groups that may have fewer resources , as well as creatives who are showcasing underrepresented voices and stories .
Tanner Campbell , senior vice president of hospitality for Eaton Workshop , says the group is pleased with early membership numbers but didn ’ t share specific data .
“ We ’ ve seen great success with Eaton House and find that it ’ s bringing in the right kind of community , and our hotel guests benefit from that ,” Campbell says . “ Both guests and members alike come and use the space , hotel guests tap into the local business and entrepreneurial community . It ’ s fun to watch .”
For Accor ’ s Mama Shelter brand , Mama Works Lyon and Bordeaux in France run at almost 100 % occupancy , and there are waiting lists to join . What sets it apart is its service as members are taken care of by a team of hospitality professionals .
Mama Works invests in hardware with state of the art sound-proofing and air conditioning , as well as common areas that provide a communal experience to meet and share . Membership fees vary from property to property as real estate prices vary . Co-workers can choose between daily , monthly or yearly memberships as well as between open or closed office spaces .
A network in France will soon include Mama Works Lille , and in spring 2020 the first international and integrated ( to a Mama Shelter property ) Mama Works will open in Luxembourg . Two other
Mama Works are under construction in Rennes and Montpellier . The goal is to have 20 Mama Works across France and Europe by 2022 .
HOME-SHARING The other shared-economy opportunity comes from the home rental world . In late April , Marriott International launched Homes & Villas by Marriott International , marking its official move into the space , beyond a European pilot program . This news comes as Accor struggles to profit from its home-sharing effort and after Hyatt pulled back from its own initiative .
A rebrand of the 2018 pilot Tribute Portfolio Homes , Homes & Villas by Marriott International will serve as Marriott ’ s newest brand that customizes luxury travel by offering access to over 2,000 premium and luxury homes — from private beach villas and countryside cabins to stone castles and urban lofts — across 100 destinations throughout the United States , Europe , Caribbean and Latin America .
In March , Mumbai-based Indian Hotels Co . Ltd . announced plan for home-sharing with a strategy rooted in experiences that leverage current assets .
IHCL ’ s Amã Trails & Stays , the first branded product in the home-stay market in India , wants to reach 100 properties within the country before the end of 2020 , according to Puneet Chhatwal , IHCL managing director and CEO . An average night stay will range from US $ 100 to US $ 150 .
Since the company is leveraging existing properties of its sister companies — like Tata Coffee , a sister brand of the Tata Group , the conglomerate that owns IHCL — it means very low risk , according to Chhatwal .
“ It allows us to test how to get to almost 100 of these ( properties ) relatively quickly and see if this model is innovative and makes sense , with almost no risk as we ’ re not putting any money into it ,” he says . “ We ’ re putting resources , we ’ re putting time , we ’ re putting effort , but there is no hard cash flow in there .”
The plan begins with nine heritage bungalows in Coorg and Chikmagalur , which have been previously managed by Tata Coffee . Taj , who will manage going forward , will add two of its own bungalows in Goa by mid-2020 under the Ama umbrella . Chhatwal says the new brand will , depending on its initial success , certainly consider global expansion . He adds that Tata Group has some 300 to 500 existing potential homestay properties .
Ultimately , Chhatwal says , the biggest opportunity is to take the lead in a space that has been dominated by the Airbnbs of the world .
“ All of this was always there in the business , but the hotel industry kept sleeping ,” he says . “ Why not take charge and have the first move advantage rather than allowing someone else to take charge ?” — J . W ., C . R .
An Ama Plantation Trails property
Mama Works , Lille , France
June 2019 hotelsmag . com 27