Caterer & Hotelkeeper: March 2009

CAN THE BRANDS DO BOUTIQUE?

Boutique hotels, it would seem, are the latest must-have accessory for global hotel brands, with Hilton, InterContinental, Marriott and Starwood all getting in on the act. But can a multinational chain really run a “boutique” hotel? Emily Manson reports...

...Robert Cook, the current chief executive officer of Malmaison and Hotel du Vin, is more positive about the global brands entering the market, and admits their global distribution systems will provide them with an instant competitive advantage which will “keep us on our toes”.

“Smaller operators need to be smarter and more edgy in their distribution systems,” Cook notes, “and in order to compete with the big muscle behind the global brands, that may well include joining consortia such as Design Hotels and Mr & Mrs Smith.”