This study investigates how brand authenticity perceptions, impression in memory, lifestyle-congruence, and brand love interrelate with one another. It also examines the moderating effect of the need for uniqueness in the luxury hotel setting. Empirical data was collected from 412 American guests of different luxury hotel brands. The findings indicate that brand authenticity is a critical determinant of impression in memory, lifestyle-congruence, and brand love. Brand authenticity’s relationships with impression in memory, lifestyle-congruence and brand love do not differ between high and low uniqueness perceivers. This study’s findings could help managers understand perceived authenticity better as a key factor that positions luxury hotel brands and influences business performance.