This study investigates how next-generation digital infrastructures—terahertz (THz) communication and AI-driven network orchestration—shape perceived service quality, luxury perception, and loyalty within the context of luxury hospitality. An empirical survey was conducted among 693 guests at Torre Melina Gran Meliá (Barcelona) between June 2024 and June 2025. Using a refined 38-item Likert-scale instrument, a three-factor structure was validated: (F1) Network Performance (speed, stability, coverage, seamless roaming, and multi-device reliability), (F2) Luxury Perception (modernity, innovation, and brand image), and (F3) Service Loyalty (satisfaction, return intentions, recommendations, and willingness to pay a premium). The results reveal that superior network performance functions both practically and symbolically. Functionally, it enables uninterrupted video calls, smooth streaming, low-latency gaming, and reliable multi-device usage—now considered essential utilities for contemporary travelers. Symbolically, high-performing and intelligently managed connectivity conveys technological leadership and exclusivity, thereby enhancing the hotel’s luxury image. Collectively, these effects create a “virtuous cycle” in which technical excellence reinforces perceptions of luxury, which in turn amplifies satisfaction and loyalty behaviors. From a managerial perspective, advanced connectivity should be viewed as a strategic investment and brand differentiator rather than a cost center. THz-ready, AI-orchestrated networks support personalization, dynamic bandwidth allocation (i.e., real-time adjustment of network capacity in response to fluctuating user demand), and monetizable premium service tiers, directly strengthening guest retention and brand equity. Ultimately, next-generation connectivity emerges not as an ancillary amenity but as a defining pillar of luxury hospitality in the emerging 6G era.
Mirčetić et al. (Sat,) studied this question.