Auberge Resorts Carves Out Luxury for These Times
Photo Credit: The Lodge at Blue Sky at sunrise in Wanship, Utah. Auberge Resorts
Skift Take
Auberge is making a run at the high-touch, yet as a colorful and unique boutique play. And so far it is finding an audience.
On Experience
Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing here.
There’s endless prognostication about what the future of luxury looks like post-pandemic. I’ve argued in this column that a reset of sorts has been overdue. At the higher end of luxury, before Covid, daily rates were spiraling higher and higher in global cities and some owners got used to the 20 euro Nespressos and 50 euro glasses of champagne padding their balance sheets.
With a shift to the more thoughtful and considered, and away from conspicuous consumption, there exists a market opportunity.
To me, it sits somewhere between where Ritz Carlton is in terms of price, and an Aman. Somewhere where there are rates and resulting revenue to allow enough trained staff and the resources to create a considered experience that feels native to a place. Surprisingly, this is hard to find stateside. You have your choices from the big chains, and the hyper-localized boutiques, where predictability and consistency are a question mark. But finding a true luxury standard of service that st
