Search

×

Orlando’s ette tries to set post-pandemic trends

A no-alcohol rooftop bar and a display laundry service? What was Alex Ekbatani, founder and CEO of ette hotels, thinking for his first luxury hotel set to open in Orlando, Florida, this summer?

“ette’s cool factor is being a wellness-focused lifestyle hotel, meaning we are a zero-alcohol property. While we do not menu alcoholic beverages, at LIPA (the rooftop bar) we have a top-notch, high-quality mocktail menu curated by a world-renowned, mercurial mixology genius,” Ekbatani told HOTELS in June.

A lot of people would think this is a very gutsy move, Ekbatani admitted, but he says it was extremely well thought out. “There is plenty of money in mocktails, as people don’t mind paying higher prices for these drinks with a spice-induced energy kick, rather than the sugar of alcoholic drinks and the next-day hangover,” he said. “We are setting a trend that we believe in very much. There are numerous companies that have introduced ‘spirit-free’ concoctions, a lot of them giants in the alcohol industry, ironically enough. They, too, see the same trend that we see. This world is evolving and making a move towards a health-focused lifestyle.”

“Similar to the open kitchen concept in the restaurant industry, the open concept back-of-house laundry will become the new norm in hospitality; we are the pioneers of this concept.” – Alex Ekbatani
“Similar to the open kitchen concept in the restaurant industry, the open concept back-of-house laundry will become the new norm in hospitality; we are the pioneers of this concept.” – Alex Ekbatani

But wait a minute: while the hotel will not be serving alcohol, its ‘Secret Bring Your Own’ code will allow guests to bring their own alcoholic drinks along with them.

“We understand that on vacation or on a night out, guests may like to indulge in alcohol and that is why we have our ‘Secret Bring Your Own’ code,” Ekbatani added. “Our guests can comfortably bring from their own cellar their favorite vintage wine or cognac, to enjoy along with our mocktails. We can easily pair them. Of course, without any corkage fees.”

Mesmerizing laundry

Among the other unique aspects, ette boasts the world’s first open house laundry service, where guests can watch the linens and towels being cleaned and pressed through an oversized viewing glass while sipping a cup of tea.

While maintaining hygiene has become the top priority for hotels amid an ongoing pandemic, Ekbatani said the concept of the open, back-of-the-house laundry service was conceptualized almost three years ago.

“We believe in complete transparency, even down to our main laundry room,” he said. “[Open laundry rooms] differentiated us then and well-positioned us now after the pandemic. Similar to the open kitchen concept in the restaurant industry, the open concept back-of-house laundry will become the new norm in hospitality; we are the pioneers of this concept.”

Rendering of ette facade
Rendering of ette facade

The laundry’s open nature will give guests comfort and confidence about ette’s cleanliness standards, Ekbatani stated.

While there is no “tangible return on investment” attached to the open laundry system, Ekbatani said that it is full of non-tangible values, including guest confidence in their standard of cleanliness.

“ette’s curation team, along with its team of experienced architects, carefully designed the space to streamline the flow of laundry operations while differentiating its presentation to enhance the guest experience. The current laundry facility could not have been monetized in any other way,” Ekbatani said.

ette details

The 126-room hotel is located four miles south of the popular Orlando theme parks and will focus on high-touch service and personalized experiences.

“ette is the culmination of unique 5-star experiences and elements to create a sense of place that’s earthy, true, timeless, and elegant (ette),” Ekbatani said.

The hotel has partnered with Michelin-starred chef Akira Back and offers dining spaces spread across two floors. Salt & The Cellar, the hotel’s Mediterranean-focused restaurant, will serve breakfast, lunch, afternoon tea and dinner. The lounge and rooftop bar, LIPA, boasts a unique vantage point and panoramic park views. Along with the mocktails, LIPA will serve a fusion of old-world and new-world Asian haute cuisine.

The hotel’s rooms vary from suites and wellness suites, complete with a Peloton bike and Technogym weights, to more traditional Queens and Kings. Additional amenities include space for parties, weddings and executive meetings, and a luxury gym outfitted by PENT Fitness.

Comment