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In our latest report, we spotlight how Dior Beauty, Jean Paul Gaultier, and Belmond are redefining brand storytelling through immersive hospitality experiences – and what this means for creator strategy in 2025.
Published On: June 27, 2025
Luxury thrives on reinvention, and today, that reinvention is happening aboard trains, inside spas, and along riverside retreats. Luxury fashion houses are teaming up with hospitality leaders to create immersive, influencer-ready experiences.
The luxury hospitality market grew by 4% in 2024, reaching an estimated €242 billion. From five-star resorts to bespoke train journeys, travel continues to outperform traditional luxury goods, thanks to rising demand for experience-led escapes.
The global wellness economy is projected to hit $7 trillion by 2025, with wellness tourism alone growing at a 20.9% annual rate, reaching $1.1 trillion. From forest bathing to floating spas, self-care is no longer a niche – it’s a luxury lifestyle.
Immersive travel campaigns consistently outperform static shoots. Whether it’s sunrise yoga in Paris or vintage train journeys through the Highlands, these experiential campaigns deliver content gold, and keep luxury brands culturally front and center.
As consumer priorities shift from possessions to experiences, brands are trading static messaging for dynamic, sensory storytelling. And hospitality, with its built-in aspiration, emotional depth, and content-rich environments, has emerged as luxury’s most valuable collaborator.
We’ve highlighted three standout collaborations that show how Dior, Jean Paul Gaultier, and Belmond are redefining the rules of luxury influence, through motion, mood, and unforgettable environments.
To launch Scandal, Jean Paul Gaultier brought drama and glamour to the Venice Simplon-Orient-Express, with curated menus, art deco indulgence, and VIP content creation.
Luxury wellness meets travel aboard the Royal Scotsman, with forest bathing, Pilates, wild swimming, and tailored skincare rituals. This Dior x Belmond collaboration taps into a consumer shift: restoration over status.
Timed with the Paris Olympics, Dior created a floating spa in the heart of the city, combining sunrise yoga with Eiffel Tower views and luxury beauty treatments. The campaign was a perfect storm of timing, visuals, and experiential buzz.
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