St Regis New York launches a unique collaboration set to pull a man’s heart and purse strings
A ffinity marketing is the new buzz-word that strategists around the world are using to tantalise and excite customers and differentiate their offer in a highly competitive luxury market. This is not a new term for premium hoteliers who have exploited this concept to bring to life the sophisticated art of fine living while showcasing their personalised set of offers and creating the ‘WOW!’ effect.
One of the latest partnerships that have been forged in the exalted corridors of New York is taking advantage of the age-old mysterious and magical relationship between a man and his car.
Manhattan’s famous address that overlooks the world-famous Fifth Avenue and prides itself for its heritage tag as an original 1904 Beaux Art classic landmark – The St Regis Hotel New York, recently opened a new multi-million dollar Bentley suite marking the collaboration between St Regis and Bentley Motors.
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The 15th floor suite that features an entryway foyer, one bedroom, one and one-half bathrooms, an expansive dining room, and a living room complete with floor-to-ceiling window, is designed to personify the luxury, craftsmanship, and style associated with the iconic Manhattan landmark and the British automaker.
The 1,700 sq ft of floor space is embellished with black leather floor tiles and bedrooms have a burled walnut sleigh bed each. On the foyer table, with an abstract design to resemble Bentley’s logo, is an overscale chrome model of the Flying-B hood ornament is mounted on an oblong plinth.
Round mirrors, diamond-quilted leather wall in a pale beige colour, hand-stitched leather topped tables and hand-made TV stands in bold, clean lines create the masculine effect that can appeal a majority of Bentley aficionados. A stay in the suite includes a ten-block radius ride in the all-new Bentley Mulsanne, described by many as a pinnacle of motoring.
Despite a steep price tag of $9,500++ for a night’s stay, its distinctive style contributes to the highly desirable ‘nearly 70 per cent’ return rate among the St Regis guests. Paul James, global brand leader for St Regis Hotels & Resorts and The Luxury Collection, said: “Guests of The Bentley Suite at The St Regis New York enjoy a one-of-a-kind experience from the moment they enter the suite.
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From an abstract design of the Bentley logo to a chrome model of the Flying-B hood; there is a touch of Bentley in every room |
“There is a feeling of exclusivity and luxury, which is totally unique to St Regis. A collaboration of two of the world’s most coveted luxury brands, St Regis Hotels & Resorts and Bentley Motors worked together to create this suite, unrivalled both in service and design.
“Along with the expansive views of Central Park and remarkable design, the flawless, personalised service executed by our team of St Regis Butlers are a few of the reasons the hotel has seen a strong return rate among guests. The Bentley Suite itself offers a unique design that is truly exceptional and although it has only been open a few months, is quickly becoming a regularly requested suite.”
James added that although the suite has been popular with stylish, male, international guests, it has some elements that can appeal to the fairer sex. He said: “The suite was designed to be balanced, and is very popular among our female guests as well.
“For instance, bold, black trim is set against cream walls with artwork that displays the heritage of Bentley; a crystal chandelier adorns the ceiling while a sumptuous leather rug and dark stained white oak floors bring to life the understated elegance the luxury motor brand.
“Our guests consistently seek experiences that are unique and exceptional, and we strive to provide them with opportunities they might not otherwise have access to. The new generation of luxury travellers seek authentic, one of a kind experiences and we believe The Bentley Suite is an ideal expression of that.”
The St Regis team completes this flawless environment of luxury and style a personalised service that the hotel boasts of. Saying that “there is simply no other suite experience like it”, James said that the guests enjoy a 24-hour St Regis Butler service from a team of 33 butlers who combined can speak 38 world languages.
He added: “In addition to the world-class concierge team, hotel associates have been trained to anticipate all guests needs and desires. We receive travellers from China, Brazil, Abu Dhabi and New York that tend to be the CEOs of their business, where there is no ‘on-duty’ and ‘off-duty’.
“We understand the way they travel; and our butlers, for example, can wrestle the mundane out of their agenda: getting their boarding passes printed, having a cup of coffee or tea ready in the morning or knowing their tastes in food so they can edit their stay.
“The team at this hotel and all of our hotels around the world help to create exceptional and unforgettable experiences nearly every single day. This has included everything from taking part in the planning of a wedding proposal to helping arrange a very special surprise birthday party in a hotel suite ... we have truly done it all,” added James.