Signing up independent properties allows hotel groups to extend their reach – and enables travellers to earn points in unusual places. Jenny Southan rounds up the big chains’ new collections
I
n 1975, Holiday Inn’s slogan was: “The best surprise is no surprise.” It was a formula
the brand quickly established. The first opened in Memphis in 1952 and, if you go to the Henry Ford Museum in Detroit, you can see a reconstruction of one of its first- ever motel rooms – two double beds with grey eiderdowns, blue curtains, a couple of lamps, a sink, a chair and an old tube TV. At a time when more and more people were doing road trips, there was huge demand for standardised lodgings, and the trend took off. It might seem today that chains
are everywhere, but hospitality research group MKG Global reports that out of 19.5 million hotel rooms in the world, only 7.85 million are part of a chain. Even the giants of the industry
want to expand. By the end of last year, Marriott International had 715,000 rooms across 4,175 properties; it is aiming for a million rooms (either open or under development) by the end of this year. Intercontinental Hotels Group (of which Holiday Inn is a sub-brand) claims to be the largest of the chains, with more than 4,900 properties globally (724,000 rooms). There are signs of a counter
trend, however. As travellers have become more confident, the prospect of staying in a predictable environment is, for some, less appealing than the excitement of checking into a place with quirky design, historic architecture and informal service. Chains still have their place, especially for business people who may need to be able to rely on a certain level of comfort and security to do their job.
Left: Tribute Portfolio’s Great Northern hotel Visit
businesstraveller.com
According to a recent survey of Starwood Preferred Guest members by Communispace, 89 per cent of respondents were interested in staying in independent hotels, particularly for leisure. Almost 70 per cent had stayed at an unbranded hotel. Destinations in which they wanted Starwood to have a greater presence included northern Europe and Scandinavia, Savannah, Charleston, Rio de Janeiro, Buenos Aires, Tokyo and Hong Kong. David Marr, global brand leader
for Tribute Portfolio and Sheraton Hotels and Resorts, says: “Our loyal SPG members told us, ‘You’re not in enough cities, and when I go to a city where you aren’t, I often stay in independent hotels and I like it.’ So our solution is to offer the standards, and allow people to earn and burn their SPG points.” Many international groups
are attempting to bridge the gap between the chains and independents by creating brands that offer (to a greater or lesser degree) uniform service and facilities but in properties that display more of a sense of place through distinctive décor or communal coffee shop-style lounges, for example. You get your points, you get your reassurance and you get to call yourself a Millennial. (See “Changing rooms”,
businesstraveller.com/ archive/2015/june-2015.) There have been collections of independent hotels for some time – Preferred Hotels and Resorts, Leading Hotels of the World, Relais and Châteaux, and so on. Now the chains are attempting to capture a piece of this market, too, by building a portfolio of “curated” independents that measure up to their own in-house audits.
In so doing, travellers can
enjoy unique experiences, loyalty points, a level of certainty about the quality of their stay, and the possibility of corporate bookings via global distribution systems. The hotels get more exposure and (hopefully) increased bookings, while chains get paid for signing them up. It seems like a win-win for everyone involved. How would you know you were
staying in a hotel that was part of a chain? “You might not,” says Julius Robinson, vice-president of Marriott International’s Autograph Collection. “There’s a plaque on the outside and a magazine in the room, which are requirements, and if you are a Marriott Rewards member we will recognise you at reception.” On the other hand, if you stay in a Radisson Red, you can expect standard amenities such as free wifi, a minibar and an app with information on the local area. Best Western’s Vib will always bring you smart TVs, Zen Zones and gaming pods, while IHG’s Even Hotels promises eco-friendly bathing products, free filtered water and in-room training equipment. An apparent contradiction – being loyal to independents – is something that makes sense to younger jetsetters. Travel writer Anna Hart says: “Brands such as Mr and Mrs Smith, Sawdays or Design Hotels that ‘edit’ or compile a portfolio of independent hotels are more likely to earn our loyalty than a specific chain – they are essentially a shortcut to the sort of insider travel knowledge we all aspire to.” Starwood’s Tribute Portfolio launched in April, with chief executive Adam Aron calling it “an exciting solution for hotel owners of distinct properties who wish to maintain their independent spirit, yet benefit from powerful distribution, loyalty and sales platforms”. Marr adds: “We impose operational standards – the quality of the bedding,
NOVEMBER 2015 41
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