3 Things a $3,000+ Night Hotel Brand Taught Me About Marketing
Lessons learned from studying the world's most expensive hotel brand (5min read)
“From $3,094 per night?” Is that a typo?
I nearly choked on my coffee when I spotted the price for a standard room while researching luxury hotel brands for a client.
Spending more on a single night’s stay than what most of us spend on a month’s rent is difficult to get your head around.
But the deeper I dug into Aman Hotels, something clicked.
Aman is the brainchild of Indonesian hotelier Adrian Zecha, who in 1988 started with a single property in Phuket, Thailand called Amanpuri (meaning "place of peace").
Now there are 34 Aman properties across 20 countries.
The principles Aman uses to turn billionaires into obsessive "Amanjunkies" (yes, that's what their loyal guests actually call themselves) can be applied to a successful business.
Whether you're just starting out or already established, these principles can help you move to a premium service that keeps clients coming back for more.
Let's get into it.
Lesson 1: The Power of Purposeful Exclusivity
When Aman launched their first resort, Amanpuri in Phuket, they made what experts considered business suicide: limiting the property to fewer than 50 rooms despite having space for hundreds.
Today, every Aman maintains this deliberate constraint on the number of rooms.
Why? Because this creates exclusivity, privacy, and a level of personalisation that their guests cannot get anywhere else.
How I Apply Lesson 1:
I realised my copywriting business needed to embrace Aman's "less is more" philosophy.
Instead of offering every writing service imaginable, I focus exclusively on specialised services where I can deliver exceptional results.
I've also created a structured client onboarding process, which I host through JotForm.
Much like Aman's subtle but thorough guest preference tracking, I collect detailed information before starting any project. This allows me to deliver an experience that is hyper-specific to each client (even at scale).
How You Can Apply Lesson 1:
Avoid the generalist trap: I stopped offering "all types of writing" and zeroed in mainly on conversion copy and sales pages. What's your specialty?
Qualify your clients: Make a quick questionnaire you can send to prospects before an order is placed. Based on the information, you decide if you want to work together, and you have an “extra” commitment from the buyer because they’ve invested time answering the questionnaire.
Embrace scarcity honestly: I tell prospects straight-up that I plan my workflow in advance and onboard a limited number of clients each month to maintain quality.
Lesson 2: Using Anticipatory Service as Your Competitive Edge
Aman staff don't wait for requests – they anticipate needs before they're voiced.
The approach is built around the Japanese concept of "omotenashi.” This approach has resulted in stories of staff chartering private jets overnight for forgotten items or creating custom experiences based on casual remarks during check-in.
One ex-Aman exec described their philosophy as serving "a class of people unaccustomed to hearing 'no'." But it's not just handling outrageous requests – it's knowing what guests need before they do.
How I Apply Lesson 2:
Just as Aman keeps meticulous records of guest preferences that follow them between properties, I have implemented a detailed client tracking system.
Keeping track of key areas like order dates, amount spent, and feedback received helps improve deliverables on future projects and rewards loyalty.
I am also using a 72-hour follow-up system, where I send this message:
This simple check-in has exploded my repeat business. Clients are genuinely surprised I'm still thinking about their project days after delivering.
How You Can Apply Lesson 2:
Track the little things: Keep notes on client preferences, pain points, and goals beyond the immediate project. A simple Google Sheet is great for tracking.
Build surprise moments: Include unexpected extras with deliverables. Not random bonuses, but thoughtful additions that complement your core service. For example, you could include two variations of a headline or hook.
Follow up without fail: Check in 72 hours and 30 days after project completion. Show you're invested in their success.
Lesson 3: Building a Philosophy, Not Just a Service
"Aman" means "peace" in Sanskrit, and this concept guides everything from their architectural designs to staff interactions. Every Aman property feels uniquely tied to its location while maintaining this consistent philosophical thread.
And no, this isn't just for branding purposes.
It's a genuine guiding principle that influences every decision.
Aman doesn't advertise traditionally or chase trends. They've built their reputation on a consistent philosophy that attracts clients who share the same values.
How I Apply Lesson 3:
I used to define my work by deliverables: "I write emails, sales pages, websites." Pretty much everything!
Now I lead with philosophy:
"I help businesses grow through conversion-driven copy that delivers a positive ROI."
This shift changed how clients view my work.
Instead of hiring me for one-off projects, they engage me as a strategic partner who happens to write persuasive copy.
Just as Aman integrates local materials and cultural elements, I immerse myself in my client's industry.
For example:
For tech clients, I study their stack and user workflows.
For finance clients, I analyse regulatory trends and investor communications.
This philosophy-first approach has resulted in feedback like this:
How You Can Apply Lesson 3:
Find your core beliefs: What values guide your best work? Look at your 5 top-performing projects. What made them successful? Maybe you valued clarity over flash, or user needs over trends.
Name your process: Give your methodology a clear name and break it into steps clients can understand and value. Don't say "research phase" - call it "Discovery Deep Dive."
Live your philosophy: From first touchpoint to final delivery, consistently show what you stand for. Review your emails, proposals, and deliverables. Do they all reflect your core principles?
Final Thoughts
I didn't implement these Aman-inspired principles overnight.
I started with just the 72-hour follow-up. That single change generated such positive feedback that I gradually added other elements.
The beauty? These principles work for freelancers and brands at ANY level.
Whether you're charging $50 or $5,000, creating exclusivity, anticipating client needs, and operating from a clear philosophy will improve your service offering.
By shifting to an experience-driven approach like Aman, you'll build a business generating not just repeat clients, but genuine enthusiasm and referrals.
Which Aman-inspired principle resonated most with you? Drop a comment – I read and respond to every message.
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