In 2022, Luxury is Freedom

Luxury is a word we hear all too often. Yet, it is one of those vague concepts which mean different things to different people. So, what constitutes the essence of real luxury?

It’s a question more relevant than ever in today’s ultra-connected, trend-powered and high-paced world – how would we define luxury? Once the novelty of shiny interiors and extravagant items has passed, what is left?

Speaking to the Myconian Collection’s people, the question has come up several times. Interestingly, we could identify certain key elements in the discussions that follow, all characteristic of the Myconian Collection
ethos. Words and expressions pop up time and again as related to the essence of luxury – freedom, experience, carefree, human connections, personalised, authentic. It seems that in the world of hospitality as well as at large, the concept of luxury is transforming. If we were to make a representation of what it means to be in the lap of luxury, we would be remiss to stop at superficial descriptions of expensive items, VIP passes and lifestyle magazine-ready attire. There is much more to a truly luxurious experience, even if it’s not as easy to define.

Luxury is freedom. Knowing that you make your own choices, that you can spend your time with your loved ones, that you don’t need to worry about a single thing.


Any guest at one the Myconian Collection’s eleven properties, has probably felt it already. Sometimes it’s the way the staff remember how you take your breakfast. Others, it’s the genuine, warm smiles. Or even the anticipation leading up to one of the Myconian Collection’s curated experiences. Certainly, it swims with you in your infinity pool as you become one with the horizon, marvelling at the fine line that separates the Greek sky and the Aegean Sea. In reality, we find that it’s all of these, combined. Luxury is freedom. Knowing that you make your own choices, that you can spend your time with your loved ones, that you don’t need to worry about a single thing.

It seems that in the world of hospitality as well as at large, the concept of luxury is transforming.

Luxury is a feeling, not material possessions. It’s always there as soon as we set foot on Mykonos. But, more specifically, luxury is the freedom to be yourself. To spend your time as you want, with the people you love, at a place where you can sense that you belong. In a space of luxury, it is not mere opulence that is provided but choices and experiences that are meaningful to you, personally. You don’t need to fit into any box; providers of true luxury, like the Myconian Collection family, want to get to know, serve and satisfy the person you really are.

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