Luxury is more than just grand gestures and opulent spaces – it is a carefully curated experience that evokes deep emotions, creates genuine connections, and delivers effortless elegance. At JW Marriott, operational leaders are the custodians of this philosophy, ensuring that every guest encounter embodies mindful luxury in its purest form.
Normal . developed “Definition of Luxury – 8 Luxury Essentials” program to elevate service standards at the JW Marriott Great China division. Below is an abridged, article version of the program designed to guide JW Marriott Operations Leaders through a structured understanding of luxury and its core principles. This program not only established a clear definition of luxury but also equipped leaders with a framework to execute it day-to-day.
For a more in-depth look at Normal’s luxury brand standards work for JW Marriott Greater China, see this project brief here.
The Art of Mastering Luxury, A Balancing Act
At the heart of 8 Luxury Essentials philosophy we developed for JW Marriott’s is the Emotional & Personalised Luxury Framework, which helps leaders navigate the nuances of delivering world-class experiences. This framework considers two critical dimensions:
1. Functional vs. Emotional Luxury
- Functional luxury is about tangible excellence—practical, operational and service-based needs.
- Emotional luxury is about aspirational side of luxury, creating personal connections and delivering immersive moments that guests will remember.
2. Universal Standards vs. Personalisation
- Universal luxury standards ensure consistency across all JW Marriott properties, offering guests familiar touchpoints of excellence.
- Personalisation transforms a standard service into a one-of-a-kind experience, tailored to individual preferences and desires.
A true luxury experience strikes the perfect balance between these forces—delivering flawless execution while making guests feel uniquely valued.
“Emotional and Personalised Luxury” from Normal . and JW Marriott Greater China, 2024
The 8 Luxury Essentials
The 8 Luxury Essentials are the foundational pillars of JW Marriott’s luxury philosophy, guiding how service and experiences are crafted. These essentials range from tangible quality to deeply personal and emotional service.
1. Exceptional Material Quality
Luxury begins with the finest materials—whether it’s plush bedding, artisanally crafted furnishings, or expertly sourced ingredients in culinary experiences. Every touchpoint must reflect attention to excellence.
2. Professional Seamlessness
A luxury experience should feel effortless. Seamless communication, coordination between teams, and anticipation and resolution ensure that guests’ needs are met before they even articulate them.
3. Thoughtful Design and Presentation
Design goes beyond aesthetics; it tells a story. The presentation of a space, a dish, or even a welcome note should be distinctive, fully immerse the guest in the brand, and has a story to tell.
4. Personalised Ease and Comfort
Luxury is about making life easier for guests. Every interaction should be designed to remove friction—anticipating preferences, offering intuitive solutions, and making each guest feel at home.
“Luxury is subjective. So we needed a solid framework which brings legitimacy. Our model captures the tension between Functional vs. Emotional luxury and Universal vs. Personalized standards – defining luxury in a way that is structured and actionable.”
Jinou Park, Founder of Normal .
5. Trust and Confidence
Trust is built over time through consistency, privacy, and cultural respect. Guests should feel secure in the knowledge that their preferences, habits, and personal space are understood and honored.
6. Purpose & Sustainability
Modern travelers today seek brands that reflect their values from local sourcing and sustainable practices to experiences that create positive social impact. Incorporating purpose and sustainability has moved from being niche preferences to core elements of luxury. The trick is to create and deliver luxury that is both indulgent and responsible. We call this we mastering the Art of Moving People.
7. Elegant Refinement
Luxury is not about excess; it’s about understated elegance. It is about creating experiences where everything feels intentional, perfectly balanced, and designed to elevate the guest’s stay. Timeless sophistication, subtle details, and unexpected moments of delight define true luxury.
8. Care for Wellbeing – The Ultimate Luxury
Among the 8 essentials, the most profound and defining aspect of modern luxury is Care for Wellbeing. Today’s travelers are not just seeking indulgence; they seek holistic self-care – of the body, mind, and spirit.
What Does Luxury Wellbeing Look Like?
Wellbeing goes well beyond the walls of a spa and there is urgency for expanded definition of wellbeing. A new consciousness for wellbeing is driving new directions in all aspects of lifestyle including beauty, athleisure, travel and wellness with holistic, recuperative living as the underlying tenet of all.
How people define health
- Mental wellbeing (65%)
- Healthy immune system (62%)
- Getting enough sleep (59%)
- Feeling good (58%)
- Emotional wellbeing (56%)
“What does being healthy mean to you?” from Euromonitor, Health and Nutrition Survey Jan./Feb. 2022
The workshop incorporated McKinsey’s research, “Feeling Good: The Future of the $1.5 Trillion Wellness Market,” in which the advisory practice identifies six key dimensions of wellness. These dimensions collectively represent the multifaceted nature of wellness, illustrating how consumers are increasingly prioritising a holistic approach to their wellbeing.
From McKinsey, Feeling Good: The Future of the $1.5 Trillion Wellness Market
“I think of wellbeing programming as creating experiences that offer a deeper sense of meaning or connection. Often this is about a moment that allow guests to reconnect with something greater than themselves.”
Jinou Park, Founder of Normal .
This new dimension of luxury is about creating environments where guests can rejuvenate, restore balance, and feel deeply cared for. As JW Marriott embraces this philosophy, leaders are encouraged to think beyond traditional service models and integrate wellbeing into every guest touchpoint.
Conclusion
Mastering luxury at JW Marriott is about balancing universal excellence with personalisation, functional perfection with emotional connection. By embracing the 8 Luxury Essentials, especially the ultimate pillar of Care for Wellbeing, operational leaders can create experiences that transcend luxury and become truly transformative.
At the end of the day, luxury is not just about what we provide—it is about how we make people feel. And the most unforgettable luxury experiences leave guests feeling valued, restored, and truly at home.
Mastering the Art of Luxury and 8 Luxury Essentials were originally developed for JW Marriott Hotels in Greater China and launched as 2-day workshops for the Operations Leaders in December of 2024 . Since this content has adopted by the Greater China Division as a required program for GMs, Sales & Marketing, Operations and Quality leaders.
To find out more about how Normal is supporting its clients in the areas of brand strategy, brand experience and operational guidelines development, contact us at info@normalco.co.
Normal . 