Cold-water plunge? Luxury looks different at this Tassie hotel

In the world of hospitality, the “signature experience” is on the rise, the name given to an activity that only one hotel can offer, such as a tour of its art collection. Or it could be VIP access to an attraction or event that the hotel has negotiated with local operators.

Rather than the one-off feat pulled off by a savvy concierge or front desk, these experiences are tailored to the interests of an establishment’s customers.

They come as even economy hotels offer accoutrements that used to only be found in the upscale as the luxury segment continues to grow faster than any other hotel class, creating fierce competition.

And the meaning of luxury is also shifting, according to a report by consultancy firm McKinsey and Company.

“Affluent customers increasingly value unique experiences – not just the tangible product – and vibrant atmospheres over opulent formality,” the report says.

“Data on consumer spending substantiates the notion that interest in recreational experiences is generally rising while interest in non-essential goods is generally subsiding.”

Enter the era of the signature experience as a hotel’s way of differentiating itself and enticing custom.

The Tasman, a Luxury Collection Hotel in Hobart has joined the party, putting up new offerings devised by the hotel’s James Nobleza, Tasmania’s only Les Clefs d’Or qualified concierge, in collaboration with local operators.

Titled “The Keys”, the program comprises three excursions exclusive to hotel guests, including a guided walk and meditation on Mount Wellington/Kunanyi, with a cold-water plunge to finish before hot drinks and a journalling session.

The Hari Hong Kong has also just begun offering guests “The Hari Art Trail” experience, a tour with the hotel’s “in-house art ambassador”, artist Bibek Rai, who shares anecdotes behind the hotel’s eclectic art collection and contemporary design and explores the art of the wider Wan Chai district.

And Hilton’s upmarket LXR Hotels & Resorts collection has launched a “Pursuit of Adventure” program highlighting its support of the National Geographic Society which presents guests with an array of excursions tailored to feature the best adventures in each hotel’s locale.

See marriott.com ; thehari.com ; hilton.com/en/brands/lxr-hotels