A little quieter, yes. With sensible adjectives like authentic, natural, affordable, even "simplistic and humble," as Jeff Weinstein, Editor of Hotels Magazine puts it. Indeed, he adds, "..opulence may be going on a much needed vacation."
You will notice, however, that important travel brands defining themserlves as "Luxury"-Small Luxury Hotels, Luxury Link, Starwood's Luxury Collection, and Luxury Travel 360, of course---have no intention of changing the name plates on the door.
I, for one, see affluent consumers simply refining the descriptors to reflect what really counts: the best of service, a caring attitude, and the assurance of a level of comfort and mostly quiet ambience that continues to enrich the travel experience. We are, I believe, simply ‘turning down the noise" to a level that suits a less exuberant mood everywhere in the world. When I am told I can get "luxury accommodations for less", that takes nothing away from my feeling of enjoying a special reward.
We may well be moving to a healthier time in travel, where more and more aspiring middle class and mildly affluent people will be sharing experiences of life long dreams that they will live over and over again.
So, as I leave for our annual summer sabbatical-no newsletter issues until September-I am confident that Fall will bring better news and less wringing of hands over the future of the New Luxury-a better place for all.
Hershel Sarbin
Resource Center 
