Why Small Luxury Hotels Think Tiny Is Mighty in the Post-Pandemic Era
25.08.2023 - 14:40
/ skift.com
/ Leslie Barrie
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.”
“In a way, we’re on a bit of a roll,” said Richard Hyde, chief operating officer of Small Luxury Hotels. “We’re in the right place at the right time, and our name says exactly what we do.”
Of course, big, bustling hotels with jam-packed lobbies and crowded bars still have devotees, but Small Luxury Hotels has found a niche now with travelers who no longer find this accommodation style attractive — whether it’s due to the concern over the pandemic, or a new-found desire for privacy, which many guests got used to during the pandemic.
To highlight just how many hotels have private accommodations, like stand-alone villas on the property, Small Luxury Hotels has debuted a “private collection.” They currently have 76 hotels that fit the criteria — which includes units having a private front door and a kitchen or kitchenette — in 28 countries, including a property that opened in the summer of 2021, Château Le Nessay on the Emerald Coast of Brittany, France.
“We don’t want to be Airbnb, but we want to offer rooms that offer a bit more privacy, and a bit more space, for people like multigenerational families traveling together,” said Hyde.
Guests still, for example, get the hotel perks like a concierge service and on-site restaurant, without the struggle of booking adjoining rooms.
Small Hotels of the World believes its small properties can stand out from some of the other offerings in a crowded post-pandemic market.
“People don’t want to travel for leisure and stay at a hotel that has a big conference space with 310 delegates,” said Hyde. “Many of our properties don’t have conference rooms, and that appeals to guests.”
Hyde said they’ve even seen an increase in how long people are staying — with a bump from two nights to around three, on average.
“It’s a function of less business travel, but also that people want to stay longer in hotels, and also have less of a carbon footprint,” said Hyde.
Now, what’s considered “small” for a boutique hotel is changing, too.
“Hotels that are joining us are getting smaller and smaller — we have hotels in Mexico with just three rooms,” said Hyde. “It matches our customers’ desire for privacy, and they don’t want to mingle with other guests.”
When it comes to food and beverage, Small Luxury Hotels has also taken advantage of being nimble.
“We’ve found that over half of guests want to order a non-meat option, so we can’t just have one vegetarian dish,” said Hyde.
Many of the hotels in the collection already