, intentional, and out of the ordinary. Whether it’s barefoot luxury in the wild or silver-service in a palace, luxury is never average. Guests arrive expecting the best, every time.
Now, am I asking for us to cancel days off and make our team work overtime? Definitely not. But a recognized luxury hotel once told me they haven’t trained their team in 2 years. A luxury brand once told me that their training sessions are usually 2 hours. You can’t possibly see a behavioral change in a 2-hour session.
So, you want to be the best? Ok, but let me remind you that’s not your right. You’ll need to work for it.
You want to be luxury? Ok, but that’s not a given, it’s a responsibility.
And responsibility comes with the boring, unglamorous work no one sees.
Let me tell you what luxury actually looks like behind the scenes:
– Teaching someone how to poor wine = hours of repetition.
– Coaching on tone, posture, presence = weeks of real effort.
– Learning the ins and outs of a watch, a menu, a collection = deep study.
– Coaching on emotional intelligence and how to handle a complaint = Days of role play.
– Cleaning and inspecting a room = Weeks of practice.
I have trained teams on this, it takes TIME, luckily, I have the patience to see it through, unlike most trainers out there.
Excellence takes time.
Meanwhile…
We’re handing them a uniform and hoping they’ll “get it”.
We’re calling ourselves luxury but giving 2 hours of induction and expecting Michelin-level performance.
How is that respectful?
To the brand?
To the guest?
To the industry we claim to uphold?
It’s not.
And it’s part of why service is often below average today.
You want world-class experience?
Then train like it.
Lead like it.
Practice until it’s perfect. Then repeat again.
Stop expecting elite results from average effort.
Luxury is a craft. And crafts take time.
So are you hiring people who see working for your brand as prestige, but also understand the weight of that?
Because luxury is not a badge.
If you want to step up your game, let’s talk and make 2026 count.
