This Q&A is part of Observer Network Expert Insights series, industry leaders, innovators and strategists distill years of experience into direct, practical takeaways and shed light on the issues affecting their industries. In luxury capitals around the world, from Miami to Marrakesh, a new kind of court has become a cultural touchpoint. Once a niche racquet sport, padel is now redefining the way today’s travelers and tastemakers experience leisure and community. At the heart of this transformation are Chris Moore and Nicholas Solarewicz, co-founders of Privé Padel, which brings the sport to luxury resorts and private destinations through a model that blends design, culture and connection. For Moore and Solarewicz, padel provides a perspective on how modern luxury goods work. They believe the game’s meteoric rise reflects a broader shift from exclusivity to experiential community. Luxury once valued privacy and aloofness, but now thrives on shared energy, emotional investment and a sense of belonging.
From courtside lounges to curated social events, Privé’s approach reimagines hospitality as a participatory ecosystem, one where health, movement and design converge. Padel’s elegant visuals and inherent sociability make it ideal for hotels and resorts looking to attract the next generation of global travelers. The sports-driven hospitality industry is reshaping the luxury economy, where connections have become the new currency of status and spaces are designed with a focus on belonging.
Padel quickly grew from a niche pastime into a broader lifestyle movement. What do you think its rise reveals about how today’s consumers define luxury and belonging?
Nicholas Solarevic: The rise of Padel shows that modern luxury is no longer a niche of acquisition, but of feeling. The feeling of being part of a vibrant, health-oriented, socially fluid world that others admire but cannot easily replicate.
In many ways, Padel seems to represent a shift from exclusivity to experiential community. How do you see this playing out in the wider luxury hotel sector?
NS: Padel reflects the broader shift in the luxury hospitality industry from exclusivity to experiential communities. Across the industry, status is now defined less by privacy and more by engagement, shared experiences, wellness and authentic connections. Hotels and resorts are evolving into social hubs where sport, culture and lifestyle come together, emphasizing belonging, emotional engagement and local immersion rather than traditional notions of luxury. Modern luxury is less about isolation and more about the complexity of shared experiences.
The hospitality industry has long relied on exclusivity to deliver value. How does a model like Privé—rooted in access, connection, and shared experiences—redefine this idea for a new generation of travelers and members?
Chris Moore: Modern travelers value connection. Whether it’s an F1 trip, a golf weekend or a music festival, people are looking for community and shared experiences. Padel is now becoming part of this cultural rhythm – it is inherently social. With Privé, we are introducing padel into the modern world of travel, creating opportunities for people to not only explore new destinations, but also to connect through movement and meaningful encounters.
What are the economic drivers behind a sports-driven hospitality industry? Why are some hotels increasingly investing in active social experiences rather than passive amenities like spas or lounges?
centimeter: There’s been a real shift in people’s demand for luxury goods. We no longer seek comfort for the sake of comfort: people want to feel good, and this can be achieved through movement, experience and social connection. Gone are the days of sitting by the pool all day drinking cocktails. Today’s travelers want to experience something. Whether it’s trips and excursions to amazing destinations or activities like Pilates or paddleboarding, people are investing in experiences that make them feel good. Especially in a place like the Hamptons, exclusive wellness events have completely taken over. Hotel groups are taking note – the new luxury is wellness, movement and connection, and padel captures all three.
How do you quantify or measure the long-term return on a sports facility for a hotel owner or private club? What indicators are most important?
centimeter: Court revenue is always there. If your hotel has cricket, guests will play it. Some destinations may need to put in more effort to fill the pitch, but once Padel is introduced, utilization will take care of itself. The bigger story is what Padel has done for his possessions off the field. It attracts new guests, increases room bookings and drives incremental spending in areas such as food and beverage, retail and more.
For example, a courtside bar can become its own source of revenue. In addition to this, padel has created a new venue for brand activations and events, from corporate retreats to product launches. Everyone wants to be a part of this moment in padel, and they’re willing to pay to activate it in a meaningful way. So you’re not just adding a sport; You are creating an engine for continuous visibility and incremental revenue across your resort.
Cricket pitches have visual impact and space requirements. How does design fit into Privé’s business model? What does great design mean in the language of modern luxury?
centimeter: Privé prides itself on curating board-based spaces. This is not just about the courts themselves; It’s about everything around them. What the space looks like from above, what it feels like walking in, how people gather before and after games. Across the world, you’ll see many courts crammed into warehouses or stacked tightly on concrete pads. We take the opposite approach. When you create a meaningful cricket experience, especially in a luxury destination, aesthetic standards must be met. Our design focuses on connection, with large courtside lounges, shaded cabanas and open walkways to keep people lingering. Privé is as much about the social energy off the pitch as it is the game on it, and the spaces we create are built to reflect this.
Privé values culture and community as much as sports. How do these soft elements (cultural programming, social events, partnerships) translate into tangible business value?
centimeter: We view culture and community as the most important elements of our work. Programming is a must, especially if Padel is a new destination. We’re looking forward to “free games,” introductory clinics, and kid’s camps; anything to get people out there and experiencing the game. We always say, just 15 minutes and you’ll be hooked. Social events are built on this energy. Our “social events” are open gatherings where people come to hang out and have fun. Even if you show up just to socialize, you may find yourself on the court by the end of the night.
The partnership goes one step further. Padel naturally connects the worlds of fashion, wellness, hospitality and lifestyle, making it an incredible platform for brand collaborations. We’ve seen everything from skincare events to luxury pop-ups to ringside tequila tastings. These partnerships not only create memorable experiences for guests, they also generate significant brand value, media value and incremental revenue for our resort partners.
Padel has been defined as a sport and a way of life. How do you balance maintaining the authenticity of the sport while creating a luxury experience that feels elevated and aspirational?
NS: Authenticity enhances credibility; design conveys desire. The best cricket experiences balance both.
The hospitality industry has seen a proliferation of experiential amenities, from pickleball courts to wellness sanctuaries. What is unique about padel? How do you see it fitting into the next phase of innovation in the hospitality industry?
centimeter: There is no doubt that Padel is the perfect complement to luxury hotels and resorts. The culture, aesthetic and lifestyle surrounding it fit perfectly into the world of luxury travel. Pickleball doesn’t compare. Padel brings visual elegance and social energy that blends effortlessly into a five-star environment. From my perspective, padel should be present in every top resort in the world. It represents the next stage of hotel innovation. Within two years if you are a resort, country club or luxury hotel Without cricket ground development, you will fall behind.
As padel expands globally, how do you address regional differences in taste, space and cultural expectations of what luxury means?
NS: Luxury means different things in different cultures, so we maintain a consistent brand DNA but adapt its expression locally, whether through design, service or social atmosphere. True luxury is not an aesthetic; No matter where you are, experience real and extraordinary capabilities. When I travel, I do it because I want to go somewhere that I’m not currently in, but I also want to guarantee a certain standard that a luxury brand should blend in with the differences of that destination.
Beyond guests, what opportunities do you think this emerging sports-focused hotel category presents for developers and investors?
NS: Developers and investors can capitalize on Padel’s rapid rise by creating sports and lifestyle destinations that combine courses with hospitality, dining and wellness experiences, transforming social gaming into a complete leisure ecosystem. With low land costs, strong engagement and global appeal, padel offers scalable opportunities from city clubs to resort settings, driving recurring revenue and increasing property values.
Many brands view community as currency. How do you see this philosophy reflected in the way luxury properties are designed, planned and marketed today?
centimeter: This is a very good question. We believe that one of the most important parts of a padel product is how you plan your space. It must be designed for easy connection. There’s something special about walking out on the field and immediately socializing on the sidelines. Padel is also an incredible sport to watch and I’ve personally had some amazing experiences sitting on the sidelines, meeting people and enjoying the energy. You want the environment to feel inviting—a place where people come not just to play, but also to spend time and socialize.
Programming is equally important. Just because you build it doesn’t mean they will come. You have to curate experiences that engage people—free games, clinics, or social events—to keep the community active and growing. Marketing campaigns can really work when the space and programming are right. It’s about creating something that people want to be a part of.
Padel has a natural social energy. How do you see this impacting the future of membership clubs and boutique hotels, which are increasingly competing to deliver a “soul” experience?
NS: Padel is more than just a sport; It’s a social enhancer, not unlike what tennis and golf have been doing for decades. For members clubs and boutique hotels, harnessing this energy can transform their spaces into destinations where people build connections, memories and loyalty. This is exactly the “soul” today’s discerning guests and members are looking for.
Looking ahead, how do you see the luxury hotel industry evolving over the next decade? Do you expect it to be centered around physical design, or around invisible architecture of community and connection?
NS: Over the next decade, luxury hotels will increasingly focus on invisible connections, culture and experiential architecture, with design becoming a seamless, storytelling backdrop. The ultimate luxury would be to live in an unforgettable place where you truly live and belong.
