Lifestyle hotels need to move from wellness to technology

JSBy Joan SanzCurated by Joan Sanz. · July 31, 2026 · Follow on LinkedIn

Voice reading · ~1 min

The lifestyle hotel value proposition has gone flat. That is the argument from Eric Jafari, co-founder of Locke and edyn, in his analysis on Hospitality Net. According to Jafari, the segment has leaned too much on design and atmosphere and has neglected two levers that are now essential: wellness and AI-driven personalization.

My take: he is right. Wellness as a label no longer differentiates unless it becomes a real, measurable experience. And AI enables exactly that, tailoring the stay to each guest without turning the hotel into a lab. The rethink Jafari proposes is not only aesthetic, it is about product and technology.

Lifestyle hotels that integrate these two axes have a huge advantage over standardized chains. It is about using data to create services guests notice and are willing to pay for. The technology is ready for it.

Quick questions

Why do lifestyle hotels need a rethink?

According to Eric Jafari of Locke and edyn, they have relied too much on design and atmosphere and fallen behind on wellness and AI personalization. That weakens their ability to stand out from chains.

What role does AI play in new lifestyle hotels?

AI personalizes each guest's stay at scale: services, recommendations and experiences without losing the human touch. It turns wellness into a real, measurable offering.

What is wellness in a lifestyle hotel?

It is the integrated wellbeing proposition: sleep, food, sport, mental health and spatial design. Jafari says it has to be a tangible experience, not just a marketing label.

Who is Eric Jafari?

He is the co-founder of Locke and edyn, lifestyle aparthotel groups. He recently argued on Hospitality Net that the segment needs to move from aesthetics to technology and real wellbeing.

How can lifestyle hotels compete with big chains?

By using data and AI to create personalized services guests notice and are willing to pay for. The tech is mature, so the opportunity is in execution.

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