New luxury – it's protein, not perignon

Time of India

21-07-2025

I'm impressed, Mr Bond, you have your tulsi-coconut kefir stirred, not shaken
At the Alpina Hotel, Gstaad, breakfast is a quiet masterclass in modern luxury. You will find avocado toast, fresh matcha, protein shakes in branded shakers, and a neat row of protein bars beside the granola.
Breakfast spread at The Alpina Gstaad
There is no signage that screams 'wellness.' There is no guilt-laced menu about clean eating. Just thoughtful options that assume you might want to feel sharp at 10 am, not sluggish.
It is a detail most hotels would consider minor. Yet, it signals a shift many in the hospitality industry are still missing. The younger premium guest, whether flying business class or checking into a suite, is no longer impressed by how much alcohol you offer. In fact, the more a property leans on alcohol as its main expression of luxury, the more outdated it tends to feel.
We are not talking about teetotalers. Most people I know still drink. But they drink differently. They drink with intention, not habit. And during travel, especially work travel, they prefer clarity over cocktails. This is not a temporary trend. It is a realignment of values. Health has become the new indulgence. Performance has replaced decadence.
During travel, especially work travel, younger premium guests prefer clarity over cocktails
Yet, most lounges, flights, and hotel buffets are designed as if the year is still 2010. The lounge prioritizes liquor variety, but has no functional beverages. The minibar stocks vodka and cola, but nothing for hydration or recovery. The breakfast buffet offers pastries, juice, and the occasional egg for the hard-boiled, as though protein were an optional preference rather than a daily need.
Some brands are beginning to shift. Emirates has introduced turmeric lattes on select routes. Virgin's Clubhouse lounges feature kombucha and wellness shots. At Alpina, presence of high-protein, low-sugar, thoughtfully sourced items is not an experiment. It is integrated into the brand's sense of self.
What stands out is not just what they serve, but how they serve it. These offerings are not framed as compromises. They are part of the story. A protein shake at breakfast is not a substitute for a real dish. It is the dish. A protein bar is not a silent corner option. It sits proudly next to the croissants. That is how you reset the guest's expectations without needing to make a speech.
Hotels and airlines in India have a clear opportunity to learn from this. It does not require a complete overhaul. It requires a rebalancing. Replace one fruit juice option with a cold-pressed seasonal blend. Add a high-quality plant protein drink to the minibar. Include a hydration booster or a small Ayurvedic tonic with a simple card explaining its benefit. None of this is difficult. It only requires paying attention to what the guest already wants.
Include a hydration booster or a small Ayurvedic tonic with a simple card explaining its benefit.
In fact, India is uniquely positioned to lead this shift. We have a rich tradition of functional ingredients, from amla to ashwagandha. We have small brands already doing great work: Auric, Kapiva, Blue Tribe, Yoga Bar. These names are modern, credible, and native. Today, there's a significant move towards embracing a more intentional approach to wellness, paving the way for better-for-you ingredients like protein, even in the most indulgent options. Yet, hospitality menus often reach for imported syrups and generic mocktails instead.
Would hotels start treating beverage selection like design — intentional, cultural, expressive? There is no reason why a wellness-forward beverage cannot be the most interesting thing a guest consumes. People are far more likely to remember a tulsi-coconut kefir than their sixth mimosa.
People are far more likely to remember a tulsi-coconut kefir than their sixth mimosa
This is also about commercial sense. These options often cost less than stocking top-shelf liquor. But they leave a far stronger impression. They earn the post, the compliment, the memory. They mark the property as thoughtful, not just expensive.
The Alpina makes cocktail-shaking a dance recital. Can hotels now do this with protein shakes?
None of this means removing alcohol entirely. Alcohol can stay. But it can no longer be the default symbol of luxury. The guest is not looking to be numbed. They are looking to be restored. And when a brand reflects that back to them — when the minibar, the lounge, and the breakfast table all quietly say, 'We see how you live' — that creates affinity. Not just satisfaction, but alignment.
Luxury today is not about how much you can pour. It is about how well you understand the person you're pouring for. And if you're still leading with whisky and juice, you're not just behind the curve — you're off the map.
No longer just bon appétit, but also bonne santé!
Disclaimer: Nikunj Biyani has recently launched his own protein-focused company.
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Views expressed above are the author's own.