Luxury is the new black. Post the pandemic, the global luxury industry recorded sales of €1.15 trillion in 2021, and continued its growth in 2022 by 19%-21% (Bain & Company, 2023). Luxury hospitality, luxury cars, and personal luxury goods represent over 80% of the total market. In this article, we zoom into the world of luxury hospitality to examine the trends that shape this industry, the challenges that are associated with the trends, and the best practices that illustrate how firms are managing such challenges.