Insights from Leanne Harwood: Shaping Luxury & Lifestyle Hotels in 2025
At the January 2025 ALIS conference in Los Angeles, Leanne Harwood, the senior vice president and managing director for Luxury & Lifestyle Brands Americas at IHG Hotels & Resorts, took center stage to unveil valuable insights into the evolving landscape of luxury and lifestyle hospitality. With a wealth of experience under her belt, Harwood illuminated the trends that are not only reshaping this vibrant sector but also defining the expectations of today’s modern luxury traveler.
The Growing Market of Luxury & Lifestyle
As the global demand for luxury accommodations increases, the Luxury & Lifestyle segment is experiencing an impressive moment in the hospitality spotlight. Harwood highlighted that the industry is on a trajectory to reach a staggering $370 billion in value by 2032. This growth, she noted, is driven by a blend of an expanding affluent class and changing consumer preferences, which increasingly recognize the value of experiences over mere possessions. This shift is pivotal for brands aiming to capture the hearts—and wallets—of the next generation of luxury travelers.
Understanding Modern Luxury Travelers
Today’s luxury traveler is not just in search of plush amenities and opulent settings; they seek deeper connections and memorable experiences. Harwood emphasized that the next generation prioritizes stays that offer authenticity, local culture, and unique adventures. Instead of just staying in a beautiful hotel room, they want to immerse themselves in the destination, partake in exclusive culinary experiences, and engage in sustainable practices. Brands that can offer these meaningful experiences will find themselves at the forefront of the market.
The Evolution of Brand Identity
One key point raised by Harwood was the challenge facing luxury brands: maintaining a clear identity while adapting to the evolving expectations of the market. With an expanding portfolio of luxury and lifestyle properties, IHG is committed to evolving its brand identities without losing sight of their heritage. Brands must navigate this delicate balance by not only highlighting their tradition and history but also demonstrating a willingness to innovate and reinvent themselves to suit modern needs.
Joy as a Core Value
Interestingly, Harwood identified “a sense of joy” as a critical element in fostering loyalty and enhancing guest experiences. In a world where travelers often face stressors related to work and life, providing joyful experiences can create lasting impressions and inspire repeat visits. Whether through exceptional service, engaging programming, or thoughtful design, luxury and lifestyle brands must prioritize joy in all interactions to meet the emotional needs of their guests.
IHG’s Strategic Positioning
With a robust portfolio boasting over 900 open and pipeline Luxury & Lifestyle properties, IHG stands as a leader in the hospitality segment. Harwood outlined how the company leverages decades of expertise across various operational facets—sales, marketing, design, and food and beverage—to cater to the unique needs of luxury travelers. This strategic positioning enables IHG to not only attract discerning guests but also to support owners and developers in realizing the potential of each property within their brand umbrella.
The Future Outlook
As Harwood concluded her insights, the optimism for the future of luxury and lifestyle hospitality was palpable. With emerging trends indicating a robust demand for curated experiences and personalized service, the next few years will be crucial for brands looking to solidify their position in the market. Innovative design, a focus on unique guest experiences, and a commitment to joyful hospitality will be essential for success.
In this landscape of opportunity and transformation, both established and emerging brands must remain agile, ready to adapt to the changing tides of luxury consumerism. By investing in quality experiences and maintaining a connection to the joy of travel, they will undoubtedly capture the essence of what it means to be a modern luxury provider in the hospitality industry.
