How Montage Is Scaling Luxury Brands — Slowly, and With Purpose
Photo Credit: A Montage property Montage Hotels & Resorts
Skift Take
Montage is thinking deeply about how to grow while preserving its service culture and attention to detail.
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.In a world of hyperscaling luxury, many brands have culture documents that live in slide decks. One hospitality brand has sales managers outside on the snow attending to guests.
At Montage Deer Valley and Pendry Park City, both in Utah, and Montage Big Sky in Montana, the sales and marketing teams break away every morning during the peak rush to help guests put on ski boots and talk to them. Not because they're told to, but because it is the natural flow of the morning, and it is where more staff attention is needed to create a great experience.
It is an example of culture and philosophy being activated into the molecular level of the experience.
As many companies like Rosewood and Aman are racing to plant flags in emerging markets and bulk up for eventual financial exits, Montage has built something that moves at a different speed.
It operates 14 properties under two brands. It has taken 20 years to get there — and this is not
