Dylan Temple-Heald, Chief Commercial Officer at The Luxury Media Group, spoke to Communicate on the many caveats of luxury in today’s world.
Dylan Temple-Heald, Chief Commercial Officer at The Luxury Media Group, spoke to Communicate on the many caveats of luxury in today’s world. For reference the Luxury Media Group targets high-end travellers in hotels as a prime example. According to Temple-Heald, “not all travelers are the same. Some hunt for the best deals, while others seek out the finest experiences, regardless of price. Understanding the difference between the “average joe” traveler and the “affluent traveler” is key to reaching the right audience in the right way.”
Going to a practical example, Temple-Heald says, “one traveler is scrolling through travel comparison apps and sites, searching for the best flights and hotel deals, calculating how to get the most out of their budget. They love a good bargain and follow travel influencers who share money-saving hacks, and book based on price, flexibility, and value. A message with a “limited time offer” catches their eye. That’s sealed the deal, they’re ready to book.”
But he also emphasizes, quite logically, “the luxury traveler is having a different experience. They aren’t comparing prices; they’re waiting for their personal concierge to confirm a private villa or a luxury five-star suite. It’s not about discounts, it’s about exclusivity, personal concierge level service, and curated experiences. They trust their luxury travel planner to take care of the details and prefer private invitations over public promotions and expect every detail to be tailored to their preferences.”
The comparison for Temple-Heald is simple, “for the budget-savvy traveler, price point, value deals like breakfast included offers, and flexibility drive decision-making. They respond to special rate promotions, loyalty rewards, and price guarantees. They’re looking for a memorable trip that still feels like a good deal.” Which, brings us to, as a consequence that for “the luxury traveler, it’s about exclusivity, privacy, and once-in-a-lifetime experiences. Cost isn’t the deciding factor; high-end luxury experience is. They value brand reputation, premium service, and seamlessness. They expect a level of personalization that goes beyond standard level service.”
Temple-Heald, when it comes to capturing the interest of a potential client, is nothing but practical in today’s world. He details that “luxury hotels are evolving beyond just being grand spaces with great service; they’re becoming immersive spaces where technology enhances exclusivity and experience. High-impact 3D holographic displays and digital screens, placed in high footfall areas like hotel lobbies and lounges, offer a new higher level of engagement for affluent and high-net-worth travelers.” Think about it he goes, “from a floating Cartier timepiece to a bespoke Rolls-Royce animation, these 3D visuals seamlessly blend innovation with storytelling, reflecting the prestige and craftsmanship luxury travelers and consumers are seeking.”
Yet he dismisses these being just for show, because to him, “beyond aesthetics, these digital experiences create a bridge between guests and the world of luxury. Whether showcasing the latest designs from a high-end jewellery brand, or the release of a new model supercar, 3D Holographic screens, events and sponsorship opportunities make high-end services and products more engaging and memorable to hotel guests. “
Yet, to be practical and to maximise impact, Temple-Heald goes for figures. “Brands must leverage data-driven personalisation and behavioural insights. Audience data can ensure that messaging aligns with guest preferences, while footfall analytics and AI-driven engagement tracking measures effectiveness. By refining content based on real-time audience insights, these placements become more than just digital screens, they evolve into seamless brand touchpoints that elevate the guest experience.”
The future for Temple-Heald, when it comes for luxury outdoor, is related to hyper-local environments and “is about exclusivity and precision, transforming luxury hotels into curated brand experiences. It’s no longer about mass reach but delivering the right message at the right moment. As technology and personalisation advance, these spaces will shift from advertising platforms to immersive brand storytelling arenas, ensuring that every digital interaction enhances the luxury experience.”
For Temple-Heald, when asked if 3D holographic screens capture the interest of people more than traditional 2D, his answer is nothing but clear-cut: “Absolutely!” He regains composure explaining, “3D holographic screens bring a whole new dimension to storytelling. Traditional 2D billboards rely on static images or flat video while 3D holograms create depth, motion, and interaction, making them far more engaging and memorable.”
Going again with an example, “with a 3D holographic display, a Cartier watch doesn’t just appear on a flat screen, it rotates in mid-air, catching the light from different angles, giving the audience a near-tangible experience. An Aston Martin can be shown from every perspective, its engine coming to life right in front of the viewer. It’s not just a visual, it’s an experience.”
But as with everything, newer technologies will simply cohabitate with older, more established one. “So, while 2D billboards will always have their place, 3D holographic technology is rewriting the rules of engagement, turning passive viewing into something far more dynamic and interactive. In a world where capturing attention is harder than ever, 3D storytelling isn’t just a trend, it’s the future.”
Yet, for all their force, 3D holograms cannot but go hand-in-hand with events. For Temple-Heald, this is something that goes “without a doubt.” In today’s world, “high-end consumer events remain one of the most powerful and effective ways to engage high-end consumer audiences. While digital marketing has reshaped how brands connect with consumers, nothing replaces the exclusivity, personal connection, and sensory experience that luxury events provide.”
Speaking from experience Temple-Heald goes on that “in locations like 5-star hotels and resorts, brands have the unique opportunity to immerse HNWIs (Editor’s note: High Net Worth Individuals) in their world. Whether through private showcases, experiential activations, VIP galas, brand logo installations, or interactive pop-ups, these events create unforgettable moments that drive deep brand affinity.”
The psychodemographic Temple-Head deals with is a peculiar kind of person, “luxury consumers don’t just buy products, they buy into a lifestyle and a story. Events offer a direct pathway to brand storytelling, fostering emotional connections that traditional advertising cannot achieve alone.”
The end outcome is quite crystal for Temple-Heald, “for luxury brands looking to maintain their exclusivity and desirability, bespoke events remain not just relevant but essential in today’s market.”
