Business management & development
Above: Digital rendering of a flexible social area at prizeotel.
Top: art’otel’s stylish lobby in the newly developed Battersea Power Station.
forward using our distribution systems, which is where we can really add value.” “We will also integrate it with our rewards programme as well as our operation and development platforms, which offer more access to guests as well as to capital markets and investors,” he adds. “PPHE will handle the brand engineering and local management through its local teams. The local general manager and the team on the ground will be responsible for running each property, empowered by the brands behind them.”
Even with limited integration, the process of bringing a brand into the RHG family is challenging, but the close relationship with PPHE over many years is a great help in smoothing the road ahead.
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“Integrating companies is always a challenge because there are different people, and cultural and operational issues to consider,” says Younes. “We are lucky in that we don’t have to go through a full integration process, so we can avoid many of the challenges. Selective integration means we can focus on where we add value, which is from the commercial and development perspective only. We are not bringing together operations, HR or IT systems.” “We can also bring our rewards programme into the equations,” he adds. “It is a powerful tool that is relevant to guests. It provides relevant services and privileges, just as many other programmes do, but we have very positive feedback from it about how it performs and how much guests like it.” As the relationship between PPHE and RHG drives art’otel forward, we should expect the brand to continue expanding into new and exciting properties. In fact, art’otel London Hoxton is already at an advanced stage. English multimedia street artist D*Face – who uses spray paint, stickers, posters, and stencils for his vivid and subversive pop-art style – is taking the reins as its artist.
Further expansion is planned in Rome and Zagreb, where properties under construction are expected to open in 2024, as part of the €400m art’otel pipeline of new projects.
All in all, the partnership that brings art’otel into the RHG family is blurring the line between art and hospitality, and it will no doubt enthrall a whole new audience. ●
Hotel Management International /
www.hmi-online.com
Radisson Hotel
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