EHL Innovation Rewind: Bernhard Bohnenberger on Mindful Luxury and the Invisible Power of Technology

Our discussion with Bernhard Bohnenberger, CEO and Co-founder of Discover Collection, occurred at the EHL Open Innovation Summit in Lausanne. We chatted about the impact of technology on luxury hospitality, the changing expectations of guests, and the importance of maintaining an emotional connection in upscale travel. Reflecting on his experience at Six Senses and now with Discover Collection, Bernhard outlined his concept of “Mindful Luxury” and emphasized that technology should enhance, not replace, the human touch.

Which technological advancement do you believe will have the most significant impact on the hospitality sector in the next 5 to 10 years?

The field of AI and technology is rapidly expanding and cannot be disregarded. In luxury hospitality, while we wouldn’t deploy robots to cater to guests, technology can serve as a valuable support system or a knowledge base. It can operate discreetly in the background to provide personalized service to our guests. Genuine hospitality still revolves around human interaction and emotional intelligence, especially in premium accommodations where guests are paying substantial amounts. Machines should aid our staff in delivering superior service, operating behind the scenes like ninjas – invisible but effective.

Do you think there are misconceptions about the capabilities of AI in the hospitality industry, particularly in the luxury segment?

Absolutely. In luxury settings, AI could be pivotal for operational efficiency. It is crucial to maintain the emotional and human aspects, especially in high-end establishments. Guests paying top dollar do not wish to engage solely with machines. However, technology can support the staff behind the scenes. In more budget-friendly hotels, technology can assume a broader role. The higher you climb in the luxury sector, the more crucial the human touch becomes.

Do you believe there is a need to redefine our perception of luxury?

Indeed. At Discover Collection, we emphasize “Mindful Luxury.” While traditional ideas of luxury may include extravagant decor and lavish amenities, there is a shift towards a more transformative experience. As individuals mature and wealth transitions through generations, there is a demand for experiences that enrich – whether physically, mentally, or through acquiring new knowledge. Why import Wagyu beef from Japan when staying at an Omani resort? Today’s luxury traveler seeks depth, significance, and a genuine connection to the destination.

Are luxury brands prepared to offer meaningful experiences, or do they comprehend the necessity to do so?

With Six Senses, we transformed the industry by creating experiential journeys. With Discover Collection, I aspire to delve further into exploration. We want our guests to engage with our team’s activities, the local community, and forge profound connections. Pioneering initiatives often set the tone for others to follow suit. I have witnessed this domino effect in the past when our innovations were emulated. Hopefully, this fresh approach will permeate the industry and have a positive impact.