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Rosewood Hong Kong, Room with a view of Hong Kong Island – © Suzanne Godfrey
‘Sense of place’ has lengthy been a buzz phrase. Linked to a spread of disciplines from city planning to sociology, these days it’s more and more getting used within the hospitality trade. It captures the bodily features, tradition and historical past of a spot, in addition to its affect on the senses, which may set off feelings. Over time, it could actually create emotions of familiarity, consolation and safety, in addition to a way of belonging: it’s a spot the place one feels, fairly actually, ‘at dwelling’. As we discover the idea of ‘sense of place’ over the subsequent few weeks, using model id examples inside luxurious lodges will assist present a greater understanding of the idea.
Model differentiation: Location units properties aside
In hospitality, ‘sense of place’ has apparent relevance. Once I requested a well-traveled colleague what ‘sense of place’ meant to him, he instructed me it’s all about emotional connection, historic resonance … but in addition a deeper and extra textured story than simply the place.
On latest journeys to Paris, Hong Kong and Dubai, I explored and mirrored on the that means of ‘sense of place’ within the context of luxurious lodges as a way of differentiation and the chance it in the end presents for constructing loyalty.
On this first article on the subject, we’ll take a look at location and the way it contributes to a ‘sense of place’ by place id. We’ll then go on to look at the position of the model and the challenges for hoteliers in creating a way of place that resonates with that means.
Place id: Creating a way of place by location Take into account cultural, architectural, and historic significance
The selection of location for any lodge is at all times an necessary strategic choice. Not simply the town, however the space and road. Understanding ‘place id’ is subsequently paramount. The place – the exact location and handle – displays who you might be by affiliation, for instance, with the historical past and heritage of an space, different companies and surrounding properties, cultural and social features, in addition to atmosphere.
Take into account the Plaza Athénée, Paris, with its high fashion positioning and affiliation with Dior, positioned in Avenue de Montaigne, the style quartier of Paris, versus the Ritz Paris within the Place Vendôme, the house of lots of the high-end jewellery manufacturers; while the Le Royal Monceau, Raffles Paris, positioned at 37 Avenue Hoche within the eighth arrondissement, displays a extra residential and fashionably arty really feel, the place it has turn into the ‘F&B’ for native residents. The lodge’s location in itself creates a way of place.
Sense of place can also be offered by the constructing itself. Present properties mirror their very own historical past and heritage and subsequently contribute to put id and might also enrich the lodge’s personal id.
In a latest report, Fairmont Resorts and Resorts linked sense of place to historic and iconic properties, which “allow visitors to psychologically merge with the historical past of the lodge”. Historical past gives a significant dimension. It’s one thing visitors can emotionally have interaction with – and really feel a part of.
The Peninsula leverages this by focusing nearly completely on the acquisition and renovation of present buildings relatively than constructing a property from scratch. This provides the lodge a historical past and heritage, and gives a way of place in its personal proper. Take for example, the Peninsula in Paris, the place it occupies a constructing on Avenue Kléber that started off as a lodge in 1908, was then a navy hospital throughout world struggle I, an HQ for the German Navy Excessive Command throughout world struggle II, and eventually a convention centre for the Ministry of Overseas Affairs.
Alternatively, the brand new Rosewood property in Hong Kong, which opened in April 2019 with beautiful views throughout to Hong Kong island, builds on the historical past and heritage of its location relatively than a historic constructing. The land on which the property is positioned, Victoria Dock in Tsim Sha Tsui in Kowloon, is a legacy of the Cheng Household – Sonia Cheng being the CEO of the Rosewood Resort Group, the household having acquired the lodge chain in 2011.
Rosewood Hong Kong, Room with a view of Hong Kong Island – © Suzanne Godfrey
The property builds on the positioning’s historical past and site by its eating places, bars and eating expertise. For instance, Holt’s Café – a contemporary model of a Cha Chaan Teng (‘tea restaurant’), combining traditional Cantonese dishes with worldwide ones – pays tribute to Holt’s Wharf that was positioned there. There’s additionally The Legacy Home – a Cantonese restaurant centered on Shunde delicacies, reflecting the Cheng household’s roots; plus The DarkSide Bar, a reference to the historic nickname given to Kowloon. There’s additional proof in a number of the design options, artefacts and objet d’artwork, photographs and hyperlinks to the household’s life and keenness for horse racing. This helps to offer each historical past and heritage – briefly, the soul of an in any other case brand-new lodge.
Rosewood Hong Kong, Holt’s Café – © Suzanne Godfrey
Location was a major issue for Mandarin Oriental Jumeira, Dubai, which opened in 2019. The resort, which is actually on the seashore, wasn’t an apparent location for many individuals, however has been one of many key drivers in its recognition amongst locals.
“It is the guts of Jumeira 1 space,” says Richard Johnson, Resort Supervisor. “A number of the locals grew up on this surroundings. They used to come back out right here and play on the seashore and so forth. That is their neighborhood however they’ve by no means seen it from this vantage level earlier than. They go up on the sixth ground and look again on their neighborhood.” It’s distinctive within the space, he says, “as a result of there are limitations to constructing top. So, it is fairly attention-grabbing for the locals seeing it on this method.”
The lodge’s design can also be in step with its location: a low-rise beige, or relatively sand-colored constructing, tucked away amongst low-rise residences. Johnson provides: “It’s a refined, understated luxurious. It has a special design assertion, reflective of the realm, and is taken into account a refreshing addition to the lodge scene in Dubai.” That is one thing that the locals discover and has drawn them to the lodge.
Mandarin Oriental Jumeira © Suzanne Godfrey
Location was additionally key for the Royal Mirage, Dubai, a One&Solely Resort. When it opened in 1999, the realm was largely desert, which has since reworked right into a metropolis of skyscrapers. The resort is now an oasis positioned alongside one kilometre of personal seashore and 65 acres of lush inexperienced panorama gardens.
“With One&Solely Royal Mirage, we at all times had a imaginative and prescient that this explicit resort would outline a magical Arabian fortress, providing travellers all over the world the chance to expertise true Center Jap structure and heritage,” says Sunil Iyer, Head of High quality & Coaching.
The resort is adorned with a collection of domes, arches, winding corridors, water options, and sculptures of bronze camels that symbolize a bunch of Bedouins who’ve simply found a mirage whereas wandering amidst the shifting desert sands of Arabia. It was additionally the primary resort within the Center East to embrace its environment, making a timeless masterpiece that’s totally different from different lodges in Dubai, and all over the world.
The resort, he says, provides an genuine expression of timeless Arabian hospitality, including: “That was the imaginative and prescient”.
One&Solely Royal Mirage Dubai in 1999 – courtesy of the lodge // One&Solely Royal Mirage, residences with skyline
Location issues for enterprise travellers too
When touring, particularly on enterprise, I attempt to keep in lodges that assist me establish with the placement. It gives a sense of getting arrived someplace. It additionally helps me to faucet into the tradition of the place. Sounds equivalent to the ocean, birds, animal life, in addition to church bells, the decision to prayer are, for me, id markers as they assist outline a spot. Then, there are the smells, which evoke feelings and set off recollections. That is the idea behind sensorial advertising and marketing. Different id markers embrace architectural options and cultural traditions, for example, indicators and symbols, meals and rituals. All of them convey a way of place and enable you to orientate your self. Easy issues equivalent to toiletries within the rest room, type of bathtub gown and breakfast dishes, also can assist outline the place you in relation to ‘place’.
On trip, that is as a lot a part of the vacation and total expertise, however could be simply as related on enterprise journeys by way of embracing the native tradition in preparation for the day forward.
In our subsequent article on this exploration of luxurious lodges and a way of place, we’ll look at model id by way of offering id markers and factors of differentiation by leveraging a way of place, in addition to bringing the idea to life by model experiences.
References: Private conversations and interviews with hoteliers in Paris in 2017, and Dubai and Hong Kong in 2019.
Dr Suzanne Godfrey Impartial model and advertising and marketing marketing consultant. Join with Suzanne on LinkedIn.
