USA, Los Angeles, California. February 29, 2024

BLLA, the singular voice in the independent Luxury Boutique Lifestyle Hotel space, in collaboration with Équité, the leading global luxury strategy, communication, and brand activation firm, has created a groundbreaking initiative designed to redefine the landscape of luxury education for the world of luxury and boutique hospitality. BLLA, in association with Équité, is poised to revolutionize the way individuals and companies engage with the world of luxury hospitality, offering world-class online training curated and presented by Dr. Daniel Langer.

Professor Langer is recognized as one of the "Global Top Five Luxury Key Opinion Leaders to Watch." He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. He is an advisor to the top global luxury leaders and a respected authority for ultra-luxury hospitality, travel, and aviation. He is also the author of best-selling management books on luxury in English and Chinese and is a respected global keynote speaker. Professor Langer frequently conducts masterclasses on various luxury topics across all continents for many of the leading luxury brands in the world. He's a sought-after luxury expert, appearing on platforms like Bloomberg TV, Forbes, The Economist, and more. He holds an MBA and a Ph.D. in luxury management and his education includes Harvard Business School.

The Boutique Lifestyle Lodging Association (BLLA) demonstrates a commitment to the continuous improvement and advancement of its programs, particularly for hotel members who have undergone authentic verification by the association. One of the primary areas of focus for enhancement is education. BLLA is dedicated to refining and enhancing its programs over time.

"We have worked with Daniel Langer over the past 7 years where he has keynoted at BLLA's conferences and events. The emphasis on the luxury marketplace within BLLA stems from our core belief that all hotel members should prioritize the fundamental elements of luxury, irrespective of their current star rating. While some properties may not yet attain the prestigious 4 or 5-star status, our commitment remains unwavering towards cultivating and embodying the essence of luxury across our diverse portfolio." stated Frances Kiradjian, founder & CEO of BLLA. "Since luxury involves not only taking the very best care of guests who walk in the front door, it is also about ensuring the property, the story, and the brand convey messages that guests relate to in the coveted luxury category" she continued.

Daniel Langer adds, "I could not be more excited about this collaboration with BLLA which I admire for their unwavering dedication towards boutique and luxury hotels. My aim has always been to take the world of luxury to the next level and support organizations and individuals to dramatically increase their competitiveness and create experiences that wow their clients and guests. In a world that is changing faster than ever before, where new technologies including AI further accelerate the change, and where Generation Z and lifestyle changes rapidly disrupt what luxury is, shifting expectations significantly upwards, there is no time for complacency. This new training platform prepares companies and individuals to lead the change and dramatically expand competencies in this field."

"I am thrilled to launch the BLLA Luxury Hospitality Academy, powered by Équité, marking a pivotal moment in hospitality education. This academy represents a groundbreaking opportunity for individuals and hotel groups to delve into the essence of authentic luxury, offering unparalleled insights and training. I am passionate about elevating the standards of luxury hospitality, and through this academy, we aim to inspire and cultivate the next generation," Ariela Goharik Kiradjian adds.

BLLA Academy will be the Exclusive Boutique Hotel network partner of Équité, creating the premiere platform in global luxury hospitality training. The new BLLA Academy is an integral part of the independent boutique hotel educational program for 2024 and for years to come. This includes educational initiatives and resources aimed at both the association's members and the broader boutique hospitality community. We will be opening registration shortly for the 1st module of this program which will be available for purchase through the BLLA Member Portal and globally upon request.

Please register here to receive more information about the new program.

About Équité

At Équité we create extreme value for luxury and lifestyle brands across all categories and geographies. We are trusted by the who is who in luxury and advise many of the leading brands worldwide as well as startups and aspiring brands. Our approach is science-based with a focus on tangible results and world-class creative executions. Équité works on all aspects including brand audits, strategy, brand storytelling, creative services, immersive experience creation, brand activation, future of luxury workshops, and training. https://equitebrands.com/