The Mille Club: Luxury Demands the Unexpected

For reference, the Mille Club denotes those hotels that offer accommodations at or above $1,000 per night (hence the word Mille, Italian for thousand), a segment that’s growing rapidly around the globe. With price points in this range and great nominal margins while at all, properties can use their imagination to reinforce their brand equity and enhance the guest’s product appreciation. But make no mistake, the competition at the luxury and ultraluxury levels are just as fierce as ever; it’s often not the case of ‘can’ use so much as ‘must’ use their imaginations.