In today’s world, where choice abounds and experience is god, more and more people are seeking out goods and services that mean something to them—that tell a story and align with their values.
For discerning hotel guests, location and service will always matter, but increasingly so do other concerns: What’s the backstory of the building or the land on which it sits? Does a hotel engage with the local community and encourage visitors to do the same? What is its conservation strategy? How does it give back?
This newfound guest awareness is one reason hotel companies are increasingly focused on finding places with a past, rooted in authenticity and culture (often coming with inherited cachet and clientele). Importantly, such properties often have less environmental impact than a new build on a previously undeveloped piece of land.
This year alone has seen a flurry of high-profile renovations: Anantara Convento di Amalfi Grand Hotel is a redo of a 13th-century convent turned hotel in Amalfi; Belmond’s update of its long-loved Maroma Riviera Maya, on one of Mexico’s most pristine beaches; Regent’s massive restoration of the French Riviera icon Carlton Cannes.
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Meanwhile, Raffles has tackled a full-on repurposing, transforming London’s landmark Old War Office into a 120-room hotel, and Rosewood has embarked on a creative reimagining with its reopening of Kona Village, the Big Island resort beloved for its lo-fi luxury from 1965 until it was decimated by the 2011 Tōhoku tsunami. A thoughtful rebuild on the same footprint, the new incarnation uses sustainable materials, runs entirely on solar, and incorporates just the right amount of nostalgia.
This article appeared in the September/October 2023 issue of Condé Nast Traveler. Subscribe to the magazine here.
