Guests' experiences and expectations are altering the meaning of luxury, writes Dr Tracy Harkison.
It seems everyone is doing luxury — even McDonald's: Mark-Francis Vandelli, from Made in Chelsea, designed a pop-up luxury restaurant in the high street of Kensington, England, where people were served by butlers, ate with cutlery off China plates, listened to a string quartet — while eating Big Macs and french fries.
Luxury is by no means a new concept — it can be traced back to the ancient Romans and Greeks, who were famed for their lavish and luxurious lifestyles while travelling, feasting and holding banquets.
Luxury was once seen as a differentiation between social classes and a sign of prestige, but it has morphed into a concept that is evolving due to it no longer simply being measured by material accoutrements, such as luxury goods. Luxury is now being defined through experiences and ideal values.
To date there is no objective or quantifiable definition of luxury or the luxury market due to their nebulous nature.