Tom Rowntree: A New Era in Luxury Hospitality
Tom Rowntree, the Vice President of Global Luxury Brands at IHG Hotels & Resorts, brings a refreshing perspective to the concept of luxury travel. Rather than diving into details about plush thread counts or opulent amenities, Rowntree emphasizes an essential element that sets IHG’s luxury offerings apart: experiences. “Every single thing about our luxury offering is about experiences,” he asserts, highlighting that luxury is rooted in how the environment makes a person feel, not just what is present in the room.
Understanding Today’s Luxury Traveler
Rowntree notes that the contemporary luxury traveler spans across seven generations, each with distinct needs and preferences. As the upcoming Generation B begins their travels, understanding this multi-generational aspect is paramount. “We’re seeing more multi-gen and skip-gen travel— grandparents with grandkids, spouses with kids, or solo escapes wrapped around a work trip,” he explains. This trend signifies the necessity for flexible spaces and tailored experiences that resonate with each generation.
For instance, the stunning Regent villas, designed with multiple bedrooms, paired with wellness-centric stays at Six Senses, cater to this inter-generational travel dynamic. Meanwhile, Kimpton Hotels maintain their signature cool vibe, ensuring there is something for everyone—often within the same room.
Meaning Beyond Material Luxury
With IHG, the commitment to luxury transcends surface-level opulence; it’s deeply intertwined with purpose and meaning. Each brand within IHG’s luxurious portfolio is crafted with intentionality. Rowntree mentions that at Six Senses, the design and services are focused on helping guests reconnect—whether with themselves, their companions, or their surroundings. Every element, from locations to spa rituals, aims for a holistic guest experience.
The Trend of Personalization in Luxury
The evolving landscape of luxury hospitality also demands a more personalized approach. Rowntree highlights that travelers are looking for tailored experiences, where every detail—from room configurations to curated activities—reflects their unique desires. At Kimpton, which was a pioneer of the boutique hotel movement, this ethos continues to flourish. Rowntree emphasizes how Kimpton’s distinct personality remains integral to its operations, blending the original elements it introduced to the industry with fresh, heartfelt creativity.
Resilience of Luxury Travel
While discussions about a potential slowdown in luxury travel, particularly in regions like China, are ongoing, Rowntree remains optimistic. “Look at the data,” he states confidently. The luxury travel market is forecasted to grow to an astounding $4.8 trillion by 2032. In a post-pandemic world, travelers are prioritizing experiences over material possessions—choosing meaningful trips over material indulgences.
The Asia-Pacific Luxury Market
With Asia-Pacific emerging as a powerhouse in both domestic and international travel, Rowntree is enthusiastic about the future of luxury offerings in this region. “Every single one of our openings here is worth watching,” he expresses. The evolution of established brands like InterContinental, the anticipated return of Regent Hong Kong, and the introduction of Six Senses properties across Southeast Asia mark a dynamic period for luxury hospitality.
Rowntree aptly summarizes that luxury is ultimately defined not by possessions but by the memories that guests create during their travels. Each experience becomes a cherished story, setting the stage for a vibrant new era in luxury hospitality.