For a long time, luxury was about having more – more layers in the plush bed, more entertainment in the itinerary, more Michelin-starred dinners, more dedicated attention. The new luxury? It is more of less, and more of what cannot be bought or owned.

Most hotel owners assume the data sitting in the systems on their property — guest profiles, booking histories, operational records, financial transactions — belongs to them. After all, it is their asset, their guests, their hotel performance. The assumption is intuitive, but in most of Asia Pacific, this assumption is wrong.

Every hotel owner in Asia Pacific has, by now, sat through a pitch that promised artificial intelligence would transform their property or their asset portfolio. The pitch is often well-produced, the demo is often impressive, and the price tag is almost always substantial. What is rarely clear, however, is what problem the technology solves for this asset – at this stage, under this ownership — and what it will take to realize that promise.

Buahan, a Banyan Tree Escape is a 16-key open-air luxury retreat in the highland valley north of Ubud, Bali in Indonesia. Built around a “No Walls, No Doors” architectural philosophy, it is the first fully open-air property in the Banyan Group portfolio — and one of the most formally recognised sustainable luxury properties in the world.

Historically, spas and gyms were considered an “amenity” or a nice-to-have perk intended to elevate the brand perception or to fulfil the “star rating” requirement. Today, the growing global emphasis in the post-COVID era on healthy lifestyles, work-life balance, mental wellbeing, and mindful living is driving increased spending on wellness services and retreat experiences.