Originally Posted by
TheBrownPrince
I was just thinking that with so many luxury hotels nowadays under different flags, it might be useful for the people here to create a list identifying their unique selling propositions. One paragraph or one line for each would be nice. I think the people in this forum are possibly the best in the world to point out the nuances that make each brand its own. For example, I've heard Rosewood call itself "the Four Seasons for Millennials." This would make a good guide especially for those getting their feet wet. It would also help match groups to personalities. For example, if I want to wear Armani to the beach, I'll check into One&Only. If instead I'd prefer to have no shoes for dinner, I'll go to Six Senses.
Would anyone like to have a go at it?
While I know the brand managers try to create USPs -- I think both WA and STR push the butler service and Rosewood's tag line is "a sense of place" or something like that, at the end of the day, the management companies and brands are competing for management deals with owners and developers and their investors. That's why you see SS coming to NY and with its property in Douro Valley, neither are a typical SS. My guess is that is it's why you are also seeing FS expanding a bit faster than they had been - they probably are being more flexible with owners and developers so they can win more contracts.
Certainly there are more luxury brands than ever before, and unless you are a billionaire who wants to say he owns are FS, RC or STR because you liked the brand so much, you wanted to own one and you're a billionaire, most of these deals are about maximizing profits.
I recall during the 2008 recession, about a third or more of FS hotels were in or in a preliminary stage of insolvency, and I think management companies realized to keep growing they had to be more flexible. My understanding of the deals is the management companies (Marriott, Hilton, Accor, Montage, etc.) make their money off the top line - and they don't lose any money if the property is loss making -- they obviously get bonuses for financial performance - but the business of hotel management companies is to have as many properties as possible. Walking away from a deal means walking away from profits.