GLOBAL UPDATE
A recent Instagram campaigns by
ALT HOTELS
GENERATED MORE THAN 120,000 ENTRIES , some of which became part of a lobby collage .
CANADA
COOL
Christiane and Jean-Yves Germain
Brother and sister Christiane and Jean-Yves Germain don ’ t like to broadcast it too loud , but their Groupe Germain Hospitalité pretty much owns the homegrown lifestyle space in Canada .
Their two brands — Le Germain and down-market Alt — continue to grow and have capital and investment partners to take the brand further , perhaps 10 to 15 Alts in the medium term . The company is celebrating its 25th anniversary this year . As developer and operator , the Germains say they have an edge and do things differently . Lobby art at the last three Alt hotels was generated via Instagram campaigns calling for fans to send in whatever they wanted . The images were curated and turned into collages for the lobbies . The first contest generated about 15,000 entries ; the last one generated more than 120,000 .
Today there are three Alt hotels open , three under construction and another two under development . “ We are trying to speed up [ Alt ] to establish the brand across the country ,” Jean-Yves says . “ Ten to 15 would be a good number for the brand in Canada .”
For Le Germain , there are currently five open with another two or three markets in mind , including Vancouver , Ottawa and Halifax .
The duo does have aspirations outside Canada , mentioning the U . S . Northeast , but is quick to add they remain focused on Canada for now . Longer term , the Germains already have two children working in the business , and while they still have years ahead , they say it is nice to know what they don ’ t do the next generation will take further . “ Yes , we are a true family business ,” Christiane says .
HUB ACTIVITY
Whitbread PLC has launched a new hotel concept , Hub by Premier Inn , which it bills as “ a new generation of compact , city center hotel .” The first Hub is scheduled to open on St . Martin ’ s Lane in London next summer , with four additional London locations slated to debut in 2015 and 2016 . Hub rooms will be small — 123 sq ft ( 11.4 sq m ) — but promise contemporary design and excellent connectivity . They will include a desk that folds into a Hypnos pocket-sprung bed , luggage storage under the bed , an en suite bathroom , free Wi-Fi and a 40-in ( 102-cm ) smart-screen TV .
10 HOTELS September 2013 www . hotelsmag . com