Design & Branding

In the highly competitive boutique hospitality market, brand strategy is often misunderstood or addressed too late in the development process. Many hotels invest heavily in design, marketing campaigns, or digital platforms, yet struggle to achieve meaningful improvements in occupancy, ADR, or brand recognition. The issue is rarely the execution. Most often, it is the absence of a clear hotel brand strategy. What Is Hotel Brand

Let’s be clear: a hotel and a boutique hotel are two different things. People go to a hotel because they have to. People go to a boutique hotels because they want to. Since the first boutique hotel debuted in New York in 1994 — the Royalton, designed by Philippe Starck, a major innovator in lifestyle hospitality — a wave of imitators spanned

The original Royalton, with its blue runway-like carpet beckoning guests into shadowy nooks and low-lit lounges, was a fully immersive experience. The hotel became about so much more than just checking in. The secrecy of the architecture, the seductiveness of the accent lights, and the intimacy of the lounge chairs tucked behind large mahogany columns — it was an atmosphere in which

I landed in New York in 2004 and the next year, I commenced developing my suite life concept.   I’ve kept on a steady pace where I have been buying, remodeling, designing, and selling a boutique suite every year.   This is my way of being able to introduce The Suite Life concept, apartment, and lifestyle to like-minded global nomads like me. Apartments that have been