HotelsMag June 2019 | Page 74

WHAT ’ S HOT LAGNIAPPE

Getty Images

Shama Hub in Bangkok from Onyx Hospitality Group

BRAND AS PERSONALITY

Next-gen travelers want to support brands that reflect their sensibilities — be it an active social conscious , an edgy persona or simple practicality . Several brands are stepping up , including Paris-based Mob Hotels , which lists community well-being and human progress as among its credos . It has working gardens in city locations , lectures from leaders on progressive movements and a communal feel that resonates with humanists . Equinox is launching in New York City for the Type-A , fitness- and wellness-focused who also want social spaces . It wants to own sleep , is intense with in-room details , and there is no mistaking its positioning . HBA DNA is working with Bangkok-based Onyx Hospitality Group to develop Shama Hub — a serviced apartments and co-living concept with high-energy public areas and apartments that flex to sleep up to four people or incorporate a dedicated study alcove , and space to entertain , as well as a kitchenette that plays to the growing traveling herd mentality .— J . W .

OWNERSHIP MATTERS :

George Clooney led an outcry in March when he called for a boycott of Dorchester Collection hotels , whose owner , the sultan of Brunei , was beginning to enforce punishment against the country ’ s LGBT citizens . The sultan backed off that enforcement in early May ( we ’ ll see how that plays out ). Many have argued that the boycott hurts the employees more than anyone else , but a luxury hotel is an Instagrammable stage for a protest , even if the owner isn ’ t present . In today ’ s activist environment , I ’ m curious to see where else , and how , these types of protests play out in future .— B . B .

THE FINAL FRONTIER :

The whole point of the wellness movement is to keep people alive and , er , well . The Dying Well movement and death doulas are entering the mainstream ( thanks , baby boomers ). How do people define a “ good death ” and prepare for the inevitable in a meaningful way ? I ’ ve talked to a wellness expert or two who sees a role for hotels to participate in the ultimate and most universal experience of all .– B . B .

Getty Images

HOW ARE YOU SAVING THE EARTH TODAY ?

According to Booking . com ’ s 2019 Sustainable Travel Report , 70 % of global travelers say they would be more likely to book an accommodation knowing it was eco-friendly , whether they were looking for a sustainable stay or not . Up-and-coming younger travelers will change “ more likely ” to “ most definitely ” in the coming years , especially as their spending power grows . It ’ s time for hotels out front on sustainability to make their case known — and it would be very interesting to start seeing rankings on booking engines that prioritize hotels in a given location on how small their carbon footprint is .— B . B

DOES STANDARD GET IT ?

Standard International CEO Amar Lalvani announced 15 new projects ( roughly 2,500 keys ) in March , predominantly straight management deals , including its first European property , The Standard , London opening in King ’ s Cross . Less than 18 months after a US $ 58 million capital infusion from Sansiri PCL in November 2017 , the parent company of Standard Hotels and Bunkhouse Group said additional projects will include new Standard Hotels in Asia , Europe and North America , as well as three new Bunkhouse hotels in the U . S ., and the first branded residential projects for both Standard and Bunkhouse . “ The big brands don ’ t get it ,” CEO Amar Lalvani says . “ It ’ s not about focus groups or research on millennials . A brand is not a new name with a corporate brand manager . It ’ s about passionate team members and guests that demonstrate loyalty beyond reason . It ’ s about doing things that others couldn ’ t do or wouldn ’ t do .”— J . W .

72 hotelsmag . com June 2019