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Lifestyle brands, the seduction tactic of hotel groups #2

Lifestyle hotels have been an important trend in recent years and they are flourishing; moreover, it looks like they are not just a passing fashion. Which hotel groups are targeting this niche and what does their supply consist of? A look at lifestyle brands belonging to major hotel groups.

Radisson Hotel Group

Founded in 2015, Radisson RED, a brand by Radisson Hotel Group, brings a playful touch to hotel stays and offers meeting places with a relaxed atmosphere and refined design. Radisson RED says it is connected "with an eternally young state of mind" and believes that hotels "can improve their universe through art, music, fashion".

Radisson RED Brussels
Radisson RED Brussels

The 100 to 250-room hotels are located in urban and dynamic destinations, in the center and in the gentrified new-build districts.

The concept highlights its digital-friendly side with a mobile application that enables direct communication with staff, ordering their menu and opening "their Studio". The OUIBar + KTCHN is a cozy place to eat, drink and meet new people. It offers menus inspired by local and seasonal ingredients, classic cocktails and original creations.

Through its social networks, the brand offers discounts, highlights good reasons to stay in a Radisson RED: its sustainable development initiatives, as well as the cultural events at its destinations.

The spaces are "RED" in essence and also eclectic: architecture and design mix with art to give the impression of staying in a gallery. 

Radisson RED is currently present with one property each in Belgium, Brazil, South Africa, Scotland and the United States. A total of 19 hotels, or 3,539 rooms worldwide, are operational or under construction (at the end of 2017).

 

Radisson Collection is a 2018 luxury property brand looking for unique, prestigious locations near a destination's main attractions. The character of each Radisson Collection hotel reflects its location and represents contemporary life through modern design and unique experiences in catering (room treatment), fitness and wellness (quality bedding, bathrobes, towels and slippers, pillow preferences, vaporizers, etc.).

Radisson Collection Royal Mile Hotel Edinburgh
Radisson Collection Royal Mile Hotel Edinburgh

Designed for guests and the local population, Radisson Collection hotels offer capacities from 100 to 400 keys. 

On social networks, the brand seeks to be attractive by emphasizing the design and architecture of its hotels and highlights the treasures of the destinations where its hotels are located.

At the time of its launch, the brand has a portfolio of 5 hotels: one in the UK, one in Denmark, one in Sweden, one in Kuwait, one in Oman and operates 5 other hotels in EMEA.  

 

Prizeotel is a "cool and very design" budget hotel concept. Every bold and distinctive detail is designed by New York designer Karim Rashid.

Prizeotel Hannover
Prizeotel Hannover 

The brand is looking for locations in the city center or within a 5km radius of the airport, with easy access to public transport. The properties have between 125 and 400 rooms.

The brand's spaces are colorful and modern and offer a comfortable and meticulous atmosphere. Prizeotel uses the most modern technologies, ranging from optimal sleeping comfort to the possibility to book a hotel at any time and from any place.

The brand showcases its openings, hotel projects, bloggers and influencers on social networks.

Prizeotel started with a first address in the German port city of Bremen (one hotel) and expanded to Hamburg (2 hotels) and Hanover (one hotel). The 10 hotels in operation or being planned (one in Switzerland in 2019, one in Austria in 2020, 4 in Germany in 2019, 2020 and 2021) will total 2,285 rooms.

 

NH Hotel Group

NH Collection, a brand of the NH Hotel Group, groups together high-end hotels located in the major capitals of Europe and Latin America. This category aims to surprise guests by exceeding their expectations.

NH Collection Barbizon Palace
NH Collection Barbizon Palace

NH Collection relies on unique and authentic buildings that retain their local character to inspire its guests. The brand claims to be particularly attentive to details and wishes to offer "more than what the customer expects". It boasts great comfort, a wide range of services and a personalized service offering all types of facilities such as spaces adapted to all MICE activities.

NH Collection communicates on hotel events, hotel architecture and design, recipes to follow live, etc., via social networks.

NH Collection is present in 13 countries: Argentina (3), Austria (1), Belgium (2), Chile (2), Colombia (7), Cuba (1), Czech Republic (2), Ecuador (1), France (1), Germany (7), Italy (12), Mexico (7), Portugal (2), Spain (27), Netherlands (4).

 

At nhow, each hotel is a unique creation. Established in 2006, the brand offers new forms of contemporary architecture, design and luxury by renowned architects and interior designers (Matteo Thun, Rem Koolhaas, Karim Rashid, etc.).

nhow Berlin
nhow Berlin

Each property has its own personality, inspired by the city in which it is located. It becomes a distinctive landmark for both the visitor and the inhabitants of the city. Hotels offer stimulating, inspiring, dynamic and surprising environments. It is for people who wish to venture out and live an unforgettable experience in a adaptive, creative, audacious and unusual setting.

Nhow hotels are located in Italy (1), Germany (1), the Netherlands (1) and France (1). In 2018, a first address will open in Chile. In 2019, the UK will open its first address and the Netherlands their second address.

 

Best Western

In 2014, Best Western announced the creation of Vīb, a concept of urban boutique hotels focused on style, technology and exchange. They are located in the heart of major urban destinations.

Best Western Vīb Antalya Hotel - Turquie
Best Western Vīb Antalya Hotel - Turquie

The hotels invite their guests into a chic and comfortable universe: in meeting areas but also resting and relaxation areas in the Zen Zone, video game stations, and a fitness center. Customers can also enjoy snacks at all-day buffets.

The brand offers several multimedia installations in the rooms: USB ports, free broadband Internet, workspaces and connected televisions to watch content on demand through streaming.

Two hotels opened their doors in the United States and Turkey.

(5 project hotels were announced for late 2016 in the USA in addition to projects in Chicago, Miami, Seoul).

 

In 2015, the group launched GLō, a mid-range boutique hotel concept designed for suburban secondary markets. GLō is a new mid-range brand that offers a trendy boutique experience for guests who expect quality, design and comfort.

Hotel GLō DeSoto Dallas
Hotel GLō DeSoto Dallas

GLō describes itself as a modern boutique hotel brand with refined, contemporary finishes for business people and discerning travelers. Breakfast is complimentary, as is broadband Internet access. An office area in the bedroom, a "business area" in the hotel and a fitness center are also provided.

There is one GLō hotel in operation in the United States.

 

 

Choice Hotels

Each Ascend Hotel Collection hotel is dedicated to reflecting the local community, and staff are committed to sharing their knowledge of the places, events and experiences that make each destination special. Hotels want their guests to feel like natives when they travel, as if they were part of the local scene. To this end, the high-end boutique hotel brand is helping to uncover the hidden treasures of the destination, from a little-known bar to a major artistic and cultural scene. In this way, it is committed to helping people discover what makes the place work and also to discover themselves.

Ascend Hotel Collection - Hotel Petaluma
Ascend Hotel Collection - Hotel Petaluma

Its hotel network extends widely to the United States (160), Canada (15), Sweden (12), Norway (8), Australia (6), the United Kingdom (2), Ireland (2), France (2), Ecuador (2), Denmark (1), Turkey (1), Puerto Rico (1), Guyana (1), Finland (1), Germany (1), Bahamas (1), Aruba (1). 

There are 210 hotels in operation and under development in the United States and 56 open or under development outside the United States (as of December 31, 2017).  

 

Marriott International

Each Autograph Collection is selected for the passion of its founder, the delicacy of its design, its craftsmanship and its connection to the place.

The Marriott International Group's brand created in 2009 prides itself on working alongside visionaries who pay particular attention to detail. They create hotels with a history and give them a soul. Thus, every aspect of the experience is imbued with this investment.

Autograph Collection - Hotel EMC2 - The-Albert-Interior
Autograph Collection - Hotel EMC2 - The-Albert-Interior

Each hotel is also unique with its own experience ranging from a party gathering mixologists and chocolatiers to an urban garden on the roof where honey is made.

Autograph Collection distinguishes its boutique hotels under 5 themes:

- Foodie Havens: selected for their culinary creations, these properties are intended for those who seek unforgettable journeys through the flavors

- Design Icons: hotels where style is decisive have been designed by renowned architects

- Business Travel Boutique: thanks to an appropriate combination of equipment and design, these hotels place business travelers in an optimal environment of inspiration and creativity.

- Team Retreats: these properties are designed to organize team building workshops, in a stimulating context

- Urban Living: urban and design, this collection features bars and restaurants

Its portfolio consists of properties: China (1), Czech Republic (1), Indonesia (1), Japan (1), Malaysia (2), Australia (1), Canada (5), British Isles (1), Eleuthera (1), Bahamas (1), Azerbaijan (4), Estonia (1), France (3), Georgia (1), South Africa (5), South Korea (2), Germany (4), Greece (2), Hungary (1), Ireland (1), Israel (1), Italy (4), Netherlands (2), Portugal (1), Spain (7), Switzerland (2), United Kingdom (4), Brazil (1), Colombia (1), Costa Rica (2), Panama (1), United Arab Emirates (3), United States (83).

Marriott plans to open its first Parisian property under Autograph Collection in the former Abbaye de Penthemont in 2018.

On social networks, Autograph Collection publishes numerous videos (rewards, interviews), hotels and projects as well as initiatives such as the Indie Film Project, which is a film project dedicated to independent storytellers to promote diversity and individuality in the film industry.

 

Launched in 2013, the Marriott Group's Moxy brand targets young people with its original design and affordable prices. With state-of-the-art rooms (fast Wi-Fi access, an intelligent television to share the contents of your telephone), unique common areas (secret hiding places, sofas to sleep on), an 24-hour bar (including a welcome drink) and quality service, Moxy aims to surprise travelers with a thoughtful, original and fun customer experience.

Moxy Times Square - rooftop
Moxy Times Square - rooftop

Moxy hotels are also the customers' playground as the brand invites them to try Jenga or karaoke with friends.  

Essentially present on Instagram, the Moxy brand focuses on community, social life, influencers and their style.

There are 22 hotels in the United States, including 9 opening in 2018, 1 in Indonesia, 2 in Japan, 1 in Austria, 1 in Denmark opening in 2018, 1 in Georgia, 16 in Germany (including 4 opening in 2018 and 1 in 2019), 1 in Norway, 3 in Poland opening in 2018, 3 in Italy (including 1 opening in 2018), 1 in Ireland opening in 2018, 1 in the Netherlands, 9 in the United Kingdom (including 4 opening in 2018).

 

 

In 1997, Marriott International acquired Renaissance Hotel Group. Renaissance Hotels aims to make its guests' stay a little less expected and more memorable especially for leisure.

Renaissance Hotels organizes daily events: DJ-led evenings, sports broadcasts, exclusive themed menus, film screenings, etc.

Renaissance Hotel Paris République
Renaissance Hotel Paris République

Guests are encouraged to exchange with the Navigators, or Renaissance hotel guides, in search of new experiences that the neighborhood has to offer: the best craft beer bar, street markets, local music, etc.

On social networks, Renaissance Hotels uses photos and videos to highlight its events from around the world for "Annual Global Day of Discovery" as well as contents (photos) provided by its guests.

The brand operates hotels in the United States (85), United Arab Emirates (1), Kazakhstan (1), Israel (1), Venezuela (1), Chile (1), Brazil (1), United Kingdom (3), Turkey (3), Switzerland (2), Spain (2), Russia (3), Poland (1), Netherlands (1), Italy (2), Ireland (2), Germany (3), France (7), Belgium (1), Belarus (1), Austria (2), Virgin Islands (1), Puerto Rico (1), Dominican Republic (1), Curacao (1), Aruba (1), Canada (2), Vietnam (1), Thailand (4), Malaysia (2), Japan (2), Indonesia (1), India (4, of which one is under development), China (22, of which one is under development), Egypt (2), Algeria (1).

 

 

AC Hotels by Marriott was launched in 2011. The spaces try to be designed with a visionary eye combining utility and elegance in a "you may not see all the details but you will feel them" kind of way. Breakfast is European-inspired, room service has been replaced by flexible evening snacks or tapas plates and bartenders are eager to share their local cultural expertise. Rooms are modern, the lounge can be used as a working space during the day and as a more festive space at night. AC Hotels by Marriott also offer access to the fitness center.

AC Hotel Sants, Barcelone
AC Hotel Sants, Barcelone

Via social networks, AC Hotels by Marriott highlights its hotel projects, openings, spaces, suppliers, culinary creations, and also shares photos of its guests.

AC Hotels by Marriott have hotels around the world: USA (48, including 4 opening in 2018), Spain (59), Italy (11), Denmark (1), France (5), United Kingdom (3), Germany (2), Portugal (1), Turkey (1), Mexico (5), Panama (1), Puerto Rico (1), Canada (1), Poland (1), Colombia (1), Guatemala (1), Austria (1).

 

Tribute Portfolio, Marriott's newest brand, is a group of independent boutique hotels created for travelers who demand their uniqueness. The properties focus on community with common areas, attractive design, flexible F&B services.

Tribute Portfolio - Royal Palm South Beach Miami
Tribute Portfolio - Royal Palm South Beach Miami 

Thus, some hotels emphasize a "fun and funky" spirit (The Vagabond Club, A Tribute Portfolio Hotel, Singapore), color, textures, patterns (Apollo Hotel Amsterdam, A Tribute Portfolio Hotel, Netherlands), pastel cabanas (SLS Las Vegas, A Tribute Portfolio Resort, Nevada), bakery, coffee and tea products on all floors (Great Northern Hotel, A Tribute Portfolio Hotel, London, UK), as well as connectivity with the possibility of requesting a local mobile phone (Le Metropolitan, A Tribute Portfolio Hotel, Paris, France).

On social networks, the brand highlights the assets of its hotels, its openings, its awards, the events in which it participates.

The brand includes 29 hotels that are open, representing 6,323 rooms, and another 18 that are in the pipeline (2,373 rooms) (data as of Q1 2018).

More hotels can however be booked on the website: China (1), Japan (1), Indonesia (2), Singapore (1), India (1), United Kingdom (1), France (2), Netherlands (1), Germany (1), United States (22), Canada (1), Argentina (2).

 

Focus on Parisian Boutique-hotels: what results in 2017?

2017 was a positive year overall for the French hotel industry. Parisian boutique hotels also felt the effects and proudly posted an overall occupancy rate of 80.8% for 2017, almost 2 points higher than for the Parisian hotel industry across all categories (78.7%). In Paris, boutique hotels, as well as chain and independent hotels have all followed the same progression of +6.3% on the indicator. This contributed significantly to the increase in RevPAR across the board, with a more moderate variation in average daily rates on both sides. 

Parisian boutique hotels performances in 2017

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