Trends In Luxury Hospitality: Graeme Labe of Luxury Frontiers On Future Trends Of the World’s Most Luxurious and Unique Hotels

An Interview With Dina Aletras

Wellness Travel: There is a growing demand for holistic wellness experiences that nurture the body, mind, and soul. Holistic wellness goes beyond traditional spa offerings, encompassing customized wellness itineraries that feature fitness classes, mindfulness sessions, nutritional guidance, and tailored experiences. These offerings also encourage guests to step out of their comfort zones, pushing them to go beyond their usual limits to achieve a sense of self-fulfillment.

The hospitality industry is continually evolving, with luxurious and unique hotels setting new standards in comfort, design, and guest experiences. From cutting-edge technology to eco-friendly practices, these hotels are at the forefront of innovation. What trends will shape the future of the world’s most luxurious and unique hotels, and how are they preparing to meet the demands of tomorrow’s travelers? As a part of this series, I had the distinct pleasure of interviewing Graeme Labe, Managing Partner, Luxury Frontiers.

Graeme is responsible for guiding the creative direction that has earned the company recognition as a global leader in sustainable and biophilic design. With a rich background spanning more than 25 years, Graeme specializes in alternative construction techniques and environmentally responsible off-grid designs. As the current and previous recipient of a Radical Innovation award, Graeme remains dedicated to pushing the boundaries of innovative sustainable hospitality design to new frontiers.

Can you share a bit about your early background and how it influenced your journey into the luxury hospitality industry?

Growing up, I had a strong connection with nature, spending countless hours outdoors building forts by the river. This early love for the natural world eventually guided my career path. After finishing school, my parents suggested I study Hospitality Management, which led me to work in the industry. I discovered a passion for the technical and operational aspects of hospitality, rather than guest-facing roles. A pivotal moment came when I was involved in managing the rebuild of the Mount Nelson Hotel after a fire. This experience introduced me to project and design management, which became my focus and set the foundation for my future in luxury hospitality.

What inspired you to pursue a career in this field, and can you share the story behind your decision?

The turning point in my career came in 1995 while working for Orient-Express Hotels (now Belmond). I was sent to Botswana to manage their safari company in the Okavango Delta. Although they assumed my South African background meant I understood the bush, it was during this time that I truly began to grasp the luxury hospitality industry, especially in safari camps, eco-lodges, and sustainable environments. My role involved restructuring operations and managing the redevelopment of lodges, which fueled my passion for design and development in nature-centric settings.

A pivotal moment was meeting Geoffrey Kent, the founder of Abercrombie & Kent, who invited me to lead the design and development of 16 lodges across sub-Saharan Africa. This experience culminated in the development of Abu Camp for Paul Allen of Microsoft, which marked a significant milestone in my career. Realizing it was time to venture out on my own, I founded FTK, a design and project management firm.

In 2011, I met Luca Franco, and we partnered to create Luxury Frontiers, driven by our shared passion for experiential hospitality and adventure travel. While Luca focused on the business side, I was able to channel my expertise into design and project delivery, cementing my career in luxury experiential hospitality.

What’s the most intriguing or memorable experience you’ve had since starting your career?

One of the most memorable experiences in my career was living in the bush in Botswana for five years. I moved from property to property in my Land Rover, often sleeping on its roof. I spent every day immersed in the wild, experiencing wildlife in ways I had never imagined before.

As a successful leader in the industry, which three character traits have been key to your success? Can you provide a story or example for each?

• Detail-Oriented: Being detail-oriented has been crucial to my success. It means meticulously listening to our clients’ needs and focusing on every design element, ensuring that each aspect of our projects meets the highest standards and aligns with the clients’ visions. This attention to detail allows me to fully immerse myself in the project, delivering outcomes that resonate with our clients.
• Resilience: The process of designing and developing projects in the immersive hospitality industry often involves significant challenges and delays that are beyond our control. My resilience helps me navigate these obstacles and lead my team effectively, ensuring that we see our projects through to completion.
• Curiosity: My natural curiosity drives me to continuously learn and grow. Even though I wasn’t an expert in architecture or the safari industry when I began, my inquisitive nature has enabled me to gain deep knowledge and expertise, which has been vital to my success.

How do you envision the role of technology transforming the guest experience in luxury hotels over the next decade?

In our immersive eco-tourism hospitality model, we see technology as a back-end function, working behind the scenes to free up time at the front-end, where human connections truly happen. During immersive experiences, guests often disconnect from technology, seeking deeper engagement with nature. As technology advances, we’re increasingly drawn to nature and away from screens. Experiential travel is the antidote to modern living, and with continuous technological improvements, we will have more time and freedom to explore the world.

What unique architectural or design trends are emerging in the world’s most luxurious hotels?

There is a significant shift towards authenticity in the architecture and design of luxury hotels. While design remains crucial, it is now more measured, considerate, and personalized. Sustainability in design is evolving from a trend to a standard, with careful consideration given to every aspect, from infrastructure and materials to interior finishes, as well as the environment and communities surrounding the hotel. Another notable trend is the focus on design that enhances our connection with the world around us, rather than distancing us from it. Design in luxury hotels now serves to deepen our interaction with the environment and culture.

How are luxury hotels incorporating sustainability and eco-friendly practices into their operations?

During the design phase of hotels, we develop a sustainability framework that encompasses a wide range of initiatives, guided by six core principles: place, water, energy, people, waste, and materials. Our goal is to enable our clients to seamlessly integrate sustainable and eco-friendly practices into their operations once the design and construction are completed. After a hotel opens, I believe that operational eco-friendly practices begin with fostering an understanding among the operator and their team that we must give more than we take.

What strategies are luxury hotels using to cater to the evolving preferences of millennial and Gen Z travelers?

The trend in luxury hotels is moving from exclusivity to inclusivity, marking a significant shift in the industry. This shift is not just about broadening the guest demographic but embracing a more holistic approach to luxury. Inclusivity now extends beyond accessibility to include cultural sensitivity, sustainability, and social responsibility.

Personalized service, once the hallmark of exclusivity, is now being tailored to meet a diverse range of preferences. Cultural sensitivity is intricately woven into the guest experience, ensuring that every guest feels not just accommodated but celebrated. Inclusive design principles are shaping physical spaces to be accessible and comfortable for all.

How are luxury hotels balancing exclusivity with the increasing demand for personalized and immersive experiences?

The key is recognizing that exclusivity can harmoniously coexist with personalized and immersive experiences. Leading luxury hotels create environments that celebrate individuality while fostering inclusivity. The future of luxury hospitality lies in crafting spaces where every guest feels special and considered, transforming exclusivity into an inviting gateway rather than a barrier.

Thank you for all that insight. Now, let’s dive into the core of our interview: What are the “Top 5 Trends In Luxury Hospitality”? Please provide a story or example for each.

1. Back to Basics: As we evolve and grow, we return to what provides us with meaning and wonder. For me, the opportunity to experience the ‘real’ is the definition of luxury. Being fully immersed in nature, away from technology, travel becomes an antidote to modern living. It’s the basic things that are seen as luxury — experiences over material possessions. For example, being able to sit around a campfire and view the stars, enjoy farm-to-table dining, get a good night’s sleep, and engage in exercise.
2. Multigenerational Travel: As families become more dispersed, multigenerational travel offers the opportunity for family members of all ages to create lifelong memories together and celebrate their connections. This trend allows for meaningful shared experiences that strengthen family bonds.
3. Conscious Travel: Conscious travel is about traveling mindfully with the intention of making a positive long-term impact on the environment and local communities. It involves heightened awareness of the consequences of every action — whether dining, traveling, or interacting with locals. Each action leaves a mark, and conscious travelers aim for these marks to be positive.
4. Adventure Travel: Adventure experiences are becoming a standard, with options catering to all fitness and adventure levels. The level of adventure should suit each person’s capacity, or even slightly challenge it to push limits. It’s important that these experiences align with the ethos of a conscious traveler, ensuring they are both exhilarating and respectful of the environment.
5. Wellness Travel: There is a growing demand for holistic wellness experiences that nurture the body, mind, and soul. Holistic wellness goes beyond traditional spa offerings, encompassing customized wellness itineraries that feature fitness classes, mindfulness sessions, nutritional guidance, and tailored experiences. These offerings also encourage guests to step out of their comfort zones, pushing them to go beyond their usual limits to achieve a sense of self-fulfillment.

Do you have a favorite quote that has influenced your life? Can you share a story that illustrates its relevance to you?

“The more we see things around us — even beautiful and wondrous things — the more they become invisible to us. This is why we often take for granted the beauty of this world. Because we see things often, we see them less and less.” — Joseph B. Wirthlin

Working in such amazing locations around the world, I constantly remind myself how unique and special each place is, ensuring I don’t become jaded as I move from project to project. Our work requires in-depth planning, and we can’t afford to take anything for granted. This mindset pushes me to stay more aware, leading to better design and a more thoughtful approach to design.

With your considerable influence, if you could start a movement to make a significant positive impact, what would it be?

I’m not sure I’m the type to start a movement, but I believe the solutions we seek are often simpler than we think. A movement doesn’t need to be complex; it can begin with something as basic as kindness, and positive outcomes will follow. I strive to be considerate in everything I do, from design to my interactions with people. The foundation of my work is to respect the locations and environments we work in, ensuring that this principle applies to both the land and the people.

How can our readers stay updated with your work online?

Feel free to follow my personal LinkedIn or Instagram. Of course I might not be able to cover everything we do, so please do follow Luxury Frontiers’s LinkedIn and Instagram as well.

Thank you for sharing these fantastic insights. We appreciate your time and wish you continued success.

About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.

Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.