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.
Roseate Push Into UK Boutique Hotels Emphasizes Local Flavor Plus Indian Tradition
25.08.2023 - 14:32 / skift.com / Leslie Barrie
Earlier this month, Roseate Hotels and Resorts said it is buying yet another luxury hotel in the United Kingdom — this time, a five-star boutique called The Dunstane Houses located in Edinburgh, Scotland. As with the three other UK properties Roseate has acquired, the brand will attempt to keep the decor and service practices localized.
India-based Bird Group owns Roseate, which it launched five years ago. With the Edinburgh deal, the company hopes to complete the circle on a portfolio of British properties located in places popular with locals and tourists alike.
“The missing piece was Edinburgh,” said Ravi Birdy, executive director of Roseate Hotels and Resorts. “We’ve been looking in the city for some time now.”
Picking up The Dunstane Houses in the UK’s second-most visited city after London was a no-brainer for Roseate, which already has properties in London, Reading, and Bath — along with three other sites in India. (On Monday, Roseate revealed it would develop a fourth Indian property, an airport hotel at Noida International Airport near Delhi.)
Scotlands’ 170-year-old Dunstane Houses, set in Edinburgh’s old-world landscape, sweetened the deal. One of Roseate’s central tenets is to emphasize the features of a hotel that capture its hometown vibe.
That’s increasingly becoming a selling point with guests, according to Birdy. In Bath, for example, the company’s hotel is made of Bath stone, and it has a traditional bar that serves local Bath gins.
In London, its hotel was built within three Georgian townhouses, with Victorian furniture and oil paintings dating from the mid-19th century — when the hotel was built — and features a traditional whisky bar.
“People want more localized experiences,” Birdy said of his latest property, which tends to draw vacationers. “You want to feel like you’re in Scotland, and not in a hotel room that could be in any city in the world. People want to create memories with their families in that specific location.”
Even so, Roseate likes to offer guests a dollop of Indian hospitality that sets it apart from most competitors. When guests arrive and leave, for instance, they’re offered a small fudge at the reception desk.
“It’s an Indian tradition that you give guests something sweet as a gesture, and we have that in common within all of our lobbies,” said Birdy.
The company is also considering adding its branded Aheli spa — — to the Edinburgh property. The Reading and London locations already feature one.
The company’s owners, India’s Bhatia family, entered the hotel industry after first creating a travel technology business, according to Birdy. That background in tech is apparent in the properties, even if the bones of the buildings are more than a century old.
A case
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