Business Traveler (USA) - - UPFRONT -

Think about it. What we’ve done, we’ve taken the trans­ac­tion out of it. Be­cause lux­ury is al­ways about ser­vice and it’s al­ways about peo­ple, but it’s also how that’s ar­tic­u­lated to the guest. I think, again, less trans­ac­tional and more en­gag­ing.

Is the look and feel of a lux­ury ho­tel chang­ing?

For sure, in a lux­ury ho­tel it’s al­ways go­ing to be about ar­chi­tec­ture, de­sign. That’s kind of ta­ble stakes. But the dif­fer­en­ti­at­ing fac­tor now is ex­pe­ri­ence that is driven by your cul­ture. Con­rad it a great ex­am­ple, be­cause it was like the ball is com­ing to us. It’s this great align­ment be­tween a ma­jor con­sumer trend and the brand.

Our rooms, per key, are ex­traor­di­nar­ily ex­pen­sive, but we did it in a man­ner where it’s beau­ti­ful, it’s sim­ple, it’s clean, it’s mod­ern. But even if you spend hun­dreds of thou­sands of dol­lars a key, you need to fill the ho­tel with peo­ple who look you in the eye and say, I care about you – that’s where we’ll re­ally dif­fer­en­ti­ate.

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