What does luxury really mean in 2025? And how can hotels and restaurants design experiences that guests will never forget?

In this episode of Hospitality Huddles, Scot Turner sits down with Oliver Corrin, Creative Director at EDG, to unpack how luxury hospitality is evolving.

From autonomy and storytelling to the power of small moments, Oliver shares why guest-centric design, immersive experiences, and family travel are redefining what five-star service looks like today.

Expect thought-provoking insights on:

• Why designing for freedom is the new definition of luxury
• How small details create lasting emotional connections
• Why families are undervalued in the luxury sector (and the big ROI opportunity)
• The role of storytelling and service rituals in building world-class brands
• The rising trends of dinner parties and brand collaborations

Chapters:
00:00 – Introduction and Oliver’s journey into branding
03:28 – Data and gut instinct in defining hospitality concepts
05:44 – Why guest-centric design beats stakeholder-centric decisions
06:25 – How definitions of luxury are changing
09:50 – Designing for freedom and autonomy in guest experience
14:11 – The debate: technology vs. touch in luxury service
20:59 – Why hotels undervalue families (and why that’s a mistake)
28:10 – Small moments and details that matter most
34:44 – Training teams to deliver authenticity and storytelling
43:42 – Storytelling as the foundation of hospitality
48:09 – Future luxury trends: dinner parties & brand collaborations
53:48 – Closing reflections

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