New Majestic Case Essay

2406 WordsApr 10, 201510 Pages
ABCD New Majestic Hotel Case Study New Majestic Hotel New Majestic Hotel Design Case Study 1 ABCD New Majestic Hotel Table of Contents Page 1 2 3 4 5 6 7 World Outlook: Boutique Hotels Introducing the New Majestic Hotel Standards: Global meets Local The Process of Brand Building The Design Process: Infusing Lifestyle with History A Design Oriented Organization The Business Model: Attracting the Discerning Traveler 3 4 6 7 8 10 11 New Majestic Hotel Design Case Study 2 ABCD New Majestic Hotel 1. World Outlook: Boutique Hotels An increasing number of travelers today want more than just a manufactured experience. While comfort and convenience are still important, they want to be “surprised” with new concepts and high-culture. Boutique hotels are coming to the rescue of these trendy travelers, bringing together art, fashion and history in their design to ensure a lasting impression. The boutique hotel concept, while relatively new to the Singapore market, was invented in the early 1980s. The first two boutique hotels, opened in 1981, were the The Blakes Hotel in South Kensington, London and the Bedford in Union Square, San Francisco. The Blakes was designed by celebrity stylist Anouska Hempel. Bedford was the first in chain of 34 boutique hotels operated by the Kimpton Group, one the eminent players in the boutique hotel industry. The definition of a boutique hotel varies considerably but the following primary characteristics can be agreed upon by the majority of hotel owners and operators: • Architecture & Design Style, distinction, warmth and intimacy are the defining characteristics of the architecture and design of boutique hotels. These features attract a niche of travelers who are looking for a unique experience. Boutique hotels do not follow a specific standard but have clearly defined themes. The Library Hotel in New York for

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