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The resilience of the luxury hotel industry towards the health crisis

The pandemic has spared no industry and within hospitality, both the economy and luxury segments have been equally impacted. However, the luxury hotel industry has shown remarkable resilience during this unprecedented period. Hoteliers have demonstrated that the luxury sector has all the assets to recover from a crisis and the inventiveness to renew itself in order to offer products and services in line with its customers' expectations.

Haute Living Selection by Hotel Domes of Elounda, Autograph Collection by Marriott offers a "hotel within a hotel" concept that consists of a package of accommodations accompanied by a range of luxurious services. Guests benefit from a concierge service available at all times as well as tailor-made services such as a complimentary half-board "Dine Around" upgrade or personalised farewell gifts.

My Table in the Sky is the F&B concept of the Shangri-La Paris, offering guests a unique experience as they can enjoy a gourmet meal while admiring the Eiffel Tower from private terrace suites, creating unique and memorable souvenirs.

Pool Your Cinema by The Grande Bretagne Hotel, offers a unique experience in the heart of Athens, watching classic movies from the hotel's rooftop pool. To complete the experience, a finger food menu has been created especially for the occasion by the hotel's Michelin-starred chef. The concept was a success and all sessions were fully booked for 4 consecutive months.

The Penthouse Suite is a bold concept that connects the King Georges Hotel to the Grande Bretagne Hotel via an 8th floor rooftop 'bridge'. Only Pentahouse Suite guests can access it. A very exclusive and innovative experience that also allows guests of this suite to enjoy a private swimming pool as well as a butler service.

The Luxury Bay Suites by The Westin Dragonara Resort Maltas are premium suites located in a separate annex to the main hotel. There are 66 suites, all designed and decorated by the British studio Lynn Hunt. This offer is aimed at both leisure and business guests.

Vignette Collection : a means for good is the new brand of the IHG Group that aims to redefine luxury hotels. The brand takes its name from a story or descriptive illustration used to capture the detail and emotion of certain moments, often marking the beginning of new chapters. Luxury and lifestyle are combined in these hotels with the promise of luxury serving utility.

C Resorts, a new lifestyle brand by Constance is a new brand designed and created in collaboration with Luxury Branding, for the premium segment of the global hospitality market. The brand is positioned as a collection of dynamic, friendly and upscale lifestyle hotels, primarily aimed at Generation X travellers. The first hotel under the C Resorts brand, C Mauritius, opened in December 2019 and offers 12 different experiences called "Cignatures".

Eneko Lisboa: A ray of light in a dark year is a perfect example of the resilience shown  the sector. Eneko Lisboa opened its doors a few months before the pandemic arrived and maintained a high level of quality, commitment, standards and service throughout this period, earning a Michelin star in its first year.

Shang Palace on the roof by Shangri-La Bosphorus in Istanbul revisits the culinary experiences of the award-winning restaurant with a new concept offering Cantonese cuisine on the hotel's suite terraces overlooking the Bosphorus and the historic peninsula. The hotel also offers the Baklava Butler, a memorable experience designed for dessert lovers and international gourmands with waiters dressed in traditional Turkish attire.

BLICK - a fusion of day and night by The Westin Hamburg is a new space consisting of a bar, coffee bar, VIP lounge and champagne bar with a breathtaking view of Hamburg. An upscale F&B experience providing a memorable experience for hotel guests and locals alike. Particular attention has been paid to the design of the space to enhance the guest experience.

The Haven Collection at Blue Palace, Luxury Collecion Resort aims to redefine luxury, giving special attention to each guest through a lifestyle resort that highlights Greek culture and more specifically Cretan history and culture. From the welcome to the fresh and local products offered in the resort's restaurant, every detail is carefully considered in order to provide an authentic and meaningful stay.

Agility and Resilience: The Inspiration for renewal at the Sheraton Lisboa Hotel & Spa is a perfect example of the resilience shown by luxury hotels during the pandemic with the creation of a new "open hotel" concept designed around an innovative strategy. The hotel decided to be proactive during this period and to implement various novelties in line with the emerging needs and expectations of their clientele.

 

Nota Bene: The HON editorial team highlights and values the entries submitted for the Hospitality Awards 2021 in complete independence from the competition itself, which is governed by precise rules. This in no way prejudges the outcome of the specific process of nominating finalists or winners, which follows the rules of the competition through the examination of the entries by a jury followed by a sworn bailiff and live voting on the day of the ceremony. The abundance of initiatives submitted during this 21st edition is a fine illustration of the efforts made by the profession in the face of the crisis and it was important for us to share them with you.

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