Civilised. That's probably the best adjective to describe these hushed hotels, some of which offer 'old-fashioned' hospitality with chandeliers and wood panelling, while others are arty and refreshing. In stark contrast to ordinary business establishments, excellent though they may be, hotels with a unique cachet are quietly living their lives away from the big groups. "It is our owner's wish to remain totally independent.This is what we call the 'Dix-Septième'," explains Véronique De Splenter, Sales and Marketing Director of the Dix-Septième in Brussels, a hotel housed, as its name suggests, in a contemporary Louis XIV building. "It's a good thing that not everyone is part of a chain, it would be so sad otherwise.says Vanessa Scoffier, creator of Hôtel Henriette, which opened four years ago near rue Mouffetard in Paris. I don't need to be told what to do, I want to keep my own identity."
This rebellious spirit appeals to a clientele that is often tired of the traditional hotel offer. Thomas Jonglez, a former Usinor executive who went on to become a tourist guide publisher, says: "I'm very happy to be here.avoid chain hotels"preferring "charming little establishments where you quickly become a regular."For those who know wander off the beaten trackThese intimate establishments offer the assurance of a warm welcome. "As we only have 37 rooms, not 200, each traveller benefits from a personalised service.explains Véronique De Splenter, whose establishment mainly caters for business travellers during the week. Our receptionists, who have been here for over ten years, call each customer by name."
These hotel translations of "small is beautiful", neither impersonal like the big business caravanserais nor statutory like the palaces, gently flatter their guests' egos with tokens of recognition, little touches For example, by placing a particular brand of tea in the room because they know that the guest on 22 loves it, or by leaving the shirt forgotten during the last stay on the bed, washed and ironed of course, as if he had left the day before.
Regulars take care of business
With its 32 rooms, the Hôtel Henriette welcomes many university professors and doctors from nearby hospitals, as well as executives from pharmaceutical groups with whom the establishment has negotiated rates. "Our staff are very familiar with their habits, their favourite roomssays Vanessa Scoffier. What's more, we only recruit non-stereotypical personalities who are highly customer-focused."
This former fashion journalist, who worked for Elle and Marie-Claire, describes what customers like about her establishment: "It's a great place to meet people.it's a combination of things: a little bit of campaign in Paris with quiet rooms, reasonable prices and quality standards such as fresh fruit salads, freshly squeezed juices, gluten-free bread for breakfast and Nuxe products in the bathrooms. Not to mention excellent WiFi."There are so many little things that make travellers feel at home here, that they come back again and again and, above all, that they spread the word about the establishment. A very important factor, because even more than Booking or Expedia, word of mouth is a key distribution channel for these small establishments.
Coated on glossy paper
But these hotels also have another advantage when it comes to promoting themselves: they are often photogenic. With its Nordic-inspired design, its "broc'n'roll" decor With its old Platner armchairs, Knoll enfilades and 50's wall lamps, its glass-roofed winter garden and flower-filled patio, the Hôtel Henriette is a real fashion statement, and has been recognised as such by the international press. "When we opened, we had incredible coverage"recalls Vanessa Scoffier, who admits that ".Knowing the communications business has helped a lot."
It is rare for Novotel, Hilton or Sheraton hotels to make the front pages of travel magazines. these designer hotels who are thus able to generate natural publicity for themselves. Featured in the 2017 Gold List of Conde Nast Traveler magazine - one of the benchmarks for trendy travel - Batty Langley's, in London, has an explicit philosophy: "We wanted to create the kind of accommodation we ourselves would like to find in the heart of one of the world's greatest cities."
The result is rooms with four-poster beds, oil paintings on the walls, wood panelling and authentic antiques. Opened in 2015 in the Spitalfields district, just outside the City, this hotel with 29 rooms and suites housed in two former Georgian houses exudes British chic. Mind you, not the sumptuous pomp of the jewels of the Empire, rather an infinitely cosier atmosphere of its noble homes. The establishment's Old English feel is reflected in its name, which evokes an 18th-century landscape painter.e It was in the 19th century that the art of arranging houses and gardens "in the most grand taste" was taught to high society. With exquisite taste.
"We have earned a solid reputation among business travellers for offering a genuine escape from corporate norms.explains Caroline Conaty, communications manager for the Hazzlitt's group. Every guest is extremely important to us. Batty Langley's has been designed to feel more like a private home than a hotel. For example, the front door is locked, which gives an immediate sense of intimacy and warmth. In all our lounges, guests can relax to their heart's content around log fires in winter, with a drink from the bar provided."These establishments mirror the local culture and offer business travellers an intimate experience of the city, if only for one night.
In fact, there are countless boutique hotels in Paris revitalising the French capital's offer. The Providence, Paradis and Ekta hotels opened in 2016, and last year saw the addition of the Panache with its Parisian canaille feel, the Saint-Marc with its Art Deco spirit, the Hôtel National des Arts et Métiers, little brother of the trendy Bachaumont, and the Nolinski with its refined, Parisian elegance. Known for its very popular cocktail bars, the Experimental Social Club is also part of this movement, and seeks to replicate the success of its trendy bars in the hotel sector with the Grand Pigalle Hotel in Paris and, more recently, the Hôtel Grand Boulevards and the Henrietta in London, all designed by decorator Dorothée Meilichzon.
Hidden treasures
Knowing how to speak to visitors' souls is a service that has to be paid for, of course. But most of the time it costs little more, if not less, than a chain establishment in the same category. Sometimes, however, for the most exclusive of them, prices soar to match those of the best palaces.
In Tokyo, for example, it costs a minimum of 500 euros to stay at the Hoshinoya, an urban ryokan with timeless purity and yet so contemporary. Nothing is missing to immerse visitors in the imaginary world of the Rising Sun, not the Japanese garden at the foot of the hotel, not the futons, not the rice paper doors. Not even, on the top floor, the onsen that draws its hot water from a spring 1,000 metres below the hotel.
The Palacio Belmonte in Lisbon is another example of these hidden treasures. Clinging to the hill of Saint George's Castle and overlooking the bohemian Alfama district, this former palace dating back to the year 1449 contains no more than ten suites and almost as many terraces and fireplaces with sublime azulejos on the walls. A perfect reflection of the spirit of the place, the Palacio Belmonte presents itself as a hotel for aesthetes. "There are three kinds of people: those who know how to see, those who don't and those who are there to be seen. If you belong to the first group, you'll love the Palacio Belmonte. If you're in the second group, the Belmonte might make your eyes glaze over. But if you belong to the third group, then you'll feel much happier at the Ritz!"warns the establishment.
You obviously need a strong character, even the most charmingto ensure that it fills up on its own. However, when the hotel has more than 50 rooms or is located in a city with strong competition, outside help is often welcome. The protective wing of the major voluntary chains - Leading Hotels of the World, Small Luxury Hotels, Preferred Hotels, Design Hotels - then opened up to offer them global visibility and commercial clout while preserving their independence of spirit.
Whether in New York, Beijing, London, Bombay or Mexico City, travellers to the world's major cities will find establishments with a strong personality within their carefully selected collections. To mention just a few of these nuggets, take the Ett Hem in Stockholm - a member of Small Luxury Hotels - a small house with just 12 rooms, full of charm, where, just like at home, guests sit down to their meals in the kitchen. Still in Europe, Preferred Hotels offers the intimate Dylan in Dublin or, in a much more design and arty style, The Thief in Oslo, with an evocative concept: "The Thief".We treat rock stars like any other customer and our customers like rock stars.".
The list could be extended ad infinitum, from Surrey in New York, one of the rare urban Relais & Châteaux that will appeal to contemporary art lovers with its collection of original works by Claes Oldenburg or Chuck Close, to the elegant palaces that are part of the prestigious Leading Hotels, via the plethora of members of Design Hotels, all designed by the best architects and interior designers.
Launched more than 25 years ago by Claus Sendlinger, the Design Hotels chain has had Starwood Hotels as its majority shareholder since 2011, a group that was absorbed by its competitor Marriott in 2016. This partnership shows that chain hotels are beginning to going beyond the boundaries of standardisationThis is true both externally, by reaching out to the independent hotel sector, and internally. Just look at the recent collaboration between stylist Stella Cadente and budget chain Ibis Styles to redesign the communal areas of the Ibis Styles Bastille Opéra.
In addition to the classic offer
Recognising the public's taste for establishments with a soul, the major hotel groups have taken up the idea of voluntary chains through 'light' brands such as Marriott's Autograph Collection, Curio by Hilton, MGallery by Sofitel, Hyatt's The Unbound Collection and, recently, Wyndham's Trademark Collection. When they don't go so far as to buy a voluntary network, as Louvre Hotels recently did with the French chain Hôtels & Préférence. Thanks to these collections, hotel groups can offer travellers establishments that stand apart from their more traditional offerings. With a secret weapon perhaps more trivial, but just as attractive: generous loyalty programmes.
Also in this dossier: Interview with Mark Nogal, Global Head of the Curio Collection by Hilton – Testimony of Olivier Bon, co-founder of Experimental Group
