Sharon Hirschowitz, Global Head of Media & Communications, International Luxury Hotel Association, sat down with Abdul Baaghil, co-founder and principal of Harvest Cotton Tale, a Lisbon-based hospitality group celebrated for weaving authenticity, cultural depth, and local spirit into guest experiences worldwide. Abdul will be speaking on a panel about humanization and personalization at the upcoming ILHA Luxury Hotel Conference in Prague, November 12&13, 2025.
Sharon: You’ve spoken about humanization as the new personalization. How do you see this shift transforming the way luxury brands connect with their guests?
Abdul Baaghil: Absolutely. For me, luxury begins with intention and presence. These two qualities define the entire guest experience. Humanization means treating a guest as a human being, not just a profile in a database.
For years, personalization has meant names on pillowcases, tailored amenities, or being greeted by last name in a restaurant. But these gestures have become standard operating procedures, not true personalization. Guests today want something real, genuine, and heartfelt. They want to feel seen, valued, and connected on a human level. That, to me, is humanization, an experience that goes beyond surface-level personalization and is truly felt by the guest.
Sharon: High-net-worth travelers expect seamless, intuitive service. What must luxury brands do differently to anticipate needs and create meaningful experiences?
Abdul Baaghil: We must move away from predictable experiences. These travelers are well-traveled and highly attuned; they don’t want a script imposed on them. Instead, properties should give guests the freedom to script their own journey.
What makes a stay meaningful is when the hotel’s fabric reflects the local community, through architecture, products, culture, and people. High-net-worth individuals don’t travel just to stay at “a luxury hotel.” They travel to immerse themselves in experiences. Our role is to weave the local fabric into every detail so they can create their own stories, from arrival to departure.
I used to believe in storytelling as a brand exercise. Today, I believe the story belongs to the guest. The destination provides the canvas; the guest writes the narrative.
Sharon: Looking ahead, what role do you see predictive analytics and this new humanistic mindset playing in shaping the next generation of luxury hospitality?
Abdul Baaghil: Predictive analytics can inform, but it cannot feel. That’s the key difference. True luxury will never be defined by dashboards or formulas; it will always be defined by intention, presence, and individuality.
Technology and processes are essential for efficiency, we need them. But if we allow tools to overpower the guest experience, we risk losing the human touch. Efficiency must never come at the expense of feeling.
The future of luxury lies in character over checklists, in the energy of a room, the personal story of a staff member, or the spirit of the town woven into the property. Those are the elements that guests remember, not predictive models.
Sharon: Beautifully said. We look forward to hearing more from you in Prague.
Abdul Baaghil: Thank you, I look forward to it.
