In Conversation: Anthony Mallows and Mary Gostelow

Anthony Mallows, WATG President + CEO, flips the tables on the doyenne of luxury travel journalism, Mary Gostelow, in this Q&A on the future of travel and hospitality.

Luxury will lead the way

Anthony: We have seen some promising indicators in the luxury travel sector over the last few months. What is your view on the next 6–12 months of luxury travel recovery? And why do you believe luxury will lead the way?

Mary: I believe luxury is going to be leading the way in all kinds of facets of life – not only in travel and hospitality. It’s also in fashion, food and wine. Coupled with a few essential criteria that we haven’t always seen in luxury.

I was recently blown away by a current Tom Ford outfit – incredibly simple, floppy and accessible to anyone of any size. Branded but done so discretely. A kind of luxury that goes with this moment in time – simplicity, sensuality, authenticity and a natural feeling. I am waiting for the first hotel group that would dare put their hotel staff in something sensual yet simple and luxurious.

We’re also seeing a new luxury in the simplicity of hotel design. Great designers, like hoteliers, have a sense of the world around them. They know how to combine simplicity with sensuality and a sense of place.

“Great designers, like hoteliers, have a sense of the world around them. They know how to combine simplicity with sensuality and a sense of place.”

Families forge ahead

Anthony: When we last spoke on your podcast you mentioned strong family travel trends in Latin America. Where do you see family travel going in the next 6–12 months? Are you seeing any travel trends that are geographically different?

Mary: In Latin America the families are larger – they have always traveled together, and they have continued to do so through 2020. In the USA, I’m seeing smaller ultra-rich family units travelling for much longer lengths of stay. These are the people who fly their families along with their nannies and tutors via private jet to the Maldives and stay for three months.

“In the USA, I’m seeing smaller ultra-rich family units travelling for much longer lengths of stay.”

I’m also hearing about people who have more than one passport so they can avoid national travel restrictions to private-jet into Paris and take the best suites in the city. Again, they are staying for a longer time and dining in instead of going out, so the hotels really appreciate having them as guests.

Independents vs Big Brands

Anthony: The overarching themes of this year have been speed, agility, safety and security. The luxury consumer is savvy – they know where to go, how to research and they’re far more agile in their decision criteria. I am keen to hear your viewpoint on how independents vs the bigger brands have adapted during 2020.

Mary: Indeed, when we look at luxury consumers, they want personalization that is just for them. None of the big groups truly understand personalization. A great example of someone who does is Jack Ezon from EMBARK Beyond who quickly pivoted this year when he realized that most summer kid camps were cancelled. So he created curated private camp experiences for kids and deliberately went after independent hotels to get it set up quickly. Independents aren’t hampered by irrelevant brand standards and can leverage their own local partnerships, food and wine. I was recently in Vienna and stayed at the most divine hotel. Unfortunately, the coffee wasn’t Viennese because the General Manager was handcuffed by brand standards.

“When we look at luxury consumers, they want personalization that is just for them.”

Hospitality as urban anchors

Anthony: Recently we have seen some creative moves by hoteliers – such as workcations – pioneered by luxury properties from St. Regis to MGM but also many independents. As a Master Planner, I believe there is a new role that hotels can play in the future of our urban communities. What do you think hoteliers and/or developers should consider when planning new projects in urban destinations – specifically the kind of amenities they offer and adaptability of space?

Mary: This is what hospitality was years ago. It provided the magnet for those who wanted to better themselves in a variety of ways. They needed somewhere to stay but they also wanted interesting people to talk to or an opportunity to learn.

“Hotels must have leaders that can look beyond the short-term and think about how to repurpose ballrooms or how to work with other local businesses.”

Hotels must have leaders that can look beyond the short-term and think about how to repurpose ballrooms or how to work with other local businesses. There is so much opportunity to fill those spaces – to bring in health and wellness, personal trainers, private tutoring, curated socially distanced VIP events.

One of my favorite examples is the hotel De L’Europe in Amsterdam. Another independent that pivoted creatively and quickly this year. General Manager Edward Leenders partnered with the best bookstore in Amsterdam and they moved their shop into his hotel library that wasn’t being used during the pandemic. He did the same with the best flower shop in Amsterdam. During fashion week, he hosted several virtual shows and now has an online auction site for very attractive masks that designers made for fashion week – all of which benefits a local charity. What better example of turning a hotel into an urban community hub.

It takes an imaginative leader, but also an imaginative mindset of all stakeholders. It requires owners that appreciate this creativity. And for everyone to realize that we’re not having a revolution, we’re having an evolution.