What makes some hotel experiences feel effortlessly exclusive? As the world gets louder, why are the most influential brands turning down the volume and leaning into subtlety? Quiet luxury is redefining the way status and sophistication are demonstrated, shaping the fashion world and the standards of hospitality and travel.
In this new era, the brands that leave a lasting impression are remembered for their thoughtful touches and unique atmosphere, sometimes in ways that are hard to describe.
What’s behind the quiet luxury shift? How are top hotels using it to attract the world’s most sophisticated travelers? And what does it mean for careers in luxury hospitality? Keep reading to see why subtle is the new statement and why it matters more than ever.
What is quiet luxury?
The term ‘quiet luxury’ has become shorthand for a way of living and buying that says more with less. It favors high-quality materials, timeless tailoring and muted branding over overt logos or seasonal trends.
Brands such as Loro Piana, The Row, Brunello Cucinelli and Bottega Veneta have mastered this approach, creating products you’ll never see splashed across billboards.
Still, they are instantly recognized by those who value real quality. This is the style of fashion where wealth whispers and every detail, from the muted color palette to the expert craftsmanship, is intentional.
Why is quiet luxury on the rise?
Quiet luxury is quickly becoming the standard for high-end style and service and that’s no accident. Today’s consumers are changing what they value, pushing brands to rethink everything from design to the guest experience.
In fact, according to NextAtlas, global interest in quiet luxury rose 734% year-on-year in Q1 2024, driven by a growing consumer fatigue around influencer culture, fast fashion and conspicuous branding.
Key factors driving the rise:
- Tired of the noise: after years of scrolling past viral trends and seeing logos everywhere, people are looking for something more meaningful. The appeal now is in owning pieces or booking experiences that feel timeless and personal and not something designed for likes or hashtags
- The ‘in the know’ effect: today’s luxury creates a sense of belonging within a select circle where quality and expertise are prized above all else. This quiet confidence and insider knowledge make the experience feel truly special for those who appreciate the details
- Authenticity over attention: shoppers are drawn to clean lines, refined materials and understated design, elements that reflect confidence and real understanding
- Real business growth: this isn’t just a passing mood. Polaris Market Research projects the silent luxury goods market will grow from $137.48 billion in 2024 to more than $278 billion by 2034. The brands investing in subtlety and quality are the ones earning long-term loyalty
- A shift in hospitality: hotels and resorts are taking note too. Instead of selfies in the lobby, the focus is on creating spaces and moments that feel exclusive and considered
In short, quiet luxury has become the answer to an era overloaded with noise. The brands that deliver subtlety, substance and a sense of belonging are setting the new standard for what success and sophistication look like.
Quiet luxury brands: examples of brands doing it right
Certain brands capture the essence of quiet luxury by focusing on quality, subtle design and memorable experiences. The following examples highlight how this approach is reshaping what true luxury looks and feels like.
Brunello Cucinelli
This Italian label is recognized worldwide for its refined knitwear and commitment to ‘humanistic capitalism’. In 2023, Brunello Cucinelli reported €1.14 billion in sales, reaching growth targets years ahead of schedule.
The brand stands out through its dedication to craftsmanship, ethical production and community values. With a focus on slow fashion and dignified practices, each piece reflects quality and purpose. Customers return for the brand’s understated approach to luxury and its lasting sense of integrity.
Aman Resorts
Regarded as a leader in ultra-luxury hospitality, Aman doesn’t rely on heavy advertising or ornate decor. Its properties are famous for tranquility, discretion and personalized service in some of the world’s most stunning locations.
Guests return year after year, not for celebrity sightings or flashy amenities, but for the peace, space and sense of privacy that Aman delivers. The brand’s minimalist design, attentive staff and seamless experiences have set a new benchmark for what ‘exclusive’ truly means in hospitality.
The Row
Founded by Mary-Kate and Ashley Olsen, The Row exemplifies ‘if you know, you know’ luxury. The brand produces meticulously crafted clothing that never features logos or overt branding. Its collections are celebrated for clean lines, exceptional tailoring and timeless appeal.
With no visible logos or seasonal gimmicks, the brand has become a favorite among those who recognize quality at a glance. Its products emphasize simplicity and quiet confidence. This approach has resonated with clients who appreciate subtlety and discretion and this is inspiring hospitality designers to focus on authentic, timeless experiences.
What quiet luxury means for hospitality
So what does this shift mean for the future of hospitality, branding and career growth? Quiet luxury is now shaping every level of the hospitality industry, influencing design, service and guest experience. For hotels and resorts focused on high-value guests, this development is changing how success is defined and delivered.
1. The guest experience: anticipation over attention
Quiet luxury hotels make guests feel recognized without needing to be seen. Instead of staff making a show of service, the focus is on anticipating needs, such as remembering a guest’s room scent or the exact pillow firmness they prefer, so comfort feels effortless and highly personal.
2. Discreet design, enduring materials
Quiet luxury properties invest in timeless architecture, natural materials and harmonious layouts. Instead of following passing trends, these hotels rely on quality stone, wood and fabrics to create a calming sense of place. The aim is to make a strong first impression and leave guests feeling refreshed and restored when they depart.
3. Service that feels invisible
Staff are trained to appear precisely when needed, then disappear. There are no loud announcements or scripted greetings; instead, service is quiet, genuine and deeply intuitive. This ‘invisible hospitality’ is especially prized by high-net-worth individuals and returning guests.
4. Privacy and sanctuary
A defining feature of quiet luxury is a sense of seclusion. At properties such as Aman or Six Senses, privacy is built into the guest journey, from private check-ins to rooms that shield guests from crowds and noise. This sense of sanctuary sets these hotels apart from ‘louder’ competitors.
5. Personalization over personal branding
Today’s luxury travelers seek thoughtful details that reflect their preferences, such as a favorite dish prepared by the chef or tailored wellness experiences. By offering these individualized touches, hotels build loyalty through genuine care and attention, creating moments guests will remember long after their stay.
6. Emotional connection over material spectacle
Quiet luxury places the guest’s feelings and memories at the center of every experience. Whether it’s a handwritten welcome note, a private sunset tour or simply recognizing a returning guest’s preferences, hotels are finding new ways to make each stay feel personal.
According to a 2024 Virtuoso report, 75% of luxury travelers now prioritize unique and rare experiences over traditional luxury amenities. This data supports the idea that hospitality focused on emotional resonance rather than material displays is gaining real traction.
7. Talent and training
Delivering quiet luxury requires a new kind of hospitality professional. Hotels now recruit and train staff who understand subtlety, empathy and cultural sensitivity. Leadership focuses on mentoring teams to notice the small details that set an experience apart.
8. Brand strategy and reputation
For top hotel brands, quiet luxury is a long-term investment in reputation. The focus shifts from advertising to word-of-mouth, from chasing awards to cultivating loyal repeat guests. Properties known for subtlety and consistency often see the highest guest return and referral rates.
Gone are the days of opulent chandeliers and bling-heavy interiors being the sole markers of a five-star experience. Today, the most respected luxury brands in hospitality deliver privacy, calm, personalization and emotional intelligence.
High-end resorts, boutique hotels and hospitality groups across the world are adopting this ethos:
- Rosewood Hotels & Resorts is renowned for its "A Sense of Place" philosophy, crafting tranquil, deeply local experiences that blend seamlessly with their surroundings
- Belmond focuses on timeless elegance and curated journeys — from serene train rides through the Alps to discreet Riviera retreats
- The Upper House in Hong Kong has no front desk, no lobby chaos, just seamless, peaceful transitions from arrival to sanctuary
Understanding quiet luxury is becoming a competitive advantage for anyone entering hotel management or hospitality design. The best hotels are looking for professionals who can deliver nuanced, experience-led service, turning every guest interaction into a moment that feels special and discreet.
Preparing for a career in quiet luxury
In hospitality, quiet luxury is a combination of artful service, smart business choices and attention to every detail. Companies in this space rely on leaders who anticipate guest needs and consistently deliver experiences that feel exclusive, personal and carefully curated.
So where do future leaders learn to master these skills? Glion’s hospitality degrees are designed for the demands of this evolving market. Students build skills across service design, operations, finance and marketing, while also developing the emotional intelligence and cultural fluency luxury brands value. Students at Glion benefit from several key advantages:
- Comprehensive hospitality education: every Glion program covers the full spectrum, from operational excellence and guest journey mapping to commercial strategy and global branding. Students learn by solving real business challenges and collaborating across disciplines
- Exclusive access to the industry’s top brands: with internships at luxury leaders like Four Seasons, Grand Hyatt and Mandarin Oriental, students get to immerse themselves in environments where quiet luxury is a daily practice. These experiences help build the confidence and flexibility to deliver at the highest level
- Career support with a global reach: Glion’s career services and alumni network connect graduates to opportunities in brand strategy, guest experience and executive roles, where quiet luxury sets brands apart
Master’s programs that shape the future of luxury
To meet the growing demand for professionals who can innovate in quiet luxury, Glion offers specialized advanced degrees:
- Master’s in hospitality business leadership: this program prepares future leaders to oversee high-end brands, combining operational insight with strategic thinking
- Master’s in real estate, finance and hotel development: students gain the skills to create and develop next-generation luxury properties, blending financial acumen with guest-focused design
As the luxury market matures, employers are looking for people who can anticipate needs, build long-term brand value and communicate sophistication through service. These are soft skills underpinned by solid business foundations. And that’s what makes a Glion education distinctive.
Conclusion: timeless appeal in a changing world
Quiet luxury has already changed how the world’s most discerning guests choose where to stay and how they define value. But the real story is just beginning.
As travel habits evolve and expectations rise, understated excellence is proving its staying power by delivering what modern guests crave: peace, meaning and connection.
This philosophy also fuels fresh thinking behind the scenes. Designers are finding ways to make spaces feel like personal retreats, technologists are developing new ways to deliver seamless, invisible service and hoteliers are discovering that the best marketing often comes from word-of-mouth, not billboards.
For the next generation of hospitality professionals, mastering quiet luxury is a chance to help define what true hospitality looks like in the years ahead. Where every decision, from the lobby design to the guest welcome, speaks volumes without ever needing to shout.
Main Image - gettyimages Credit: Oscar Wong
