THE DEVELOPMENT OF 'LIFESTYLE' BRANDS.....ARE WE ADMITTING FAILURE
I am greatly disappointed by the trend of the big multinational hotel groups towards Brands that are suddenly focused on 'Lifestyle'. Disappointed because it is tantamount to admitting that their other brands are neither stylish nor for living. Disappointed because all of this confirms and virtually admits that over-standardisation of the design and operations of the big brands has fundamentally eliminated the ability of the local GM to add flavour and style to his operation. In other words, centralisation has gone too far. "If you have any style or life, you will have to go around the corner to our other brand".
I earnestly believe that it will take more than a corporate announcement and a headquarters' developed design strategy to create a 'lifestyle' product in 'my part of the city' without the creative input of the local manager and his creative mid-management team. A lifestyle is surely an evolution of differing experiences.
Where did we go wrong?
Are the big chains trying to emulate the small independent properties?
Why have we silenced our management teams' creativity?
Why have we fundamentally squeezed the fun out of operating a property?
Can 'panache' only be found in Head Office?
How fortunate I was to have lived in the days of the late Pete DiTullio, illustrious President of Hyatt International who charged his GMs with the responsibility of developing the 'touches' of Hyatt, of adopting characteristics from the local culture, of creating an environment in which innovativeness reigned and completely devoid of corporate standards & procedures. Small wonder Hyatt International was the leader of the international lifestyle brands at that time and so much fun that all of us worked all day and most nights.
How fortunate I also was to have been recruited to a leadership position with Cirque du Soleil in which we were re-inventing 'hospitality' in the same way as they had re-invented the Circus Arts. Literally designing the stage on which hospitality would take place and lifestyle would flourish, it was scenography not architecture, imagination and creativity not standards, interactivity not automation, touch and feel, aromas and touching all the senses.
There are some positive signs on the horizon. One brand has recently announced a daily, global 'happy hour'. An hour in which management is mandated to be hospitable, un-connected to their E-Life and forced to face up to and get to know their guests. Now if Head Office can just figure out what to do with the other 23 hours, we may get this lifestyle thing licked!!
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