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Tag: Hospitality

  • A New Era of Lifestyle Hospitality in Australia

    A New Era of Lifestyle Hospitality in Australia

    The highly anticipated opening of Mondrian Gold Coast in 2025 marks the brand’s exciting debut in Australia. This new venture promises to revolutionize the region’s lifestyle hospitality scene. It promises to lead a fresh direction in the Antipodean style, encompassing architecture, design, cuisine, wellness, and cultural connection.

    A Legacy of Innovation

    Since launching its first property in Los Angeles in 1996, Mondrian has consistently broken the mould of lifestyle hospitality. Each Mondrian property is a creative hive where the fantastical meets the future, immersing guests in the local culture through aesthetics and spirit. This distinctive approach has driven the brand’s successful expansion to 11 properties in some of the world’s most vibrant cultural destinations.

    A Milestone for Mondrian

    The expansion into Australia is a significant milestone for Mondrian, part of Ennismore, the fastest-growing lifestyle hospitality company. Nestled on one of Queensland’s most iconic beaches, Mondrian Gold Coast will capture the eclectic rhythm, creative community, and sun-bleached surf scene of Burleigh.

    Architectural Masterpiece

    Designed by leading Australian architects Fraser & Partners, the hotel is a sculptural masterpiece spanning 24 floors. Guests will enjoy breathtaking views of the pine tree-framed beach, the Pacific Ocean, and the verdant Hinterlands. The sleek design of the 208 studios, suites, and homes, including spectacular two- and three-bedroom Beach Houses and the hotel-crowning Sky House, has been conceived by award-winning Studio Carter. The design draws inspiration from the textural and tonal interplay of the sugar-white sands and pandanus-studded coastline.

    Culinary and Wellness Excellence

    The ground-floor restaurant, designed by acclaimed multi-disciplinary architecture practice Alexander &Co, spills out onto a sun-dappled terrace, blurring the lines between inside and out. This space captures Burleigh’s infectious energy and vibrant street scene. On the third floor, the oceanfront restaurant and pool club celebrate the region’s exquisite local produce and culinary creativity. The hotel also features a wellness space and spa specializing in future-forward treatments, as well as an extensive hybrid events space, making it the Gold Coast’s most exciting new arrival.

    A Strategic Focus

    “Australia has long been a strategic focus for Mondrian’s growth, and the Gold Coast was a focal point thanks to its phenomenal natural setting, rich cultural landscape, and vibrant social scene,” says Chadi Farhat, Brand COO of Mondrian Hotels & Residences. “Over the last couple of years, we have seen a rising demand for lifestyle brands, where locals and international guests are looking for authentic, creative, and immersive experiences – all the hallmarks of the Mondrian brand. It felt a natural choice to bring Mondrian to the Gold Coast, and we believe it will resonate strongly with the local market and lend something entirely new to the hospitality space.”

    Conclusion

    Mondrian Gold Coast is set to redefine lifestyle hospitality in Australia, offering a unique blend of innovative design, culinary excellence, and immersive cultural experiences. As the brand continues to expand, it remains committed to delivering exceptional experiences that celebrate the spirit of each destination.


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  • A New Era of Lifestyle Hospitality in Australia

    A New Era of Lifestyle Hospitality in Australia

    The highly anticipated opening of Mondrian Gold Coast in 2025 marks the brand’s exciting debut in Australia. This new venture promises to revolutionize the region’s lifestyle hospitality scene. It promises to lead a fresh direction in the Antipodean style, encompassing architecture, design, cuisine, wellness, and cultural connection.

    A Legacy of Innovation

    Since launching its first property in Los Angeles in 1996, Mondrian has consistently broken the mould of lifestyle hospitality. Each Mondrian property is a creative hive where the fantastical meets the future, immersing guests in the local culture through aesthetics and spirit. This distinctive approach has driven the brand’s successful expansion to 11 properties in some of the world’s most vibrant cultural destinations.

    A Milestone for Mondrian

    The expansion into Australia is a significant milestone for Mondrian, part of Ennismore, the fastest-growing lifestyle hospitality company. Nestled on one of Queensland’s most iconic beaches, Mondrian Gold Coast will capture the eclectic rhythm, creative community, and sun-bleached surf scene of Burleigh.

    Architectural Masterpiece

    Designed by leading Australian architects Fraser & Partners, the hotel is a sculptural masterpiece spanning 24 floors. Guests will enjoy breathtaking views of the pine tree-framed beach, the Pacific Ocean, and the verdant Hinterlands. The sleek design of the 208 studios, suites, and homes, including spectacular two- and three-bedroom Beach Houses and the hotel-crowning Sky House, has been conceived by award-winning Studio Carter. The design draws inspiration from the textural and tonal interplay of the sugar-white sands and pandanus-studded coastline.

    Culinary and Wellness Excellence

    The ground-floor restaurant, designed by acclaimed multi-disciplinary architecture practice Alexander &Co, spills out onto a sun-dappled terrace, blurring the lines between inside and out. This space captures Burleigh’s infectious energy and vibrant street scene. On the third floor, the oceanfront restaurant and pool club celebrate the region’s exquisite local produce and culinary creativity. The hotel also features a wellness space and spa specializing in future-forward treatments, as well as an extensive hybrid events space, making it the Gold Coast’s most exciting new arrival.

    A Strategic Focus

    “Australia has long been a strategic focus for Mondrian’s growth, and the Gold Coast was a focal point thanks to its phenomenal natural setting, rich cultural landscape, and vibrant social scene,” says Chadi Farhat, Brand COO of Mondrian Hotels & Residences. “Over the last couple of years, we have seen a rising demand for lifestyle brands, where locals and international guests are looking for authentic, creative, and immersive experiences – all the hallmarks of the Mondrian brand. It felt a natural choice to bring Mondrian to the Gold Coast, and we believe it will resonate strongly with the local market and lend something entirely new to the hospitality space.”

    Conclusion

    Mondrian Gold Coast is set to redefine lifestyle hospitality in Australia, offering a unique blend of innovative design, culinary excellence, and immersive cultural experiences. As the brand continues to expand, it remains committed to delivering exceptional experiences that celebrate the spirit of each destination.


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  • Hospitality Business Magazine

    Hospitality Business Magazine

    A gala ceremony held at the Cordis Auckland celebrated New Zealand and Pacific winners of the 2024 HM Awards* on November 2.

    Over 200 attendees gathered to recognise the top people, properties and hospitality projects across Aotearoa and the Pacific.

    Hospitality Business has selected a number of star winners to highlight and plans to celebrate key industry people and projects over the next few weeks, starting today with concierge award winner:-

    Rick Karsten – Chief Concierge Grand Millennium Auckland,

    Rick Karsten – Chief Concierge Grand Millennium Auckland. Les Clefs d’Or is an elite international association of hotel concierges dedicated to exceptional service and hospitality. Founded in France in 1929, the organisation’s name means “The Golden Keys,” symbolising the golden key-shaped lapel pins worn by members.

    Q. How did you become a Concierge?

    A. I’m originally from The Netherlands, and my journey to becoming a Concierge began in 2013 at Pullman Auckland, where I started as a “Welcomer.” It was there that I was first introduced to Les Clefs d’Or after witnessing a fellow team member receive their prestigious keys.

    I was fascinated by the role, and quickly became intrigued by what it takes to become a part of this elite network.

    I subsequently joined SKYCITY Auckland as a Duty Manager which introduced me to all areas of the hotel business and allowed me to learn from some of the most influential figures in the industry. SkyCity’s Chief Concierge, Shaun Ryan encouraged me to  consider becoming a concierge and I took up the opportunity on May 25, 2016.

    Les Clefs d’Or

    Shaun became an invaluable mentor, guiding me through the intricacies of the Concierge world. Under his leadership, I expanded my network and forged key relationships with stakeholders and suppliers. I was invited to attend the Les Clefs d’Or bi-monthly meetings, where I began to understand that being a Concierge is more than just a job — it’s a lifestyle.

    In November 2018, I received my Les Clefs d’Or keys, a milestone that marked a significant achievement in my Concierge journey. The ceremony was made even more special by the presence of Mr Derek Fenn, the Founder of Les Clefs d’Or New Zealand, who attended as a guest. This moment truly embodied the spirit of the Les Clefs d’Or motto: “In Service Through Friendship.” The sense of camaraderie and mutual respect among the Les Clefs d’Or community was evident, and I felt incredibly proud to be part of such a distinguished group of professionals.

    Q. Could you explain the role of the Concierge?

    A: A great Concierge is, in many ways, the glue that holds a hotel together. Having worked at seven different hotels throughout my career, I’ve gained a comprehensive understanding of the critical role the Concierge plays in the hotel industry. In my current position, my responsibilities span far beyond traditional guest services. I focus on building new business relationships, developing talent, identifying opportunities to strengthen our team, and establishing connections with key stakeholders in the hospitality and tourism sectors. This includes working closely with partners across Auckland, such as Waiheke Island, Rotorua, and Matakana, to enhance our brand’s presence and drive growth.

    We facilitate smooth communication between departments and ensure a seamless guest experience. A Concierge also nurtures valuable relationships with tour providers and other external partners, ensuring the hotel’s offerings remain top-notch. Furthermore, as Chief Concierge, I collaborate with my General Manager to identify revenue-generating opportunities and design marketing strategies aimed at boosting sales.

    At the heart of it, the Concierge is a brand ambassador, continually striving to create exceptional experiences for guests and elevate the hotel’s reputation within the market. It’s a role that requires a unique skill set, from networking and problem-solving to empathy and an unwavering commitment to service excellence.

    Q. Do you have any advice for people seeking to become a Concierge?

    A. If you’re considering a career as a Concierge, I recommend watching the film The Grand Budapest Hotel — it’s a charming, albeit exaggerated, portrayal of what the role can be. However, the key takeaway is the importance of building relationships and embracing the adventure that comes with the job.

    It’s not a quick road, but with passion, dedication, and an openness to learn, you’ll build lifelong friendships, gain invaluable knowledge, and create memorable experiences for yourself and others. The Concierge lifestyle is one of constant learning and connection, and if you commit fully, you’ll be rewarded in ways you never imagined.

    Q. What do you do outside of your work?

    A. Outside of my role as a Concierge, I’ve been actively involved in creating and growing Hospitality Circle NZ, a concept designed to foster connections between various industries through the principles of “Manaakitanga” — the Māori concept of hospitality and caring for others.

    Our first event, held at LyLo Auckland’s Miss Lucy’s, saw 70 people from diverse industries come together to build relationships, share ideas, and enjoy a fun evening. The feedback was overwhelmingly positive, with many attendees noting how valuable it was to meet people outside of their usual circles. This spirit of connection and community is what Hospitality Circle NZ is all about, and I’m excited for its future.

    Madrid 2025

    Currently, I am proud to serve as Chief Concierge at Grand Millennium Auckland, a role I have truly enjoyed since joining the team. The support I have received from the Millennium Group, and particularly from General Manager James Billing, has been instrumental in my success. Their encouragement has not only empowered me to excel in my role but has also enabled me to reach one of my most significant professional milestones — being named 2024 HM Awards Aotearoa-Pacific Concierge of the Year.

    One of the most exciting opportunities the Millennium Group has provided me is the chance to attend the 69th UICH International Les Clefs d’Or Congress in Madrid in 2025. This opportunity is a dream come true, and I am deeply grateful for the Group’s support in making this possible. The Congress will be an incredible chance to connect with international colleagues, share experiences, and further develop my skills as part of the global Les Clefs d’Or community. I am truly excited for the chance to represent both my hotel and the Millennium Group on this prestigious platform.

    * Winners of the 2024 HM Awards Aotearoa-Pacific revealed – Hotel Management



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  • Hospitality Business Magazine

    Hospitality Business Magazine

    A gala ceremony held at the Cordis Auckland celebrated New Zealand and Pacific winners of the 2024 HM Awards* on November 2.

    Over 200 attendees gathered to recognise the top people, properties and hospitality projects across Aotearoa and the Pacific.

    Hospitality Business has selected a number of star winners to highlight and plans to celebrate key industry people and projects over the next few weeks, starting today with concierge award winner:-

    Rick Karsten – Chief Concierge Grand Millennium Auckland,

    Rick Karsten – Chief Concierge Grand Millennium Auckland. Les Clefs d’Or is an elite international association of hotel concierges dedicated to exceptional service and hospitality. Founded in France in 1929, the organisation’s name means “The Golden Keys,” symbolising the golden key-shaped lapel pins worn by members.

    Q. How did you become a Concierge?

    A. I’m originally from The Netherlands, and my journey to becoming a Concierge began in 2013 at Pullman Auckland, where I started as a “Welcomer.” It was there that I was first introduced to Les Clefs d’Or after witnessing a fellow team member receive their prestigious keys.

    I was fascinated by the role, and quickly became intrigued by what it takes to become a part of this elite network.

    I subsequently joined SKYCITY Auckland as a Duty Manager which introduced me to all areas of the hotel business and allowed me to learn from some of the most influential figures in the industry. SkyCity’s Chief Concierge, Shaun Ryan encouraged me to  consider becoming a concierge and I took up the opportunity on May 25, 2016.

    Les Clefs d’Or

    Shaun became an invaluable mentor, guiding me through the intricacies of the Concierge world. Under his leadership, I expanded my network and forged key relationships with stakeholders and suppliers. I was invited to attend the Les Clefs d’Or bi-monthly meetings, where I began to understand that being a Concierge is more than just a job — it’s a lifestyle.

    In November 2018, I received my Les Clefs d’Or keys, a milestone that marked a significant achievement in my Concierge journey. The ceremony was made even more special by the presence of Mr Derek Fenn, the Founder of Les Clefs d’Or New Zealand, who attended as a guest. This moment truly embodied the spirit of the Les Clefs d’Or motto: “In Service Through Friendship.” The sense of camaraderie and mutual respect among the Les Clefs d’Or community was evident, and I felt incredibly proud to be part of such a distinguished group of professionals.

    Q. Could you explain the role of the Concierge?

    A: A great Concierge is, in many ways, the glue that holds a hotel together. Having worked at seven different hotels throughout my career, I’ve gained a comprehensive understanding of the critical role the Concierge plays in the hotel industry. In my current position, my responsibilities span far beyond traditional guest services. I focus on building new business relationships, developing talent, identifying opportunities to strengthen our team, and establishing connections with key stakeholders in the hospitality and tourism sectors. This includes working closely with partners across Auckland, such as Waiheke Island, Rotorua, and Matakana, to enhance our brand’s presence and drive growth.

    We facilitate smooth communication between departments and ensure a seamless guest experience. A Concierge also nurtures valuable relationships with tour providers and other external partners, ensuring the hotel’s offerings remain top-notch. Furthermore, as Chief Concierge, I collaborate with my General Manager to identify revenue-generating opportunities and design marketing strategies aimed at boosting sales.

    At the heart of it, the Concierge is a brand ambassador, continually striving to create exceptional experiences for guests and elevate the hotel’s reputation within the market. It’s a role that requires a unique skill set, from networking and problem-solving to empathy and an unwavering commitment to service excellence.

    Q. Do you have any advice for people seeking to become a Concierge?

    A. If you’re considering a career as a Concierge, I recommend watching the film The Grand Budapest Hotel — it’s a charming, albeit exaggerated, portrayal of what the role can be. However, the key takeaway is the importance of building relationships and embracing the adventure that comes with the job.

    It’s not a quick road, but with passion, dedication, and an openness to learn, you’ll build lifelong friendships, gain invaluable knowledge, and create memorable experiences for yourself and others. The Concierge lifestyle is one of constant learning and connection, and if you commit fully, you’ll be rewarded in ways you never imagined.

    Q. What do you do outside of your work?

    A. Outside of my role as a Concierge, I’ve been actively involved in creating and growing Hospitality Circle NZ, a concept designed to foster connections between various industries through the principles of “Manaakitanga” — the Māori concept of hospitality and caring for others.

    Our first event, held at LyLo Auckland’s Miss Lucy’s, saw 70 people from diverse industries come together to build relationships, share ideas, and enjoy a fun evening. The feedback was overwhelmingly positive, with many attendees noting how valuable it was to meet people outside of their usual circles. This spirit of connection and community is what Hospitality Circle NZ is all about, and I’m excited for its future.

    Madrid 2025

    Currently, I am proud to serve as Chief Concierge at Grand Millennium Auckland, a role I have truly enjoyed since joining the team. The support I have received from the Millennium Group, and particularly from General Manager James Billing, has been instrumental in my success. Their encouragement has not only empowered me to excel in my role but has also enabled me to reach one of my most significant professional milestones — being named 2024 HM Awards Aotearoa-Pacific Concierge of the Year.

    One of the most exciting opportunities the Millennium Group has provided me is the chance to attend the 69th UICH International Les Clefs d’Or Congress in Madrid in 2025. This opportunity is a dream come true, and I am deeply grateful for the Group’s support in making this possible. The Congress will be an incredible chance to connect with international colleagues, share experiences, and further develop my skills as part of the global Les Clefs d’Or community. I am truly excited for the chance to represent both my hotel and the Millennium Group on this prestigious platform.

    * Winners of the 2024 HM Awards Aotearoa-Pacific revealed – Hotel Management



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  • Valor Hospitality signs new lifestyle property in Abha

    Valor Hospitality signs new lifestyle property in Abha

    Guests are set to be welcomed in H2 2025. Credit: Stefan Lehner via Unsplash.

    Valor Hospitality Partners has signed a new lifestyle property in the city of Abha, Saudi Arabia, named Hijla Hotel. 

    The upscale property is expected to welcome guests in the second half (H2) of 2025.  

    It is a collaborative effort with the country’s Tourism Development Fund and the property’s owners, Mohammed Manaa Almounis and Samir Muhammad Al Qahtani, both of the Kayan Almusanada company. 

    Hijla Hotel will be a part of Le Premier, a high-end mixed-use development that includes a retail promenade with international brands and a variety of cafés and restaurants. 

    The hotel will feature 151 rooms and suites, two dining venues comprising an all-day deli, and a rooftop speciality restaurant. 

    Among other amenities to be provided at the hotel include meeting rooms, a convention centre, an enclosed swimming pool, and a fitness and wellness centre.  

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    The property will also provide ample private parking facilities. 

    Almounis said: “We are honoured to partner with Valor Hospitality Partners to manage Hijla Hotel, marking a significant milestone as their first managed property in Saudi Arabia.  

    “This collaboration not only elevates our commitment to exceptional hospitality but also positions Hijla Hotel as a premier destination in the country and the region.” 

    Valor Hospitality Middle East, CIS & Central Asia co-founder and managing partner Julien Bergue said: “We are extremely grateful and pleased to have found visionary owners in Mohammed Manaa Almounis and Samir Muhammad Al Qahtani and adding Hijla Hotel to our portfolio, making it our first property in Saudi Arabia and introducing Valor Hospitality Partners diverse offering to the thriving hospitality sector in the country, which falls in line with Saudi Vision 2030’s [goal] to promote the country through tourism.” 

    This August, Valor Hospitality Partners took over operations of the Hilton Garden Inn Haymarket hotel in Virginia, US.  


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  • Valor Hospitality signs new lifestyle property in Abha

    Valor Hospitality signs new lifestyle property in Abha

    Guests are set to be welcomed in H2 2025. Credit: Stefan Lehner via Unsplash.

    Valor Hospitality Partners has signed a new lifestyle property in the city of Abha, Saudi Arabia, named Hijla Hotel. 

    The upscale property is expected to welcome guests in the second half (H2) of 2025.  

    It is a collaborative effort with the country’s Tourism Development Fund and the property’s owners, Mohammed Manaa Almounis and Samir Muhammad Al Qahtani, both of the Kayan Almusanada company. 

    Hijla Hotel will be a part of Le Premier, a high-end mixed-use development that includes a retail promenade with international brands and a variety of cafés and restaurants. 

    The hotel will feature 151 rooms and suites, two dining venues comprising an all-day deli, and a rooftop speciality restaurant. 

    Among other amenities to be provided at the hotel include meeting rooms, a convention centre, an enclosed swimming pool, and a fitness and wellness centre.  

    Access the most comprehensive Company Profiles
    on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

    Company Profile – free
    sample

    Your download email will arrive shortly

    We are confident about the
    unique
    quality of our Company Profiles. However, we want you to make the most
    beneficial
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    The property will also provide ample private parking facilities. 

    Almounis said: “We are honoured to partner with Valor Hospitality Partners to manage Hijla Hotel, marking a significant milestone as their first managed property in Saudi Arabia.  

    “This collaboration not only elevates our commitment to exceptional hospitality but also positions Hijla Hotel as a premier destination in the country and the region.” 

    Valor Hospitality Middle East, CIS & Central Asia co-founder and managing partner Julien Bergue said: “We are extremely grateful and pleased to have found visionary owners in Mohammed Manaa Almounis and Samir Muhammad Al Qahtani and adding Hijla Hotel to our portfolio, making it our first property in Saudi Arabia and introducing Valor Hospitality Partners diverse offering to the thriving hospitality sector in the country, which falls in line with Saudi Vision 2030’s [goal] to promote the country through tourism.” 

    This August, Valor Hospitality Partners took over operations of the Hilton Garden Inn Haymarket hotel in Virginia, US.  


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  • Mövenpick Debuts in Jakarta, Offering Elevated Hospitality and a Premier Lifestyle Destination in the Heart of the City

    Mövenpick Debuts in Jakarta, Offering Elevated Hospitality and a Premier Lifestyle Destination in the Heart of the City

    Mövenpick Hotels & Resorts, a leader in hospitality since 1948, is delighted to announce the opening of its first property in Jakarta, the Mövenpick Hotel Jakarta City Centre. This new addition aspires to set an elevated standard of hospitality, establishing itself as a prime lifestyle destination.

    Strategically located in the heart of Jakarta, the hotel offers unparalleled convenience and serves as a gateway to city’s rich cultural and historical heritage. Guests enjoy immediate access to prominent landmarks, including the Merdeka Presidential Palace, the National Monument, key business districts, government offices, diplomatic missions, and the historic area of Kota Tua.

    Mövenpick Hotel Jakarta City Centre embodies generous hospitality, where food and beverage is central to creating meaningful human connections, promoting kindness and care. The hotel features 256 thoughtfully designed guest rooms and suites, including the prestigious Presidential Suites, as well as a wide array of amenities to meet the diverse needs of its guests.

    The hotel’s culinary offerings set it apart as a premier destination for food enthusiasts. The Ginger Flower restaurant showcases a vibrant selection of Indonesian dishes, including specialties from Java, South Sulawesi, and Sumatra. Wilde Cut Grill & Wine serves premium steak cuts, prepared in a classic style. The 717 Creamery Dessert Bar satisfies sweet cravings with handcrafted delights, while Supremo Specialty Coffee & Roastery offers expertly brewed Indonesian coffee. La Floriane Bistro presents refined European cuisine, and Song Xiang Lou specialises in authentic Cantonese dishes. Eldoris Pool and Bar and Clemente Pavilion, located on the 6th floor, provide relaxing spaces with terraces overlooking the pool and cityscape.

    In a cherished Mövenpick tradition, the hotel introduces its signature “Chocolate Hour” held daily in the 717 Creamery Dessert Bar. Guests can indulge in an array of gourmet chocolate creations. This unique experience allows guests to enjoy a global tradition while savouring delectable flavours.

    As a premier MICE destination, Mövenpick Hotel Jakarta City Centre offers two contemporary ballrooms and 15 versatile meeting rooms, all equipped with interactive display TVs, digital displays, electronic whiteboards, and video conferencing capabilities. The meeting rooms also provide expansive spaces for corporate functions, social events, and weddings. The hotel’s event facilities are supported by a dedicated team of professionals, ensuring every gathering is flawlessly executed.

    In line with Accor’s commitment to sustainability, Mövenpick Hotel Jakarta City Centre has implemented several green initiatives. The hotel is committed to eliminating single-use plastics to reduce environmental impact and utilises solar panels to harness renewable energy. The hotel also provides specialised setups and services to accommodate guests with disabilities, ensuring an inclusive and accessible experience for all.

    Guests can fully benefit from Accor’s lifestyle loyalty program, ALL – Accor Live Limitless, throughout their stay or dining experience. ALL serves as a daily partner in enriching their lifestyle, offering a broad range of rewards, services, and experiences to loyal members. Enrolling in ALL is easy and free of charge. Visit www.all.com to join today.

    Mövenpick pioneered the Swiss restaurant scene and evolved into a premium international hotel brand with culinary excellence at its heart. Today, Mövenpick continues to embody a philosophy of generous hospitality, where inventive cuisine fosters meaningful connections and drives positive change. With this ethos, Mövenpick curates experiences designed to inspire guests and locals alike, creating lasting memories and nurturing the human desire for connection.

    Hotel website

    Mövenpick

    Mövenpick Hotel Jakarta City Centre
    Jl. Pecenongan No.7, RW.17,Kb. Klp., Kecamatan Gambir
    Daerah Khusus Ibukota Jakarta, 10120
    Indonesia

    +62 21 39524888

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  • Redefining Hospitality: Strategies for Soft-Brand Lifestyle Hotels to Attract the Evolving Traveler

    Redefining Hospitality: Strategies for Soft-Brand Lifestyle Hotels to Attract the Evolving Traveler

    As the travel landscape continues to evolve, lifestyle hotels find themselves uniquely positioned to meet the demands of today’s diverse and discerning travelers. These travelers are no longer just seeking a place to sleep; they’re searching for unique, memorable experiences that align with their values and preferences. By leveraging their inherent flexibility and distinctive character, soft-brand lifestyle hotels can rise to meet theseevolving expectations. These properties must focuson several key strategies, the most important of which often falls by the wayside: marketing.

    Leverage Effective Marketing Strategies

    In an increasingly competitive hospitality industry, strategic marketing is crucial for soft-brand lifestyle hotels to stand out and attract today’s evolving travelers. To address this challenge, leveraging the robust marketing infrastructure, tools, and platforms of their main brands, these hotels can streamline their marketing efforts, gaining access to a broader range of channels without the burden of building them from scratch.

    Digital marketing also plays a pivotal role in reaching this broad audience, utilizing elements that include social media, search engine optimization, and targeted advertising to connect with potential guests. Showcasing the unique aspects of the hotel through visually appealing photos and videos can capture the attention of prospective travelers. Collaborating with travel influencers and bloggers can also expand the hotel’s reach and credibility. A strong marketing approach not only helps attract new guests but also builds brand loyalty, fostering lasting relationships with returning visitors.

    Storytelling is another powerful tool, allowing hotels to convey their brand values, highlight their commitment to inclusivity and sustainability, and share guest testimonials. Unlike hard brands, soft brands can create more engaging and personalized storytelling through stand-alone “vanity” websites that complement the standard ‘brand.com’ sites. These unique websites bring the hotel’s narrative to life with compelling content, vibrant design, and experiential photography and video, while social media acts as an additional digital storefront, enhancing the hotel’s presence.

    Prioritize Personalized Experiences

    Unlike larger chains, soft-brand lifestyle hotels have the flexibility to tailor their offerings, allowing for more individualized service and attention to detail. These hotels can retain control over their property’s offerings, name, and daily operations, creating a sense of independence that enhances the guest experience. By leveraging marketing, distribution, and sales resources of a larger chain—along with access to global loyalty programs and advantageous terms with online travel agencies (OTAs)—they can amplify their personalized approach.

    Showcasing these bespoke experiences through engaging social media and digital content helps connect with travelers on a deeper level. From tailored welcome packages to custom itineraries that highlight local attractions, independent hotels can create experiences that resonate with individual interests to foster long-lasting memories. Incorporating local culture and unique touches, such as locally sourced amenities or art collections from local artists, offers a more authentic atmosphere that resonates with travelers seeking a connection to their destination.

    Integrate Technology Thoughtfully

    Today’s travelers expect seamless digital experiences that enhance convenience and efficiency. Showcasing these technological advancements through digital marketing channels can attract tech-savvy travelers who value convenience. Regarding implementation, soft-brand lifestyle hotels should utilize technology to streamline operations and improve guest experiences. Introducing mobile check-in and check-out processes can reduce wait times and offer greater flexibility. In addition, virtual concierge services can provide guests with instant access to information and recommendations, while smart room features, such as keyless entry and personalized climate control, add an extra layer that serves to reduce friction during their stay.

    Promoting these modern amenities through engaging content and customer reviews can highlight the hotel’s innovative features. However, it’s crucial to balance technological advancements with a personal touch to maintain a warm and inviting atmosphere. Human interaction should remain central, with technology enhancing, rather than replacing, the guest experience.

    Foster a Sense of Community

    Soft-brand lifestyle hotels have the opportunity to serve as local hubs, offering spaces for both guests and residents to connect and engage. By aligning with guests’ values, aspirations, or lifestyle choices, these hotels create emotional connections that foster a sense of belonging and build loyal customer relationships. Marketing these community-focused initiatives can attract guests seeking meaningful interactions and a sense of belonging.

    Hosting local events, workshops, or cultural experiences, hotels can create a vibrant atmosphere that fosters connection and belonging. Soft-brand lifestyle hotels can provide unique and authentic local experiences tailored to guests’ interests, enhancing their overall stay. Partnering with local businesses and organizations can further strengthen local ties and provide guests with the authentic experiences they crave. Promoting these collaborations and local partnerships through social media and local press can enhance the hotel’s image as a community-centered establishment.

    Highlighting local artists, musicians, and culinary talents not only supports the local economy but also enriches the guest experience, offering a deeper understanding of the destination. While these hotels maintain a unique name and brand narrative, they are guided by core standards set by major brands, ensuring consistency in service and product, which reassures guests about the quality of their experience. Creating spaces that encourage social interaction and community engagement can make guests feel at home, with the property more holistically integrated into the surrounding area.

    Commit to Sustainability

    Sustainable practices are increasingly important to travelers, with many prioritizing eco-friendly options in their travel choices. Soft-brand lifestyle hotels can appeal to environmentally conscious guests by implementing initiatives such as reducing waste, using renewable energy sources, and sourcing locally produced products. Highlighting these environmental efforts through marketing materials and eco-certifications can attract travelers who value sustainability. Implementing water conservation, energy-efficient lighting, and recycling programs can significantly reduce the hotel’s environmental impact. Moreover, communicating these efforts to guests enhances the hotel’s brand image and encourages participation in sustainability initiatives. Featuring guest testimonials and success stories about sustainability on digital platforms can further bolster the hotel’s commitment to environmental responsibility. Independent hotels can attract a growing segment of travelers who prioritize eco-friendly practices by demonstrating a commitment to sustainability.

    Soft-brand lifestyle hotels stand at the forefront of a hospitality revolution, where personalization, inclusivity, and sustainability are the keys to success. By embracing these values, hoteliers can not only meet the needs of today’s evolving travelers but also create a welcoming environment for all guests.

    However, these efforts must be supported by robust and strategic marketing to ensure they reach the right audience. Those who successfully blend marketing with personalized experiences, thoughtful technology, and sustainability will stand out and thrive in an ever-evolving hospitality landscape.

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