When luxury brands venture into the hotel and restaurant industry, they enhance their brand’s exclusivity by offering unique experiences that align with their values. This allows brands to deepen their relationship with consumers, providing immersive environments that highlight their distinct identity. However, it can also challenge their sense of scarcity if overexposed. Luxury brands need to strike a balance, ensuring their offerings remain premium while extending their influence into other sectors. The luxury experience, whether in a hotel or restaurant, can redefine the perception of scarcity, creating a demand for exclusivity.