I’ve been to Paris about half a dozen times and have yet to settle on a hotel worthy of a return visit. The Hotel Esprit Saint Germain might be the one to change this hotel merry-go-round, and for all the right reasons.
There are probably more hotels in Paris than any location on earth (aside from perhaps London or New York City), ranging from small B&Bs to the world-renowned Four Seasons George V or The Bristol. In Paris, location is critical. Visitors choose staying on the right bank (traditional) or left bank (historically considered quite bohemian). The Esprit Saint Germain could be considered a typical left bank property, at least from a size standpoint, being only 28 rooms including five suites.
I met Francesca La Mastra, the hotel manager, in the dining room. Here is the story. The property originally was a town house. The owners purchased the adjacent property and undertook a complete renovation, down to the bare early 1800s original structure. Four years later, the property opened as a very different, five-star product, exceptional in every way.
Upon inspection, the property would certainly meet luxury standards on either side of the Atlantic. The room size is typical of any first-class city – somewhat tight, but not missing anything. The bathrooms are large relative to the room size and well appointed. The common rooms split into two, with the registration desk flanked by the dining room on one side, the living room on the other. These elegantly warm contemporary style rooms are part of what makes the Esprit Saint Germain experience so special.
Those who stay here will be awed by two words: no extras. Want a glass of champagne? Certainly! Free internet? Of course! Breakfast, local calls, snacks and in-room mini-bar are all available at your convenience, as much as you want. Given the way surcharges work these days, this felt so…odd, as if itemization was a given. When I departed, the invoice has only one line, as even taxes are included.
This approach seemed to have an incredibly positive approach on the guests. Each morning and in the pre-dinner hours, we would meet with complete strangers as if they were friends. Peculiar as this may seem, the cozy environment coupled with free refreshments for all conjured a profound aura of camaraderie amongst the guests. Spontaneously, we ended up discussing our day, sharing travel, culture and restaurant tips. It definitely enhanced the experience, making it more memorable and unique.
Although this ‘strategy de gratis’ isn’t anything new, it’s surprising that more hoteliers don’t grasp its effectiveness towards elevating the mood. Consider the opposite situation at Esprit Saint Germain: pre-dinner drinks are not free. Would I have stayed in the ground floor living room for one drink to close out the day? Maybe, probably not, as I generally only consume alcohol during meals. Would I have stayed for two drinks or more, enough time for genuine conversations with other guests to start flowing? Definitely not. It would have been a completely different hotel experience, and not necessarily for the better.
Ms. La Mastra told me that her strategy is to make Paris more approachable for visitors. To this end, she explained that the property is intentionally not offered through OTAs. In her words, it was either give the guests the services they need or pay the high OTA commission structure, as that is where the margins go. The choice in her mind was obvious. Ms. La Mastra told me, “The Esprit Saint Germain aligns itself with traditional travel agents because they know their client base much better than electronic channels. They can send the hotel guests who will truly appreciate the concept of our hotel.”
TripAdvisor lists some 1,800+ properties to choose from in the greater Paris area. Open for only a few years now, the Esprit Saint Germain is already #53 in the ranking. Although not an astoundingly high rank, you have to factor in that with fewer than 30 rooms, there aren’t many guests passing through their walls, so legitimate reviews are subsequently harder to generate. Additionally, with the property attaining five-star status, the cross-section of its clientele doesn’t largely intersect with that of the average critic on the major online review websites.
All told, I see this all-inclusive formula as a clear opportunity to break through the mold, and I’d highly recommend investigating it for use at your hotel. If this isn’t enough to convince you then maybe their winning of the “Best Luxury Boutique Hotel Worldwide” award from Luxury Travel Advisor magazine for 2013 will cajole you into action.
About Larry Mogelonsky
Larry Mogelonsky (larry@lma.net) is the president and founder of LMA Communications Inc. (LMA Communications Inc. (www.lma.ca), an award-winning, full service communications agency focused on the hospitality industry (est. 1991). Larry is also the developer of Inn at a Glance hospitality software. As a recognized expert in marketing services, his experience encompasses Four Seasons Hotels & Resorts and Preferred Hotels & Resorts, as well as numerous independent properties throughout North America, Europe and Asia. Larry is a registered professional engineer, and received his MBA from McMaster University. He's also an associate of G7 Hospitality and a member of both Cayuga Hospitality Advisors and Laguna Strategic Advisors. Larry's latest book entitled "Are You an Ostrich or a Llama?" is available at Amazon and Barnes & Noble.
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