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This chapter examines the notion that contemporary tourists prefer luxury experiences rather than luxury products by testing the opinions and attitudes of middle-class tourists as a critical target for global luxury tourism through the lens of experience-oriented accommodation. Notions from the study were used in conceptualising a spectrum to describe the shades of grey within luxury tourism. A Japanese temple lodging known as ‘shukubo’ in Koyasan, an experience-based accommodation, was used as a case to investigate the preferences of two groups of middle-class Thai tourists: non-pilgrims and pilgrims. The results, which revealed positive opinions and attitudes towards the programme, confirm that both groups were satisfied with the luxury tourism experience programme. However, non-pilgrims, described as psychocentric tourists (represented in black at the left end of the spectrum), tended to embed them with luxury materials, such as the accommodation's facilities and amenities. Conversely, pilgrims, identified as allocentric travellers (represented in white at the right end of the spectrum), were inclined to define ‘simplicity’ as a luxury. They were also interested in learning experiences at both ‘off-the-beaten-track’ and famous branded destinations. The differences found in such an example as described above conceptualised tourists' personalities regarding luxury tourism within three shades of grey: dark grey, grey and light grey, depending on the intensity of their interests in material concerns or learning experiences. Findings from this study are general; however, it presents an original concept developed from demographic and psychographic factors to broaden the understanding of luxury tourism, which is undergoing a paradigm shift.