Big luxury hotel brands face a big new challenge in attracting high-end travelers: boredom. That's according to hospitality industry veteran Filip Boyen.
"Luxury is evolving all the time, I think what is important to us is to understand what the customer feels luxury is," says Boyen, chief executive officer of industry player Small Luxury Hotels of the World (SLH).
Now, those travelers have become "a little bit bored with the predictability of big brands and standards, so what they're looking for now is a more personalized, unique, boutique style experience," he tells CNBC's Managing Asia.
Luxury has become less about frills -- many of which have become standardized across the industry -- and more about an experience of simplicity where "people feel incredibly connected with the destination and the local way of life," says Boyen, who began his 30-year hospitality career as a commis chef.