How Important Are Local Touches in a Hotel?

Sometimes, familiarity can be a desired quality in a hotel. As much as some travelers want their lodgings to offer excitement and unexpected quirks, there are others who want predictability and commonality. But familiarity or following brand standards doesn’t necessarily have to be boring.

We asked some properties and chains how they keep a local flair to their properties, so travelers can tell Auckland from Akron in otherwise similar properties.

Natalie Murphy, Marketing Manager for the Andaz Scottsdale Resort & Bungalows said that her resort provides local touches all throughout the resort.

“We are proud to collaborate with nearby Cattle Track Arts & Preservation, tapping into the compound’s talented artists, musicians and designers to create events and programs for guests based upon themes unique to Sonoran Desert,” she said.

Established in the 1930s and located less than a mile from the resort, Cattle Track is a community where some 35 artists live and work among their art. Andaz Salon, the brand’s cultural program, features interactive events to support the nearby community and its artistic talent. Several spaces throughout the resort act as stages for the events, ranging from talks and lectures to exhibitions and live performances. Guests can also venture off property to meet and create alongside the artists in their personal studios.

“Cattle Track has been a partner of the resort since day one and created much of the wall art and installations throughout the public spaces and guest rooms, and even down the key card holders, coffee mugs in the restaurants (all handmade by ceramicist Mary van Dusen),” explained Murphy.

Greg Cooke of The Royal Portfolio group of resorts said that destination specific experiences are critical to the brand, whether it’s the design, art and décor or the cuisine and experiences.

“We also work closely to support local businesses and where possible we work with local suppliers,” he said. “Most of the furniture at our hotels is made locally. Guests visiting South Africa want an authentic, local experience. From food experiences to art viewing, we support local businesses and offer the chance for guests to visit and interact with these businesses. For instance, at The Silo Hotel, we offer special art tours for our guests, some of which offer the opportunity for guests to visit the artists themselves in a very authentic way.”

Elmo Scholtz, Sales Executive for Premier Resorts’ The Moorings-Knysna, deals with a property in a smaller town. There, he said, it’s always a good idea to incorporate the local market/community into all of your ideas.

“Ensure that you cater for your local guests as they are the ones you need to support you during the quieter months and the large STO/International travelers during the busier travel months. We do make sure when we have events at our resort that we make use of local talent to show our need to show off our local talent to our guests. With our food, it is important that we showcase local flavors. As Knysna is a small town, businesses need to work together to promote each other which at the end will sustain the local economy.”

Chris Godenir, General Manager of The Peninsula Cape Town said that his property focuses a lot on bringing in local musicians, inviting local stores to set up tables touting products, and featuring local wines.

“Plus, our main restaurant only prepares food locally produced and is sustainable—we heavily promote local craft products such as gin, wine and brandy. And our art is generally locally sourced and of the surrounding environment. We definitely support the local community, building relationships and working together.”

Murphy also reminded hotel managers to remember to focus on their gift shops.

“At our shop, Textiles & Objects, there’s a carefully curated collection of art and distinctive gifts, gathered with the intent of sending guests home with their own piece of Andaz,” she said.

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