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Luxury brands cosy up to customers in opulent hotels

The consumer shift into social media documented experiences rather than tangible goods acquisition as an expression of identity has seen a number of luxury brands diversify into travel and leisure services. Most notably, luxury hotels and spas enable a brand to holistically project a lifestyle. Potentially ahead of its time, Palazzo Versace on Australia’s Gold Coast was considered the first “fashion brand hotel” in the world at its opening in 2000. Since then, there has been a plethora of