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How to combine luxury design with affordable room rates.
A new type of hotel has emerged in the past three years, with independent hotel companies launching chains that combine high design with an affordable room rate. But how do they do it? Rosalind Mullen reports
Philippe Starck bathrooms, free Wi-Fi, a handmade bed, a good night's sleep... you might think you've woken up in an expensive boutique hotel, but nowadays you could equally be starting the day in a budget hotel.
Dutch companies such as Qbic and Citizen M, as well as home-grown Yotel and Base2Stay, are among the most exciting new launches to have shown budget needn't be boring. Not to be left out, multinationals are also filling a gap for funky, value-for-money brands - for instance, Starwood with Aloft, InterContinental Hotels Group with Indigo and Accor with Etap and Motel 6. Even established budget chains Travelodge and Premier Inn have been inspired to update their offers.
However, Robin Chadha, partner at Citizen M, points out that these new hotels are in different niches. “Qbic and Yotel offer fewer facilities than, say, Citizen M and Aloft. They are all after the same consumer in different ways,” he says.
So, who are these consumers? According to Chadha, today's consumer is money-conscious, but still wants style and comfort. For example, they can't afford a luxury hotel, but neither do they need all the facilities it offers, so they're happy with a cheaper imitation.
Stuart Harrison, manager of the Profitable Hotel Company, who created the term “budget boutique”, expands: “This new generation of hotels was born out of some independent hoteliers, either as second- generation owners or successful entrepreneurs new to the industry, demanding a completely different design and feel”.
But they have to make business sense, too, says Harrison. “Of course, the design and the fun only work when you're committed to the basic values of a good night's sleep, cleanliness, security, service and value for money,” he says.
Adapted from catersearch.com, 16 April 2010
