Goodbye ostentation, hello understatement. In recent years, luxury hospitality has undergone a profound transformation. Offering the highest quality services is no longer enough to reach new target audiences: you need to create bespoke, memorable and authentic experiences. By 2025, according to a Boston Consulting Group study, 55 percent of luxury spending will be driven by Millennials and Gen Z, who seek personalized, sustainable and digitally connected experiences.

This is also confirmed by a survey by Deloitte, according to which 57% of luxury travellers are willing to pay more for personalised experiences: from the choice of pillow to the tailor-made menu, to the organisation of private events during the stay. In other words, more exclusive and reserved space and time, regardless of the ‘richness’ of places and materials.

In this scenario, the focus on wellness is growing. High-end spas, holistic treatments and customized fitness programs are now must-haves. A segment that, according to a Global Wellness Institute report, will grow 7.5 percent annually through 2025.

In this context, sustainability also stands out. Opulence is no longer enough: travelers want luxury comfort to respect the environment and have a positive impact on local communities. A survey by Virtuoso reveals that 70 percent of travelers in the luxury segment consider it essential that their stay be environmentally sustainable, and 62 percent prefer hotels that use renewable resources or support environmental conservation projects.

Finally, in redefining the concept of luxury, digitization plays a key role. Customers expect seamless experiences through technology, such as automated check-ins, virtual assistants and in-room smart devices. A Skift report on the future of luxury in hospitality indicates that technology integration is a priority for 68 percent of major players in the industry.

The common denominator? Focusing on impeccable, high-tech service without sacrificing the human element. A mix that will be in the spotlight at Host 2025, at fieramilano - Rho from 17 to 21 October 2025, particularly in the area dedicated to Furniture and Technology.