On the Future of Luxury Brands
When it comes to building and reviving the world’s grand dames, Michael says the pandemic isn’t even in view.
“These types of projects take five to eight years to complete,” he says. “That lets us look beyond Covid.” He adds that the current realities may permanently alter some behavior —such as opting to wear a mask when we have sniffles, to reduce the odds of spreading illness—but says hotel development happens on a long enough lead to render pandemic-specific design plans unnecessary.
Even in the shorter term, Michael says his brands are making more tweaks to service than to spaces.
“Our three brands have always taught ‘emotional intuitive service,’ which is all about reading the cues,” he explains. “If you’re still nervous about traveling, and you’re sanitizing your hands the second you get out of the car, we’ll offer to help—but from a distance, rather than heading straight for your luggage. It’s even more important now to look at these human cues, to look at the behavior adjustments we have to make.”
Conrad, he adds, might be his best-positioned brand right now. Even though its native crowd of business travelers has been grounded, the brand’s signature high-tech infrastructure—fast Wi-Fi, well stocked desks, teleconferencing devices, good sound systems—caters well to those who’d rather “work from anywhere” than work from home. Such types are plentiful; hotels have found lifelines in “workation” packages and in renting rooms by the hour to boxed-in locals.
That’s no guarantee of business, though Such properties as the new Conrad Punta Mita on Mexico’s Pacific coast or the Conrad Maldives Rangali Island might be better positioned to win over travelers than the Conrad New York, a sky-high tower in Manhattan’s currently quiet financial district.
No matter, says Michael. “The leisure sector will come back before the corporate sector. That’s where luxury is well placed. People have had major trips cancelled and are itching to get out.”
Indeed, wealthy travelers have long been booking their holiday getaways, trusting that luxury hotels will offer better ratios of space per person and the highest standards in privacy.
On Travel’s Rebound at Large
“The last thing any government wants to do right now is go back to full lockdown,” said Michael, despite increased case counts that are leading officials in France and the United Kingdom to consider such mandates.
He adds that the rebound will depend on where you live. If safe, in-person schooling helps parents—a generally cautious demographic—feel comfortable that their kids will remain virus-free, despite spending their days in group settings, winter vacations may not carry as great a perceived risk.