“ THERE ’ S HUGE LATENT POTENTIAL FOR HIGH-END TRAVEL AROUND THE GLOBE . BUT HOTELIERS NEED TO UNDERSTAND THE CHANGES IN DEMAND . TODAY ’ S WEALTHY TRAVELERS ARE LOOKING NOT ONLY FOR PROPERTIES IN THE ULTRA-LUXURY RANGE , BUT ALSO BESPOKE TRAVEL PLANNING , UNIQUE ITINERARIES AND CONCIERGE SERVICES .” – Frank Marrenbach , Oetker Collection
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absolutely won ’ t tolerate a lunch that goes on for more than an hour ,” he adds .
There are some overarching trends — healthy choices , local sourcing — but creating options to fit each guest is the starting point . That formula is redefining F & B for luxury operators like Four Seasons . “ We ’ re energizing connecting spaces so restaurants flow into bars and that vibe can spill over into the adjacent areas ,” Hunsberger says . “ We ’ re expanding our F & B offer to anticipate customers ’ different moods and needs . So , there are still going to be Michelin-starred restaurants like Caprice at the Four Seasons Hong Kong and Cinq at the George V in Paris . But we ’ ve added more casual options as well — Café Boulud and dbar , which were developed for our Toronto flagship as a collaboration with Chef Daniel Boulud , or the Italian coffee and donut shop we rolled out in our St . Louis hotel .”
It ’ s not just what ’ s on the menu that can impress luxury travelers — it ’ s
the back story . “ We took a deliberate stance to buy locally from smaller producers ,” says Corinthia London ’ s Dixon . “ We can source from larger international companies , but this lacks the traceability , uniqueness and quality we were looking for . Our fish is caught in Cornwall , and we receive a call each day to let us know what is on the way to the hotel . Once again , the consumer dictates the success here . In certain cases it does cost more , but the margins we wish to achieve are met .”
Responsible luxury Locally sourced food is only the tip of the iceberg when it comes to guests ’ need to feel like their stay is contributing to a better world . “ I never thought anyone would ask me what our hotels did with our leftovers ,” Schulze says . But , they did ask , and Capella now prepares its leftovers and gives them to local homeless shelters .
Still , not all hoteliers are convinced most guests prioritize corporate social responsibility . “ We actually ask our guests this question , and we find that although an increasing number are becoming socially responsible , [ only ] 26 % say the designation is important ,” Harmon says .
Other hoteliers are less surprised by the pressure to have a social conscience . “ Philanthropy needs to be on the radar of all companies , including luxury hotels ,” Rosewood ’ s Arora says . “ On a corporate level within the Americas , Rosewood supports the efforts of the American Red Cross and looks to broaden the partner organization of that entity across the globe .”
One thing industry experts do agree on is that guests appreciate a variety of approaches to philanthropy . Hyatt ’ s Thrive initiative provides a global platform for all ranks of the company to work on local partnerships .
Peninsula also focuses on volunteerism . “ Each year , our staff throughout the world contributes more than 6,000 hours to serve the community , and this enables them to become more deeply connected with their local communities ,” says Peter Borer , COO , The Peninsula Hotels , Hong Kong .
Trying to balance guests ’ view of luxury with eco-friendliness is somewhat trickier for hoteliers . “ You can ’ t have them thinking that you are just cutting corners ,” Schulze says . For example , he says , many guests don ’ t like not having the bed changed each day of their stay because it leaves them wondering if the room was cleaned before they arrived . Capella started not changing the towels at guests ’ insistence — though , as Schulze notes , European visitors tend to place a much higher value on environmentally friendly practices . “ It has to be tastefully presented ,” Schulze adds .
Mohd Rafin , senior vice president ,
“ THERE ’ S HUGE LATENT POTENTIAL FOR HIGH-END TRAVEL AROUND THE GLOBE . BUT HOTELIERS NEED TO UNDERSTAND THE CHANGES IN DEMAND . TODAY ’ S WEALTHY TRAVELERS ARE LOOKING NOT ONLY FOR PROPERTIES IN THE ULTRA-LUXURY RANGE , BUT ALSO BESPOKE TRAVEL PLANNING , UNIQUE ITINERARIES AND CONCIERGE SERVICES .” – Frank Marrenbach , Oetker Collection
22 HOTELS January / February 2013 www . hotelsmag . com