Lifestyle hotels need to move from wellness to technology
The lifestyle hotel value proposition has gone flat. That is the argument from Eric Jafari, co-founder of Locke and edyn, in his analysis on Hospitality Net. According to Jafari, the segment has leaned too much on design and atmosphere and has neglected two levers that are now essential: wellness and AI-driven personalization.
My take: he is right. Wellness as a label no longer differentiates unless it becomes a real, measurable experience. And AI enables exactly that, tailoring the stay to each guest without turning the hotel into a lab. The rethink Jafari proposes is not only aesthetic, it is about product and technology.
Lifestyle hotels that integrate these two axes have a huge advantage over standardized chains. It is about using data to create services guests notice and are willing to pay for. The technology is ready for it.
Quick questions
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