Press Room
Un-Chain Melody Urban Appeal
San Francisco-based Joie de Vivre, which operates 28 hotels in California (27 of which are in Northern California), prides itself on its unique properties – all of which reflect a distinctive style and personality, says CEO Chip Conley, "The best way to describe our hotels is that we offer an experience."
From the 1950s to 1980s, consistency was the hallmark of the lodging industry. "That's what the chains were selling," says Conley. By the end of the '80s. however, Americans were familiar with chain hotels and knew exactly what to expect.
Although some travelers loved the sameness, others were looking for something more – something that mirrored their own personalities. As a result, companies like Joie de Vivre and Kimpton started opening "lifestyle" hotels in urban markets. Joie de Vivre's Hotel Rex in San Francisco, for example, creates a sophisticated atmosphere, catering to the type of travelers who read the New Yorker, Conley says.
The company's Hotel Vitale on the other hand, which Conley describes as Real Simple meets Dwell magazine, is geared to guests who want a stylish hotel that's not quite as formal as a Four Seasons. Room rates at Hotel Vitale, a 200-room property that opened in March '05 on the waterfront in San Franisco, average $215 a night with occupancy reaching as high as 94 percent in August. "The hotel appeals to people who work too hard yet lead a healthy home life, They want to keep it going while they're on the road," he says, adding that the Vitale offers yoga classes for on-the-go guests.
Joie de Vivre also has its sites set on growth, although its expansion will take place mainly in California. The company plans to buy and renovate hotels or take over management contracts. Its latest projects include transforming a former Holiday Inn in Los Angeles into a lifestyle property, which will reopen under a new name in February 2006. JDV also took over management of the Galleria Park hotel in San Francisco in June. The property is undergoing massive renovations, which should be completed by early next year. Joie de Vivre also has an additional three properties in escrow now in the San Francisco are, Conley says.
Lifestyle hotel companies like Joie de Vivre are striking a chord with the traveling public. These hotels are now much more accepted by the mainstream travelers, who are looking for hip hotels with high service levels, says Arthur Adler, managing director and CEO of Jones Lang LaSalle Hotels, a hotel brokerage and advisory firm.
