ipd mea summit 2014 - philippe harb, coo, one to one hotels & resorts
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IPD MEA Summit 2014 - Boutique Hotels’ Evolution: Luxury Without a Tick-Box Philosophy: Philippe Harb, COO, One To One Hotels & ResortsTRANSCRIPT
One to One Hotels & Resorts
The The The The Boutique Collection Boutique Collection Boutique Collection Boutique Collection The The The The Boutique Collection Boutique Collection Boutique Collection Boutique Collection
Presented by: Philippe Harb – Chief Operating Officer
Audience Audience Audience Audience of of of of OneOneOneOne
In Sharing Experiences, We Will Grow
Defining Boutique and Lifestyle Hotels: Emerging Definitions
The Hospitality Industry Yesterday:
In the 70’s our hotels started to look more and more the
same. Why and what were the advantages?
• Travel Agent versus Global Distribution System
• Operators move from ownership to leasing to management
• Investors will go with proven results
Today, we have seen a trend. It´s the step from
selling a place to sleep, to selling an experience.
In daily life, we now call them lifestyle/boutique
hotels.
What´s typical about them?
• Who recognized them?
• Why did it become good business?
• But really... What’s new?
• Moving from the agriculture , materials, service then experience
Yesterday:
Looking backwards
Conservative decor
Key figures
Military management organization
Talking to present guests
Today lifestyle/boutique hotels:
Looking forward
Experimenting design
Flexible forecasts
Flat organizations
Talking to future guests Talking to present guests
Function
Precise services
Lock down financing
Secret business strategies
Business class
Word of mouth
Balance sheet
Few echo practices
Talking to future guests
Purpose and function
Great services
Engaged financing
Sharing know-how (team work)
Experience
Social media
Balance sheet + human Capital
Echo culture
So now, how do I get my business moving?
One To One Suites- - Lebanon
We soon have to learn that sharing and spreading “know how” is
essential to the this industry.
We are not in competition with colleagues, but with incompetence.
Tapping the Expertise of the Lodging Industry
A panel of 41 hotel industry thought leaders from all over the globe was assembled
to help define these concepts: 9 Chief Executive Officers, 4 property-level General
Managers, and 7 hotel owners.
•Social Spaces
•Many High Quality In-room
Features.
Characteristics of a Boutique Hotel
Round 3
Characteristics of a Lifestyle Hotel
Round 3Round 3
• Interesting, unique services
• Individual hotel/not a chain
• Cultural, historic, authentic
• Social spaces
• Many high quality in-room features
Round 3
• Innovative
• Less about brand, more
personal
• Contemporary, modern
Americas,
48%
Asia, 37%
Europe, 15%
Tapping the Expertise of the Lodging Industry
Panel by location
Property Owners,
18%
Property
Management ,
13%
Academic, 15%
Corporate-
Executive
management ,
37%
Consultants, 17%
Panel by role
One To One – Brand Concept
Elite
5*Elegant, Stimulating, Casual, Flexible, Successful Attentive, Genuine, Recognition
Boutique
4* Vibrant ,Value, Contemporary, Business Efficient, Functional, Warm & CaringEfficient, Functional, Warm & Caring
Wellness Resorts
Dynamic & Stylish Design, Healthy, Effortless, Well Located, Comfortable
Suite
Homey, Warm, Special, Distinctive
Philosophy“Boutique Collection with Distinctive Hospitality
Catering to Individuality”
Philosophy, Vision, Mission
Vision“To Deliver Value To Our Guests, Associates,
Partners and Owners”
Mission“Creating Brand Ambassadors Through
Distinguishing Guests’ Uniqueness ”
2009 2010 2011 2012 2013 2014
Company Growth Plan
•Creation of
One To One
Hotels and
Resorts
•One To One
Abu Dhabi
opening (UAE)
•One To One
opening
(Lebanon)
1 Hotels 2 Hotels
•1 property
opening
•2 properties
opening
•4 properties
opening
9 Hotels5 Hotels3 Hotels
•Boutique
philosophy
Analyse your customer
Corporate, leisure, government, Corporate, leisure, government,
buyers and consumers
How to gain loyalty?
Today’s customer!Today’s customer!
One for One – reward card
Fashion industry, less about the clothing
and more about life style
The connected world – Mobile App
Customer/staff /owner engagement and your worst employee
Number 1 leadership lesson:
It’s not what you say you believe it’s important, it’s what you model,
encourage reward and let happen
Audience Audience Audience Audience of of of of OneOneOneOneThank you!
Me being Me!
Tapping the Expertise of the Lodging Industry : References
Aggett, M. (2007). What has Influenced growth in the UK's boutique Hotel Sector? International Journal of
Contemporary Hospitality Management, 19(2), 169-177.
BLLA. (2011). Boutique Terminology and Definitions Retrieved 10/17/2011, 2011, from
http://www.boutiquelodgingassociation.org/cms.cfm?nPageNo=14694&nmenuid=576
Dalkey, N. C. (1972). Studies in the Quality of Life. Delphi and Decision-making. Lexington, MA: Lexington
Books.
Gilmore, J., & Pine, B. (2002). Differentiating Hospitality Operations via Experiences: Why Selling
Services Is Not Enough. Cornell Hotel and Restaurant Administration Quarterly, 43(3), 87-96. Keeney, S., Hasson, F., &
McKenna, H. P. (2001). A Critical Review of the Delphi technique as a research
methodology for nursing. International Journal of Nursing Studies, 38, 195-200.
•Social Spaces
•Many High Quality In-room
Features.
methodology for nursing. International Journal of Nursing Studies, 38, 195-200.
Kennedy, H. P. (2004). Enhancing Delphi Research: Methods and Results Journal of Advanced Nursing,
45, 504-511.
Lim, W., & Endean, M. (2009). Elucidating the aesthetic and opertaional characteristics of UK boutique hotels.
International Journal of Contemporary Hospitality Management, 21(1), 38-51.
McIntosh, A., & Siggs, A. (2005). An Exploration of the Experiential Nature of Boutique Accommodation.
Journal of Travel Research 44, 74-81.
Mintel. (2011). Boutique Hotels in the US - July 2011: Mintel Group
Rosen, J. (2009). Hot New Lifestyle Hotel Brands: Best Practices. Branding and Product Specialization in Hotels: Why and
How to Brand Hotels to Maximize their Business Potential, The Marketing & Management Collection. London: Henry
Stewart Talks.
Stellin, S. (2007, 5/15/2007). Hotel as Lifestyle New York Times. Retrieved from
http://www.nytimes.com/2007/05/15/business/15brands.html?pagewanted=all
Webster's Ninth New Collegiate Dictionary. (1991). Springfield, MA: Merriam-Webster Inc.