With the St Regis Doha set to open doors, Starwood’s luxury brand St Regis will usher in their second property, following its regional debut in Abu Dhabi last year.
Paul James, global brand leader for St Regis and Luxury Collection, says the brand’s rich traditions are brought to life through signature features that guests can relate to easily. This led to a new partnership for St Regis and jazz with the iconic Jazz at Lincoln Centre (JALC). As part of this new partnership, the first Jazz at Lincoln Centre venue outside of the US will be introduced at the new St Regis Doha when it opens doors shortly.
James adds that Doha would be an ideal venue since the city is looking to position itself as an emerging cultural centre in the Middle East. Since 2010, there has been plenty of development activity for St Regis.
Last year St Regis opened in Bangkok and Florence. “It was the start of what would be a slew of hotel openings in 12 months. After announcing St Regis Doha and our two hotels in Abu Dhabi, St Regis will take its brand China in Nanjing and Shenzhen. The St Regis Miami will open shortly and The St Regis Mauritius Resort later in the summer,” he adds.
In the Middle East St Regis will also open The St Regis Cairo and The St Regis Amman in 2014 and 2015 respectively.
James is quick to add that St Regis is not looking to build in mass destinations. “These are markets where we know we have opportunity and customer demand. We on the other hand have doubled our portfolio but never dropped below fair market share as a brand.
Speaking about St Regis butler service, James says: “The butler service is not about the white-gloved, overly servile service. The butlers we have are predominately female, around 30 years of age, speak more than one language and the reason why they are in that job is because they want to make your stay with us memorable. As a function it’s the same, but the delivery is entirely different. We want to use that to create relevant experience.