Service Levels Will Determine Upper-Luxury Hotel Success
Even Guests Loyal to the Brand Want the Hotel Itself To Tell a Story
Luxury hotels must transcend their brands to be all that discerning guests require.
Luxury hotels must transcend their brands to be all that discerning guests require.
As memories of the pandemic blur just a little and revenge travel continues to fill luxury hotel rooms at high rates and strong occupancy, such hotels must stand out and be unique, said Timo Gruenert, CEO of the Oetker Collection, which includes hotels such as Le Bristol, Paris; The Lanesborough, London; and Jumby Bay Island, Antigua.
Guests appreciate that you show a very strong focus on the individuality of the asset. How much authenticity is left once you’ve put [any hotel] within a corporate environment?
he said during a panel of speakers at Alvarez & Marsal’s European Hospitality Investment Conference.
He said his guests might stay at one of his hotels for five days or more and still not realize they stayed at an Oetker property.
Roeland Vos, president and CEO of Belmond, said even if guests are loyal to the brand, each hotel is on a journey of its own brand positioning,
For guests, it is about the hotel first,
he said. For example, the Cipriani. They search for this, and they pay for this. It is the property first, then the brand.