For Hermann Elger, general manager of the Montage Beverly Hills, delivering luxury is important even though today's consumers want VIP treatment in a hurry. He says letting his staff have more control in tailoring the luxury experience is essential. "The Montage philosophy is very important here. It's about the associates being able to analyze the guest and find ways to engage with them that are not scripted. ... It's about working with the associates and putting them less in a box as far as how they need to deliver service and more allowing them to be in tune with the guest and really listening," Elger noted.