Are Hotels Ready for Tomorrow?
Eglė Rukšėnaitė about the Future of Spas and Hospitality at Forum HOTel&SPA
This year at Forum HOTel&SPA Paris, one of the most influential events in the wellness and hospitality industry, Eglė Rukšėnaitė delivered a compelling message: “The future of hospitality doesn’t belong to luxury alone. It belongs to diversity, to authenticity, and to those who begin transforming today — not tomorrow.”
What Did Eglė Speak About?
In her presentation, Eglė encouraged the industry to redefine the concept of luxury. She described invisible luxury – one that isn’t found in chandeliers or crisply ironed linens, but in:
- the feeling of being genuinely welcomed,
- the ability to escape from everyday noise,
- moments of connection with nature,
- human warmth – a morning walk, spontaneous laughter, or a handwritten note.
Guests today don’t want to simply be impressed — they want to feel seen, heard, and involved.
E77 Method: More Than Design
Eglė also presented the E77 methodology, which brings together:
a) Human needs, b) Recreational resources, c) Local context, d) Technical conditions.
Through this lens, E77 creates future-ready projects – such as Palanga Marriott Sea Spa Hotel, the Pine Crown Hotel Kopa, the eco-conscious spa residence in Liškiava, and the mental wellness retreat center “Juodupė,” focused on psychological restoration.
A Luxury to Be Felt, Not Just Photographed
Eglė emphasized that the hotel of the future is a place to feel, not just to look at.
Luxury is no longer about polished perfection – it is real, warm, and human.
It’s not a style – it’s a strategy, embedded in daily rituals, team culture, and stories that create emotional connection.
