What Mandarin Oriental Is Seeing in Luxury Travel That Others Are Missing

Alex Schellenberger, Chief Brand & Marketing Officer at Mandarin Oriental, operates where brand, guest experience, commercial strategy, and global growth intersect.

Mandarin Oriental is not chasing expansion for its own sake. The focus is on building a portfolio that holds pricing power, earns loyalty, and delivers experiences that feel rooted in place.

At Skift Asia Forum 2026, Schellenberger brings a clear view into what is actually driving performance now and what still needs fixing. For leaders across travel, hospitality, and experience-led businesses, these are active decisions.

What is driving the next phase of growth in your market or organisation?

“The next phase of growth at Mandarin Oriental is shaped by a distinctly brand-led and guest-centric strategy, centred on elevating exceptional experiences and strengthening operational excellence.

At the heart of this ambition is our vision to more than double our portfolio over the next decade, expanding into sought-after destinations such as Mallorca, Bali and the Riviera Maya. Each new opening is carefully selected to reflect the essence of its destination while reinforcing Mandarin Oriental’s positioning as masters of our craft.

This growth is not simply about scale, but about deepening our connection with guests – creating immersive, culturally resonant experiences that inspire lasting loyalty and define what it means to be a fan of the exceptional.”

How are experiences, culture, and community shaping traveller decisions today?

“Experiences, culture and community are now fundamental to how travellers define luxury, with a clear shift away from material ownership towards authenticity, meaning and human connection. Increasingly, guests are seeking a sense of belonging, wanting to engage with the spirit of a destination in ways that feel personal, immersive and culturally resonant.”

“Each of our properties is designed to reflect the essence of its destination… a balance between global excellence and local soul.”

“We are also seeing a growing appreciation for the luxury of time… travellers choosing to slow down, stay longer and engage more meaningfully.”

“Community plays an equally important role. Guests are increasingly drawn to brands that demonstrate a genuine connection to local people and practices. Through partnerships with local artisans, cultural institutions and community initiatives, we create opportunities for guests to experience destinations in ways that feel both authentic and responsible.”

“Ultimately, this evolution is redefining luxury as something deeply personal and experiential.”

Which trends will define the next phase of travel across the region?

“One of the defining forces… will be the intelligent integration of AI and digital technology across the guest journey, enabling a new level of personalisation, efficiency and precision.”

“At Mandarin Oriental, we see this as an opportunity to deepen, not dilute, the human dimension of hospitality. Through initiatives such as the Fans of M.O. programme and our recently launched app, we are using technology to enhance guest engagement and empower our colleagues with richer insights, enabling more intuitive, personalised and anticipatory service.”

“As digital becomes more pervasive, the value of genuine human connection will only increase. Guests are placing greater importance on warmth, emotional intelligence and a sense of recognition, qualities that cannot be replicated by technology alone.”

“Beyond technology, we are also seeing the continued rise of immersive wellness experiences… multi-generational travel, longer stays, and the blending of work and leisure.”

“Our focus remains on using innovation to support our craft, ensuring every experience feels both exceptional and deeply personal.”

Hear More from Travel Leaders in Bangkok

With Skift Asia Forum 2026 less than 10 days away, the window to be in the room is closing fast. The shifts discussed here cut across travel, hospitality, experiences, platforms, and brand ecosystems.

Be in the room while there is still a seat.