GLOBAL UPDATE : PROFILE
RESERVE RESERVED
Marriott ’ s ultra-luxury brand is positioned to grow slowly in remote locations where a Ritz-Carlton doesn ’ t fit .
By Jeff Weinstein , editor in chief
Ritz-Carlton President and COO Herve Humler is working to finalize new deals in Vietnam and Cambodia , but these smaller markets don ’ t support his big brand . Fortunately , he now has the ability to reach into his bag of tricks and pull out the Reserve brand , another Marriott International brand extension that is positioned similarly to its Bulgari brand , but works in more remote locations where Humler wants 60 to 80 keys and can ’ t build a larger box .
The first Reserve opened on Phulay Bay in Krabi , Thailand , and is just finding its legs after having to endure
political and weather storms ; the second is preparing to open in Puerto Rico . Beyond that , the pipeline is growing , but Humler has no plans to reach 100 units — more likely 20 or so resorts in intimate and historical locations that celebrate the culture and offer luxury with oversized suites , innovative local art , indigenous furnishings and motifs , plunge pools , outdoor living rooms and showers , locally inspired spa and recreation facilities , as well as state-of-the-art technology . Humler also is being shrewd enough to include a bit of meeting space to cater to the weddings business .
Several Reserve hotels will have a residential component , including the new Dorado Beach Resort in Puerto Rico , which Humler says has sold about 40 % of its 90 units . The property , targeted to open next winter , will also feature the first restaurant outside of the continental United States for Chef José Andrés in addition to Su Casa , the original plantation hacienda renovated back to its original 1920s style to serve as a five-bedroom beachfront VIP villa .
Average rate in Krabi is running around US $ 700 , according to Humler , and Reserve is expected to fetch about US $ 1,200 in Puerto Rico , where he
Beach Villa bedroom at Reserve in Krabi , Thailand
predicts 70 % to 72 % occupancy during the first year .
Morocco is the next project under development on the Mediterranean about a 40-minute drive from Tangier . This Reserve will include 60 residences and a small yacht club for luxury travelers coming into or departing the seas . “ There will be no marble ,” Humler notes . “ There will be terracotta tile , a Moroccan restaurant and even a Thai restaurant on the beach .”
Looking ahead , a 120-villa Reserve with oceanfront golf has been signed for Cabo San Lucas , Mexico , and an Arabian fort with 90 keys outside Muscat , Oman , is going to start construction in September . Humler adds that he has an opportunity in Qatar , is looking in Mauritius and wants Napa Valley , California , as well . Marriott is strictly acting as managers of Reserve properties .
“ I want to make sure we grow in great destinations where we can deliver the unique experience ,” Humler says . “ We are not rushing . For us , we have to make sure it is timeless and always relevant . We are keeping our pulse on the competition and guests to make sure we design hotels they want .”
14 HOTELS June 2012 www . hotelsmag . com