Last fall, Dunia Baru, an all-wood phinisi, offered an ultra-luxurious way to explore Raja Ampat. This superyacht stood out among liveaboards, equipped with an unexpected feature – an ice bath located on the upper deck. This addition was a direct response to charter guests seeking the benefits of cold therapy.
A similar pattern emerged during a recent tour of luxury rentals on Mustique, where an ice bath was found next to the outdoor jacuzzi. One butler remarked, “Everyone expects one now.” The Brando in the Pacific also features such a bath, a request from Jack Dorsey during his prolonged stay amid lockdowns, reflecting a growing acceptance of this wellness trend.
Ice baths signal a nuanced understanding of ultra-high-net-worth individuals (UHNWI). Many five-star establishments cater to high-net-worth individuals (HNWI), but catering to the elite requires deeper insights. Ice baths represent just one of many amenities expected by this discerning demographic.
Discretion takes various forms. Instead of loudly inquiring about dietary preferences, menus should discreetly highlight allergens and special annotations. This approach allows guests to maintain privacy while making informed choices.
Swap the welcome drinks for special mini bars, says Ellwood ©Broadwick Soho
Similarly, some resort properties make a misstep by restricting Wi-Fi access to common areas, leaving rooms disconnected. Many affluent travelers find it more relaxing to handle urgent emails before fully unwinding. A mentality of generosity helps counteract the high costs of luxury accommodations.
The surprise welcome drink, often unwelcome, can detract from the initial experience. Instead, an in-room mini bar—featuring simple refreshments—can set the right tone. Luxury hotels like The Upper House in Hong Kong and de Niro’s Greenwich Hotel in New York recognize this preference. Offering complimentary mini bars is an expectation among this elite clientele; anything less can come across as nickel-and-diming.
Attention to detail extends beyond decor or cuisine. Proper sizing of items—from clothing to gear—enhances the guest experience. For example, ensuring waders fit correctly for a fishing trip or providing ample robes reflects a level of service often absent in five-star resorts.
However, the journey to exceptional experiences begins far earlier than service delivery. Elite properties often request a customized rider from guests’ travel specialists, moving beyond generic questionnaires. This rider covers personal preferences, such as room temperature and reading material, ensuring tailored experiences. Discretion in communication, like leaving notes instead of ringing a bell, fosters an environment that respects privacy.
Attention to such details can be challenging, yet they define the level of service expected by today’s sophisticated travelers.
