Originating from the 17th century, luxury was found in extraordinary commodities such as rare pearls, crystals, perfumes and even spices from the Caribbean. More recently in the industrialised world, with the problem of mass production solved, luxury became a brand. Today, luxury brands are one of the most profitable and fastest growing brand segments, yet there is no precise description of what makes up a luxury brand. Although research in the luxury retail industry has grown in popularity, there is little conducted into luxury brand hotels and the variations between them. So what makes a hotel luxurious in the year 2020? Does the price of a luxury hotel decide the level of exclusivity and luxury of the room?
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