a n o t a b l e e d i t i o n

T H E A RT O F B RI T I S H

L U X U RY H O S P I TA L I T Y

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01Belmond Cadogan Hotel

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In London alone, the next three years will see the openings of major international names including Raffles, Peninsula, Cheval Blanc, the new Rosewood and Four Seasons Residences, not to name a whole host of more local, British-born offerings. Indeed, it is predicted that the number of London hotel room openings in 2020 will reach nearly 8,000 vs 3,000 in 2010 (London & Partners 2019 report). Read any ‘Top 100’ hotel lists these days and they will be peppered with British hotels, both in London and further afield. Furthermore, it’s not just a case of “build and they will come”—the numbers of visitors coming to the UK is set to keep growing. There were 37.9m inbound visits in 2018 and an ambition to break through the 40 million barrier by 2020 (according to VisitBritain data).

All this activity is a reflection of what we believe to be a quiet renaissance of British hospitality. Our research would suggest it’s no coincidence that British hospitality is having a ‘moment’ when a number of the dominant trends in global luxury hospitality appear to align with many of the enduring characteristics of Britishness. As a result, we’d argue that Britain is one of the destinations best placed to appeal to the modern luxury traveller.

“ P E O P L E WA N T TO B E I N B RI TA I N A N D TO F E E L T H E Y ’ RE I N B RI TA I N .

B RI T I S H H O S P I TA L I T Y I S S E E I NG A RE T U RN I N C O N F I D E NC E . ”

j u l i a p e row n e , p e row n e i n t e r n at i o n a l

This publication—informed by expert interviews across the hospitality and luxury sector and on-going research by Notable—will focus on the global trends in hospitality that present an opportunity for British brands to excel in. For each wider trend, we’ll provide the British angle and introduce examples of brands that are already embracing this trend in their own, unique way. We’ll cover themes such as: a desire for a sense of place, changing expectations of service and the increasing importance of storytelling as a driver for choosing one hotel over another.

w h e n i t c o m e s t o t h e l u x u r y h o s p i t a l i t y s e c t o r ,

t h i n g s a r e l o o k i n g u p f o r b r i t a i n .

H OW N E W C O D E S O F L U X U RY H O S P I TA L I T Y

A RE PAV I NG T H E WAY F O R A RE B I RT H O F B RI T I S H N E S S AT

I T S B E S T

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0 1 S O M E W H E RE ,

NO T A N Y W H E RE

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Gone are the days when a key signifier of a leading luxury hotel group was a consistent, familiar experience wherever you went in the world. Instead, the modern luxury traveller wants to connect with their destination and to experience a closeness to the local environment or culture. This means that international hotel brands offering identikit experiences, wherever they are in the world, are increasingly out of favour and the ones leading the way are those that provide a sensitive connection to place.

A S E N S E O F P L AC EThe sense of place can be conveyed through the hotel design but also through the experiences it offers guests. Indeed, the modern luxury traveller is more and more interested in ‘hyper-local’ experiences that cannot be enjoyed elsewhere. This can be as simple as using local ingredients in restaurants—such as Fortnum & Mason harvesting honey on the roof of their Piccadilly store— to providing more adventurous guests with the chance to get close to the local culture in a way that the average traveller cannot. Cookson Adventures is one British company that specialises in giving people unparalleled access to unique local experiences, whether that’s riding with local cowboys in Colombia or a flying safari through the remotest part of Alaska.

Globally, The Aman Group is held up as an example of how to expertly convey a sense of place. Their ability to provide a level of luxury acceptable to the most discerning of travellers, yet a strong connection to their destinations, through referencing local architecture and culture, is admired across the industry.

Closer to home, the recently opened The Newt has been designed to celebrate all things Somerset. It has quintessentially Somerset features such as a “cyder” press and a crab-apple orchard. Even the newly constructed maze is created from 460 apple trees, furthering the homage to the local area.

“ P E O P L E WA N T TO S E E T H E C OU N T RY A S I T RE A L L Y I S : A S A T R AV E L L E R

A N D G E T C L O S E R TO T H E F E E L O F W H AT I T I S TO B E A L O C A L . ”

gav i n l a n d ry, v is i t b ri ta i n

L E S S S PA , M O RE NAT U RE Our research shows a growing belief that reconnecting to nature and taking time to reflect is the optimum route to wellness rather than just sitting inside in a spa. Modern luxury travellers are seeking opportunities to ‘get back to the earth’ with a desire to experience a simpler life. Stephen Alden of The Dedica Anthology calls it “sophisticated austerity”—referring to a new form of luxury, where the indulgence element is access to silence and space.

At the more extreme end, this desire to reconnect with nature can involve venturing out into the wilderness, albeit in style. At the gentler end, it can involve staying in a treehouse in the New Forest, as is the case at Chewton Glen, where guests are offered a “Treetox” —a unique take on the traditional spa detox-style break. It’s no coincidence that Scotland is experiencing a resurgence in popularity at a time when travellers are seeking wilderness and ruggedness as a tonic to our busy, modern lives.

02Fly-fishing with

Gleneagles at the nearby River Tay

03 –04Treehouse Residence at

Chewton Glen

“ AT G L E N E AG L E S W E ’ RE S U RROU N D E D B Y S O M E O F

T H E M O S T S P E C TAC U L A R S C E N E RY A N D W I L D L I F E I N T H E WO RL D . E V E RY T H I N G

W E D O I S S H A P E D B Y A S T RO NG S E N S E O F P L AC E —

T O M A K E T H E M O S T O F T H O S E NAT U R A L A S S E T S

O N OU R D O O R S T E P . ”

c o n o r o ’ l e a r y, g l e n e a g l e s

F E E L G O O D S U S TA I NA B I L I T Y At the more philanthropic end of the spectrum, a growing number of luxury travellers do not only want to experience a sense of place, they also want to make a positive impact on that place, whether that is environmental or community-based. It’s not news that sustainability is a huge priority, but hospitality has not always been an industry known for its environmental credentials. Many of the much-loved features of luxury hotels—fresh linen, fluffy towels, extravagant floral displays—are the very antithesis of responsible consumption. However, the modern luxury traveller is increasingly sensitive to their environmental and social impact. They may not be willing to give up the fluffy towels yet but if they can offset any potential damage to the places they visit, they will take up the chance. It’s now up to hotels to offer opportunities for guests to feel good about the environment in any way they can.

Indeed, the more enlightened hotels have an acute understanding that sustainability should be seen to enhance rather than take away from the guest experience. This involves the hotel taking responsibility to make the ‘behind-the-scenes’ environmentally as responsible as possible without any compromises for the guest. Then, in parallel, they can introduce ‘front end’, visible sustainable elements that make the guests feel good—for example, using ingredients from an organic and picturesque kitchen garden and thereby reducing food miles or by bottling their own sparkling water on site and offering it as a default option.

“ L U X U RY I S I NC RE A S I NG L Y T H E A B I L I T Y T O NO T M A K E A N E G AT I V E I M PAC T

O N T H E P L AC E S YOU ’ RE V I S I T I NG . B E I NG A B L E T O A F F O RD T O T H I N K A B OU T T H E E N V I RO N M E N T A N D D O S O M E T H I NG

A B OU T I T I S A P RI V I L E G E . ” a da m s e b ba , co o ks o n a dv e n tu r es

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05The British springtime-inspired

floral front hall at Brown’s Hotel, London

06The Guards Polo Academy riding

through the wild meadow at Coworth Park

07Harvesting rhubarb from

Gleneagles’ Garden

T H E B RI T I S H A N G L E — RO O T S I N T H E PA S T, E Y E S O N T H E F U T U RE

Global luxury travellers are familiar with so many facets of Britishness—from London’s culture and style, to Scotland’s Highland landscapes, to the rolling English countryside, to traditions like afternoon tea—that British hotels can be subtle in how they choose to reference their sense of place. Indeed, the leading hotels know that the more subtle the cues, the more discerning travellers will enjoy picking up on references to aspects of their destination’s culture and history that others may miss. This may involve noticing the art is by an up and coming British artist, that the wallpaper evokes a certain period in history, or the furniture is from a particular British design set. For example, The Dorchester chose paint colours that reference the colour palettes of British artists—Turner blue is one example—meaning that the mood in room evokes the British landscape but not in an obvious way. It just feels British, but you can’t quite pinpoint why. The Fife Arms in Scotland has its own tartan that features throughout the hotel on cushions and blankets, giving it a unique Scottish twist. Similarly, the striking wallpaper in Brown’s Hotel is designed to make you feel like you’re taking a walk through a traditional English country garden, but the bold, contemporary style of the pattern prevents it from feeling like a step back in time.

“ I WA N T E D TO C O N V E Y T H E QU I N T E S S E N T I A L E NG L I S H G A RD E N F E E L I N

A F U N A N D P L AY F U L WAY. T H E OV E R S I Z E D W I S T E RI A , T H E B RI G H T C O L OU R S A N D

S T RO NG PAT T E RN S A RE A N O D E TO S P RI NG I N T H E U N I T E D K I NG D O M A N D M A K E T H E F RO N T H A L L I N T E RE S T I NG A N D J OY F U L . ”

o lga po l izz i, ro cco fo rt e h ot e ls

Indeed, this mix of old and new is where Britain really excels in terms of evoking a sense of place. Being comfortable with heritage and modernity is a uniquely British trait that comes from having a rich history and yet a very open, global outlook. Many of the leading hotels who contributed to this report spoke about how their goal was to reference the heritage but with a modern touch.

“ I N M A N Y P L AC E S YOU G O TO A H O T E L A N D I T F E E L S L I K E E V E RY O T H E R O N E .

P E O P L E WA N T T H E U N U S UA L A N D H I S TO RI C A L . I N B RI TA I N YOU G E T A

C O M B I NAT I O N O F H I S TO RY, T R A D I T I O N A N D C U L T U RE . ”

l is a g r a i n g e r, t h e t i m es lux x m a ga z i n e

Heckfield Place, winner of The Times Hotel of the Year 2018, is a perfect example of modern heritage at work. As Olivia Richli, the General Manager, explains “Heckfield is a melting pot, a gathering of people from around the globe nestled in the heart of the British countryside. It’s a beautiful Georgian family home with a 438-acre estate in a secluded corner of Hampshire. There’s a true sense of place at Heckfield and while heritage is a part of what we do, it is one of many layers.”

Furthermore, Heckfield Place have a very good understanding of the modern luxury traveller’s desire for ‘feel good’ sustainability. Their sustainable initiatives such as growing their own ingredients bio-dynamically, sourcing locally and championing local craftsmen all require effort from the hotel but with no compromises for guests.

“ W H I L E W E H AV E A B RI T I S H H O T E L , OU R H O RI Z O N I S FA R W I D E R . ”

o l i v i a r i c h l i, h ec k f i e l d p l a c e

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P ROVO C AT I O N S

w h at is yo u r b r a n d’s d ef i n i t i o n o f “t h e b est o f b ri t is h ” a n d h ow c a n yo u

b ri n g i t to l i f e i n a m o d e r n, s u bt l e way ?

h ow c a n yo u b u i l d aut h e n t i c t i es w i t h t h e e n v i ro n m e n t yo u a r e i n, fo r e x a m p l e w i t h lo c a l p ro d u c e rs a n d m a n u fa c tu r e rs, a n d

u s e t h es e r e l at i o n s h i ps to s h i n e a l i g h t o n w h at m a k es t h at p l a c e s p ec i a l ?

h ow c a n yo u go b eyo n d t h e “s u sta i n a b i l i t y ta b l e sta k es ” a n d f i n d ways to t ru ly n u rtu r e t h e e n v i ro n m e n t a n d co m m u n i t y yo u l i v e i n ?

h ow c a n yo u m a k e s u sta i n a b i l i t y a n e n h a n c e m e n t o f t h e g u est e x p e ri e n c e ?

w h at is yo u r h ot e l’s u n i q u e v e rs i o n o f “f e e l go o d s u sta i n a b i l i t y ” ?

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08 The Long Room—

A secluded private apartment at Heckfield Place

The saying ‘home from home’ isn’t a new one in the world of travel, but the modern luxury traveller is taking this edict to another level. They want all the comforts of home but with the added benefit of the most flexible and personalised service at their fingertips. Today’s high-end traveller expects hotels to work around their individual lifestyles and preferences rather than have to follow the hotel’s way of doing things. They want to book last minute if they feel like being spontaneous. They want to be able to eat what they want, when they want and where they want. They want to check in and out when it suits them, not the hotel. They want to be able to lounge in the lobby in their pyjamas, if that’s how they feel most comfortable. Gone are the days of fixed meal times and strict check out times.

The desire to feel at home is partly a reflection of just how regularly many of these people are travelling, often combining business travel with leisure travel. This blurring of worlds is another reason why hotels are having to be more flexible than ever. They are having to mirror the multi-hyphenate lives of their guests and their families.

FA M I L Y I S H O M EIndeed, catering to a wide range of family sizes and structures is yet another flexibility challenge for hotels. One outcome of the desire to bring ‘home’ and everything associated with it whilst on the move, is the trend for travelling with multiple family members. Every hotelier we spoke to for this report said that the multi-generational family traveller was one of the biggest shifts they had noted in recent years. In addition to the full multi-gen family, they also reported seeing the rise of other types of family set-ups, for example the “Skip-Gen” family (grandparents and grandchildren) and the “Side-Gen” family (uncles/aunts with nieces/nephews). Hotels are having to respond to this trend by making adjustments in both hotel structures and services; through more interconnecting rooms, in-room dining options for the whole family and introducing more private spaces for families to do activities together, as if they were in their own home. As Stephen Alden, of The Dedica Anthology puts it, we’re seeing a shift “from presidential to residential” with lavish suites being replaced by more apartment or townhouse-style accommodation which give guests a sense of being at home rather than in a hotel.

Connected to this desire for homely flexibility is a growing informality in hotels. This is particularly the case for the younger traveller and hotels are adapting to cater for this change in taste. When it comes to dining, white tablecloths are being stripped off in favour of more informal, earthy surfaces. Kitchens are being opened up for all to see. Children are encouraged to be seen and heard. Formal dress codes are being abandoned and staff are being encouraged to be “laid back yet attentive”.

“ T H E N E W L U X U RY T R AV E L L E R I S YOU NG E R A N D M O RE I N F O RM A L T H A N I N T H E PA S T. ”

stua rt j o h n s o n, ro cco fo rt e h ot e ls

0 2 N E X T L E V E L

H O M E - F RO M - H O M E

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“ T RU E L U X U RY T O DAY I S A B OU T

F L E X I B I L I T Y, A ‘ C O M E A S YOU L I K E ’ AT T I T U D E

W I T H NO RE S T RI C T I O N S . ”

l u c i a v a n d e r p o s t , l u x u r y c o l u m n i s t

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“ T H E B RI T S U N D E R S TA N D T H AT G E N U I N E H O S P I TA L I T Y

I S ' H OU S E N O T H O T E L ' A N D T H AT T H E B E S T S E RV I C E I S P RO P E R B U T W I T H A H I N T

O F E C C E N T RI C I T Y A N D H U M O U R . ”

a n d r e w s t e m b r i d g e , i c o n i c l u x u r y h o t e l s

F RO M M E TO YOU On the service point, one of the key outtakes from our expert interviews was a belief that the best luxury hospitality service is increasingly characterised by real human relationships between guests and staff. Subservient -style service is being replaced by a more equal, human- to-human dynamic. In the words of Andrew Stembridge of Iconic Luxury Hotels, “humans serving humans”.

“ G RE AT S E RV I C E I S A B OU T E M P OW E RI NG S TA F F TO RE S P O N D NAT U R A L L Y, NO T F O L L OW I NG A RU L E B O O K . ”

lu c i a va n d e r po st, luxu ry co lu m n ist

This new style of service requires a different approach to training, where staff are encouraged to be themselves and to respond to the needs of the individual guest, rather than being taught set ways of doing things. Indeed, being attuned to guests’ individual needs and preferences is now seen as a vital aspect of true, luxury service. The luxury traveller wants to feel known and understood by hospitality staff and for their needs to be anticipated before even having to ask. They may appear more informal, but they are more demanding than ever before.

“ L A D I E S A N D G E N T L E M E N S E RV I N G L A D I E S A N D G E N T L E M E N . ” m a ri e - lo u is e s c i o, p e l l i c a n o h ot e ls

B RI T I S H A NG L E — P E RF E C T I M P E RF E C T I O N We would argue that the British luxury hotels are uniquely positioned to excel in blending informal homeliness with luxury. The British have a reputation for the stylish over the pristine, for valuing character over newness, for hosting slightly chaotic yet legendary parties. The whole concept of members’ clubs—the very distillation of home away from home but with added benefits—is a distinctly British concept. Indeed, the modern British members’ clubs such as the Soho House Group have been pioneers of the ‘shabby chic’, informal style of luxury that is now copied the world over.

British hotels are also leading the way when it comes to catering to a ‘high-low’ lifestyle, blending high-end luxury experiences with more informal homely experiences. At Corinthia Hotel London, for example, transport options now include both Rolls Royce cars and Brompton Bikes, an acknowledgement that sometimes going by bike (and of course, a beautifully designed British-made one) is a better option both for the environment and for one’s health.

Similarly, at Heckfield Place, they have deliberately removed any traditional hospitality formalities: no check-in desk, no signing cheques for every meal and activity. As MD Olivia Richli says “We want our guests to feel at home: time to think, to breathe, to enjoy simple food from the earth”.

At the Langham, the recent revamp of the restaurant was based on a brief to David Collins Studio to make the atmosphere “more informal, more accessible, inviting people to have a bite to eat in trainers and t-shirts” and to provide more seating options for different types of guests, from solo diners to larger family groups.

On the service point, many of our expert interviewees believe that the British are leaders in the more human-style of service expected by the modern luxury traveller. As Arnaud Champenois, Belmond, says “The concept of serving not servitude is very British.” There was a sense that at its best, British service is the most responsive and sensitive service in the world. In the words of Charlotte Keesing, Walpole, it’s “a perfect blend of historical graciousness, modern flexibility and real passion to create memories for all of their guests whether they are joining for afternoon tea or taking a floor of suites for a month.” Furthermore, the ability to inject an element of humour and enjoyment into the job was also seen as a very British trait.

“ B RI T I S H L U X U RY H O S P I TA L I T Y I S T H E U L T I M AT E S E RV I C E . I T S E T S T H E

S TA N DA RD F O R T H E RE S T O F T H E WO RL D . I T H A S A C E RTA I N U N S P O K E N F I N E S S E

A N D D I S C RE T I O N W H I C H D I F F E R S F RO M O T H E R C U L T U RE S . ”

s o p h i e c au lc ut t, voya g e r c lu b

However, in some instances, a residual formality from the past can get in the way, particularly for guests from the more ‘casual’ markets such as the US. As Peter Bates, of Strategic Vision said, “Casual luxury is very important to the US market and some American travellers feel that British brands could be more welcoming to this style of luxury.”

B RI T I S H S E RV I C E H A S T H E P O T E N T I A L T O B E N D T H E RU L E S I N T H E B E S T P O S S I B L E

WAY, B U T W E N E E D T O RE L E A S E T H E S T RI NG S A B I T TO G E T I T RE A L L Y RI G H T.

m i c h a e l wa r d, m d o f h a r ro ds08

P ROVO C AT I O N S

d o a n e x e r c is e w i t h yo u r t e a m s to r e i m a g i n e t h e e n t i r e g u est e x p e ri e n c e f ro m bo o k i n g

t h ro u g h to c h ec k i n g o ut. at e a c h po i n t, a s k yo u rs e l f h ow yo u co u l d tu r n t h at sta g e o f

t h e j o u r n ey o n i ts h e a d to m a k e s o m eo n e f e e l m o r e at h o m e t h a n at a h ot e l .

f i n d m o r e ways to s ay yes to yo u r g u ests to “b r e a k t h e ru l es ” — f ro m o r d e ri n g a n i t e m o ff t h e m e n u to a l low i n g t h e m b r e a k fa st at a ny

po i n t o f t h e day.

i n w h at ways a r e yo u c at e ri n g to t h e m o d e r n t r av e l l e r’s “h i g h - low ” l i f est yl e ?

a r e yo u go i n g o ut o f yo u r way to u n d e rsta n d t h e a r e a s w h e r e g u ests m ay wa n t

to s i m p l i f y o r pa r e ba c k t h e l av is h n ess o f t h e i r e x p e ri e n c es a n d t h e a r e a s w h e r e t h ey

a r e lo o k i n g fo r e l e vat e d s e rv i c e ?

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10

09–10 British charm without the fuss at Corinthia Hotel London...

from the ambience at the Thomas Kerridge restaurant to the Brompton Bikes for guests

to explore the capital11

The Langham Hotels newly-designed informal

dining experience Roux at The Landau

12 A warm welcome awaits guests at The Fife Arms

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0 3 S TO RI E S

OV E R S E RV I C E S

For today’s luxury traveller, traditional luxury amenities and services are almost a hygiene factor. They don’t need to know if a hotel has a hairdryer. In fact, it’d be more remarkable if it didn’t. They’re experience-led, not amenities-led. The best service a hotel can offer is a collection of unique, envy-inducing stories to pass on at a dinner party or to share on Instagram.

As a result, many of the leading hospitality brands are going out of their way to create unique experiences for their guests, many of which are designed around their storytelling potential. Harrods, for example, created their Dessert Bar with Instagram in mind, deliberately designing photogenic dishes they know will be Instagram catnip. Belmond have created an ‘exceptional music in exceptional places’ partnership with the London Philharmonic Orchestra, meaning that they can offer guests world-class musical experiences in breathtaking locations such as the Botswana Okavango Delta or the Iguazú Falls in Brazil. Similarly, at Chewton Glen, the Treehouses were created knowing that they would have a talkability factor since no other English Country Hotel offers such an experience.

E L E VAT E D A DV E N T U RE The desire to gather unique stories and experiences is also driving a certain set of luxury travellers towards more adventurous travel. For companies offering these experiences, they are increasingly aware that giving guests the right stories to take home is almost as important as the itinerary itself. At Cookson Adventures, a luxury adventure company, they deliberately select tour guides not just for their adventure credentials but also for their storytelling abilities— “our hosts are multi-talented, they need to be great storytellers as well as practical guides” says Adam Sebba, Cookson Adventures.

“ A L L E X P E RI E NC E S N E E D T O H AV E S T O RY T E L L I NG P O T E N T I A L , F RO M I N S TA -

G R A M M A B L E M O M E N T S T O G U I D E S W H O A RE A S M UC H R AC O N T E U R S A S L O C A L E X P E RT S . ”

n i co l a b ut l e r, n ot ewo rt hy

13A collaboration between Belmond and the London

Philarmonic Orchestra performing live in Botswana

14Cookson Adventures curate an epic Alaskan flying safari

squadron experience

“ O L D L U X U RY I S P U RC H A S E .

N E W L U X U RY I S PA RT I C I PAT E . ”

a n n a s t a s i a s e e b o h m , q u i n t e s s e n t i a l ly

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B AC K O F H OU S E M OV E S F RO N T O F H OU S E One outcome of the love of story gathering and a broader trend of ‘participation over purchase’, is for traditionally back-of-house activities—cooking, gardening, floristry— to now be seen as worthy of guest interaction and entertainment. The modern luxury traveller is interested in the inner workings of the hotels they stay in and the people that work there; they want to be educated as well as entertained. Many hotels are responding to this trend by facilitating structured interactions with hotel staff. For example, the Corinthia Hotel London offers floristry workshops with their Head Florist and ties these into key British occasions such as Chelsea Flower Show. Similarly, at Chewton Glen, guests can take tours of the kitchen garden and learn gardening tips from their Head Gardener.

B RI T I S H A N G L E —A C A S T O F C H A R AC T E R S

“ B RI T S A RE G RE AT E DUC ATO R S A N D H AV E A RE A L S E N S E O F T H E AT RE , T WO E S S E N T I A L

QUA L I T I E S F O R G RE AT H O S P I TA L I T Y ” f r a z e r t h o m ps o n, c h a p e l d ow n

The British have a global reputation for being engaging storytellers and this has been the case throughout history, through all echelons of society: from historical literary heavyweights such as Shakespeare and Jane Austen, to modern day literary voices such as Zadie Smith and Kate Tempest, through to London cabbies who are known for their ability to weave a yarn in their own down-to-earth style. In the hospitality world, the British Doorman and the British Butler have always been the go-to people for the juiciest stories and the best local knowledge. This connects back to the point made earlier on British service that it’s less about servility and more about a desire to entertain and engage.

An example of this in action is at Cliveden, where they have assigned Storytellers who are tasked with telling guests about the history of the house. They also offer a ‘The Butler Did It’ overnight package where guests are given a private Butler's talk, revealing the secrets and revelations from over 350 years of history.

C O N C L U S I O N Our research paints a positive outlook for British luxury hospitality and this is supported by industry metrics which show it’s a booming time for hotel openings and visitor numbers to the UK. Britain’s long-standing reputation and heritage in luxury hospitality means we have always had the infrastructure and the knowledge to respond to the changing trends in the sector. However, the fact that so many of the current trends seem to align with existing British qualities—a strong sense of place and heritage, characterful service, engaging storytelling—means the opportunity to excel is even greater. The hotels that are already responding to these trends and adding their own spin are already reaping the rewards and being recognised on a global scale, even though many of them are small and independent. Indeed, the ability to gain a reputation that far outweighs physical size is a distinctly British quality. This is what we’ve always been known for, not just in the hospitality industry but across many sectors from fashion to design to music. Small country, big reputation. In sum: British roots but wide horizons.

15The Fife Arms’ inhouse forager helps adults and children alike

unlock the secrets to Braemar’s bountiful vegetation

“ S T O RI E S A RE S T I L L B E I N G C RE AT E D E V E RY DAY,

A N D T H AT I S W H AT I S S O WO N D E RF U L A B OU T

T H E S AVOY. ”

p h i l i p b a r n e s , r e g i o n a l v i c e p r e s i d e n t & m a n a g i n g d i r e c t o r , t h e s a v o y

P ROVO C AT I O N S

s p e n d t h e n ec ess a ry t i m e i n h o n i n g yo u r b r a n d’s sto ry. d o yo u s h a r e w h at ’s m o st

u n i q u e a bo ut yo u r p l a c e a n d yo u r p eo p l e w i t h yo u r g u ests ?

d o yo u a l low yo u r g u ests to l e av e m o r e i n fo r m e d t h a n w h e n t h ey l ef t ? d o yo u a l low

yo u r g u ests t h e c h a n c e to pa rt i c i pat e ?

t h i n k a bo ut w h o a r e t h e b est sto ry t e l l e rs i n yo u r t e a m a n d co n s i d e r h ow yo u co u l d m a k e

m o r e o f t h e i r n atu r a l a b i l i t i es a n d a p po i n t t h e m a s o ff i c i a l sto ry t e l l e rs .

“ I N T RU E B RI T I S H S T Y L E , W E A RE QU I E T L Y L E A D I NG T H E WAY I N U N D E R S TA N D I NG T H E M O D E RN L U X U RY T R AV E L L E R .

I N C RE AT I NG A S E N S E O F P L AC E A N D A H O M E - F RO M - H O M E , OU R

H O T E L S A RE S E T T I NG T H E S C E N E F O R E P I C S T O RI E S A N D

L A S T I NG M E M O RI E S . ”

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A Notable EditionResearched & Produced by Notable in collaboration with Walpole.

All rights reserved © Private & Confidential No part of this edition may be reproduced or

used in any form without prior permission.

enquire@notable.london www.notable.london

n o t e d — 0 1 2 0 1 7

With thanks to all the experts who contributed to this report:

Stephen Alden, CEO, The Dedica AnthologyPhilip Barnes, Regional Vice President &

Managing Director, The Savoy Peter Bates, President, Strategic Vision

Iain Beaumont, Director of Events, Cowdray Federica Bertolini, GM, Fife Arms Nicola Butler, MD, NoteWorthy

Sophie Caulcutt, CEO, Voyager ClubArnaud Champenois, Senior Vice President

Global Brand & Marketing, BelmondLisa Grainger, Travel Editor, The Times Luxx Magazine

Stuart Johnson, MD, Rocco Forte HotelsCharlotte Keesing, Director, Walpole

Thomas Kochs, GM, Corinthia Hotel LondonGavin Landry, Executive Vice President Americas VisitBritain

Conor O’Leary, Joint Managing Director of Gleneagles Julia Perowne, Founder & CEO, Perowne International

Olivia Richli, GM, Heckfield PlaceMarie-Louise Scio, Group & Creative Director, Pellicano Hotels

Adam Sebba, CEO, Cookson AdventuresAnnastasia Seebohm, CEO, Quintessentially

Andrew Stembridge, MD, Iconic Luxury HotelsLewis Taylor, Design Director, David Collins Studio

Frazer Thompson, CEO, Chapel DownSimon Thompson, Retail & Hospitality Director, Fortnum & Mason

Lucia Van Der Post, Luxury Columnist & Founding Editor, FT’s How To Spend It

Michael Ward, MD, HarrodsRobert Whitfield, MD, The Dorchester Collection

www.thewalpole.co.uk

“ C L O S I NG QUO T E ”

l a u r a t a n , n o t a b l e