Too Much of a Good Thing? Is Luxury Starting to Lose Its Lustre
Originally published in TTG Media. Written by Heath Heise. Summary and commentary by Llama Travel Marketing.
© TTG Media 2025. Re-published with permission.
Luxury has always been travel’s most guarded territory. Clear definitions. Confident storytelling. High standards. A space where brands know exactly who they are and who they serve. But as Heath explored in his recent TTG piece, the sector may now be reaching a point where “luxury” is being stretched so far that it risks losing its meaning.
With more brands than ever attempting to play in the top tier, the category is beginning to look crowded. When everyone claims luxury, the word stops working. And when the signals blur, customers start to question what they are actually paying for.
Heath’s article highlights three shifts worth paying attention to.
1. The middle is moving up
Brands once firmly in the premium or mid market segment are creeping into luxury language, imagery and pricing. The problem is not ambition. The problem is definition. Without the substance behind the claim, it becomes harder for consumers to distinguish who genuinely belongs there.
2. The formula is becoming predictable
Luxury was once a category built on understatement, craft and restraint. Today, it is sometimes reduced to a checklist. Infinity pools, neutral palettes, staged drone shots, the same tone of voice. The sameness is undermining its power.
3. The customer has changed
Luxury travellers are more experienced, more values driven and far more discerning. They look beyond labels. They want stories, substance and a sense of place. If brands cannot offer that, their “luxury” promise falls flat.
These shifts create a challenge for true luxury brands, but they also open up a significant opportunity for those who can be clearer and more honest about their position in the market.
What this means for travel marketers
Whether you operate in luxury or not, there are important lessons here.
Clarity is a differentiator
Luxury brands have historically succeeded because they were unmistakably themselves. As the category becomes noisier, clarity becomes even more valuable. A well defined identity cuts through the confusion.
Substance wins over style
Travellers are tiring of surface level cues. They want meaning and story. They want something they cannot get elsewhere. This is where mid market brands can thrive. You do not need a luxury budget to create depth.
Focus beats stretch
Trying to move up the luxury ladder without the capabilities to support it often weakens the brand. The strongest players choose their lane and double down on it.
Experience matters more than ever
In the end, luxury is not a price point but a feeling. Brands that craft thoughtful, distinctive experiences will outperform those relying on traditional labels.
Final thought
Heath’s piece is a timely reminder that categories evolve whether brands keep up or not. Luxury is shifting. Expectations are rising. The same word now covers too many stories.
The brands that continue to succeed will be the ones that stay true to who they are, not the ones who mimic the aesthetics of others.
