Why Small Luxury Hotels Think Tiny Is Mighty in the Post-Pandemic Era
Photo Credit: A view of a terrace at Château Le Nessay, on the Emerald Coast of Brittany, France, which is one of the hotels that’s a part of the Small Luxury Hotels Private Collection. Source: Small Luxury Hotels of the World. Small Luxury Hotels of the World
Skift Take
Demand for “small, mindful" travel is supposedly on the upswing, and Small Luxury Hotels of the World is looking to take advantage. But can the marketing organization move the needle in the shadow of giant hotel groups?
While luxury boutique hotels have always appealed to a certain set, Small Luxury Hotels of the World is trying to create more converts. In October, it launched a marketing campaign around a so-called "private collection" to amplify the message that “smaller is better."
“In a way, we’re on a bit of a roll,” said Richard Hyde, chief operating officer of Small Luxury Hotels. "We’re in the right place at the right time, and our name says exactly what we do."
Of course, big, bustling hotels with jam-packed lobbies and crowded bars still have devotees, but Small Luxury Hotels has found a niche now with travelers who no longer find this accommodation style attractive — whether it’s due to the concern over the pandemic, or a new-found desire for privacy, which many guests got used to during the pandemic.
To highlight just how many hotels have private accommodations, like stand-alone villas on the property, Small Luxury Hotels has debuted a "private collection." They currently have 76 hotels that fit the criteria — which includes units having a private front door and a kitchen or kitchenette — in 28 countries, including a property that opened in the summer of 2021, Château Le Nessay on the Emerald Coast of Brittany, France.
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