”A live venue where the architecture and design go side by side with art, music, food and drinks. We want to attract visiting and Locals with an interest in design, architecture, art and fashion. And looks like a mixture between the younger and the older audience.”
the above Quote could be a description of a new cultural centre - or a mall - but here it is about a hotel. More specifically, if the newly opened Blique by Nobis in Hagastaden.
Now it is new Vasastanshotellet only one in the line of all the hotels that opened since Brunkebergstorg was established as the city's hotel cluster this year. And we are not talking about standardized complex à la interior conference room, but about the ambitious and innovative ventures, where the hotel experience is about far more than a ”comfortable accommodation”. In line with the Blique by Nobis description of their activities above, today's modern hotel, rather a kind of hybridplats which rests on several conceptual leg - design - and experientially as well as on food - and dryckessidan.
trend analyst and varumärkeskonsult, mean that the modern the hotels 'way to market themselves has changed - in order to attract guests is required a larger story:
" Today is a distinctive food - and dryckerbjudande almost a hygiene factor for a hotel's raison d'être. The hotel owners have finally realized that they were sitting on a golden opportunity for more revenue streams than what the traditional hotel business in the past. By focusing on the deals that also appeals to residents in the city, broadened the potential customer base significantly. And then need the food, beverage and restaurant concept to be sufficiently sharp to be able to stand on its own feet, " he says.
the City's all new hotellsatsningar is in large part a response to tourism, which is increasing every year. According to a report from Visit Stockholm, the year began with an increase of almost 5 percent more guest nights at commercial accommodation facilities in Stockholm county. In January 2018, the low figure of 842 000, a year later at just over 890 000. The increase, which is mainly due to a greater flow of international tourist seasons mean to a large part is due to ”Stockholm claimed several successes on the events page”. A development of this year is expected to be topped with Lollapalooza, an international music festival (started in 1991) which is held on the drill Field at the end of June.
as a creative and open city where innovation and sustainable environment is a great motivator. And just like all of the city's attractive events, attractions, and restaurants of hotels is an important part of the development, " says Caroline Beach, acting ceo at Visit Stockholm.
The last decade's massive hotellutveckling has also caught up with the needs of the ”hängytor”. And because well-to-do audiences often influenced by the younger generation's priorities are increased demands on design, cuisine, renewal and entertainment.
The classic hotellkonceptet has simply become dated, consider Johan Åkesson:
- Yesterday's hotellerbjudande with two hopfösta 90 centimeterssängar, standard breakfast buffet and slightly gloomy business centre with carpeted floor and PC-monitors feels completely irrelevant.
In the new trend in the hotel industry is not only small spetsaktörer driving, the best of the large hotel chains have also realized that something new is required.
the single hobbyinstagrammaren on staycation, but also his parents, cousins and colleagues who also started caring about the experience beyond the bed and breakfast, " says Johan Åkesson.
more and more hotel guests also make their choice according to which bar and restaurant available at the hotel, he says:
- A cool bar at the hotel, proves that they checked in at the right place. It is clear how some of the new hotels in Stockholm today put a greater focus on food and drink, than on the actual hotel rooms and the business around these. But the best players manage to maximize both elements.The Sparrow Hotel next to Stureplan's bistro and wine bar and courtyard from the middle of may. Photo: Andy Liffner