From bespoke voyages across exotic locations to private Boeing 757s, hotels are taking luxury several notches up
The world of uber-luxury has never been this competitive. From curating specialised menus to providing customised stay experiences, upscale hotels have done it all. Taking their services several notches up, luxe hotels are tailoring avant-garde experiences that could very well become their piece de resistance. They are venturing into allied segments such as yachts, private jets, microbreweries and premium chocolate boutiques.
Starting 2020, the Ritz-Carlton will offer bespoke yachting voyages across the Baltic region, Northern Europe, the Caribbean and Mediterranean. The yachts will replicate the brand’s onshore experiences offshore with elevated dining and personalised services.
Four Seasons, meanwhile, is extending its offerings to the sky through the Four Seasons Private Jet Experience, taking guests to locations in the Americas, Europe, the Middle-East and Asia. “Boeing 757 has been customised, allowing us to offer guests a unique luxury travel experience at 40,000 feet. On board the aircraft, guests are joined by an elite Four Seasons team, including a concierge, an executive chef, physician and in-flight crew,” says Rainer Stampfer, president, hotel operations – the Asia Pacific, Four Seasons Hotels and Resorts.
Stampfer says among the unique experiences offered is a Samurai sword fighting lesson. “Another highlight is a three-night visit to the Galapagos Islands on a private ship, allowing guests to wake up each day in a new location.”
Meanwhile, Fairmont Jaipur provides guests with a hot air balloon indulgence over the rugged Rajasthan terrain.
Apart from curating premium travel indulgences, hotels are setting up chocolate boutiques and microbreweries within their spaces to offer niche food and beverage experiences to the discerning guests.
At ITC Gardenia Bengaluru, master chocolatiers at the Fabelle Boutique combine the tastes and textures of single origin cocoas from Madagascar and Ivory Coast with exotic ingredients like acacia nectar and French sea salt to present sensory chocolate experiences. Hemant Malik, divisional chief executive, Food Division - ITC, says the live kitchen enables guests to interact with master chocolatiers and participate in their chocolate creations which range from intricate pralines, gianduja to ruby chocolates.
On the other hand, there are premium properties that have invested in microbreweries where brew-masters skilfully churn out craft beers. “The idea is to provide guests with a special experience of fresh and exciting craft beers. To have a microbrewery in our midst implies putting forth a compelling story and creating genuine passion for beer among our guests. When a guest visits and regales himself/herself with a craft beer, what they are buying is an authentic experience, which holds tremendous value in today’s competitive market,” says Reuben Kataria, general manager, JW Marriott Hotel Bengaluru.
Experts say cut-throat competition in the ultra-premium space is compelling hotels to innovate and invest heavily into stylised offerings. The global luxury hotel market is estimated to reach $195 billion by 2021, as per Zion Research, and is growing at a compounded annual rate of 3.5%.
In India, from a current availability of 1,23,000 branded hotel rooms, the market will see an additional 57,000 rooms by the financial year 2020-21, as per industry data. And big-branded international chains are likely to constitute over 75% of the total room supply in the next two years. Chains like Wyndham, Marriott International and AccorHotels are looking to aggressively ramp up their properties by 2020.
Brands need something exemplary to distinguish themselves and cater to the right type of clientele. A way of creating a niche identity is by providing grandiose air, sea and food and beverage experiences, say experts. Since some of the air and sea experiences cost upwards of $140,000 per head, they transform into the golden bait for the properties, they say.
Says Stampfer, “Such experiences are a true extension of our brand. Many private jet guests are repeat travellers, some of who own private jets themselves but they choose to travel with us owing to the service they know they will receive.”
$140,000 per head – Several of these private air and sea experiences could cost
$195 bn – Global luxury hotel market by 2021
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
 "Hotels")
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}