Upsell The Suite Experience

Suites still have to have multi-functional appeal to maximize return on investment. But, Baby Boomers' willingness to invest in a value-for-money travel experience is building demand for premium-priced accommodations. The key to capitalizing on the upside of suites, villas and pool pavilions is to upsell at each point in the decision-making process.

By Staff -- HOTELS Magazine, 8/1/2007

Suites still have to have multi-functional appeal to maximize return on investment. But, Baby Boomers’ willingness to invest in a value-for-money travel experience is building demand for premium-priced accommodations. The key to capitalizing on the upside of suites, villas and pool pavilions is to upsell at each point in the decision-making process.

• Merchandise the major points of differentiation, both in the photos shown on your website and in your collateral materials and in presentations for on-site tours The Ritz-Carlton Beijing Financial Street has a lot of deluxe competitors. To stand out, it markets what they don’t have: a Ritz-Carlton Suite bath experience focused around a freestanding Villeroy & Boch bathtub. This suite bathroom delivers spa appeal in the city, with a walk-shower that includes four different “shower experiences” (including the largest rain shower currently available) and a sauna. For tech-obsessed travelers, there is the built-in flat screen television that becomes a mirror when not in use. “We go to great lengths to fulfill the expressed and unexpressed wishes of our guests,” says Derek Flint, general manager. That’s one reason suite occupancy exceeded 30% within the first six months of the 253-room hotel’s October 2006 opening.

• Let the suite’s identity be the marketing hook for the booking as well as the upsell. St. Lucia’s Anse Chastanet and its new sister, Jade Mountain, are about getting away from it all. Owner/designer Nick Troubetzkoy incorporates that message into every aspect of the all-suite Jade Mountain. There are no walls between the bedroom and bathroom (only the water closet is behind a wall). The whirlpool and sinks are out in the open. Since Troubetzkoy believes “a spectacular location, space, quiet and privacy’ are some of the most valuable investments a traveler can make, he stresses customization rather than multi-functionality to build suite business. “We do not use suites for high-end functions. However they are perfect for a romantic dinner or cocktails. Our biggest problem is getting people out of their suites. We give in-room massages and yoga sessions,” he says. Guests also like the innovative appeal of chromotherapy. They can preset a program or opt for a constant color in the underwater lighting provided by digitally controlled LED—from energizing red through the spectrum to creative, peaceful purple. For US$1,150 to US$2,050 a night for two, Jade Mountain is a place where a poem is left on the pillow each night at turndown and, “We will put anything in the room the guest requests.” That philosophy translates to 80%-plus occupancy.

• Make it multi-functional. Don’t rely on additional floor space as the only selling point to sell suites for private dining and high level meeting or cocktail receptions. For the Mandarin Suite at the newly renovated Mandarin Oriental Hong Kong, that meant designing the foyer to open onto a spectacular two-story living space with enough drama for day or evening events. Huge canvases by Gerard d’Henderson (reused from the Mandarin Grill) work equally well as bold pieces of residential artwork or statement-making accents for meeting/dinner business. “The layout allows for the suite to be divided into modules. The dining room has its own water closet so that entertainment can be restricted to that space. For guests who want more space, we can combine the dining and sitting rooms into a unique entertainment space while closing access to the personal space of the bedroom, master bedroom and (dedicated) entertainment room,” says Peter French, general manager. How does that resonate with the market? “Business levels are very good,” French says.

• Sell the buzzwords: Natural, green, simple. “Natural products are a big part of the future. Ecological factors will be very important. Resort operators will look to minimize water consumption, so the ultimate shower experience will become de rigueur. Turkish baths and cultural/ethnic baths will become more popular as will local products created on site,” says Julian Coombs, Coombs Associates, interior designers of the ultra-luxury Naladhu in the Maldives. Bubble baths are losing popularity and acrylic bathtubs are “definitely out of fashion,” adds his colleague Mohamed Shafeeq. Christopher Stafford, general manager, agrees that guests seeking this exotic destination do not want “a whole host of IT gadgets” as it would take away “from the natural ambience of a home.” What enhances that in the suites: a steam room; a waterfall shower, a sunken tub with glass sides. “The bathrooms can be effortlessly converted to a spa,” he says.

• Play up the entertainment value. Simplicity sells well for guests planning a high-end holiday, but in urban hotel suites, they want some “toys” to entertain after a long business day. The suites at the Do&Co Hotel, Vienna, oblige with Bang & Olufsen televisions, telephones and sound system; built-in television screens in all of the bathrooms; a “double” mini-bar stocked with full-sized drinks; a “stepper” to work off stress; and, of course, an espresso machine. “We wanted to create don’t miss spaces, from surprises in the ladies’ powder room to toys for boys,” says Gerard Glintmeijer, partner and founder, FG Stijl, interior designer for the high-style hotel.

• To get business travelers, sell business-driven designs. While the suites at the Westin Beijing, Financial Street can effectively market to high-end clients with both a Heavenly Bed and a Heavenly Spa, selling these US$500 a night spaces is about getting down t business. The multi-market Renewal junior suite has everything business travelers need to unwind, but it also has an aspirational office area. Designed with contemporary furnishings, this dedicated zone within the living space has everything business travelers need—from an ergonomic chair to the latest IP touch-screen color phone complete with conferencing mode, complimentary wired and wireless Internet and a Bose sound system. “This unique junior suite allows us to target traveling business management and top managers of global companies as well as leisure travelers and celebrities looking for a relaxing and renewing experience,” says Charlie Dang, general manager.

• Future proof the concept. One-upsmanship is part of selling suites. To get a jump on the competition, take the bathroom to the next level. “In years to come, many hotels will start designing their bathrooms to be even more literally like luxury spas,” says Kimberly Barron, general manager of Costa Rica’s Gaia Hotel & Reserve. She sees space allocation increasing as suite bathrooms make room for “decadent” in-room treatments. “Guests will be able to play the music of their choice and touch a button to choose an aromatherapy that envelopes their senses,” Barron says. “They will have steam, sauna and vichy shower capabilities at their disposal. When they’re reached a true state of bliss, they won’t have to get up and go anywhere. They’ll be in their suite already.” Isn’t anything over the top? “Over the top, unnecessary, extra—that just doesn’t exist in the hospitality industry if one is going to have the ability to attract visitors from all parts of the world,” she adds.