THE IMPORTANCE OF FIRST IMPRESSIONS IN THE LUXURY MARKET
How important is a designer handbag? In philosophical terms, it is fairly insignificant. If we’re talking about survival, life or death. Trivial. On my deathbed, will I mourn parting with my Gucci clutch alongside my loved ones? Possibly. Yet in the initial stages of building my business. My designer handbags and constructed persona played a pivotal role in the early days of my business.
When I first set out, I took an office space way before the business could afford the expense. Why? Because I understood the value of getting dressed to go to work every day.
As I wrote in my book, Taylor Made:
“Even if I was sitting in an empty office, I knew in my black suit and Prada handbag that people would notice me. I wanted that to be part of my act – people to see me as someone who commanded professional respect but was also the girl about town.”
It worked. My love of a Prada handbag not only landed me one of my most lucrative business relationships, but also the friendship and company of Robbie Williams and then, Ayda Field. We bonded over the mutual appreciation of a Goyard bag one rainy night in Manchester.
In the luxury market, certain expectations are inherent. The importance of first impressions is, well, never more important. Excellence, attention to detail, the absolute best that money can buy. My designer items, while trivial to some eyes, functioned as an important signpost. They designated a shared affinity and understanding for these qualities. They said better than I could have articulated – ‘I understand you’.
I’m not saying that everyone needs to wear designer clothing to be successful. Far from it. What I am attempting to demonstrate is that when breaking into the luxury market, a first and lasting impression is everything.
In the following blog, I will outline the importance of first impressions in the luxury hospitality market, covering:
The Language of Luxury in Hospitality
Your Guest’s First Impression
How Long Do We Have To Create An Impression?
Building on The Importance of First Impressions
The Power of Emotional Memory
Consistency Builds Reputation
First Impressions in the Digital World
The Luxury Consultant’s Role
Making It Count from the Start
Further Reading
THE LANGUAGE OF LUXURY IN HOSPITALITY
In the world of luxury hospitality, every moment counts—but none more so than the first. Within seconds of a guest’s arrival, perceptions are shaped, expectations are set, and trust is either earned or lost. For discerning clientele who are accustomed to excellence, that first impression isn’t just important—it’s everything.
I say time and again that my attention to detail is the one quality that has helped me to operate in the luxury market for so long. Sleepless nights scouring over the minutiae of an event. Early starts and late-night finishes, making sure that every tiny detail is just so.
In my luxury events business, I always walk the event space before guests arrive. I’m looking for an out-of-place flower, a wonky napkin, or cutlery that’s out of line. A glass not polished to perfection. I’m ensuring the hosts welcome me properly; the serving staff are courteous and attentive without being overbearing. That the toilets are spotless and easy to access (five-star hotel in London that shall remain nameless – you know who you are).
If I don’t spot it, somebody will. Because that room, that event, needs to give the right impression from the outset. One of perfection.
If you’re looking to build a luxury business, nothing less will do.
YOUR GUEST’S FIRST IMPRESSION
Another anecdote – the bruised apple in the lobby at the Midland Hotel in Manchester. A gigantic bowl of apples was always placed at Reception, which the General Manager would inspect before each shift. If a single apple was bruised or still had a sticker on it there was hell to pay. He knew the importance of first impressions.
Now, this might seem extreme. But the tiniest details matter – a lot – at the luxury end of the hospitality and events markets. Those apples were the first thing guests would see upon checking into the hotel. Moreover, they would have the opportunity to inspect them. What impression does a brown apple with a sticker create? Certainly not one to associate with The Midland Hotel. The GM was correct to be particular.
And even though it’s important, everything looks stunning – it’s not just how things look, but the underlying perception you’re creating.
Within the luxury hospitality industry, first impressions extend far beyond aesthetics. Yes, the scent in the lobby, the polish on the marble, and the ambient music all matter—but so does the energy. Guests intuitively feel when they’ve entered a space that values them. It’s in the eye contact from the doorman, the warmth of the welcome at reception, and the effortless service behind the scenes.
Luxury is not loud. It is quiet confidence. It is anticipation and discretion.
HOW LONG DO WE HAVE TO CREATE AN IMPRESSION?
Research indicates that first impressions are formed remarkably quickly. Essentially, you have a few seconds to win over most people (or not).
How long does it take to form a first impression?
A study by Princeton psychologists found that people can form an impression of someone’s face in as little as one-tenth of a second. Similarly, research from the University of York suggests that a single glance lasting just 33 to 100 milliseconds is sufficient to form a first impression.
And these rapid judgments are not limited to visual cues. A study published in the Journal of Experimental Psychology: General found that trait impressions from voices are formed rapidly, within 400 milliseconds of exposure.
The research doesn’t stop there; other studies show that initial impressions are certainly formed quickly, but they can also have lasting effects.
In the context of luxury hospitality, understanding the speed and impact of first impressions demonstrates the importance of meticulous attention to the guest experience from the very first moment.
In short, your staff need to have their best smiles and polite voices at the ready to serve guests as they enter the lobby or an event. And there should be no bruised apples on display.
BUILDING ON THE IMPORTANCE OF FIRST IMPRESSIONS
So, how can we use our understanding of the importance of first impressions to build luxury brands?
The Power of Emotional Memory
The beginning and end of an experience stay in our memory more vividly than the middle, many studies have suggested.
That makes the first few moments of contact not only a chance to impress, but an opportunity to underline the emotional memory of your brand.
A seamless welcome—whether it’s a handwritten note, a preferred drink waiting, or a concierge who greets them by name—signals attentiveness and thoughtfulness at every level.
Consistency Builds Reputation
In luxury hospitality, reputation is built not only on what is done, but also on how consistently it is done. First impressions are crucial, we know that, but this impression loses its power if a guest does not have equally exceptional experiences throughout their stay.
When the initial welcome is mirrored in every interaction—from the spa to the suite, room service to checkout—it elevates the brand from a place to stay once to one to return to time and again.
First Impressions in the Digital World
Let’s not forget that first impressions often happen long before a guest walks through your doors. Your website, social media, and even your Google listing are extensions of your brand experience.
Luxury guests are detail-oriented—they notice pixelation, poor phrasing, spelling mistakes, or an unresponsive booking process. Every touchpoint must reflect the same level of care and attention to detail as your physical space.
THE LUXURY CONSULTANT’S ROLE
As a luxury hospitality consultant, my expertise lies in the invisible elements of the guest experience. Similar to how I walk my event space ahead of an event. It’s my job to audit not just what’s seen, but what’s felt in a luxury hospitality venue.
How many hoteliers have stayed in their hotel? How many of their staff have? It’s so important to experience your venue as a guest would. Or, for want of a better word, have somebody like me become a ‘mystery shopper.’
Only with first-hand experience can you gain feedback on the guest experience and, in turn, train teams not just in tasks, but in tone and behaviour. How to enact and embody your brand. THEY are your real-life brand representation. Your vehicle can make a good or bad first impression.
It’s essential to refine your teams and processes not only for efficiency, but also for elegance.
MAKING IT COUNT FROM THE START
In luxury hospitality, there are no second chances at a first impression. Every detail matters from the moment a guest enters your venue (and before).
The the importance of first impressions is that it sets the tone for everything that follows. Make it intentional and make it unforgettable.
FURTHER READING
For more details on the psychology of first impressions visit:
https://www.psychologytoday.com/gb/basics/first-impressions