Beyond Hotels – How Luxury Rentals Are Rewriting the High-End Travel Playbook

Luxury travel is evolving, and the traditional divide between five-star hotels and private residences is quickly disappearing. In an article for Branded Residential, Bryan Younge explores these themes.

For decades, luxury travel felt like a simple decision. If you wanted reliability, polish, and the kind of service where every detail was handled without asking, you booked a five-star hotel. If you wanted space, privacy, and a sense of authenticity, you looked at a private residence—but often at your own risk.
Hotels had infrastructure and staff; residences had charm and intimacy. They existed on parallel tracks.

That dividing line is blurring fast. In markets like Aspen, Vail, Jackson Hole, Telluride, and Whistler, travellers are no longer choosing exclusively between hotels and homes—they are expecting the best of both worlds. Homes must act like hotels, hotels must borrow from residential design, and operators are finding ways to close the gap through something more than brick and mortar.

Nowhere is this shift more vivid than in Park City, Utah. Once considered an accessible but not elite ski destination, Park City has transformed into a peer of the world’s top-tier resorts.

Over the past 15 years, it has borrowed strategies from Aspen and Vail, leaned into its Olympic legacy, and reinvented itself as a year-round luxury playground. Importantly, its growth has not been fueled solely by marquee hotels.

The rise of luxury rental operators, professionalizing and curating residential hospitality, has been just as critical.

Parker Chase Properties is one of those operators. Their model—owning and managing luxury condominiums, and now testing management of ultra-luxury homes—offers a case study in how this new sector works.

Through my own experiences staying at Argent in Deer Valley, comparing that to a hotel stay in Vail, and analyzing the launch of Moonshadow in Deer Valley’s Empire Pass area, I’ve seen firsthand how this hybrid approach is reshaping the industry.

This isn’t just about lodging. It’s about redefining luxury itself.

Park City: From Silver Mines to Luxury Slopes

Before diving into condos and estates, it’s worth pausing to understand Park City’s trajectory. The town’s current reputation as an elite ski-in/-ski-out destination is a relatively recent achievement, and its history explains why.

In the late 1800s, Park City was a booming silver mining town. By the mid-20th century, the mines had closed, the economy collapsed, and the town faced ruin. Its rebirth began in 1961, when local leaders secured a federal loan under President Kennedy’s Area Redevelopment Act to build a ski resort.

Treasure Mountain opened in 1963, drawing nearly 50,000 skier visits in its first season. Quirky innovations like the “skier subway”—riding mine carts underground to access the slopes—set the tone for Park City’s creative reinvention.

The 1970s brought growing pains but also ambition. Developers from Aspen brought new ideas, and legendary skier Stein Eriksen helped put the town on the map. In 1981, the opening of Deer Valley Resort transformed Park City into a luxury ski destination.

Deer Valley’s formula was revolutionary for the U.S.: pair pristine slopes with hotel-style service, ski valets, gourmet dining, and capped lift ticket sales to avoid crowds. Stein Eriksen Lodge, opening in 1982, became Utah’s first Forbes five-star property and cemented the model.

Then came the Sundance Film Festival, the restoration of Main Street, and eventually the global spotlight of the 2002 Winter Olympics. Vail Resorts’ purchase and consolidation of Park City Mountain with The Canyons in 2015 created the largest ski resort in North America. Montage, St. Regis, Waldorf Astoria, and other luxury brands opened. By the 2020s, Park City had arrived in the big leagues.

Yet the journey wasn’t only about hotels. What sets Park City apart is its dual strategy: not just importing luxury brands, but also nurturing a market for high-end rentals. That balance—between the institutional weight of hotels and the entrepreneurial energy of rentals—has defined its rise.

What Hotels Still Do Best

Our family’s trip to Vail underscored why hotels remain the bedrock of luxury travel. The moment we arrived, every detail was anticipated. Bags vanished into the room without effort. Dinner reservations were secured before we even thought to ask. Spa treatments were offered and confirmed with the push of a button.

Hotels thrive on scale and redundancy. Dozens of staff in every department ensure that no matter the need, someone is there to handle it. Multiple restaurants mean options for every palate. Pools, spas, fitness centers, and kids’ clubs keep every family member engaged. Loyalty programs smooth the edges and provide an invisible cushion of benefits.

That infrastructure is why five-star resorts command unwavering loyalty. They are machines built for reliability.

But scale comes at a cost. Public spaces can feel crowded. Service, while polished, sometimes prioritizes efficiency over personalization. Families may find themselves scattered across multiple rooms, making “togetherness” harder to achieve. For travelers like us—wanting both service and intimacy—that tradeoff is increasingly noticeable.

Comparing Summer in Vail and Deer Valley

It’s worth noting that both of our family stays—at the luxury hotel in Vail and at Argent in Deer Valley—took place in summer. No skis, no cold gear, just long days of alpine hiking and biking. And in both places, the mountain itself was the anchor.

In Vail, the hotel sat at the base of the mountain with direct access to trails. We walked or biked straight from the property onto terrain that stretched endlessly upward. Village life was woven in as well—cafés, shops, and restaurants were a short stroll away, making the experience seamless. We could transition from hiking boots to dinner reservations without ever stepping into a car.

Deer Valley felt different. Argent was perched slope-side, a perfect launch point for hikes like our trek to the summit. The ski-in/ski-out magic still mattered, even in July, because it reminded us we were part of a real ski community. But outside the resort bubble, things changed.

Access to Park City’s historic Main Street—where the boutiques, galleries, and restaurants are—was effectively a car ride away.

This is where Parker Chase’s programming becomes crucial. They recognize that while Deer Valley excels in mountain access, it isn’t as naturally walkable or village-integrated as Vail. So they design stays to fill those gaps: curated excursions, arranged dining, pre-planned logistics.

Guests don’t feel the friction of distance because the experiences are built into the package. Instead of worrying about where to go and how to get there, families like mine simply enjoy the flow.

Frequent Parker Chase guest Misha Townsend-Cardamone, an avid traveler with her husband, put it this way: “The first time we stayed, the A/C wasn’t working. We texted Steve and he had it fixed immediately. That never happens with a typical Airbnb.” She laughed recalling another stay: “We asked if he had a protein shaker. He didn’t—but it was delivered that afternoon. Same with a broken frother—replaced the next morning.”

Argent in Deer Valley: A Case Study in Residential Hospitality

Argent itself struck a balance between home and hotel. The condo gave us privacy: a gourmet kitchen where we cooked together, living areas for family time, and balconies with mountain views. Yet the building wrapped those private comforts in shared amenities: a bowling alley, recreation lounge, spa pools, firepits, ski valet (in season), and a fitness center.

My kids could spread out, my wife and I had quiet moments, and together we enjoyed the feeling of being both in our own space and part of a community.

It wasn’t perfect. Dining required planning and effort. Spa facilities, while welcome, couldn’t rival the breadth of a luxury resort. Staff weren’t available at every turn. 

But Argent worked. It showed why condominiums have become such a powerful competitor to hotels. They offer autonomy without abandoning service. They provide space and intimacy while layering in amenities that satisfy luxury expectations. For families like mine, they capture the sweet spot.

Townsend-Cardamone noted that this sense of privacy and curation is part of the appeal: “At Argent we felt like the only ones there. In summer, we didn’t miss hotel amenities—we had the kitchen, the space, and the plans already set.” Comparing it to other residences she’s tried, she added: “Some look nice but end up feeling like glorified hotel rooms. Steve’s places are very comfortable.”

Moonshadow: The Experiment at the High End

If Argent is a hybrid, Moonshadow, across the street, is a test case at the very top of the market.

In September 2025, Parker Chase Properties took on management of this brand-new estate, valued in the eight figures and located in a quiet Deer Valley cul-de-sac. This was a departure: Parker Chase usually owns and controls its properties outright. Here, they agreed to manage only on the condition of total operational control—not just the booking calendar, but the services, amenities, every detail of the home fit-out, and the guest experience.

Moonshadow is extraordinary in design. Nine thousand square feet of luxury that comfortably sleeps 17 people and spans seven bedrooms and six full and two half baths. A soaring great room with retractable glass doors. A chef’s kitchen with Miele appliances and a butler’s pantry stocked for every preference. A 17-seat private theater.

A fitness center with Peloton gear, weights, and yoga mats. Expansive decks with hot tub, fire pit, and professional-grade grills. Heated driveways and walkways. EV charging. A ski prep room. Even Sonos throughout and Amazon Alexa devices in every bedroom.

It’s opulent. It’s thoughtful. It’s built for groups who want to gather in style.

But it isn’t ski-in/ski-out, and that’s the rub. In Deer Valley, slope-side access is often considered essential. Parker Chase’s solution was to close the gap through services. Their Empire Express shuttle operates on-demand SUVs and Mercedes Sprinters, replicating the convenience of being slope-side. Ski logistics are handled seamlessly. Private chefs can prepare meals.

Adventure hosts curate experiences from heli-skiing to fly-fishing on nearby rivers. Wellness providers can offer in-home treatments. Every detail is designed to make the lack of direct slope access irrelevant.

In other words, Moonshadow is not selling a house. It’s selling an experience platform.

The Experience Method

What unites Argent and Moonshadow—and what sets Parker Chase apart—is the recognition that the property is only the canvas. The experience is the product.

I call this the Experience Method. Guests don’t want an empty slate with a binder full of options. They want a curated journey, built and executed at the level of a five-star hotel. That means:

• Pre-packaged stays, not a la carte chaos. Families might book a Ski Escape package, with meals, transfers, and adventures included. Corporate groups might choose a Leadership Retreat package with guided activities.
• Professional execution by seasoned providers. Chefs, spa therapists, and guides must be the best, even if that means bringing them from outside the state for certain specialties. Mediocrity at this level isn’t forgiven.
• Turn-key simplicity. Once a guest reserves, the rest should unfold without friction. Decision fatigue disappears; enjoyment takes over.

Hotels achieve this with armies of staff. Rentals must achieve it with tight operational control and carefully chosen partners. Done well, the effect is the same: seamless luxury. As Townsend-Cardamone explained, this trust is why she and her husband now book Parker Chase directly: “In places we don’t know, we’ll usually choose hotels—less chance of a catastrophe. Parker Chase is the exception. If Steve’s involved, we’re comfortable anywhere.”

Who Wants This?

Moonshadow, and properties like it, appeal to specific segments of demand:

• Multi-generational families, who want everyone under one roof but with enough space for privacy.
• Corporate retreats, seeking exclusivity and curated experiences in a home-like setting.
• Celebrities and high-profile guests, for whom discretion and security matter most.
• Affinity groups of friends or couples, looking for social space without the exposure of a hotel.
• Celebration travelers, staging milestone birthdays, anniversaries, or intimate destination events.

All of them share a common expectation: a flawless experience that feels effortless. The house may draw them in, but the services keep them there.

Industry Context: A Parallel Track to Hotels

From an appraiser’s standpoint, estates like Moonshadow can be more than homes. They can be positioned and run as income-producing assets, structured to generate revenue, capture tax advantages, and operate like commercial businesses.

Owners can see them as both lifestyle investments and financial vehicles. Managers see them as laboratories to test whether hospitality can be delivered without the infrastructure of a hotel.

The broader context is clear. Luxury rentals are no longer fringe. They are now a parallel track of hospitality, competing directly with hotels for the same high-net-worth guests. The convergence is happening on both sides: hotels are experimenting with residential-style products (Marriott’s Homes & Villas, Accor’s Onefinestay), while rental operators are professionalizing into hotel-grade experiences.

Parker Chase’s move into Moonshadow is significant because it pushes the experiment further. Can a single residence, curated and managed as if it were a boutique hotel, truly operate at the highest level of the market? The answer will shape not just Park City, but the entire trajectory of luxury travel.

Personal Takeaways: Hotels, Condos, and Homes

For me, the lesson has been personal as much as professional.

In Vail, my family and I experienced the power of hotel infrastructure: everything done, everything polished, everything reliable. At Argent, we felt the intimacy of being in a residence, still supported by enough amenities to feel luxurious. And in analyzing Moonshadow, I see the potential for homes to step into that same arena—not as rentals, but as curated experience platforms.

Even in summer, the ski-in/ski-out setting mattered to us. Hiking up Deer Valley from Argent reminded us of the slopes that await in winter. It gave us the sense of belonging to a true ski community, even without skis strapped to our feet.

My kids carried their own impressions: one focused on the adventure of hiking and fishing, another on the technology in the condo, another simply on the fun of having bowling and games on site. My wife and I noticed the subtle differences in service and the way decision-making shifted from the hotel’s concierge to us as hosts.

It made me realize that in luxury travel today, square footage or finishes don’t define the product. Time does. The less time spent solving logistics, the more luxurious the experience feels. Hotels solve that through staff. Rentals solve it through curation. The goal, for both, is the same: make time seamless.

Conclusion: The Future of Luxury Travel

Luxury travel is diversifying. Hotels remain strong, delivering reliability through scale. But condominiums and estates are emerging as credible alternatives, provided they are paired with curated services.

Park City is the case study: once a struggling mining town, now a global destination with both marquee hotels and residential operators competing at the highest level. Argent showed how condos bridge the gap. Moonshadow now tests whether an estate can do the same.

The larger lesson is simple but profound: in this market, the home is no longer the product. The experience is. And operators who understand that—whether hotels, condos, or private estates—are the ones shaping the future of high-end hospitality.

Bryan Younge – Managing Partner at Horwath HTL. Connect with Bryan on LinkedIn.

This article originally appeared on Branded Residential.