In Dutch news: " new GM of IC AMS aims for glorious past back to be present for the future.
https://www.telegraaf.nl/financieel/.../70983304.html
It will stick with IHG for now, have you ever been in bed with a Qatari ?
Or rather doing business with them?
Or rather entangled with its harem?
Unlike in bed with Madonna,
Their idea is that the Regent Calton Cannes redo template fits IC AMS,
but it must be done by throwing in exclusive, unique, special USP.
A celebrity branded restaurant : check " Danny Garcia"
A luxury brand spa facility : * brand under embargo, but pool size is cut by 50% rest is becoming a spa pool *
A brand tie in back with the bar and suites : * LVMH assortment & design anyone *
I'm here till Monday and what's on the grapvine is indeed an very different IC / Regent AMS experience.
Thoughtprocess : people are willing to spend €$ĄŁon brand experience,
thus monetising with tie-in is the direction.
Example:
IC AMS used to have the "Bulgari" afternoon tea,
https://www.harpersbazaar.com/nl/cul...-amstel-hotel/
https://www.harpersbazaar.com/nl/bea...ri-amstel-mei/
https://marieclaire.nl/artikel/30912...t-amstel-hotel
https://beaumonde.nl/artikel/117948/...wil-je-naartoe
https://elegance.nl/artikel/99667/la...i-amstel-hotel
(everytime a mob scene with fashionistas with pinky finger pointed upwards photos)
That type of events, branding, tie ins is coming back or at least cycling through LVMH brands as befitting Regent USP, differentiating it from the other Amsterdam hotels.