Modern luxury doesn't necessarily need overly formal staff and a stuffy atmosphere. It can be "consistently inconsistent," and yet still be totally unforgettable.
It takes old-school hospitality expertise and new-school marketing hustle to create a cult property from scratch. Nihi Sumba Island seems to be the culmination of both, plus it has the right capital and vision.
The startup's focus on mobile and social media distribution gives them a leg up on the country's outdated domestic tourism industry, which up until recently was dominated by a few big companies.