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Concorde Luxury Hotels represent sublime beauty
By: Marie-Beatrice Lalleman
Led by Barry Sternlicht, Chairman and CEO of Starwood Capital - owner of Concorde Hotels - you will see three new brands emerging.
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One is Crillon, based on that superb luxury hotel in Paris, Hotel de Crillon, overlooking the famous Place de la Concorde in the center of the city. This hotel gets 80% repeat guests, which is a key reason why it is impossible for us to close the hotel completely for a planned renovation that will include a superb health club and spa.
Another new brand will be One, which can best be described as lifestyle for the forward-thinking 46-year old. This guest is time-short and does not want to wait one extra minute for reception, room service or laundry. Connectivity is simple, health and fitness are paramount, and One guests will appreciated that the building is green-certified.
And this last month we announced the first Baccarat - which of course has tremendous synergy with high-end hotels. Here you can expect the flawless execution and sublime beauty that the brand has come to represent over the past two centuries. Baccarat Wailea, in Hawaii, is a 15-acre site that will initially have 193 residences, offering one- to four-bedrooms. Architects are Hill Glazier Studio HKS and interiors are by the ultra-trendy duo of Yabu Pushelberg.
The Concorde brand as such consists of seven hotels in Paris, where we are based: Hôtel de Crillon, Hôtel Lutetia, Hôtel Concorde La Fayette, Hôtel du Louvre, Hôtel Ambassador, Hôtel Concorde Saint-Lazare, Hôtel Concorde Montparnasse. Also in France, we have the Hôtel Martinez in Cannes, the Hôtel Concorde Cité in Lyon and the Palais de la Méditerranée in Nice. We have one hotel in Germany, the Hôtel Concorde, Berlin, and one in Switzerland, the Hôtel de la Paix, Geneva.
It has been essential to get a clear positioning for today's hotel consumers. It is important to differentiate what they see from back-of-house, the unseen element that makes brands work. For
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consumers, there is already a new www.concorde.com site, with maximum functionality. Consumers will also see a lot of money being spent, not only on Hôtel de Crillon but also on such other treasures in the portfolio as Concorde La Fayette and Hôtel du Louvre.
The Starwood Capital portfolio also includes the perfume house Annick Goutal and, working with Brigitte Taittinger, I have re-designed the presentation, and the new-look of this beautiful product. I am having a fantastic time, working with a company that is definitely growing - I learned a lot from corporations in the past but now I can use my entrepreneurial skills as well. What makes it all the more exciting is that I know everything will get even bigger, even though at this stage I cannot anticipate how.
THE AUTHORMarie-Béatrice Lallemand is CEO of Concorde Hotels. The portfolio has 14 properties, in France plus on each in Germany and Switzerland. A farmer's daughter from Normandy, she went into hotels simply to escape her ancestral life (although she retains a love of the outdoors and physical activity). www.concorde-hotels.com
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