The concept of exclusivity in luxury travel is evolving. Instead of merely accepting anyone with the funds, high-end hotels are increasingly seeking guests who fit a specific profile. This trend, termed “People Like Us” or P.L.U., reflects a desire for a curated social environment. Jason Squatriglia, the founder of Your Favorite Travel Agent, elaborates on this shift, highlighting how he dedicates time to crafting client bios that demonstrate how they can enhance the hotel experience. “Properties are keen to preserve their ambiance and are selective about who they allow, even when they can command high prices,” he notes.
These personalized travel profiles can encompass information about a client’s roles in various boards, family dynamics, and even travel methods, including private jet arrivals. For instance, if a client is flying in via private jet, he emphasizes the importance of specifying that a transfer is needed from the local airport. “The mode of arrival conveys much about the guest,” he adds.
Such detailed profiles have become prerequisites for securing reservations at a prestigious hotel in the south of France known for its exclusivity. Even once a reservation is made, it comes with strings attached: the nightly rate isn’t known until check-in, and guests must agree to whatever fee is presented.
A general manager of a high-profile property, who chose to remain anonymous, reveals that this method of managing reservations fosters a sense of community. “Guests are not just booking a suite; they are joining a collective experience,” he shares.
Cari Gray, of Gray & Co., describes the approach to vetting travelers as akin to matchmaking, particularly evident in the realm of luxury private villas. Villa owners are understandably interested in who will occupy their properties. Ileana von Hirsch, founder of Five Star Greece, speaks to this practice with regard to a notable villa on Antiparos, built by an art collector. Last successfully booked for a wealthy Swiss client with a discerning taste for art, the selection was based on the guest’s personal credentials rather than financial standing.
Nevertheless, there are ways around the rigid selection criteria. Squatriglia sometimes submits reservation requests under a spouse’s identity if the original client has a less favorable reputation or digital presence. “It’s about being resourceful and finding the right approach,” he notes.
Exclusive Guest Inquiry
- Where is your primary residence?
- How many additional residences do you own?
- Where are those homes? Please specify zip code or similar.
- How many children do you have, and what are their ages?
- Will you travel with your own nanny?
- If you are on social media, what are your Instagram, Facebook, TikTok usernames?
- Please indicate your spouse’s name, if applicable.
- How many nights are you hoping to book?
- Which of the following have you visited in the past year? Check all that apply.
- Aspen
- St. Barts
- St. Moritz
- Saint-Tropez
- Capri
- Palm Beach
- Nantucket
- Please list all the nonprofit boards on which you serve.
- Please list any other organizations to which you have donated more than $50,000 in the past five years.
- If a booking is accepted, you may be assigned a room or suite at a nightly rate between $3,000 and $8,000; this rate will only be confirmed at check-in. Please confirm your acceptance of these conditions below.
