The Role of Local Culture in the Hospitality Experience: Should Brands Embrace It or Distill It?
The world of hospitality is an intriguing one. It is, at its heart, an ecosystem of expectations, desires, and the delicate dance between individuality and universal appeal. But there is an underlying question that continues to ripple through the luxury sector, and it's one that blends cultural respect, marketing strategies, and the brand ethos: should brands embrace local culture, or should they distill it into a glossy, homogeneous version that’s more digestible to the global elite? For some, it’s a simple decision — what the market wants is a commodified version of the locale, something to tick off a checklist. But for others – and in my own experience — a deeper, more intricate balance is at play.
Aman: Where Culture Meets Craft
Staying at Aman properties, particularly in places like Morocco, Tokyo, Courchevel, Venice, and Turks & Caicos, one thing becomes immediately clear: the brand has mastered the art of blending local culture with the international sophistication expected from luxury clientele. Each property is more than just a hotel; it is an intricate, living representation of the region it inhabits, while also being an accessible, seamless experience for the global traveller. Aman doesn’t just create hotels; it crafts portals into the soul of a place, offering guests a chance to immerse themselves in the essence of a destination without sacrificing the comforts of modern luxury.
Amanjena: Morocco’s Oasis of Refined Grandeur
Amanjena, located in the heart of Marrakech’s red city, it is an oasis where the grandeur of traditional Moorish architecture collides beautifully with contemporary luxury. The moment you step into Amanjena, you are greeted by the sight of lush gardens, tranquil reflecting pools, and the soft rustle of palm leaves in the breeze. The design is a masterclass in restraint and reverence for local tradition. The opulent courtyards, geometric patterns on walls, and the distinct scent of spices in the air evoke the essence of Morocco, yet there’s a softness to it – a knowing distance between authenticity and invention.
Amanjena doesn’t simply replicate the local culture; rather, it serves as a refined interpretation. The hotel’s architecture draws inspiration from the ancient riads of Morocco, with their central courtyards and intricate tilework, but it elevates these elements to a level of understated elegance. The use of local materials — from the pink-hued stone to the hand-carved wood — grounds the property in its surroundings, while the minimalist approach to decor ensures that the space feels timeless rather than dated.
What sets Amanjena apart is its ability to balance tradition with modernity. The hotel offers a sense of place, but it doesn’t overwhelm the guest with cultural clichés. Instead, it invites you to experience a version of Morocco that is curated, yet deeply rooted in the country’s essence. Whether you’re sipping mint tea in the courtyard or indulging in a hammam treatment inspired by ancient rituals, every experience feels authentic yet tailored to the sensibilities of a discerning global traveller. (Also, I love their tennis courts haha)
Aman Tokyo: Zen in the Urban Jungle
Aman Tokyo offers a similar approach, where the brand embraces Japan’s intricate artistry but cleverly weaves it into the sleek modernism of Tokyo. The hotel is a sanctuary of calm in the heart of one of the world’s busiest cities, offering a respite from the relentless energy of urban life. The minimalist aesthetic is all Japanese zen, yet the warmth of the rooms, with their sweeping city views, creates a sense of intimacy and luxury.
The concept of wabi-sabi — finding beauty in imperfection – is woven subtly into the design, yet it doesn’t overwhelm. The interiors are a study in balance, with natural materials like wood and stone juxtaposed against clean lines and modern finishes. The result is a space that feels both serene and sophisticated, a reflection of Japan’s ability to harmonise tradition and innovation.
Aman Tokyo also excels in its attention to detail, a hallmark of Japanese culture. From the precision of the tea ceremony to the artistry of the kaiseki meals served in the restaurant, every aspect of the experience is meticulously crafted. Yet, there’s a lightness to it — a sense that the hotel is inviting you to experience Japan in all its complexity but allowing you the space to do so on your own terms. It’s this delicate balance that makes Aman Tokyo not just a place to stay, but a gateway to the soul of Japan.
Aman Venice: A Modern Love Letter to La Serenissima
In Venice, Aman’s approach is unmistakably rooted in the city’s opulent past, but it doesn’t feel like a museum. Instead, it’s a modern love letter to the place — a gentle nudge to the traditions without overwhelming the senses with tourist kitsch. Housed in the Palazzo Papadopoli, a 16th-century palace on the Grand Canal, the hotel is a testament to Venice’s grandeur, but it’s also a space that feels alive and relevant.
The interiors are a masterful blend of historic elegance and contemporary comfort. Frescoed ceilings, gilded mirrors, and antique furnishings evoke the glamour of a bygone era, while modern art and sleek design elements add a touch of modernity. The result is a space that feels both luxurious and lived-in, a place where history and modernity coexist in perfect harmony.
What sets Aman Venice apart is its ability to capture the romance of the city without succumbing to its clichés. The hotel offers the glamour of Venice’s past but meets the demands of a traveller who seeks more than just a place to sleep; they want an experience that lets them live the romance of Venice, without being bogged down by its heavy history. Whether it’s a private gondola ride through the canals or a candlelit dinner in the palazzo’s garden, every moment feels like a celebration of the city’s unique charm.
Amangiri: The Desert’s Silent Symphony
To arrive at Amangiri is to step into a dreamscape. The drive through the desert, with its endless stretches of red rock and stark, otherworldly formations, sets the stage for what lies ahead. As you approach the property, the architecture emerges almost imperceptibly from the landscape — low-slung, monochromatic structures that seem to grow organically from the earth. The design, by Marwan Al-Sayed, Wendell Burnette, and Rick Joy, is a masterclass in harmony, blending seamlessly with the surrounding canyons, mesas, and plateaus.
The first thing you notice is the silence. It’s not just an absence of noise but a presence, a palpable force that envelops you. The desert has a way of stripping away the superfluous, and Amangiri embraces this ethos wholeheartedly. The interiors are a study in minimalism, with neutral tones, clean lines, and an almost monastic simplicity. Yet, there’s a warmth to the space, a sense of intimacy that makes it feel like a refuge rather than a retreat. (Though, the process of getting there from Vegas was already a fun adventure itself)
The Aman Touch: A Universal Language
What ties Amangiri to the rest of the Aman portfolio is its ability to create a sense of place while remaining universally appealing. Like Amanjena in Morocco or Aman Tokyo in Japan, Amangiri is deeply rooted in its location, yet it speaks a language that transcends borders. It’s a place where the desert’s raw beauty is not just observed but felt, where the silence is not just heard but internalised.
Amangiri is more than a hotel; it’s an experience, a journey into the soul of the desert. It’s a reminder that true luxury is not about excess but about essence — about stripping away the unnecessary to reveal what truly matters. In a world that often feels chaotic and overwhelming, Amangiri offers a rare gift: the chance to be still, to breathe, and to connect with something timeless.
The Aman Philosophy: A Seamless Blend of Culture and Craft
Whether it’s the opulent courtyards of Amanjena, the zen minimalism of Aman Tokyo, the romantic grandeur of Aman Venice, or the raw beauty of Amangiri, the Aman brand has a unique ability to capture the essence of a place and present it in a way that feels both authentic and accessible. It’s not about replicating local culture; it’s about interpreting it, refining it, and offering it as a gift to the global traveller.
Amangiri, in particular, stands as a testament to this philosophy. It’s a place where the desert’s silent symphony becomes a part of you, where the landscape’s raw beauty is not just seen but felt. It’s a reminder that luxury, at its best, is not about what you have but what you experience — and that the most profound experiences are often the simplest.
What ties all these properties together is Aman’s philosophy of creating spaces that are deeply rooted in their surroundings yet universally appealing. The brand has a unique ability to capture the essence of a place and present it in a way that feels both authentic and accessible. It’s not about replicating local culture; it’s about interpreting it in a way that resonates with the global traveller.
This approach is evident in every aspect of the Aman experience, from the design of the properties to the curated activities and dining options. Each hotel is a reflection of its location, but it’s also a space that feels distinctly Aman – a place where culture meets craft, and where the guest is invited to experience the world in a way that is both immersive and deeply personal.
In a world where luxury travel is often synonymous with excess, Aman offers a different kind of luxury — one that is rooted in authenticity, craftsmanship, and a deep respect for the places it inhabits. It’s a reminder that true luxury is not about opulence, but about connection — to a place, to a culture, and to oneself.
In the end, Aman is not just a brand; it’s a way of seeing the world. It’s an invitation to slow down, to look closer, and to connect — with a place, with a culture, and with yourself. And in a world that often feels rushed and fragmented, that may be the greatest luxury of all.
The Fine Line Between Authenticity and Adaptation
The allure of luxury travel lies in its promise of exclusivity, comfort, and a curated experience that feels both extraordinary and effortless. Yet, beneath the surface of this polished veneer lies a delicate balancing act: how to honour and celebrate local culture without reducing it to a mere aesthetic or commodified experience. This tension is particularly palpable in properties like those under the Aman brand, where the line between authenticity and adaptation is often blurred.
The Risk of Cultural Commodification
In embracing local customs and history, there’s always the risk of misrepresentation. We’ve seen it before — the “authentic” experiences that are nothing more than carefully constructed photo opportunities. A “traditional” tea ceremony in Japan, an “authentic” Moroccan leather workshop, or a “spiritual” yoga retreat in Bali — these experiences, while visually appealing, can sometimes feel hollow, stripped of their deeper cultural significance. They become products to be consumed rather than traditions to be understood and respected.
For example, at Amanjena in Morocco, the hotel’s design and offerings are undeniably beautiful, drawing inspiration from the country’s rich architectural and artistic heritage. But one might wonder: is the guest truly engaging with Moroccan culture, or are they simply checking off a box on a luxury itinerary? The same question applies to Aman Tokyo, where the concept of wabi-sabi is subtly woven into the design. Is this a genuine reflection of Japanese philosophy, or is it a sanitised version tailored to the tastes of an international clientele?
The danger lies in diluting culture to the point where it loses its essence. When traditions are repackaged as exotic commodities, they risk becoming caricatures of themselves — beautiful to look at but devoid of meaning. This is not to say that luxury brands like Aman are guilty of this; rather, it’s a cautionary note about the fine line they must walk.
The Comfort of Consistency
As a frequent traveller to high-end sanctuaries like Aman, I can’t help but feel the tension between the desire for cultural immersion and the comfort of familiarity. On one hand, there is something undeniably reassuring about entering a space that feels recognisable yet unique. The quiet, neutral tones of Aman properties — while luxurious — offer an unspoken language of hospitality that transcends geography. It’s a universal consistency that many travellers seek in a world where their days are often unpredictable.
This consistency is part of what makes Aman so appealing. Whether you’re in Marrakech, Tokyo, or Utah, you know you’ll find the same level of service, the same attention to detail, the same sense of serenity. It’s a comforting anchor in an otherwise chaotic world. Yet, this very consistency can also feel like a barrier, a buffer that shields you from the rawness and unpredictability of true cultural immersion.
The Yearning for Raw Authenticity
And here lies the dilemma. While the curated experiences offered by luxury brands are undeniably appealing, there’s a part of me that yearns for something more — something raw, unfiltered, and perhaps a little wild. It’s the difference between sipping mint tea in the tranquil courtyard of Amanjena and stumbling upon a tiny, family-run café in the heart of the Medina, where the tea is just as sweet but the experience is unscripted and unpredictable.
This tension is not unique to Aman or even to luxury travel as a whole. It’s a reflection of a broader struggle in our globalised world: how to balance the desire for comfort and familiarity with the need for genuine connection and understanding. In many ways, luxury brands like Aman are pioneers in navigating this tension, offering a bridge between the two worlds.
Striking the Balance
The challenge, then, is to strike a balance — to create experiences that are both luxurious and authentic, curated yet meaningful. This requires a deep respect for local culture, a willingness to engage with it on its own terms, and a commitment to preserving its integrity. It’s not about replicating traditions but interpreting them in a way that feels respectful and relevant.
Aman, to its credit, often succeeds in this regard. Whether it’s the use of local materials, the incorporation of traditional design elements, or the offering of culturally inspired activities, the brand demonstrates a genuine appreciation for the places it inhabits. Yet, there’s always room for deeper engagement — for experiences that go beyond the surface and invite guests to truly connect with the culture, even if it means stepping outside their comfort zone.
Incorporating Data: The Growth of Luxury Travel and Cultural Tourism
The global luxury travel market is booming, with projections estimating it will reach $1.2 trillion by 2026, growing at a compound annual growth rate (CAGR) of 7.4% from 2021 onwards. This growth is driven by a rising demand for unique, culturally immersive experiences. According to a 2022 survey by Skift Research, 68% of luxury travellers prioritise authentic cultural experiences when choosing a destination, with many willing to pay a premium for accommodations that offer a genuine connection to local traditions.
However, the economic impact of cultural tourism is a double-edged sword. While it generates significant revenue for local communities — contributing 10-15% of GDP in some regions — it also risks commodifying culture. For example, a study by UNESCO found that over-tourism in culturally rich destinations often leads to the erosion of local traditions, as communities adapt their practices to cater to tourist expectations. This raises important questions about how luxury brands can contribute to cultural preservation while still meeting the demands of their clientele.
Deeper Challenges: Cultural Sensitivities and Community Engagement
One of the most significant challenges luxury brands face is navigating cultural sensitivities. For instance, the use of sacred symbols or rituals in hotel design or guest experiences can lead to accusations of cultural appropriation. Aman has largely avoided such controversies by working closely with local communities and cultural experts to ensure that its interpretations of tradition are respectful and accurate.
Community engagement is another critical factor. Luxury brands must ensure that their presence benefits local populations, not just financially but also socially and culturally. Aman, for example, partners with local artisans and craftsmen to create bespoke furnishings and decor for its properties, providing economic opportunities while preserving traditional skills. However, not all brands are as conscientious. In some cases, luxury developments have displaced local communities or disrupted traditional ways of life, highlighting the need for more sustainable and inclusive practices.
Is Cultural Adaptation a Necessity?
Perhaps the bigger question is not whether to embrace local culture, but how much to alter it for the sake of convenience and profit. Do brands like Aman maintain an integrity of cultural representation, or do they distill and tweak it for a Western clientele that is wary of being too overwhelmed by the unfamiliar? The brand straddles this line effortlessly, but many others struggle to find the balance.
It’s the same question faced by many high-end hospitality brands. Should they ‘tone down’ the cultural elements to ensure maximum appeal to global customers, or should they offer guests a genuinely immersive experience that might be uncomfortable at times, unfamiliar at others? The difficulty lies in the art of preservation versus invention – ensuring that local culture is respected while still providing the comfort and familiarity many travellers crave.
Ultimately, the key lies in respect. The finest luxury hotels don’t just place local elements in the spotlight for aesthetics – they allow them to inform the entire guest experience. They understand that culture is not just a marketing tool; it is the very fabric of the land they occupy. When a brand recognises that and doesn’t shy away from it, they achieve something far greater than a simple transaction – they create an experience that transcends mere luxury.
Local Culture as a Living, Breathing Thing
Perhaps the best luxury brands understand this: local culture is a living, breathing thing, not a commodity to be borrowed, adapted, or diluted. At Aman, each destination feels less like a theme park and more like a place where culture is respected and allowed to flourish. The experiences may be tailored, but they never feel hollow. There is a subtlety, a careful reverence for tradition, which makes all the difference.
So should brands embrace local culture or distill it? The truth lies somewhere in between. The art of hospitality is in respecting the history, the stories, the crafts, and the rituals of the place while allowing those stories to coexist with the universal pursuit of comfort and luxury. The dance is delicate, but when done right, it creates not just a space to stay, but a space to truly experience the place, not as a tourist, but as a temporary resident, passing through a world that is both familiar and new.
In this regard, the finest properties like Aman don’t just offer luxury – they offer a window into the soul of a place, a curated yet authentic experience. And perhaps, in a world of homogenised luxury, that’s the ultimate form of true, respectful cultural immersion.
S xoxo
Written in Vatnajökull, Iceland
21st February 2025