Why quiet luxury in boutique hotel design is here to stay

With ‘quiet luxury’ taking hold in boutique hotel design, London-based writer, editor, and luxury travel expert Sanchita LaMore weighs in on the thought-provoking nuances behind the trend, and what it means to us as modern travellers.

In a time when we’re almost constantly bombarded by over-the-top displays of wealth, especially online, the concept of ‘quiet luxury’ has emerged defiantly. First coined in the fashion sphere, the term reflects a shift away from conspicuous consumption, championing simplicity instead. This is sophistication without the noise, and advocates are making more than a style statement — they’re sending a very clear message that they choose substance over showmanship. It’s almost like belonging to an exclusive club, where a knowing nod from a fellow connoisseur signifies that you’ve somehow unlocked the secret to genuine sophistication.

In its simplicity, this minimalist design is accentuated by authenticity. While we may advocate for globalisation in other sectors, I’m convinced that within travel, the ‘universal’ has little to no appeal. After all, why journey to a new destination only to experience the familiar cultural undertones of home? For hotels, the aim should be to craft a distinct narrative that’s irreplicable elsewhere in the world — and those vast resorts of yesteryear are giving way to more intimate spaces that can do just that. I’ve always maintained that smaller hotels are much better conduits to local communities, given their flexibility to embrace and showcase local traditions and craftsmanship.

There’s also an increasingly critical dialogue surrounding the concept of sustainability in design. As environmental concerns intensify, luxury hotels are starting to recognise that being eco-friendly isn’t just a cute nod to a trend, but a vital commitment. This doesn’t mean compromising on comfort, however, as we’ve already seen that sustainable practices can coexist with, and even enhance, the guest experience.

As travellers, I hope we can cherish the journey of seeking luxury in the subtleties — in the stories whispered, not shouted.

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