Jacobs Issues Candid Warning to Luxury Hotel Brands
Neil Jacobs, founder of Wild Origins and former head of Six Senses, warns that luxury hospitality is facing an identity crisis due to many hotel brands becoming “homogenous.” Speaking at Further East in Bali, Jacobs, now working with Capella Hotel Group, emphasized that too many brands lack distinctiveness and only those with clear, purpose-driven narratives will thrive.
“However good they are, they’re all doing the same thing,” Jacobs said during a conversation with Capella’s Vice President Lifestyle, Lexie Rodriguez.
According to Jacobs, the basics of luxury—great food, beautiful architecture, a comfortable bed, and excellent service—are no longer sufficient to earn guest loyalty. “That’s kind of a given if you want to play in that world,” he noted. What truly sets leading brands apart today is their story and substance.
“The brands that are really chipping away at market share are those with a very clear narrative, a very defining story that perhaps is not going to appeal to everybody – and that’s okay,” he explained.
Environmental Challenges in Luxury Hospitality
Jacobs candidly addressed the luxury hospitality industry's shortcomings in environmental responsibility. He stated, “Sustainability is kind of a bad word,” highlighting the sector’s poor reputation for execution.
“We have a horrible reputation in hospitality when it comes to really executing,” he admitted.
Despite this, Jacobs sees a promising opportunity in aligning ethics with economics to transform the industry.
Author's Summary
Neil Jacobs cautions luxury hotels to embrace unique, purpose-driven narratives and improve sustainability to remain competitive and relevant in a crowded market.