A majority of non-trade people still might think it is a French chain of hotels- and not only because of its French name. Le Méridien had a 35-year history as a standalone chain with its roots in France before it was acquired by Starwood in November 2005. The company is now working at the brand make-over and transforming the hotel business from a transaction-oriented business to a lifestyle branding experience. The entire initiative is being implemented in phases at all existing Indian properties at Mumbai, Delhi, Chennai, Kochi, Ahmadabad, Pune, Jaipur and Bangaluru
Fay-Linn Yeoh, Brand Director - Asia Pacific, Le Meridien, Starwood Hotels & Resorts has reportedly informed Hospitality Biz , “Since we took over the Le Meridien brand’s operations, we have aimed to define brand standards, target clientele and its core value. This initiative called for research and analysis on guest expectations, requirements and refurbishment of the brand.”
The company has been conducting research and analysis for the new brand specifications since 2006 and 2007. The changes have been implemented globally, but in phases since end 2008.
The company’s research highlights that the first 10 minutes of guest arrival is the most impressionable period. Thus, properties under the brand have undergone changes with respect to touch, visuals, sound and smell, with an effort to implement 'experience engineering'.
Yeoh also added, “Our research shows that 70 per cent of our guests gave immense importance to breakfast while travelling. Our customers reflect the need for a larger variety and something new for breakfast. Thus, we have transformed the breakfast experience.”
Le Meridien has also defined renewed standards for hotel design, which will include local designs according to the property’s location, along with ethnic European elements intertwined with contemporary designs. The guest profile will be defined according to the property’s location and will focus on both, business and leisure clientele.
Starwood already owned brands like The Luxury Connection, Sheraton and Westin which are present in India in a big way, the first two being primarily through ITC Hotels. |