This study analyzes the luxury operation of the Grand Hyatt Rio de Janeiro, focusing on guest perception of the practices adopted by the hotel. The research investigates how operational excellence, service personalization, and the sophistication of facilities are perceived as part of the luxury experience and whether these practices align with customer expectations. Through interviews with managers from different areas of the hotel and an analysis of guest experiences, the study identifies the main challenges in maintaining a luxury standard in a largescale hotel without compromising personalization and exclusivity. Additionally, it proposes opportunities to improve the communication of these practices to strengthen customer perception of value and satisfaction. The paper offers relevant contributions to hotel management, especially in the context of luxury hospitality.