The True Luxury in Hospitality: Beyond the Shine, the Power of 'Apapacho'

After 16 years traveling from Europe to North America, North America to Europe, Europe to Asia, Asia to Europe, and Europe to Asia again, I've learned a lesson that's worth its weight in gold: true luxury isn't found in what shines, but in what is felt. Because the most important things can't be touched, they must be felt with the heart. And in the world of luxury hospitality, tourism, or wellness (or all of the above), I'm sure this resonates with you.

This revelation didn't come all at once, but formed gradually with each journey, each experience, each encounter. Lesson number 1: learned during my first continental shift: "apapacho."

If you're Mexican or have spent time in Mexico, you know what I'm talking about. You can look it up on Wikipedia, but I promise you that only if you've felt it in your heart, if you've experienced it, do you truly understand what I mean. For me, this is what every brand in the industry should offer to their clients.

Beyond Brilliant Marketing

You can have the most brilliant marketing campaign in the world, but if you don't touch the heart of your visitor, you haven't accomplished anything. I'm serious: I've seen spectacular hotels, restaurants, social clubs, and wellness centers sit empty because they forgot the most important thing: human connection.

The Superficial Luxury Trap

It's easy to fall into the trap of thinking that luxury is just about high thread counts, Italian marble, and French champagne. Don't get me wrong, those things are great. But if you stop there, you're missing the essence.

I've seen places that invest millions in décor but skimp on staff training. The result? Beautiful but cold spaces where clients feel like they're in a museum rather than a place to connect.

The Search for Authenticity

People are tired of the artificial, the canned. They seek something real, something that makes them feel part of something bigger. When we travel, don't we all want to feel a bit like locals? To connect with the culture, the people, the place.

You don't even need to go far, don't you love going to that restaurant or café where they know you, treat you well, understand your tastes, and go beyond just making a sale? That's "apapacho." It's that warmth and care that makes you feel at home without invading your space. That's true luxury, the magic that human environments create.

As Maya Angelou said: "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." There lies the key.

"Apapacho" in Action

I remember a small boutique hotel in Sri Lanka. It didn't have the most luxurious facilities, but every morning, the manager remembered my exact preferences: decaffeinated coffee, golden milk with almond milk, and toast with tomato (something only a Spaniard can truly understand). He prepared yoga classes for me in different corners of the hotel and genuinely asked about my plans for the day, offering personalized suggestions that no tourist guide mentioned. When I left, he gave me a small handwritten note with recommendations for my next destination. Years later, I still remember that experience above the luxury hotels where I stayed during the same trip.

Sustainability: Apapacho for the Planet

True luxury in hospitality must also extend to how we treat our environment. We don't need more megaprojects or theme parks that deplete resources and territories. What the tourism industry really needs is an approach where existing spaces become sustainable: clean beaches and seas, well-maintained green spaces, and infrastructures that embrace eco-friendly technologies. Sustainability isn't just a trend; it's another form of "apapacho," this time for the planet, but also for ourselves. The impact we have on our environment is the quality we receive back from it. Today's conscious travelers seek experiences that respect the environment, preserve local authenticity, and have a positive impact on the communities they visit. True luxury lies in offering experiences that nurture both the guest and the place that hosts them.

Authentic Differentiation

Want to stand out in a saturated market? Forget about copying what others are doing. Focus on the authentic, the genuine. Know your guests, respect the identity of the place, and cultivate that authentic connection, the one that isn't forgotten, the one that generates bonds and loyalty.

The major hotel chains already understand this—they're creating smaller boutique hotel brands under their umbrellas specifically designed to cultivate this essence of personalized care and authentic experience. They recognize that what truly resonates with today's travelers is not just luxury amenities but meaningful connections and memorable moments.

The Power of Collaboration

A crucial aspect we cannot ignore is the importance of collaboration between the private sector and government institutions. Medium-sized companies, especially those with deep and genuine knowledge of their local environment, have the opportunity to generate significant impact when working together with public entities. An interesting example is the Los Cabos Trust in Baja California Sur, which has created important synergies, although its potential impact could be amplified even further. These collaborations allow "apapacho" to extend beyond individual experiences and become an integral part of the sustainable development of tourist destinations.

The true difference in luxury resides in the human element and what is experienced from the heart. AI is here to help you, but it's human warmth that connects us. "Apapacho" is that magical touch that transforms a service into a memorable experience.

In an increasingly digitized world, those who know how to cultivate this art of "apapacho" will be the ones who truly stand out in the luxury, hospitality, and wellness industry.

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Photo credit: Jeremy Bishop (@jeremy_bishop)
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Marian Gomez
CMO & Strategic Consultant for Hospitality, Tourism & Wellness
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