When Excellence Becomes a Burden: A Few Words on Words in Luxury

Do we truly understand how the language we use shapes the experience we deliver – and the expectations we set?

In both B2C and B2B markets, we often rely on words like excellence, ultra-luxury, or going the extra mile.

It sounds impressive. But is it actually helpful?

 

In consumer-facing marketing, these phrases are meant to ignite desire. In business negotiations, they help close deals. Yet somewhere along the way, they stop meaning quality – and start meaning pressure.

Not only for the teams delivering the service but also for the client, who begins to expect the impossible because she/he does not see any boundaries set.

 

Do clients truly feel the difference between luxury and ultra-luxury? Between excellent service and something simply reliable, thoughtful, and human?

Or do we invent these terms just to justify the price raise once everything that was to offer was already sold?

Sometimes, the language of luxury creates distance instead of trust. It turns collaboration into performance.

It pushes providers to over-promise, and clients to over-expect. It leaves less room for authenticity, flexibility, or simply… being human.

 

I remember one moment clearly.

 

It was at an international travel fair – I was sitting at my table, in the middle of a meeting, when I overheard a colleague nearby.

A well-known DMC representative from one of our destinations – energetic, expressive, and experienced – was having a 15-minute conversation with a new potential buyer.

 

Within that short time, she managed to use nearly every buzzword in the book. Ultra-luxury, unparalleled, signature, seamless, world-class, tailor-made… and of course – she wrapped it all up with a hand wave and a confident: “We are the best”.

 

She literally lounged on her chair while speaking, overflowing with rehearsed excitement.

 

The result? Neither I nor her buyer could focus. The energy was overwhelming. The message was empty.

She did not win a new buyer.

 

And I would not have bought it either. But this is what I knew before from my previous experience with this person.

Personally, I would not want to be seen by my clients as such a polished professional that they cannot feel the relief of being outside the office.

 

My attitude creates the atmosphere, does it not?

 

If I bring calm, presence, and trust into the room, the experience begins there.

Luxury is not a race. It is not louder, shinier, or more grammatically elevated. True luxury is when expectations are met with ease, not stress. When things work, when people understand, when relationships flow.

 

That is the kind of excellence I believe in – one that is felt, not sold.

Out of curiosity, I asked my AI assistant to list the most overused words in luxury communication.

 

This is what came up – and it confirmed everything I have seen first-hand:

 

Ultra / Ultra-luxury / Ultra-exclusive
A word that tries to outshine luxury itself, but with an unclear meaning.

What does ultra mean in practice? A more expensive pillow? A higher thread count?

Most of the 4* and 5* hotels do not even understand what a firm pillow means (of course they do not – they buy from one supplier who won the deal, not from whom won the client’s satisfaction contest).
Without substance, “ultra” sounds inflated. It raises expectations but often fails to explain what exactly makes the experience ultra anything.

It also quietly suggests that regular luxury is not enough.

 

Going the extra mile
A phrase meant to convey effort, care, and dedication, but often overused as a default sales claim.

True care is shown, not declared.
Clients remember meaningful details, not metaphors. And the phrase itself can quietly reinforce the idea that the standard mile is somehow insufficient. And this is something what I do not understand.

Edit: I understand in terms of Saudi Arabia, where standard mile does not exist (as the service is terribly poor – untrained staff at every level).

 

Excellence
One of the most overused words in hospitality and service. It should represent consistent quality and integrity, but often becomes a generic placeholder.

What does excellence actually look like, feel like, and mean for this specific brand, this guest, this situation?
Without clarity, excellence is just a buzzword.

 

Unparalleled / Unmatched / Beyond compare
Meant to impress – but rarely grounded in fact or personal relevance. What do we compare “it” to?

Overuse has dulled their impact.

 

Tailor-made / Curated / Bespoke
Industry staples. But without clear examples of how something is personalised, they often sound hollow.

Offering lactose-free dairy is not “tailor-made”. Unless before my trip to Iceland, you import for me my favourite lactose-free, 2% fat cottage cheese from Piedmont. Yes, then it is tailor-made.

Everything else is a standard.

 

World-class
What defines “world-class”? And according to whom?
Clients increasingly want specifics, not slogans.

 

Discreet / Seamless / Effortless
They only matter if the client genuinely feels that ease, not just reads about it.

 

Crafted / Hand-picked / Signature
They suggest intention and exclusivity, but lose meaning when applied to every standard feature.

 

Limitless / Infinite possibilities / No boundaries
Inspiring… or overwhelming.

Most clients do not want everything. They want the right thing, clearly presented.

 

White-glove service
Still valid in some settings – but less so where warmth and authenticity matter more than perfection.

 

Ultra-personalised / Hyper-individual
An attempt to outdo “personalised.” But real personalisation happens in action, not language.

 

Elevated / Refined / Sophisticated
Elegant, yes, but often cold or distant, especially in experiences rooted in nature, emotion, or movement.

 

Exclusivity / Invitation-only / Rare access
Effective in scarcity marketing, but can alienate clients looking for connection, not separation.

Do we want to impress – or connect? Do we want to perform – or deliver?

 

And perhaps most importantly:

Do we realise that when we complain about our clients’ unrealistic expectations or their lack of appreciation for our work… we may actually be complaining about something we designed ourselves?