The “death of the office” seems unstoppable. When Apple asked people to return to the office for part of the week, employees (including the head of AI) quit. While Tesla recently doubled down on pushing for all employees to return to work, the trend towards more remote work seems irresistible, at least for the foreseeable future. This puts enormous pressure on the hospitality industry and opens up huge opportunities for innovation.
In the past, luxury hotels didn’t have to worry about where the table was, but in a time of endless zoom and team calls, hotel lighting and backgrounds can become as important as other amenities for digital nomads in luxury. segment. And in my own experience, having traveled extensively around the world, few hotels have successfully adapted to the needs of high-end business travelers who do much of their work on the go. I remember a recent stay in London, where—in one of the best hotels in the city—it was literally impossible to find a quiet place for an important video call.
And as luxury travelers become more digital, new and innovative services are emerging. Brevity is a travel technology company that caters to high-end luxury travelers by taking the stress out of travel planning by providing people with reliable, verified and personalized recommendations. It’s an app-based service that provides total immersion anywhere in the world. The idea is simple but powerful. A traveler spends, say, four days in Paris, Tokyo, or Los Angeles, and has a program that combines work meetings and leisure. The app will provide carefully curated and personalized dives to your travel destination to suit the preferences of every discerning traveler.
Brevity founder and CEO John O’Korn told me that “Modern travel is often so stressful and time-consuming that it robs us of the joy that should come with new experiences. We exist to make the lives of people in constant motion better by providing them with personalized recommendations that will surprise and delight them over and over again. They can immerse themselves like locals anywhere in the world without the need for elaborate preparations.” The future of luxury travel will be one of maximum personalization, flexibility and contextual sensitivity. Getting exactly the information that the traveler needs, and when he needs it.
Airbnb recently took another devastating step. The landing page has been completely redesigned to provide travelers, including the wealthiest, with destinations tailored to their passions and interests. Instead of searching for stays in one specific location like a traditional travel search, Airbnb now offers categories like “beach”, “amazing pools”, “Oh my God!” or “by the lake”. Now customers prefer to be surprised by destinations around the world, in a certain region or place.