Influx Insights Tag Feed: hotels

hotel chain ready to create an anti-chain

Influx Insights — 2007-06-16T11:32:32Z

Hotel giant Marriott has finally woken up to the changed world and wants to capitalize on the consumer's desire for unique experiences. Ian Schrager, who's spent a good part of his life pushing against the grain of conformity, will be Marriott's partner and guiding light in this new venture.

The press release announcing the deal, says many of the right things.

"The brand, the brainchild of the new partners, responds to new cultural and social imperatives that Mr. Schrager says have emerged. This brand will reflect these changing lifestyles and cater to a vast underserved market of guests expecting and in turn demanding a unique experience not merely a place to sleep. “Together Marriott and I have a new vision and plan to radically rethink and catapult the lifestyle boutique hotel into the present by capturing the spirit of the times,” said Mr. Schrager.

“People today are sophisticated and they understand good design, quality, originality and commitment to excellence. They will not accept something derivative and they want the ethos and soul of a hotel to be authentic and have character. They also expect and deserve impeccable, modern and gracious personalized service that is at the same time luxurious yet down to earth. It is the ultimate balancing act of these apparent contradictions to create a hotel that is simultaneously specific and customized yet universal. We intend to make this type of lodging widely accessible and available for the first time in the key lodging destinations across the globe and to everybody around the world who wants it.”

Schrager is the father of the boutique hotel concept, which in recent years has become ubiquitous. Starwood took or "stole" Schrager's DNA, turning into the W chain, that it built into a global brand.

Don't be mistaken in thinking that this concept will be a "W by Schrager and Marriott",
Schrager has moved on. In an October 2006, interview with Travel and Leisure magazine he defined his new philosophy.

"The idea I had is—forget about doing something subversive to the status quo, forget about trying to do something hip or underground. There is no more underground. There is no more hip. It's impossible to do it because everything is instantly out there. I wanted to do something that was an alternative, something personal."

It remains to be seen if Marriott can get anywhere close to delivering something like this. It will be a significant cultural challenge.

However, we won't have to wait long to find out, the plan is to open 5 hotels by the end of the year and 100 in total.

Posted by Ed Cotton

nickelodeon hotels

Influx Insights — 2007-06-04T14:53:06Z

Marriott and Nickelodeon are getting together to create up to 20 resort hotels by 2020.

The resorts will feature.

"Live entertainment programs featuring popular costumed Nickelodeon characters like Dora the Explorer and SpongeBob SquarePants. “Studio Nick”, a main stage theater space equipped with state-of-the-art lighting, sound and video will anchor the resorts’ live entertainment programs. Studio Nick’s innovative design will allow the resort to concurrently stage several different full-scale live productions for resort guests, and will also provide an unparalleled platform for daytime meeting events.

Each individual “Nickelodeon Resorts by Marriott” will feature guest rooms and suites that cater to the unique needs of families including multi-bedroom suites, HDTV’s and Marriott’s new signature “plug in” technology. Pleasantly styled “kids’ suites” will be themed with Nick’s most popular hit properties creating an environment that kids will call home while staying at the resort.

In addition to a variety of restaurant options, the “NickToons Caf�” will provide a casual and friendly environment—the ideal setting for daily “character” breakfasts as well as special evenings. Buffet options and simple menu items will also be available, as well as a bustling “grab & go” area hosting chain food vendors offering a variety of meal choices, including healthy food options, and an on site convenience store for guests on the move."

Sounds like either heaven or hell, depending on which way you see the world.

second life- getting beyond brand pr

Influx Insights — 2007-05-07T14:24:53Z

Many brands jumped onto Second Life because of the PR impact; there was a time when a mere appearance in the virtual world guaranteed a story. Brands were attracted because for limited out of pocket they could break through and garner attention. Obviously, things have moved on a little and the PR impact is no longer there, so brands need to consider a strategy for SL.

Starwood is one company that’s always been thinking of SL as something more than PR. The company has been using SL to test out its new aloft concept and get feedback on improvements. Quite simply, it’s been using it as a research tool.

Tomorrow, Starwood is introducing a new version of aloft on Second Life, based on the suggestions from Second Life residents. These are pretty smart and practical suggestions and include:

-    Radios in the showers
-    Additional lobby seating
-    Local art on the walls of the lobby

In addition, Starwood is going to donate the land from the hotel, once this project is done, to a member of the Second Life community. All people have to do is send in a best use suggestion in 500 words or less.

Second Life has been bashed in the media in the last couple of months with a consequence that many media planners are taking it off their schedules. Clearly, Second Life is not a brand launch play; it’s an environment to test out new ideas and to have a permanent brand presence. This should be about a short-term idea to support an ad campaign, but it needs to be considered within the context of long-term brand strategy.

Influx readers will get the chance to learn more about the future of brands in Second Life at the Influx Ideas 07 conference. Rueben Steiger, the founder of Millions of Us, one of the leading creators of Second Life environments, will be one of our speakers.