Interview with an Expert in Luxury Hospitality Part 2: Creating Meaning, Evoking Emotions, Having the Ability to Inspire and Make You Feel Special

…Continued from Part 1.

Kaori: In your opinion, how does the Spanish perspective on luxury differ from that of other European countries, such as France or Italy?

Paola: Both Italy and France have mastered the art of weaving their heritage, craftsmanship, and artistic traditions into the very fabric of luxury and this is the approach that resonates most with me. I view luxury as a universe of distinct worlds, and my guiding compass revolves around three key principles:

Craftsmanship, Art, and Excellence—Luxury must be deeply rooted in savoir-faire and artistic expression.

Sobriety and Understated Elegance—Allowing quality to speak for itself.

Cultural and Territorial Authenticity—Origins and heritage must be celebrated.

When these elements come together, they create an offering that is both unique and deeply emotional for the consumer.

Kaori: I believe those three elements closely align with the Japanese concept of luxury.

Paola: While Spain also has extraordinary products, I believe its traditional craftsmanship was not preserved to the same extent as in France or Italy. However, there are standout examples, such as the Hiberian ham (pata　negra), which Spaniard rightfully managed to position as a luxury product by deeply tying it to gastronomy, terroir, and ritual. (Incidentally, the latest Joselito packaging, one of the most prestigious pata negra brands, is inspired by Japanese painting—an example of how association with recognized excellence enhances perception).

Kaori: I never would have imagined that Joselito's packaging was inspired by Japanese painting. Now that you mention it, it might indeed evoke the wave patterns seen in Hokusai's The Great Wave off Kanagawa or the raked sand designs of Zen gardens' kare-sansui.

Paola: Spain is also seeing the rise of a "new luxury" movement—one that is respectful of quality but, in some cases, less anchored in long-standing traditions. Personally, I find luxury most compelling when it carries the weight of history.

Kaori: Are there any aspects of Japanese elegance or luxury that you feel the Japanese themselves might not fully recognize?

Paola: This is a complex question, and it would be presumptuous of me to provide an answer. However, one thing is certain—Japan has done an extraordinary job in preserving, honoring, and refining its traditions. My hope is that it continues to do so despite the pressures of globalization.

Exposure to different cultures often sharpens one’s awareness of their own strengths and weaknesses. From a Western perspective, Japan symbolises the essence of luxury—its meticulous craftsmanship, refined aesthetics, and reverence for heritage make it a source of inspiration across numerous fields, from architecture and design to gastronomy, cinema, and beyond. The global perception of Japanese luxury is already strong, and this is a testament to its exceptional storytelling and brand positioning on the world stage.

Kaori: That's incredibly encouraging praise—thank you. On the other hand, please let me know if there are any areas for improvement.  Are there areas in which you think Japan could improve in communicating its luxury to the world?

Paola: When planning my trip to Japan, I was struck by a surprising contrast: the digital presence of many hotels was far from what I had expected. Japan, a leader in technology and aesthetics, presented antiquated websites and modest-quality photographs for many boutique accommodations making it difficult to gauge the true ambiance of these places. This disconnect between Japan’s extraordinary hospitality and its digital representation presents an opportunity. A stronger online presence, with visually compelling storytelling, would allow these establishments to better convey their unique essence to an international audience.

Kaori: I see, you might be right. But perhaps they've intentionally kept the website vague to avoid attracting too many people, you know? [laughs] In Kyoto, we’d call that ikezu.

If there are any other insights or observations you would like to share with readers, I would love to hear them!

Paola: Luxury, at its core, is about creating meaning and evoking emotions, having the ability to inspire and make you feel special. What I found fascinating about Japan is the ability to distill beauty and refinement into the smallest details—whether it’s the elegant ritual of a tea ceremony, the way a kimono is folded, or the honoring of seasonality in a kaiseki meal. This sensitivity to nuance is something the Western world deeply admires and often strives to emulate. In a world that moves fast, Japan reminds us that true excellence takes time.

Kaori: Thank you so much for sharing your valuable insights. They’ve really helped clarify both the strengths and challenges of Japan. Next time you visit, I hope you’ll uncover even more of the hidden charms in Japan’s rural countryside.

(Photos by courtesy of Ms. Paola Gheis)