From exclusive to inviting: How approachable luxury is transforming hospitality
As Millennials and Gen Z reinvent what luxury means, Signia by Hilton is responding to their need for authenticity, connected comfort, curated culinary experiences, and wellness.
Luxury hospitality is back and booming. According to a 2024 McKinsey & Company report, demand for upscale tourism and hospitality is expected to grow faster than any other travel segment. However, as this industry continues to evolve, so does the modern traveler and the type of stay they are looking for.
A growing number of travelers are shifting their preferences toward “approachable luxury,” a trend that prioritizes elevated amenities, exceptional service, and distinctive experiences in a more relaxed, less formal atmosphere. McKinsey’s research found that more than a third of those seeking this type of travel have net worths ranging from $100,000 to $1 million, noting they are also discerning in their spending.
“There’s a clear shift in recent years in what hotel guests desire in a premiere hotel stay, whether they’re traveling for leisure, business or to attend a meeting. It’s a trend largely shaped by Gen Z and millennials reinventing what luxury means,” said Teddy Berlin, brand leader, Signia by Hilton. “Guests are looking for an exceptional and welcoming experience that feels authentic. They want to spend their valuable and sometimes limited time in spaces that resonate with their values but also travel style.”
DESIGNING FOR COMFORT AND CONNECTIONS
Travelers want to spend their time in well-designed spaces that make them feel comfortable and public areas that lend themselves to gathering and connecting. Striking that balance is Signia by Hilton’s flagship and newest hotel in downtown Atlanta with vibrant social spaces that emanate southern warmth, curated art collections, and floor-to-ceiling glass walls that filter in natural light, offering panoramic views of downtown.
