Our dialog with Bernhard Bohnenberger, CEO and Co-founder of Uncover Assortment, befell throughout the EHL Open Innovation Summit in Lausanne. We spoke with him in regards to the position of know-how in luxurious hospitality, how visitor expectations are evolving, and why emotional connection ought to stay central to high-end journey. Drawing on his background with Six Senses and now the Uncover Assortment, Bernhard shared his imaginative and prescient for what he calls “Conscious Luxurious” and the way know-how ought to assist, by no means exchange, the human expertise.
Which know-how or innovation do you assume will most reshape the hospitality business over the subsequent 5 to 10 years?
AI and know-how are exploding, and no person can ignore that. Within the luxurious finish of hospitality, we’d not ship a robotic to serve visitors, however know-how may help us as an incredible military of assistants or a supply of knowledge. It may be used within the background to personally serve our visitors higher. True hospitality nonetheless means human interplay and emotional intelligence, particularly if you pay 1000’s of {dollars} an evening. Machines ought to assist our groups serve higher, however they need to function by stealth. Like a ninja, whether it is invisible, that’s nice.
Do you assume there’s a large false impression about what AI in hospitality can really do, particularly in luxurious?
Sure. Particularly in luxurious, AI may very well be the spine of operations. On the very excessive finish, it’s key that the emotional aspect and the human interplay keep. If a visitor pays 1000’s of {dollars} an evening, they don’t wish to be a machine. However the machine can work behind the scenes to assist the workforce. In lower-end, extra practical accommodations, loads will be taken over technologically. The upper you go within the luxurious chain, the extra the human contact issues.
Do you assume we have to reevaluate what we expect luxurious is?
Sure. On the Uncover Assortment, we name it “Conscious Luxurious.” Prior to now, folks related luxurious with chandeliers, gold leaf, champagne and opulence. Which will nonetheless attraction to some, particularly newer cash. However as folks mature and wealth strikes by generations, they need a really totally different expertise. They need one thing that transforms them – bodily, mentally, or by studying one thing new. Why would you need Wagyu beef flown in from Japan when you’re staying at a resort in Oman? The luxurious traveller at present needs extra depth, extra that means, and extra connection to the vacation spot.
Do you assume luxurious manufacturers at present are able to ship that means, or do they even perceive that they should begin delivering that means?
With Six Senses, we revolutionized and disrupted the business by creating experiences. With the Uncover Assortment, I wish to go even additional, into exploration. I need our visitors to take part within the actions of our workforce, of the area people, and to have interaction with folks in a deep and significant manner. For those who do one thing groundbreaking, others will comply with. I’ve seen it occur earlier than, when what we created was copied. Hopefully this new method will trickle down by the business and have a optimistic affect.