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It's Essential to Listen to Consumers
By: Geoffrey Gelardi
Today's luxury must be perceived good value before anyone will stay with you, says Geoffrey Gelardi, Managing Director of The Lanesborough, a St. Regis Hotel, London.
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It is actually quite simple. We give more than expected. All bedrooms and suites at The Lanesborough, a St. Regis Hotel have Sony laptops, for instance, and internet is free. Before going ahead with this we did extensive research and found that one hotel in London was charging £100 a day to rent a laptop, plus a £100 connection fee and some then charge up to £20 a day for conectivity. Stay with us and both are with our compliments. Offering free pressing on arrival is similarly seen as good value as well as the film library, fresh fruit, bottled water to mention just a few. I think the sophisticated traveler appreciates our approach, and the fact that we do not nickel and dime.
We have over 60% repeat guests, and some of them come so often that we keep their 'London things' here the whole time, ready for their next visit. This way they can travel without checked bags. It saves them an awful lot of time and hassle - and time is luxury.
The UK's smoking ban indoors in public places prompted us to turn a small area of sunken garden into an outside lounge. This is so incredibly popular that we have just completed a major refurbishment, and we have commissioned one-off ashtrays from silversmith Patrick Mavros, whose workshop is in Zimbabwe so I feel we are helping that country's economy. New luxury definitely includes an element of social responsibility.
It is essential to listen to consumers. Guests of The Lanesborough caliber want anticipation, and when they tell you something they expect you to remember it - although admittedly this can sometimes backfire. I had one guest who was quite upset. Knowing he was a cigar aficionado, we had put a ribbon-wrapped Monte Cristo No 1 in his suite. He had given up smoking, and did not want temptation in his way.
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New luxury is inextricably interlinked with quality. You cannot have one without the other, although you can break out and go for shabby chic. There is a fine line how far you can go. It is nice to be eclectic as long as it does not offend others. We have no dress codes. We just expect our guests to respect others' taste.
I do not like sitting still, and we will soon be starting another deeper round of renovations on the hotel, which has lasted incredibly well since it opened 18 years ago (I am lucky in having understanding owners). Yes, you must keep up to date, but the problem with so much modern design is that it does not last (and, what is more, sometimes it does not even work). Elevators used to have lifetimes forever, now they last only 15-20 years. When it comes to design, a lot of people go with the latest but it is not always user-friendly. Actually I always use myself as a base. If I like it and if I can operate it, it is suitable for our guests.
THE AUTHORGeoffrey Gelardi has been Managing Director of The Lanesborough, London, since it opened in 1991: he is also Vice President of Operations - St Regis Hotels and Resorts.
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