Quebec City-based Group Germain Hotels identified a gap in the market and is answering the need with its third brand, a loft-style concept called Alt+ Hotels.
Playing upon the success of its eight-property limited-service boutique Alt brand, Group Germain opened the first Alt+ hotel in a mixed-use building in April in Brossard, a suburb of Montreal. The 168-room property is situated in a popular lifestyle and shopping center called Quartier DIX30.
“There is a lot of demand in the market for a hotel brand like Alt+,” said Christiane Germain, co-president of Group Germain, who runs the company with her brother, Jean-Yves, “I can see opening about five more of these properties in Canada in the next three to four years.”
Like Alt Hotels, which are located throughout Canada, Alt+ Hotels are boutique, with a modern, sleek design, numerous eco-conscious features and a dog-friendly mindset, Germain said. They are different in that the rooms are larger, ranging from a king-bed room to a junior suite, and there are four styles of rooms.
All of the accommodations also feature a kitchenette complete with microwave, small refrigerator and coffee maker. The rooms have a loft-style, open and airy look to them, with floor-to-ceiling windows. The toilet and shower are in the bathroom, and the sink is part of the main room – which also adds to the design of the room, Germain noted. The work table can be easily transformed into a dining table, and can be moved around the guest room.
The Alt+ brand is full-service with a brasserie-style restaurant and room service. The hotel’s bar, which will open in May, will be marketed as a destination for people who live in the area. This is another way Alt+ differs as Alt brand hotels are generally limited service with an area in its lobbies where guests can buy hot and cold meals and beverages on the run.
The price point of Alt+ is C$210-200 (US$163-155) a night, versus C$175 (US$136) for its sister Alt brand, Germain said. The mix is about 60% business and 40% leisure guests with most guests staying up to three nights. As for the demographics, leisure guests are anticipated to be in their early 30s, and corporate guests will be in their early 40s, Germain added.
“We felt now was the time to introduce a concept that was in between Le Germain (more upscale) and Alt Hotels,” Germain said. “We are looking at various other locations in Canada, and other Alt+ properties could work well in either city or suburban locations. The challenge will be finding the best possible locations that make the most sense for this brand.”
The other challenge, Germain added: “With unemployment being low, finding the right employees is also a challenge.”
Group Germain Hotels, which entered the market in 1988, are ground-up construction. Even though it takes longer to build, there is more control over what the traveling public ultimately experiences in these properties, Germain said.
One of features the group is most proud of is its dedication to remaining “green.” The hotels feature geothermal heating and cooling, a central switch in the rooms which allow lights to be turned off or on remotely, large thermal windows that maximize natural light, toilets equipped with a dual flush mechanism, refillable bath products, and recycling bins in all rooms and public areas – just to name a few features.
“When people travel, they want to feel like they are being spoiled,” Germain said. “They want to feel comfortable and welcomed, but like they are part of the community and not like tourists. That is the feeling we like to give our guests in our hotels.”