There are many historical properties turned into luxury hotels.
25.08.2023 - 14:40 / skift.com / Leslie Barrie / Salvatore Ferragamo / Giorgio Armani
The Portrait Milano debuts December 1 in the heart of Milan’s fashion district. The location makes sense, given that the 73-room property belongs to the Lungarno Collection — a group of Italian boutique hotels founded by the family of Italian loafer king, Salvatore Ferragamo.
“The real city center is the fashion district where we are now — one of the most expensive real estate areas in Europe,” said Lungarno’s CEO Valeriano Antonioli. Just one other luxury hotel, Four Seasons Milan, is in this district, and Antonioli aims to capitalize on that exclusivity.
Yet despite the group’s heritage, it doesn’t call Portrait Milano a Ferragamo brand extension.
“We think it’s very difficult to use a hotel to be the direct extension of a fashion brand,” said Antonioli. “Fashion is very volatile. If you want to be truly into fashion, you have to change your shoes or your clothes every six months, but in the hotel world, you have to keep the curtains for 20 years.”
While other luxury brands, such as Bulgari and Armani, use their brands front-and-center in their hotels, the Ferragamo family has taken a different tack. First, it went with Lungarno, the name of its first property in Florence. The name translates to “going along the river Arno.”
Next, with its Portrait brand of hotels, the group is playing the long game — capitalizing on the shoemaker’s renown and interpreting its style without pushing it.
“So far, no one in fashion has succeeded [as a direct brand extension] in the hotel world,” Antonioli said.
That statement will come as news to Bulgari, which intends — through a Marriott partnership — to double its footprint of luxury hotels to a dozen by 2026 and which explicitly ties in its eponymous jewelry brand through design details. Giorgio Armani said this year it plans to expand its hotels to Saudi Arabia. This year Elle Magazine announced its first hotels.
Yet Salvatore Ferragamo’s point of view is an interesting one to try on for size, and it echoes what LVMH has done with the Cheval Blanc brand of hotels inspired by the famous winemaker. Lungarno believes Ferragamo’s imprint should be subtle. The concept of the Portrait brand, for instance, is to create “ultra-tailored hospitality.”
The company has translated “tailoring” into highly personalized service rather than a lot of product placement. Ferragamo’s time in Florence — when the shoe designer would host celebrities while he made their footwear — inspired the concept.
“Our front-of-house team asks why you came to Milano,” Antonioli said. “We’ll find out if you’re interested in art, architecture, fashion, or design, and we’ll help you design your vacation in this personal way.”
Another possible distinctive advantage for the hotel is its ample event
There are many historical properties turned into luxury hotels.
The city of Oxford revolves around its university, England’s most prestigious alongside Cambridge. Because teaching started in the city in the 11th century, Oxford is filled with historic colleges, many hundreds of years old, and all incredibly beautiful in their architecture. Visitors to the city can walk the cobblestone streets that weave around the colleges, libraries, churches, and museums, and even take tours of the colleges’ lecture halls, chapels, and dining halls. But a day trip isn’t enough to get a good feel for Oxford. Even if the city is only 50 minutes away by train from London, you need to stay in a hotel in Oxford, England, for and take the time to fully explore this one-of-a-kind city.
Visiting London is all about hitting the big sites: Tower Bridge, the British Museum, St. Paul’s Cathedral, and, of course, Big Ben. To make every second of your time in the English capital count, book a hotel near one of those must-see places — you’ll feel fully immersed in the city, and you’ll get an eyeful of beauty every time you look out the window or step out the door. Staying in a hotel near Big Ben in London is probably the best strategy because you’re not only next door to the most famous clock tower in the world, but also to so many other must-sees: Westminster Abbey, the London Eye, Trafalgar Square, 10 Downing Street, and, the icing on the cake: Buckingham Palace. Of course, the problem with this idea is that the closer you are to the big attractions, the more expensive the accommodations, but we’ve managed to find six luxury hotels near Big Ben for a variety of budgets.
Although it is only the ninth biggest city in France, Bordeaux is certainly one that should be at the very top of your French to-do list. Not only is it the heart of the famed wine-growing region, the entire city is also a UNESCO World Heritage site, and it has more protected historic buildings than any other city in France except Paris (there are 347 listed buildings in Bordeaux). To see the city, its glorious architecture, and its excellent cultural offerings properly, you need to stay in the city center in one (or several) of the best hotels in Bordeaux, France, for every budget.
Acadia National Park stretches over a rocky and mountainous coastal landscape of the Maine coast. The park has a wild beauty reminiscent of the Pacific Northwest and is home to an extensive network of hiking trails (120 miles, in fact) and its 30 lakes are prime fishing, biking, and boating spots. Mount Desert Island, where the majority of the park is located, has a quintessentially New England atmosphere, with charming fishing villages, bustling lobster boats, and colorful buoys dotting the harbors. While there are no lodges within the boundaries, there are plenty of hotels near Acadia National Park for anyone who would prefer a comfortable bed after a day of adventuring.
My dog Poppy was begging me for a pampered, luxe vacay, so I took her to The Ritz-Carlton San Francisco in the heart of the Nob Hill neighborhood to experience the storied hotel’s “Love Your Pup” package. From the moment we checked in to our room on the club level, we were impressed.
From today’s Daily Lodging Report newsletter: Nikkei Asia published an article on Hilton planning to expand its luxury offerings in Asia. Hilton will be bringing its Waldorf Astoria brand to Malaysia, Vietnam, India, and other countries for the first time as part of its plans to open 25 new luxury hotels in the Asia Pacific region over the next few years. That’s up from the 33 luxury hotels it currently runs in the Asia Pacific.
Anyone who has stayed in an exuberantly designed hotel in Asia has most likely experienced the designs of Bill Bensley: the Bangkok-based designer is the creative force behind The Siam Hotel Bangkok; Rosewood Luang Prabang, Shinta Mani Angkor and Capella Hanoi among others. Apart from his hotel designs, though, Bensley is also an artist and philanthropist and those three interests combine in the first Bensley Art Trail, a 12 day tour for those interested in art, design, luxury and conservation from November 28th-December 10th. Bensley will lead it, taking 12 guests behind the scenes of several of those hotels as well as his home, with itinerary details constructed by the Bangkok based luxury, bespoke travel company Smiling Albino. Proceeds will go to the Shinta Mani Foundation which is based in Cambodia to fund 32 scholarships for students of the Shinta Mani Foundation Hospitality School, Class of 2024.
Guests commonly come in contact with numerous hotel personnel, even during short stays. They are less likely to meet—or even know about—some of the people who work behind the scenes. One of those roles is the Hotel Operations Manager.
While luxury boutique hotels have always appealed to a certain set, Small Luxury Hotels of the World is trying to create more converts. In October, it launched a marketing campaign around a so-called “private collection” to amplify the message that “smaller is better.”
Good morning from Skift. It’s Friday, December 23, and here’s what you need to know about the business of travel today.
Luxury hotel companies could flash a half-decent report card this year thanks to a post-pandemic surge in demand. But they could do better long-term if management teams sharpen their focus on opportunities to woo well-off consumers who increasingly care about experiences.