LOS ANGELES, CALIFORNIA – Today you will be advised by a wide range of hoteliers from all over the world. Plus, a private air carrier who flies travelers on their luxury vacations.
While the informative presentations of the best boutique hotels give tips on how to use your passion and purpose to create your unique brand …
How do the best boutique hotels turn passion into concept?
You are about to find out …
Peter Cole, founder of Eclectic Companies, shared his findings with Frances Kiradjian, founder and CEO of BLLA. Peter’s career as CEO of Design Hotels and his time as CFO at Ritz Carlton have given him an insight into functioning hotel concepts (so the short version of his references).
Peter shared this thought: “Give them the content that they can relate to and continue to engage with. They will be an evangelist to you and will think of your hotel long after you leave. “
The ideology of the Eclectic Companies is supposed to be the hotelier’s soundboard. In other words, they don’t correct the journey, they help direct the journey. You become part of your team and think through your goals.
Peter is so good at it that they pick the clients and then the project comes along.
Here are some tips to try at your hotel:
- Commit to operational excellence as this is what makes the financial benefit
- Member clubs go hand in hand with the boutique membership movement as your concept is to give your guests a sense of belonging
- Think about providing content, such as a book or guest speaker, that fits your brand and communicates your beliefs
- Your gift shop should reflect your brand in order to communicate your beliefs
In summary, guests are drawn to hotel experiences with which they can identify. It ensures the perfect synchronization of guest and hotelier.
What does your brand stand for as a craftsman?
People are becoming more disengaged in the office as zoom and other technologies become the norm. Hotels can now be defined as mixed-use properties.
In order to get clarity about hotels with a technical expression, Ariela Kiradjian spoke to Eric Jafari, the CDO of the edyn Group (real estate development) …
And Jayson H. Seidman, Founder and Marketing Partner of Sandstone Hospitality Developments.
Eric said this about his craft: “Hotels have become an experience with five senses. From the type of food you serve to the type of music you listen to. When your guest enters your hotel, enter their thoughts and passions. I don’t know many other art forms that are so haunting. “
edyn group –
Photo: BLLA
Eric and Jayson shared these observations:
- Further away from the city center, the market is unsaturated
- Some hoteliers have sold to chain hotels because they received offers they cannot refuse. The chains then scale but lose what gives your brand a soul as they focus on features
- Successful hotels have a variety of sources of income
- Boutique hotels have helped make residential neighborhoods more ephemeral. So the community experiences vitality and resilience as it does not depend on the local primary businesses to survive
- There is room in the market for boutique hotels that complement, not compete
Here’s Jayson’s take on the artisanal expression: “Perfect imperfection that expresses personality – Create a fluid environment that allows the guest to interpret their feelings. Have your property completed to 85% so that the property lives and breathes by itself. “
The Drifter –
Photo: BLLA
Remember, guests and hoteliers share a lifestyle so your brand comes from the heart.
What is your relationship with your guests like?
Do your guests have to wait in line to check in on a busy day? If so, maybe you should reconsider. Ariela Kiradjian spoke to Richard Valtr, the founder of MEWS – MEWS simplifies and automates processes for modern hoteliers. Now you might be thinking that automation is not a “boutique” experience.
When personalized, you are freeing up time for your team to excel.
Richard commented, “Tag check-in to greet someone who comes to your home. Think about how you would like your greeting to go. Think about how you can be proactive instead of just waiting in line. “
Here are some examples of personalized automation:
- If you use kiosks, set them up for privacy and give them personality in an easily accessible place – don’t tuck them away like you did afterwards
- Use team members for welcome experiences, even if a kiosk is used
- Think Momentos – PMS applications can be used, for example, to create handwritten postcards to send to your guests before they arrive, so that they feel they have made the right choice
- Create a checklist to make changes to your hospitality process and commit to small changes to move forward and avoid getting overwhelmed
- Make sure your USP is special
So automation is not impersonal if used carefully.
Luxury hotels that stay afloat during pandemic restrictions
When Jennifer Hawkins, the founder and CEO of Hawkins International and Maverick Creative, held a think tank session with three luxury tour operators, she saw a topic come up: “I’m starting to see some topics come up here, like remote and private. “
Ira Bloom is CEO of ÀNI Private Resorts with four exotic locations. Its resorts offer private villas with all the amenities and services you would find in a 5-star resort. The pandemic has put its business in a better position than ever as travelers don’t want to share rooms.
ANNI Anguilla-
Photo: BLLA
Commenting on a new trend in luxury travel, Ira said: “People travel without their children. Occasions like 40th birthdays and adults coming up with an excuse to leave the kids at home. We assume that this trend will continue to grow. “
David Zipkin is the founder of Tradewind Aviation. His company offers short flights to Nantucket, the Caribbean and other exotic locations.
The new trend in luxury travel that David noticed is, “A lot of people have a new work-life balance and that will stay. The great thing for us as a small operator is that we apply less pressure on peak days. We see more Tuesday and Wednesday trips, the non-standard days. “
Andy Hogg is the founder of The Bushcamp Company in Zambia. He runs an 18-chalet lodge and a number of intimate luxury bush camps.
Commenting on the improvements to his property, Andy said, “It has always been small and remote with the activities that have been a big draw. The quality of the experience would largely be the guides. We will continue to strengthen this part of our business. We have increased our number of exclusively used properties and are planning a new project with individual family units with small swimming pools and offer something different from what we have in our area. “
All of these luxury hotel owners shared that helping their communities has played a huge role in carrying them through the pandemic:
- Ira quipped that he made a selfish business investment when guests return because of his support for his community. For example, he has funded drawing and painting academies in each location that are available to the community free of charge
- David offers free delivery flights to natural disaster areas such as Puerto Rico, where he has a strong presence. Also free travel for children with cancer. He speaks lovingly of the thrill that gives his employees
- Andy feeds 3,500 local children one meal a day and has built classroom blocks and clean water fountains
In Andy’s case, he ran sweepstakes and sold a cookbook to keep his 180 employees employed as his location hindered travelers during the pandemic. Customers also donated money to keep their projects afloat.
This generosity and the community spirit enhance the experiences of your guests.
Does your hotel have a strong purpose?
Studio Nilebrand’s founder and chief creative storyteller, Nile Tuzun, discussed mission-based brands with two entrepreneurial champions. They combine their compassion, their creative minds and their spirit to touch their guests and the community on an emotional level.
Massimo Ianni is the founder and partner of Massimo & Partners. Massimo has a traditional hotel education to master the elements of hospitality. About the local guest experience, he says: “Authenticity and value paint the world with the color of adventure.”
Massimo & Partner –
Photo: BLLA
Paul Salmon is Chairman of the Rockhouse Hotel and the Rockhouse Foundation. The Rockhouse is one of the 100 best hotels in the world. Here’s what Paul says about the development of hotels that live in harmony with the community: “Hotel ownership has become more purpose-built. The market offers an opportunity, that is what the market demands. It brings spiritual rewards. “
Paul has also used his success to build local schools, fund breakfast programs, and more.
Here are some tips from Massimo and Paul to help you use your real estate wisely:
- Take incremental little steps, engage and let the community grow – plant the seed
- Your gestures don’t have to be great
- Harness the human connection through storytelling. At Massimo’s Argentinian location, for example, they offer guests the opportunity to produce and label their own wine. That attacks their emotions
- Write a novel to build your brand and tell stories about your impact on the local community
- Take an active part in your community
In short, it is worthwhile for you and your community to make real connections and share your lifestyle with others.
The best boutique hotels exude passion, passion and passion
There is no doubt that all presenters today share a passion for touching their guests and their community on a deep emotional level.
They seem to put relationships above money, which has resulted in spiritual and financial rewards. They were also among the owners of the best boutique hotels.
So, enjoy your passion and watch your hotel and community thrive.
