Skift Take
Kerzner is expanding, but refuses to lose sight of its relentless pursuit of ultra-luxury standards.
The CEO of Kerzner International said the brand will never introduce a loyalty program. The reason? "Luxury can not be traded for points."
CEO Philippe Zuber was speaking Thursday at the Skift Global Forum East conference in Dubai and said Kerzner will always focus on its boutique feel, leisure stays, and never shift its attention to mass corporate bookings.
Kerzner operates the Atlantis integrated resorts as well as the ultra-luxurious One&Only brands.
"We only do luxury, that's our space," Zuber