This summer has seen a surge in the highest end of luxury across the world. Some of it is about revenge travel and increased global mobility: A lot of the Middle Eastern market parked closer to home in Covid and are now shipping their Bugattis to the streets of London and other haunts in Europe. The palaces of Paris, the best hotels in Europe, and five-stars in the U.S. did brisk business at eye-watering rates.
Boutique Hotel Brand Faraway Tests Campus Concept
25.08.2023 - 13:36 / skift.com / Leslie Barrie
At first glance, Faraway Nantucket, a 62-room boutique hotel created by the real estate investment and development firm Blue Flag Partners, may seem like just another shingle-clad property on the Massachusetts island. But take a step inside, and the interiors seem anything but traditional or ordinary.
“We thought: Let’s see if we can give you something you would see in Paris, London, or New York, and will people like it?” said Jason Brown, managing partner at Blue Flag Partners. “We worried that maybe they wouldn’t. Maybe we’ll open, and they’ll be like, ‘We love the old charm of Nantucket, we hate this cool boutique thing.'”
“But it has worked out pretty well, and we’ve kept going,” Brown said.
Now, Blue Flag is launching its second Faraway hotel — the 58-room Faraway Martha’s Vineyard, also in Massachusetts, this month.
While Blue Flag does stand-alone hotel launches, the Martha’s Vineyard property fits under the Faraway umbrella, considering both hotels are made up of multiple buildings that connect together, which they refer to as a “campus.”
On Nantucket, for example, the hotel consists of eight 19th-century buildings, including an old captain’s house, a meeting house, an old inn, and a private home. On Martha’s Vineyard, the hotel is made up of nine buildings, like the Kelley House (dating from 1742), as well as a building that was constructed to house the film crew for Jaws.
“All of that is just one large enclosed campus with all this greenery as you walk around, and you can eat and drink anywhere, and it’s really quirky and interesting and fun,” said Brown.
Blue Flag is hoping that guests like a specific building on campus and request to stay there year after year. Each building on the campus is called by its historic, original name, and every building, they said, feels different from the others.
So far, the campus-style concept is working on these two New England islands, especially since, they said, more people post-pandemic have realized they can work from the islands, which extends the hotel’s season. They’re also kicking off a partnership with Tradewind Aviation, so travelers can visit both islands — and stay at both campuses.
In the past five months, Blue Flag has acquired two hotels on Long Island, New York — one in Greenport and another in Montauk. Blue Flag must now decide whether these hotels will become Faraways or stand-alone hotels with a concept of their own.
The name Faraway comes from the Algonquin word “Nantucket,” which many say means faraway land. While the islands might seem far off the New England coast, it’s familiar territory for Brown and his partners.
Brad Guidi [another partner at Blue Flag] grew up going to Nantucket like Brown did, and they’ve bonded over that
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