The Luxury Report 2026: The Recalibration

What does "luxury" even mean anymore?

For decades, the industry definition of luxury has been surprisingly static: polished marble, excessive thread counts, and an aesthetic of standardized perfection. But as we look toward 2026, that definition is fracturing.

The insincere veneer of "luxury" plastered onto so many brands is starting to peel, and frankly, what lies beneath doesn’t look pretty. We have reached a saturation point of curated video reels and imported novelties designed solely to impress.

The forecast for 2026 is not about more. It is about meaning. It is a move away from the visual definition of luxury  "does this look expensive?"  toward an emotional definition: "does this make me feel alive?"

As we look forward to the next few years, the brands that win won’t be the ones with shiny floors, and perfect aesthetics. They will be the ones that understand the very human need for something real.

The Recalibration

To understand where we are going, we have to look at what we have lost.

The past 100 years have witnessed the most significant sociological shift of our time: a mass migration of our attention away from family, friends, and community, and into the digital realm. We traded connection for connectivity, and the cost has been our presence.

The next decade will be defined by a massive recalibration. We are witnessing a pendulum shift where high-net-worth individuals, and eventually the wider market -will stop letting the digital world erode their in-person experiences.

In 2026, the ultimate luxury is presence.

This doesn't mean the end of technology, but rather a demand for "invisible tech." We are moving toward systems that remove friction and enable hyper-personalisation without demanding our attention. The screen is no longer the portal to the experience; it is the barrier.

We are seeing the surge of the "digital detox," not as a wellness fad, but as a lifestyle requirement. Guests are seeking spaces that allow them to be intentional about re-connection, to the relationships that matter, and to the format of interaction that makes us feel human.

"The next decade is a recalibration where we stop letting our digital world erode our presence."

Maika Bar, Desert Rock, SA

Authenticity Over Opulence

For too long, hospitality has relied on a playbook of manufactured awe, imported novelties and standardised service scripts designed to impress a generic guest. But the modern traveller is savvy, and they are tired of the performance.

The new mandate is simple: Stop saying, start doing.

The pendulum is swinging away from the polished marble floors and the rigid formality of traditional five-star service. In its place, people are seeking the warmth and genuine connection of "arriving back home." They still demand the seamless convenience of high-end hospitality, but they want it delivered with the intimacy of a friend, not the stiffness of a butler.

Guests no longer want to be isolated in a bubble of imported luxury that could be anywhere in the world. They want the authentic gems found in the local neighbourhood. They want the essence of the location distilled and celebrated without the fluff.

True luxury in 2026 is brands that communicate their values through action, not curated video reels. It is the rejection of the "set design" in favour of the real.

"It’s not about the label, it’s about the meaning."

Design with a Pulse

If luxury is no longer defined by a specific aesthetic, if there is no single "visual definition" of luxury anymore - how do we design for it?

Now more than ever, the starting point cannot be "does this look great?" or "does this have the right vibes?" Your anchor must be your values and your purpose.

Every element of the physical space, from the interior architecture to the F&B offerings, down to the smallest fixture, must sing to the same tune. If the story is about connection and grounding, the design cannot be synthetic and cold.

This necessitates a major shift in sourcing. We are moving toward a heavier focus on re-use, provenance, and the sourcing of antiques and quality classics. This isn’t just an environmental choice; it is an emotional one.

A brand-new piece of furniture, no matter how expensive, often lacks soul. An antique carries a history; it grounds a room. By blending high-quality FF&E with bespoke elements and restored vintage finds, we create spaces that feel established rather than installed. We are building environments that embody a story, giving guests a physical space that matches the emotional depth they are seeking.

The Outlook: Turning Philosophy into Asset Value

As we look toward 2026, the mandate is clear. We are moving away from an era where luxury was defined by what we could show, into an era defined by how we make people feel.

The brands that will thrive in this next cycle are those that understand that hospitality is not a set design; it is a sanctuary for human connection. However, the gap between knowing this philosophy and executing it within a profitable operation is wide.

Bridging that gap requires a dual approach, and this is where my work sits. It requires bespoke FF&E and interior sourcing to break free from the catalogue look and find the authentic pieces that anchor a room in history. Yet, it also demands advanced asset management technology to ensure the backbone of the operation remains efficient, invisible, and ready to support a seamless guest experience.

We cannot build the hotels of the future using the procurement methods of the past.

“The greatest danger in times of turbulence is not the turbulence – it is to act with yesterday’s logic.” Peter Drucker

The veneer has peeled, and what remains is an opportunity to build something lasting. If you are looking at your current pipeline and realising it looks too much like 2016 and not enough like 2026, let’s talk. I am ready to help you align your physical assets with the story you need to tell.