I like the line from One Aldwych's webpage http://www.onealdwych.com/ as follows: 'Nothing is so dull as standardisation and nothing dates so quickly as trendy'. How true that is! The international hotel sector is undergoing rapid expansion and development. There are many new concepts and brands emerging. In the following posts, I hope to give you a flavour of what's happening and to show you how the international hotel product is set to change!
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Ever wondered what a 'Ryanair type' hotel might look like? Well, Malaysian based 'Tune Hotels' supply the answer. Established by Tony Fernandez, the founder of low-cost Air Asia, Tune Hotels opened its first property in Kuala Lumpar in 2007 with 173 bedrooms. Based on the logic that all a lot of travellers want from a hotel is a good night's sleep and a decent shower, it promises a 5* sleeping experience at a 1* price. Accordingly, it offers a King Koil 5* bed, a 250 thread count duvet and a power shower. Rates start from only US$3 per night and it enjoys 92% occupancy. You just might be wondering how it can do this? Well, unlike conventional hotels, there are no towels, no wardrobes, no telephone, no mini-bar, no safe, no TV and no radio provided. Instead, rooms are equipped with two IKEA hooks, one power outlet, a shelf and an electronic keylock system. Air conditionning is provided but charged extra. Towels can be rented and there is a 24 hour on-site convenience store which supplies many items you may have forgotten to take with you. Rooms are approximately half the size of a traditional hotel with single rooms offered at 9sqm and double rooms at 11sqm. Like the low-cost airline model, reservations can only be made on-line. In a further generating exercise, Tune sells advertising space wherever it can; on rooms walls, on room keys, in hallways and in the lobby. It hopes to grow to 100 properties by 2012.
In August 2007, a new innovation in guest accommodation made its appearance when YOTEL opened inside the terminal building at London's Gatwick Airport. YOTEL aims to combine the design and value of Japanese 'capsule' hotels with business class air travel. Its objective is to provide a 4* sleeping experience at prices that significantly undercut 4* hotels. Uniquely, rooms are sold by the hour with a minimum stay of four hours (£25). Overnight rates are available from £57.50. Design innovations include; maximising storage capacity to that luggage is racked one above the other, a motorised bed that can be kept in the 'sofa' position or extended to full width and a 'techno wall' where an iPod can be plugged straight into the room's sound system eliminating the need for speakers or international sockets. How handy is that! There is also a flat screen TV and alternative 'mood' and 'play' lighting to enhance the guest experience. The bathroom is relatively large at one-third the size of the bedroom. To reduce costs, the 'check-in' and 'check-out' process is fully automated. YOTEL opened its second property in the terminal at London's Heathrow airport and a third property will open shortly in Holland at Schiphol Airport, Amsterdam.
The international chains have been keeping an eye on trends and trying to respond accordingly. Starwood launched its fist 'Aloft' brand in Montreal in June '08 and a further 17 are planned to open this year. The Aloft brand aims to create 'lifestyle' hotels which are chic, comfortable and affordable. Rooms feature 10/12ft ceilings, window facing beds and an environment which is a combination of a 'high-tech' office and an entertainment centre. The lobby and public areas are designed to be atmospheric, warm and welcoming. They are also intended to be a space where guests can relax, have a drink, read a book, listen to music or chat. A circular check-in desk encourages a more informal ambience and distinguishes the brand from many hotels which feature shiny marble lobbies and imposing long granite reception areas. The design was inspired by companies such as Barnes & Noble and Starbucks. Starwood plans to open 500 'Aloft' properties by 2012.
One of Starwoord's competitors, InterContinental Hotels (IHG) got going earlier when it launched its 'Indigo' brand in 2004. Indigo is promoted as the first hip 'lifestyle boutique hotel brand'. Bedrooms feature oversized beds and pillows, fluffy duvets, hardwood style flooring, area rugs and spa style showers. The lobby design is inspired by the retail sector and is given a new look each season through changing aromas, artwork, floral displays, furniture, murals, music and directional signage. The concept is to keep the product fresh, stimulating and unique to each particular city thus avoiding any hint of blandness or sameness. The brand is located in 24 US cities.
Starwood, launched its most recent brand 'Element' on July 1st this year in Lexington, MA, USA. Element is Starwood's newest hotel concept and is the first LEED-Certified hotel chain in the country. It offers an entirely new extended-stay experience that combines smart, nature inspired design and eco-friendly touches. It will also serve as Starwood's green trailblazer with the intent of migrating key learnings to its sister brands including Westin, Sheraton and Le Meridian hotels. Element Lexington will be used as a concept lab in which operators can explore the best ways to be eco-friendly while continuing to deliver an eco-chic guest experience. Whether one chooses a studio, 1 bedroom or two bedrrom unit, Element hotel's open modular flow will blend together with the guest room to create a residential feel. Guests will be able to customise their rooms to match their habits through multi-purpose modular furniture, swivelling flat-screen LCD televisions, large desks with open shelving and custom-designed wardrobes. In addition, each room offers a complete kitchen that features modern energy star rated appliances and all the tools and utensils to prepare a gourment meal.
Hyatt launched its new 5* brand 'ANdAZ' in London on November 16th, 2007. With 267 bedrooms, 5 restaurants, 4 bars and 12 meeting rooms, ANdAZ in its own words 'is dedicated to creating innovative and vibrant living spaces where you can indulge your own sense of comfort, life & style'. ANdAZ has no front desk and no check-in lines. 'Welcome Hosts' greet you with a wireless PDA to create a seamless check-in experience. The lobby is designed to be a welcome area which is intended to be more like a living room. Bedrooms feature iPod docking stations and the desks double as dressing tables. The inclusive room rate it unusual. Breakfast, WiFi, bottled water, organic juices, local calls, unlimited movies, dry cleaning and laundry pressed, returned to your room, folded and lined with tissue are all included in the rate you pay.
Earlier this year, Marriott announced the launch of a new global boutique hotel brand called 'EDITION' which will debut in 2010. I note from Bill Marriott's Blog that Marriott has 18 lodging brands but until now, was not a player in this developing sector. It has partnered with Ian Schrager,the pioneer of the whole boutique hotel concept and the person behind exciting projects like the Mondrian in West Hollywood, the Delano in Miami and Gramercy Park in New York. Each EDITION property will be designed differently, but will share the same DNA and hence have universal appeal, according to Schrager. The brand will be developed initially in Paris, Madrid, Miami, Chicago, Washington DC, Los Angeles, Costa Rica and Scottsdale, Arizona, USA.
NYLO seeks to create a new category of 'Loft Lifestyle Hotels'. The NYLO mission is simple; 'to create affordable, design-oriented hotels that are equal parts corporate, creative and convenient'. Located in suburban areas, all NYLO properties will be newly constructed of brick and glass to give a distinctive look. A range of accommodation is offered including PURE Rooms for allergy-sensitive guests, Lofts, Glass Lofts (with larger windows), NYLO Jr. Suites, NYLO Suites and deluxe Lifestyle Suites. An energised common area called 'The Loft' features a restaurant, bar and lounge area open 24/7 with Grab 'n Go options available. Additional features include a boutique, games room, gym, pool, sauna or steam room. To engage the local community, it runs competitions to display art in the public areas, corridors, bedrooms etc. To promote unknown local artists, NYLO produced a special music compilation CD. NYLO also has its own line of clothing 'NYLO Wear' featuring a collection of mix-and-match sweaters, skirts, trousers, shirts amd more, designed for NYLO by Daniel Vosovic. The marketing tagline is 'Stay Unique' and the vision is summed up in four words: Passion, Service, Design and Fun!The first property opened in December 2007 in Plano, Texas, USA.
The Hoxton Urban Lodge is a trendsetter! It's worth checking out and even better checking-in! Go to my 'Revenue Generating Ideas for Hotels' section for tempting offers! I had the opportunity to visit recently and among the innovations I spotted was a very simple concept called 'RAID THE LARDER'. When you use one the Hoxton's meeting rooms, you can pop outside as often as you want (if the boss lets you) and help yourself to unlimited tea/coffee/beverages and tasty snacks. It's included in the Day Delegate Rate.....Yum Yum! So no need to wait any longer for someone to arrive with a tray at a pre-arranged time!
Do you know who has become well known as the 'feng shui' hotel group? Well, it's a company called 'MY HOTELS'. It strives to combine the style, culture and technological drive of the west with the observant, graceful and respectful service standards of the east. Based in the UK, it has three properties; myhotel Bloomsbury, myhotel Chelsea and the recently opened myhotel Brighton. myhotels, in its own words, differ in the following ways: innovative design, art, tailor-made experiences, lively atmosphere and friendly unobtrusive service. Before you even arrive, you're sent a questionnaire seeking your preferences- still vs sparkling water; the need for ear plugs or sleeping mask; feather vs hypoallergenic pillows; wish for chocolate or a bottle of red wine in your room upon arrival. Even music is taken into account. Whether you're a jazz, pop, chill out, R & B, classical or house fan, that music will be playing in your room when you step into it for the first time! The lobby aromas are even worth a detour!
I recently met with Kirsten Ferguson who gave me a tour of the newly renovated InterContinental London in Park Lane. The property looks great after a £76 million makeover and is set to become the global flagship of the InterContinental brand. The hotel has 447 new guest room and suites, including four individually designed signature suites; two great destination restaurants - Theo Randall at The InterContinental and the very innovative Cookbook Cafe (more on this later); a contemporary meeting and event space; the exclusive Club InterContinental and a chic urban spa.
Cookbook Cafe, is the exciting new casual restaurant at the InterContinental London, Park Lane. It is designed as a venue for aspiring chefs and sommeliers and a place where guests can experience wine and food tastings, book launches, drinks master classes, cooking demonstrations and roundtable discussions with renowned visiting chefs. CBC is used both as a working restaurant and a unique event space. Cooking stations are centrally located allowing the restaurant to be a virtual kitchen for events; Artisan chefs demonstrate their skills and share their know-how with customers and guests roll their sleeves up and get their hands into some cooking of their own - discovering new dishes, tastes and culinary tricks to inspire. If interactive cooking sessions are not what your event requires, the cooking stations can be moved out and the restaurant instantly transformed into a cocktail party or dance club atmosphere. CBC features over 200 original cookery books ranging from rare antiques to modern day collections. A fabulous Sunday Brunch runs from midday to 4pm and includes Bloody Mary's, Bellinis, Iced Tea Martinis and live music all for just £39. Guests can experience food in a fresh, fun and interactive way and take with them knowledge and passion for food that they can share with others.
Further up Park Lane, Grosvenor House, one of London's most famous hotels has just undergone a £100m restoration. With 494 bedrooms, it is London's largest five star hotel. It is being re-branded this September as the UK's first JW Marriott hotel and will be the European flagship for the brand.
CitizenM, the design-led budget hotel brand from Holland aims to bridge the gap between low-end budget chains and full-service brands. It plans 20 hotels across Europe over the next five years and to grow globally through regional partnerships. Its initial property is located at Amsterdam's Schipol Airport. CitizenM says a new type of traveller is walking through the door. These modern individuals are explorers, culture-seekers, professionals and shoppers. They travel a lot - both long and short haul. They are independent, share a respect for the places they visit and are young at heart. It calls this new traveller 'Citizen Mobile'. Coming from cities near and far, they share a common desire: affordable luxury for the people. 'And they are so important to us, we named the hotel after them'. Above all, CitizenM wants to offer a new type of hotel experience for a new type of traveller: people who value personal choice, modern design, friendly technology and proximity to a city - for an accessible price. It can offer high quality at low prices because of its construction method which it calls 'Industrial Flexible Demountable'. Its rooms are pre-made in its own special factory off-site. Its website www.citizenm.com is great! It has a host of innovations and is clever, funky, stylish and youthful.... well worth having a look at for inspiration!
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