On September 21, 2018, Aloft Hotels crowned the winner of their Project: Aloft Star Asia Pacific, a regional music competition. India’s Hanita Bhambri was the winner of the finals, held at the Aloft Seoul Myeongdong with journalists, musicians and last year’s winner, the Korean artists SAAY, all in attendance.
Music and hospitality might not seem like the most immediate bedfellows, but in today’s competitive landscape, brands have to stay relevant by tapping into the interests of their customers. Shu Ping Liang, Director, Brand and Marketing, Asia Pacific for Marriott says, “Aloft Hotels has always been the brand for music makers and music lovers, with our hotels around the world hosting regular Live At Aloft Hotels events which bring intimate, live music performances to guests and music-loving locals around the globe.”
With the rise of Airbnb, and a growing generation of guests who are seeking experiences when they travel, it’s no surprise that hotel companies big and small are working on how their brands are perceived. It can include the starting up of new hotel brands, as Hyatt did in 2007 with Andaz, or repositioning existing options to appeal to a definitive segment of the population. Explains Madhav Sehgal, General Manager at Andaz Delhi, “As the name ‘Andaz’ suggests, the aim of the brand is to provide a local and immersive experience. The idea is to give a personalised stay to all our guests through unscripted service, keeping in mind their personal preferences. Every Andaz hotel gives an insight into the culture and spirit of the destination in which it is located, each being different in terms of design, amenities and cuisines that it has to offer.”
Marriott International, which has a staggering 31 brands following its takeover of Starwood Hotels is also localising and differentiating among them. While Four Points by Sheraton is known to emphasise their local craft beer programme, at the Westin, it’s fitness and exercise that reign supreme. The W too appeals to the moneyed creative class by collaborating with musicians, fashion designers and other professionals; to name just three of those brands.
The new hotel
In New York, the PUBLIC Hotel by Ian Schrager, which opened last year, offers a template for what today’s global traveller seeks. The hotel, which opened and touted its ‘luxury for all’ ethos includes a co-working space, Public Arts (a performance space) and two restaurants round out the offerings. The rooms are minimal, with floor to ceiling windows and no room service. In keeping with the times, guests will find 12 USB ports and 10 outlets all over the room. At the time of its opening, Schrager said, “I wanted to create a hotel for my generation, not my parents’, and one that reflected my tastes and sensibilities as well as popular culture at the time. I was responding to cultural shifts that were emerging. I see the exact same opportunity now.”
So public spaces, local cuisine and a focus on curated experiences are some of the ways that the new crop of hotels is attracting today’s social media savvy crowd. Themed premises, like Paris’ Hotel 1K offers an immersive experience and, perhaps as importantly, the chance for immersive Instagram opportunities. Located in the French capital’s trendy La Marais neighbourhood, Hotel 1K has a hidden bar, La Mezcaleria that takes the hotel’s Peruvian theme and combines it with a speakeasy for the kind of drinking experience that is a building buzz. As Andres Munoz, the General Manager of the property explains, “Guests today, want to live different experiences and feel like they have made a ‘cool’ choice of hotel.”
Closer home, a range of hotels are also customising their offerings for today’s needs. The Fairmont Jaipur, built in the style of a royal palace, brings together the old and the new. Taking into the fact that Rajasthan’s capital is a favourite for destination weddings and events, its incorporated large banqueting spaces that can be used for celebrations and conferences alike. In terms of its architecture though, the propertyis still distinctive, sourcing centuries old doors, and immersing guests in the local culture.
Local Experiences
According to data from a 2016 Harris Group survey, Millennials (those born between 1980 and 1996) are more likely to value experiences over things. These experiences are then catalogued on social media, and hotels are learning to adapt to this zeal for sharing online. A lot now offer tours and experiences in their cities or on the property. The W recently hosted a series of music festivals at their properties around the world, giving guests a reason to fly out and splurge on their stay.
Experiences aren’t the only thing that guests value. The environment and social responsibility are two other pillars that younger customers are keen to know more about. Whether it be working to support the local community that a hotel is situated in, or just in their use of environmentally friendly practices. At the former Park Hyatt Goa Resort and Spa (which is soon to open as the ITC Grand Goa), the hotel sources desserts like bebinca and staples like Goan chorizo from women who still make it in the locality. For those that want to get to know the city they’re visiting, hotels are also now offering immersive, authentic experiences that can include everything from cooking classes to bespoke tours and more. In the capital, guests at the Pullman New Delhi Aerocity can accompany the chef to the farm, on the property, to see the chef’s selection of herbs and vegetables being grown, before tasting the bounty at Pluck, the multi-cuisine eatery at lobby level.
Coming back to Project: Aloft Star and the music festival, Liang says “Music is also a key passion point as we believe that music is our common language – it is the bond that brings us together. It’s also a great way to create a social vibe and for guests to experience the local culture.”
Aatish Nath
