The true meaning of luxury

By Nicholas Downing on 07/03/2017

The exclusivity of the word “luxury” has been eroded and has been misused on so many levels that it almost carries no weight anymore.

For me, luxury is all about freedom. As it relates to hospitality. I actually believe that true luxury is about creating spaces for guests to have time to be themselves, however they may wish that to be.

It’s about creating a truly comforting environment for a guest depending on their own desires.

Over the past 20 years, I have been involved in resorts that offer high-end services with varying degrees of success. I am proud to say that The Siam provides a level of service which I haven’t seen in a very long time.

Discussing this with a guest recently, we agreed on a term to describe our service style: ”invisibly present”. Our guests don’t want in-your-face service which overwhelms them at every turn. They want to know there is someone there when needed so they never have to worry. Better still, we aim to cater to their needs before they even realise they need something.

Luxury to me is defined by time and space depending on the guest. Some guests find their energy from alone-time and others prefer to be more social, surrounded by others. The Siam provides a unique environment where guests can do as little or as much as they wish to. We take the pressure away from having to organise anything and to simply let the experience happen.

Hotels and Resorts are about emotional connections. It’s not about the money you spend or the points you earn. Most guests who appreciate travelling choose and enjoy a hotel because it makes them feel something on an emotional level.

At The Siam we truly believe in sharing a different side of Bangkok. We are an urban luxury resort within one of the world’s most visited cities. We feel that to truly enjoy Bangkok, you need to celebrate and experience all the great activities on offer.

We have partnered with a leading destination management company to deliver bespoke tours and access to key sights across the city. The Siam Butler is also an extended concierge to truly understand what the guests are looking to achieve while they are in Bangkok and subsequently recommend and customise itineraries to maximise guests' time in the Capital.

Nicholas Downing is the General Manager of The Siam, a member of the Legend Collection from Preferred Hotels & Resorts.

Article code: 4111

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