Aman Exec Wants Luxury Travel to Be a Family Affair

Global luxury chain Aman Resorts is finding some success in attracting millennials, Chief Operating Officer Roland Fasel said during Skift Global Forum last year.

In our behind-the-scenes conversation, he acknowledged that the company is also looking to cater to even younger potential guests.

“Right now, we’re not really in the family space,” Fasel said. “We decided we want to be in the family space.”

He said the company is in the process of figuring out how to integrate kids and teenagers into the Aman concept.

“So it’s not about building a kids’ club,” he said. “It’s about creating staff for that particular segment, for them to be getting engaged in our Aman culture and Aman world so they will be there for generations to come.”

With 33 hotels, resorts, and private residences in 21 countries, Aman already has a brand built on creating “access in some of the most fascinating corners of the world,” Fasel said. Modern consumers are demanding more activities and opportunities to learn new skills, he said.

The company is working to create “transformational experiences” — a real buzz phrase in the luxury travel sector — to cater to those customer desires.

“Those trends which everybody is talking about, it’s part of my DNA really,” Fasel said.

He said it is crucial in the travel business for companies to continuously reinvent themselves.

“If you’re not innovating and if you’re not creative, I think that’s the end of your brand,” he said. “The only true competitive advantage comes through creativity.”