Am I in Heaven, or Am I in My Hotel?

This article talks about the overall tendency in luxury hotel business of increasing sophistication in customer demand, who want that luxury become superluxury, and hotels are forced to respond.
Every luxury hotel has to think nowadays of installing the spa facilities in their venue, have helipads, and other sophisticated amenities. The hotels are closing for renovations, many new hotels are being opened, all trying to overcome one another in terms of sumptuous design and trying to predict the popular locations in the future.
I think that in order to stay competitive nowadays in the long term in the constantly growing competitive environment, every hotel group has to constantly innovate and invest in its amenities and design in order to be distinguished among the competitors and gain the notoriety.