Birth Of A Hotel: The Rise Of UltraLuxury

Above, Capella CEO Horst Schulze discusses the rise of the ultraluxury sector across the world on CNBC.

What is ultraluxury or ultra-luxury, you ask? The guest he describes is one who used to stay in a suite or on a club level of a Ritz-Carlton or Four Seasons, and now opts for a smaller, more personalized guest experience.

What do they get? “Anything they want … so long as it’s legal, moral and ethical,” Shulze says.

Examples of ultraluxury include hotel brands like Rosewood, Aman and Ritz-Carlton reserve as well as some select boutique properties. These hotels are typically quite small, often less than 100 rooms, and many have rates starting at well over $1,000 per night.

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