With the days of different ownership being over for the Le Méridien brand, this chain with Parisian roots, seems to have finally found its anchor.
BY MINI RIBEIRO
With eight operating hotels in India, Starwood Hotels has clearly breathed new life into the Le Méridien brand, albeit only recently.
Having its footprint strongly focussed in Europe, Africa, the Middle East, and Asia-Pacific, Le Méridien’s distribution, as well as international consumer base, was a perfect complement to Starwood’s strong North American presence in 2005. With nearly 100 hotels and resorts across destinations Le Méridien has provided Starwood, an attendance in markets where it was under represented or absent. While preserving the nostalgia, Starwood incorporated amenities and technology of the 21st century and sealed it with its signature hospitality stamp. But that took a while.
Brian Povinelli, global brand leader, Le Méridien and Westin, explains, “Not only did the acquisition strengthen Starwood’s position as the most global hotel company in the world, but also provided a new platform for growth. The challenge was to integrate all of these hotels into our system and develop a compelling brand architecture that is both relevant and appealing to our customers and allows us to differentiate ourselves globally. Today, the evolved positioning of the brand and its portfolio is the strongest ever and we are seeing a re-energised brand that is resonating well with both guests as well as developers.”
Of course, under the Starwood banner too, the inevitable peaks and troughs were witnessed. With Le Méridien undergoing a brand re-launch, which included a large scale product reconsolidation, some properties were seen exiting the system and others undergoing renovation. But now, the good times have visibly begun to roll.
In a way, the opening of Le Méridien Gurgaon heralds the brand’s robust growth in 2015. With Le Méridien’s plans of more new properties in 2015, this brand is definitely on the upswing. In Asia Pacific, Le Méridien is on track to open eight new hotels this year in vibrant locations, including Paro, Bhutan; Dhaka, Bangladesh; Ho Chi Minh City, Vietnam; Putrajaya, Malaysia and Qingdao and Leshan, China. “Le Méridien is enjoying strong growth momentum worldwide, resonating with creative and curious minded travellers who have an affinity for the arts, culture and cuisine. We are confident that Le Méridien Gurgaon will provide a unique experience, unlocking the destination through locally influenced design, programming and cuisine,” said Povinelli, at the Gurgaon launch recently.
Over the past few years, Le Méridien has undergone a complete transformation, including a comprehensive portfolio review, along with re-development of its brand strategy, marketing approach and service training. With the strongest portfolio and performance levels in the brand’s history, as well as a host of innovative brand-wide programming, Le Méridien has new strengths and renewed interest under Starwood. Last year, Le Méridien also witnessed more new deal signings of any year since 2005, which will continue to fuel growth in both emerging and established markets for years to come.
A hotel brand should have standards in terms of a core philosophy, which is a promise to the consumer and therefore, expected by the consumer. And Le Méridien evidently stands for that. Dilip Puri, MD (India) and regional VP (South Asia), Starwood Asia Pacific Hotels and Resorts, explains, “Today in India, as in many parts of the world, we are seeing a re-energised brand and an enhanced portfolio that brings alive the new positioning of the brand.”
He adds, “We have Le Méridien New Delhi, which has been our flagship brand for India and is a great example of a renovated property that speaks to the brand. It was amongst our first hotels to embrace renovations and has shown commitment in bringing the brand programmes to life. Le Méridien is a design-centric brand and renovation is key to bring the brand experience to life. Currently, Le Méridien Hotels in Kochi, Bengaluru and Jaipur are at various stages of renovation.”
What really changed the game was the new campaign bearing the tagline “Destination Unlocked” in June 2014. Aimed at the creative and curious minded traveller, Le Méridien is focused on helping guests discover their destination through culture, coordinates and cuisine. Povinelli quips, “Le Méridien has carved a unique niche for itself within the travel space through highly collaborative experiences for hotel guests. New programmes launched within the past three years have played a strategic part in the brand’s repositioning efforts.”
Owned by Oriental South Delhi Hotels Private Limited, Le Méridien Gurgaon, epitomises all that the brand now stands for. With 285 guestrooms, including 22 suites, replete with contemporary furnishings; a renovated signature dining venue, Latest Recipe, along with a new Longitude bar, the hotel offers everything a guest may expect from a Le Méridien property.
The modern façade, which opens into the hotel’s signature and award-winning arrival experience, is equally impressive and befitting a Starwood property. Re-interpreting the traditional lobby into a social gathering place, the Le Méridien Hub experience is defined by four unique elements: large-scale artwork in high impact areas; the sensory experience, illustrated through Le Méridien’s signature scent, sound and use of light; Unlock Art programme, featuring artist-designed key card collections that offer access to a local art gallery.
Puri elaborates, “Le Méridien Gurgaon is a conversion from another brand, but it is a great showcase of Starwood’s agility to bring hotels into our system and in a way that brings to life the brand across guest touch points. The brand’s presence in a high visibility market will further drive exposure for the brand and its perception.”
Post the revamp, David Hopcroft, general manager, Le Méridien Gurgaon, revealed that apart from adding the signature elements, they have refurbished and renamed the all-day dining restaurant to Latest Recipe and revised the menu with live cooking stations and interactive spaces. He added, “The hotel will also have the Le Méridien signature Pan Asian Restaurant called Bamboo Chic which will open later this year. The pool-side club I-Kandy has been redesigned and an art gallery walk-through has been added near the ground floor elevator. Besides a 24-hour alcohol serving license, stunning pieces of incredible and curated artwork have been added to make the property look vibrant and lively and transform the first ten minutes of the guests arrival experience high impact through the brand’s Artwork on Arrival programme. Beautiful landscaping has been done which makes the arrival welcoming and gives a relaxed view from the rooms and the driveway has been made bigger.”
The Le Méridien brand has every reason to smile again. With a strong and fast-growing footprint and a robust pipeline with hotels in Mahabaleshwar, NH-8 Delhi NCR, Pimpri, Ahmedabad and Noida, on the cards in India, things are surely looking up. Le Méridien, Mahableshwar Resort & Spa, is ready and in fact slated to open anytime now.
Le Méridien Ahmedabad, a 200-room new build hotel, is scheduled to open in 2018. Owned by established real estate developer, Seven Leisure Private Limited, the hotel will be located within close proximity to the central business district and Sanand Industrial Estate and will offer easy access to the main Gandhinagar highway.
Their strategy of making no real estate investments, but in building their brands and earning loyal customers has paid off for Starwood. The focus is on people and training, as well as technology and infrastructure, which is important in order to support their growth, business model and distribution. And that is exactly what is being followed in case of the Le Méridien brand.
The stage is pretty much set for the brand and perceptions are changing, as is evident from the way the brand is now being perceived by guests and the industry alike. Even though it was never written off completely by guests, but only shrouded in ambiguity, for a short while, the local connect and the Starwood imprint gives them an assurance, which is supremely comforting.
After all, everyone, deserves a second chance.
