The Hour Of Power
It’s fascinating to watch the latest trends in the ever exploding hotel scene. As more and more hotels squeeze into the emerging category between mid-range and luxury, but still fall into a five-star model, there are many tricks up a brands sleeve to lure a new and curious market.
We are in an age where experiential travel is what travelers want. As affluence rises, more and more wish to stay in an interesting area where multi-storey business hotels are not located – areas with local appeal, where fine history, particular, typical food scenes surround the hotel, all away from the tourist masses. They want to immerse themselves and explore, then return to digs that offer comfort and a level of light luxury that gives them due reward.
The bigger hotel chains have realized that adding to their portfolios with smaller, “boutique” brands, is the way forward to reach the growing market of more active discerning travelers. Some brands are more keyed into a particular niche than others and are far more successful at it. Edition Hotels, part of behemoth Marriott Group, is a shining example, super-stylish establishments that appeal to the fashion conscious, see-and-be-seen crowd. But they are certainly not for everyone.
Then, there are the ones that try and fit into the middle ground, appealing to the everyman. Great in concept, but not always delivering. One sub-brand that I’ve examined a lot recently is Andaz. Cool, colourful, large but still considered boutique sized hotels that are located in the middle of high rise office buildings. Part of the giant Hyatt group, Andaz, known as “A Concept By Hyatt”, attempts the cool factor, without alienating anyone. It succeeds on some levels.
I’ve stayed in two of the Andaz properties, Tokyo Toranomon Hills and Andaz Singapore.
Andaz means “personal style” in Hindi. Interesting. All these clever names of new brands really originated from Aman, the super-luxe resort hotel group which began the trend of calling its properties extensions of its own brand name Aman, which means “peace”. For example, Amandari (in Bali) means “peaceful spirits” and Amanjiwo in Java means “peaceful soul”.
Andaz Singapore has been fascinating to watch over the period from opening until now. I have stayed there six times. I do like the hotel, it’s location is excellent, the rooms are cleverly designed, comfortable and with a cool colour palate. But creating a consistent brand takes time to truly evolve, and I have watched Andaz Singapore stumble over itself as some of its experiments and ideas have not truly succeeded.
When Andaz opened, its concept of central desks where staff checked you in, assisted as concierges for your local experiences, and then the seamless flow into an open plan lounge area, bar, restaurant and gathering space was considered somewhat groundbreaking. Over the years what it has actually become is a bit of an awkward and quite crowded space.
I believe the biggest trick up Andaz’ sleeve, and the one that truly drew in guests to stay was the “complimentary” wine hour. In a country like Singapore, (and most of South East Asia), wine is so exorbitantly expensive it costs more than an arm and a leg. Most people are very cautious about ordering it at all. When Andaz offered free-flowing wine to guests between 5pm and 6pm, it was a lure few could resist.
When I first stayed, it was certainly a key reason for me to stay. I could enjoy this before moving on to dinner. The wines were good, often excellent mid-range Australian labels, a red, white and sparkling. It was all very civilized in the hotels early days, the staff pouring you a second or third glass, offering a few bar snacks to accompany the drinks, before putting the bottles away at 6pm.
Word sure travels fast. During my subsequent stays I witnessed a wild frenzy take place during wine hour. In the lounge area where it takes place, I would bet that every guest staying at the hotel was crammed in there, indulging themselves. The staff, no longer being able to contain the thirsty masses, appeared to have lost all control of the proceedings.
People were jumping up, grabbing the bottles and filling their glasses to the brim. The ensuing panic became worse around 5.50pm, when only ten precious minutes of wine hour remained. The staff, spent, exhausted and without the strength to contain the situation, just had to let it all go down.
It became the worst place to be. Seasoned British and Australian drinkers filled the space. Business men, world travelers of all shapes and sizes were glowing ever ruddier and increasing their multi-accent volume as each huge glass was quickly downed before returning for yet another. Staff no longer had anything to do. The people had taken over, like a scene in “Attack of the Killer Zombies”. Nothing was keeping that wine from their hands and lips.
The clientele was not what the hotel set out to attract. But the brand set out to position itself to appeal to everyone. In the end, they were undoubtedly alienating the more discerning crowd they really wanted as their core Andaz regulars.
Wine hour no longer exists at Andaz Singapore. When I last stayed, the concept had changed – entirely. Now a voucher is handed to you upon check-in which offers a house cocktail in the evening. Gin and tonic perhaps, or something boring and fruity. No wine. Not even one glass. I could never understand why one glass of wine would not be included? Perhaps in the memory of the beloved wine hour? It was a great concept in theory, but one that went horribly wrong.
Wine hour (or what some call Wine-O’clock), is now a thing in many hotels around the world. It is a lucrative way to bring in the drinkers. After all, who doesn’t love the idea of a few glasses at the end of a long day? It’s also a great way to bring guests back to the hotel, where hunger inevitably follows mild inebriation. Why not dine at the hotel restaurant after your drinks, it’s all there for you!
I believe those that invite free-flowing alcohol into the mix of a more upmarket concept are shooting themselves in the foot. Wine should certainly be a grateful offering for guests, and why not a lovely glass of a very good drop. The “welcome drink” has long been a staple of all levels of accommodation. But a good vino, has been noticeably absent.
A balance is all that’s needed. Don’t cheapen things for your guests by removing a big point of difference, one of the very reasons many guests came to your hotel (I’m looking right at you, Andaz). Just soften the blow a little. After all, a welcome drink, which is all that is left of wine hour at the Singapore hotel, should include a very fine glass of wine. It’s fair and a way to not completely lose a clientele that had come to expect the value added of what wine hour really represented. It’s quite a simple solution and one that would be very much appreciated, a way to keep the brand in that targeted positioning you wanted from the start.