A worrying trend is making rounds in the luxury travel industry: Luxewashing. It is a deceptive practice of marketing trips as luxurious based on their high price value alone while failing to deliver the true hallmarks of luxury. This practice is becoming increasingly common, leaving many travellers disappointed and questioning what genuine luxury travel really entails.

What’s even scarier is that this trend is tarnishing the integrity of genuine luxury travel, and that's very disgraceful.

How Hotels Luxewash

• Some hotels charge exorbitant rates for rooms that lack the comfort, amenities, and personalised service that define true luxury and comfort.

• They offer superficial upgrades like a bottle of champagne or wine or a fruit basket but fall short in offering essential luxury standards such as exceptional service and attention to detail.

• Hotels often use misleading marketing like glossy photos, and extravagant descriptions to make the property seem more luxurious than it is. 

• Properties may also sometimes categorise rooms as a “partial view” and charge prices comparable to rooms with a full sea view or a major landmark view. In reality, these partial-view rooms may only offer a tiny glimpse of the desired view, not even a clear or direct view. This practice is misleading because travellers end up paying a premium price for a subpar experience.

How Travellers Contribute to Luxewashing

• Seeking status over substance and booking the most expensive rooms to flaunt their richness. This not only harms one’s own experience but also shapes the one who witnesses it, like friends and family. It is only natural to trust the opinions and experiences of people who’ve visited a destination or stayed at a hotel, especially when it comes from a friend or family member.

• Failing to do due diligence while booking high-value travel. Verify the authenticity of luxury claims and don’t solely rely on price as an indicator of quality. It is the single most sensible thing to do. Most people feel it's not worth their time to do this, but you can easily end up having a terrible experience after having spent a fortune on a trip.

• Content creators who extensively do commercial collaborations with hotels and travel providers are often restricted to showcasing only the positive aspects of a destination or hotel, sharing pictures from luxurious parts of the trip while ignoring less glamorous parts.

Why Luxewashing Needs to Be Called Out

• Preserving authentic luxury is important for those who truly understand it. Calling out luxewashing helps maintain the integrity of genuine luxury travel centred around quality, personalisation, and going that extra mile to give an exceptional experience.

• It ensures that travellers get what they pay for, leading to more satisfying and memorable trips.

• Raising awareness about luxewashing helps educate travellers to make more informed choices, prioritising true luxury over high prices.

Tips for Identifying Genuine Luxury Travel

• Look for reviews that mention personalized service, attention to detail, and unique experiences. Beware of reviews that focus solely on the price or superficial aspects.

• Verify the claims made by hotels and travel providers. Look for authentic images and descriptions from multiple sources, including customer reviews and travel blogs.

• Don’t hesitate to ask hotels about specific amenities, services, and room details. Genuine luxury providers will be transparent and happy to provide information.

• Social Media is a powerful influencer and very helpful as well. You get easy and quick access to itineraries, food recommendations and personal experiences but it’s important to look at trusted sources. 

At PureLuxe, we are committed to curating truly luxurious experiences that go beyond superficial glamour. We focus on personalised service, authentic experiences, and meticulous attention to detail to ensure every trip is genuinely extraordinary. By calling out luxewashing, we aim to uphold the true essence of luxury travel, making sure it remains a liberating and enriching experience for all.

If you’re longing for an authentic, luxury experience that is tailored to your desires, get in touch with us.

Also, have you been luxewashed? Call it out in the comments below!