Conversation with Bernhard BohnenbergerFounder and CEO of Discover CollectionDuring the EHL Open Innovation Summit in Lausanne. We spoke to him about the importance of technology for luxury hospitality. He also discussed how guests’ expectations are changing and why emotional connection is still important in high-end tourism. Bernhard shared with us his vision of what he called “Mindful Luxury,” and how technology can support and never replace human interaction.
Which technology or innovative idea do you believe will have the greatest impact on the hospitality industry in the next 5-10 years?
No one can ignore how AI and tech are growing. We would not send robots to serve our guests in the luxury end, but technology could be a great source of information or an army of assistants. The technology can be used to better serve our guests in the background. When you are paying thousands of dollar per night for a hotel, true hospitality means human interaction. The machines we use should improve the service of our team, but they must be stealthy. If it’s invisible, like a ninja or a spy, then that’s great.
Do you think that there is a misconception of what AI can do in the hospitality industry, and especially in luxury?
Yes. AI is a powerful tool, and could even be used to run luxury hotels. It is important that at the top end, the emotional aspect and human interaction remain. When a guest spends thousands of dollars per night, they don’t want to look at a machine. But it can be used behind the scenes as a support for the team. Many things can be automated in the lower-end and more functional hotels. As you progress up the luxury hotel chain, more and more human touch is important.
Do you believe we should reevaluate our definition of luxury?
Yes. The Discover Collection calls it “Mindful Luxury.” In the past people used to associate luxury with chandeliers and gold leaf. They also associated it with champagne, opulence, and champagne. Some people may find that appealing, especially those with newer money. People want something different as they mature and their wealth is passed down through the generations. They are looking for something that will transform them, whether it is physically, mentally or by learning something new. Why would anyone want Wagyu steak flown into Oman from Japan, when they are staying in a resort there? Today’s luxury traveller wants to experience more, be more meaningful, and feel more connected to their destination.
Do you believe that luxury brands are ready today to deliver meaning or even understand the need to begin delivering meaning?
Six Senses revolutionized and disrupted an industry by creating unique experiences. With the Discover Collection I want go further into exploration. I want guests to be a part of our team and the local community and engage in meaningful and deep conversations. You will be followed if you are the first to do something. I’ve seen it before when something we did was copied. This new approach is sure to have an impact and trickle through the industry.
