What luxury travellers are looking for: Jaume Tàpies Ibern, President of Relais & Châteaux
By: Jaume Tàpies Ibern, President of Relais & Châteaux
I think that when it comes to hotels luxury travellers are looking for that special experience and new sensations in a very comfortable and individual setting. Imagination is the key asset in a highly competitive world. Top luxury travellers want to be recognised by owners or general managers with a strong personality. In our properties fine dining and wellness have gained in importance for the discerning traveller.
Top luxury travellers, regardless of nationality and destination, have the same comfort criteria but their experiences and emotions differ depending on the country to which they travel. They are in search of the real values which are part of the culture of the country they are visiting and/or the property they have chosen to stay in. The nationality of the traveller can have an impact on his needs and expectations.
Guests are really after customised and personalised services; they have no interest whatsoever in standardised, run-of-the-mill ones. This phenomenon is described very well by Marc Augé, a philosopher: He talks about “le non lieu", the non-places. These are houses, residences or public places. They are totally anonymous. They are places that are completely devoid of any character of their own and they are exactly the same the world over. Relais & Châteaux is an association of hotels and restaurants that are the exact opposite of these non-places. Each and every Relais & Châteaux member is different and has a truly unique spirit and character. They all treat their guests as individuals, offering them different experiences and giving them an opportunity to find out about something new in each place.
What we are witnessing is, in fact, a collector’s culture: travellers collect destinations and exceptional places. People are increasingly in pursuit of something completely unique.
The reason people travel is to find and enjoy a unique experience. This may be for instance a tour of the property they are staying in. But there nearly always has to be the added plus of an activity or an offering that is an integral part of their stay.
Let’s take an example. Someone who likes spas, golf, fishing or music will be able to find a place that suits all his needs. Properties offer more and more services and activities to their customers. Another example: the soft adventure experience - a walking tour. More and more small hotels develop the soft adventure concept in order to attract and tempt a growing number of travellers.
Every time, travellers want as least as good as at home and we agree to those terms. Better than at home or perhaps an alternative to their homes. This doesn't mean that all our services necessarily have to be better than at home. But it is true that the WOW effect is very important. All the same, it can be translated in different ways. Many elements in a room are part of the services provided: setting, history, furniture, furnishings...
Nowadays, for travellers a hotel is far more than just a guest room or fine dining. Hotels have to broaden their horizons and think about things like spa treatments. A spa is something that all upscale luxury travellers are looking for when they book into a luxury property. Indeed society’s needs in relation to the body and wellness culture have been steadily evolving in recent years. Today, a top luxury hotel would be inconceivable without a spa or a wellness centre.
A fine dining table is not just about what a guest experiences on the plate in front of him. A restaurant is part of a holistic approach. Everything that is part of the restaurant is very important. Today we need to distance ourselves from services that are unable to establish a good balance in answer to guests' needs. There are many other criteria that play a part in shaping his experience. There are various elements like impeccable service, a warm welcome. We expect our member restaurants to offer different styles of cuisine. This may be linked, for instance, to the restaurant’s local environment. I believe that we offer three different types of cuisine: traditional gourmet cuisine, modern, highly innovative cuisine, cuisine highlighting the best local produce. Guests will enjoy each of these three different cuisines.
At Relais & Châteaux we don't impose uniformity on our properties because we believe that it is important for our members to develop their own personality. But, of course, this doesn't mean that properties fail to respond to specific guest needs like WiFi. If today some Relais & Châteaux choose to have no television sets in the rooms it is because this is exactly what the guests are looking for who stay there. If they choose to stay in a hotel with no TV it's because they prefer the quietness and calm of a complete retreat.
Looking ahead, we don't have any criteria concerning the actual number of Relais & Châteaux members. Our goal is to have high quality hotels and restaurants as members that are true to the Relais & Châteaux philosophy: Calm, Character, Cuisine, Charm and Courtesy: the 5Cs. Hotels and restaurants like this are gradually evolving in emerging countries and this will bring us new members there. But we will also see properties joining our ranks from Scandinavia, Australia and others...
For me personally, the most important thing when staying in a hotel is to feel that I have been given a really warm and genuine welcome. Comfort is also very important. Another highly important element is to learn something about the property itself, perhaps about somebody who is the inspiration behind the property, its gardens or its cuisine…
THE AUTHOR
Jaume Tàpies Ibern is President of Relais & Châteaux. He is also General Manager of his family-owned El Castell de Ciutat in La Seu d'Urgell, Spain, ten kilometers from his birthplace of Andorra.
Top photo is of La Villa Gallici
Photo of Jaume Tàpies Ibern courtesy of T. Samuel
www.relaischateaux.com
Source:I think that when it comes to hotels luxury travellers are looking for that special experience and new sensations in a very comfortable and individual setting. Imagination is the key asset in a highly competitive world. Top luxury travellers want to be recognised by owners or general managers with a strong personality. In our properties fine dining and wellness have gained in importance for the discerning traveller.
Top luxury travellers, regardless of nationality and destination, have the same comfort criteria but their experiences and emotions differ depending on the country to which they travel. They are in search of the real values which are part of the culture of the country they are visiting and/or the property they have chosen to stay in. The nationality of the traveller can have an impact on his needs and expectations.
Guests are really after customised and personalised services; they have no interest whatsoever in standardised, run-of-the-mill ones. This phenomenon is described very well by Marc Augé, a philosopher: He talks about “le non lieu", the non-places. These are houses, residences or public places. They are totally anonymous. They are places that are completely devoid of any character of their own and they are exactly the same the world over. Relais & Châteaux is an association of hotels and restaurants that are the exact opposite of these non-places. Each and every Relais & Châteaux member is different and has a truly unique spirit and character. They all treat their guests as individuals, offering them different experiences and giving them an opportunity to find out about something new in each place.
What we are witnessing is, in fact, a collector’s culture: travellers collect destinations and exceptional places. People are increasingly in pursuit of something completely unique.
The reason people travel is to find and enjoy a unique experience. This may be for instance a tour of the property they are staying in. But there nearly always has to be the added plus of an activity or an offering that is an integral part of their stay.
Let’s take an example. Someone who likes spas, golf, fishing or music will be able to find a place that suits all his needs. Properties offer more and more services and activities to their customers. Another example: the soft adventure experience - a walking tour. More and more small hotels develop the soft adventure concept in order to attract and tempt a growing number of travellers.
Every time, travellers want as least as good as at home and we agree to those terms. Better than at home or perhaps an alternative to their homes. This doesn't mean that all our services necessarily have to be better than at home. But it is true that the WOW effect is very important. All the same, it can be translated in different ways. Many elements in a room are part of the services provided: setting, history, furniture, furnishings...
Nowadays, for travellers a hotel is far more than just a guest room or fine dining. Hotels have to broaden their horizons and think about things like spa treatments. A spa is something that all upscale luxury travellers are looking for when they book into a luxury property. Indeed society’s needs in relation to the body and wellness culture have been steadily evolving in recent years. Today, a top luxury hotel would be inconceivable without a spa or a wellness centre.
A fine dining table is not just about what a guest experiences on the plate in front of him. A restaurant is part of a holistic approach. Everything that is part of the restaurant is very important. Today we need to distance ourselves from services that are unable to establish a good balance in answer to guests' needs. There are many other criteria that play a part in shaping his experience. There are various elements like impeccable service, a warm welcome. We expect our member restaurants to offer different styles of cuisine. This may be linked, for instance, to the restaurant’s local environment. I believe that we offer three different types of cuisine: traditional gourmet cuisine, modern, highly innovative cuisine, cuisine highlighting the best local produce. Guests will enjoy each of these three different cuisines.
At Relais & Châteaux we don't impose uniformity on our properties because we believe that it is important for our members to develop their own personality. But, of course, this doesn't mean that properties fail to respond to specific guest needs like WiFi. If today some Relais & Châteaux choose to have no television sets in the rooms it is because this is exactly what the guests are looking for who stay there. If they choose to stay in a hotel with no TV it's because they prefer the quietness and calm of a complete retreat.
Looking ahead, we don't have any criteria concerning the actual number of Relais & Châteaux members. Our goal is to have high quality hotels and restaurants as members that are true to the Relais & Châteaux philosophy: Calm, Character, Cuisine, Charm and Courtesy: the 5Cs. Hotels and restaurants like this are gradually evolving in emerging countries and this will bring us new members there. But we will also see properties joining our ranks from Scandinavia, Australia and others...
For me personally, the most important thing when staying in a hotel is to feel that I have been given a really warm and genuine welcome. Comfort is also very important. Another highly important element is to learn something about the property itself, perhaps about somebody who is the inspiration behind the property, its gardens or its cuisine…
THE AUTHOR
Jaume Tàpies Ibern is President of Relais & Châteaux. He is also General Manager of his family-owned El Castell de Ciutat in La Seu d'Urgell, Spain, ten kilometers from his birthplace of Andorra.
Top photo is of La Villa Gallici
Photo of Jaume Tàpies Ibern courtesy of T. Samuel
www.relaischateaux.com
http://www.kiwicollection.com/vip_insider/INSIDER=58/VIP=37/
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