I couldn’t help but wonder, if everything is luxury, does anything really feel luxurious anymore?

In a city like Dubai, where the skyline changes faster than my shoe collection, the word luxury has become a staple in every glossy real estate brochure, every billboard along Sheikh Zayed Road, and every property launch promising the “epitome of opulence.” But when a studio apartment with a shared gym is branded as luxury living, you have to ask, has the word lost its meaning?

What Is Luxury, Really?

Before we dive into the semantics of it all, let’s take a moment to appreciate what true luxury actually is.

Luxury isn’t just about a high price tag or imported marble. It’s an experience, a feeling, something rare and exceptional. It’s the way a penthouse at One Za’abeel makes you feel like you own the city. It’s stepping into an Armani-designed villa where every detail, from the lighting to the linen, is curated to perfection. It’s the kind of home where your dining room feels like a trip to a Michelin-star restaurant.

Luxury is about craftsmanship, exclusivity, and personalization. It’s about privacy, world-class amenities, and an address that speaks volumes before you even do.

But when every new project is labeled as “luxury,” from cozy apartments in JVC to waterfront mansions in Palm Jumeirah, the magic starts to fade.

Luxury Everywhere, But Nowhere at All

The thing is, Dubai’s real estate market thrives on aspiration. It’s a city built on the idea that bigger is better, and better is best. Developers want to capture that excitement, and naturally, “luxury” sells. It’s an easy word to throw around, it conjures images of grandeur, prestige, a life well-lived.

And let’s be honest, Dubai is a luxury city. Even its most affordable developments tend to have amenities that would be considered premium elsewhere. A pool, a gym, and a sleek lobby? That’s standard here.

But when everything is positioned as luxury, nothing truly stands out anymore. A two-bedroom apartment with modern finishes and a nice view might be premium, stylish, or elevated, but is it really luxury? Or have we just become so accustomed to the word that we use it as a default?

Semantic Satiation: When Words Lose Their Power

Here’s where things get a little psychological, introducing semantic satiation.

It’s that strange thing that happens when you say a word over and over again until it starts sounding like gibberish. Luxury, luxury, luxury… see what I mean? The more we hear it, the less impact it has.

This isn’t just theory. Studies show that overusing a word dulls its effect on the brain. It stops evoking a reaction. And in real estate, that means buyers and investors might start glossing over it, no longer associating it with exclusivity, rarity, and true indulgence.

Instead of feeling inspired by luxury, we start questioning what it even means anymore.

So, What’s the Solution?

This isn’t about calling anyone out, it’s about elevating the conversation. Dubai’s real estate market is dynamic, ambitious, and undeniably impressive. So why not use words that better capture the unique identity of each property?

1. Let True Luxury Speak for Itself

Some properties are undeniably luxurious. A six-bedroom villa on Jumeirah Bay Island with a private beach? That’s luxury. A penthouse in Atlantis The Royal where the amenities rival a five-star resort? Also luxury.

But for properties that don’t quite meet that standard, why not highlight what they truly offer instead?

2. Expand the Vocabulary

Instead of defaulting to “luxury,” we can start using more distinctive language that paints a more accurate picture:
• Premium for upscale residences with high-quality finishes.
• Elegant for homes with refined design but not necessarily ultra-high-end features.
• Contemporary Living for well-designed spaces in vibrant communities.
• Exclusive for properties with limited availability.

3. Focus on Experience, Not Just Adjectives

Rather than saying a home is luxury, why not show what makes it special? Maybe it’s the panoramic skyline views, the handcrafted Italian interiors, or the private state-of-the-art- cinema downstairs. Let the details tell the story.

Final Thoughts: Bringing Back the Meaning of Luxury

Dubai’s real estate scene is one of the most exciting in the world, and every property has its own unique appeal. But if we want to preserve the magic of luxury, we have to use the word wisely.

Because at the end of the day, luxury isn’t just a word, it’s a feeling. And when something is truly luxurious, you don’t have to say it. You just know.