Q&A With Claus Sendlinger, CEO of Design Hotels

11/20/2009 by Kelly Hushin Email this article to a colleague

M ore than 15 years ago, when boutique hotels were just starting to gain attention from travelers, hoteliers and design lovers alike, Claus Sendlinger saw what was coming. Sendlinger, the CEO of Design Hotels™, recognized that certain properties had unique sensibilities and were paying more attention to design as a part of their guests’ lifestyle. Sendlinger also recognized that discerning travelers were becoming more interested in finding such properties and needed a venue through which to search. His experience in the event and travel industries, coupled with his schooling in public relations helped him see the market need for a brand that could put a mark on this new wave of hotels, thus aiding in the consumer’s search for such destinations. Hence Design Hotels was born, first as a marketing company with a modest portfolio of 10 properties that fit the forward-thinking hospitality design characteristics Sendlinger had defined. It has since evolved into an international brand that aligns itself with high-end design, distinctive architecture and exceptional service. Along with help from an international team, Sendlinger has created the sort of club that all the cool kids want to get into – and indeed, those are the only ones who do.

1. What makes a Design Hotel?

It’s all in the concept. Does it make sense? Does it connect to its locality? Does it have character? At Design Hotels, we consider design to encompass more than just the hardware. Each member hotel and the guest experience it offers are one-of-a-kind, with factors like personalization, recognition, self-education and sustainability at the forefront. We look at the overall impression, the attention to quality and the attention to detail, the concept and personality behind the hotel brand, as well as the individuals – from the architect, to the owner, to the staff – that make the concept come alive. Every single member hotel is handpicked and chosen for its holistic concept. Walk into any of our member hotels and you will sense that it’s the work of passionate and creative individuals.

2. Is that different today than when you started the company?

Design was a key differentiator then, but today design has become ubiquitous. With the advent of the Internet, the world got smaller, consumers became savvier and hotel companies realized that there was no longer room for ugly hotels. Today, design and architecture is a minimum requirement. Nevertheless, there’s still a distinct difference between a chain hotel with a contemporary design and our member hotels. In addition to looking at the overall impression, the attention to quality and to detail, the concept and personality behind the hotel, we look at the individuals behind that hotel brand – from the architect and the designer, to the owner and the staff – who make the concept come alive. In other words, it’s all about the people, the human capital behind the hotels.

3. What is the “Made by Originals” video series all about?

We just redesigned our website and the main concept that pops up is “Design Hotels, Made by Originals.” We produced 10 short videos highlighting some of our hoteliers and designers. They represent some of the most creative and innovative people with whom we work. We are showcasing these people as they really are: authentic, responsible, creative and as real as the properties they've brought to life. Each “Original” stands for the individual, aesthetic and service-driven experience that his/her hotel provides. Their stories, their passion, and their strong characters are at the heart of the Design Hotels brand. And that is exactly what we want to bring to a fore.

4. Why do you think it’s important for Design Hotels to exist in the world of hospitality?

The hotel world is dominated by chains and they certainly satisfy the needs and demands of a lot of people. However, we believe that there is a certain “craving” among a select group of travelers who are always looking for something unique. They are seeking individuality, adventure and an experience that goes beyond the security of staying in a hotel chain. That’s where we come in.

5. What are some reasons why a hotel might no longer be allowed to wear the Design Hotels emblem?
Our existing members are given the same scrutiny and careful consideration as potential members. The promise of quality and a unique experience has to be upheld by all member properties. Sometimes the concept is changed or the quality of the facilities or service is simply no longer up to par. We also have a quality assurance program that involves mystery inspectors who check our hotels regularly.

6. How do trends in art, fashion, music, etc. affect the Design Hotels brand sensibility?
Our hotels, by the nature of their design and the people behind them (the “Originals”), are often the meeting point of ideas, creativity and cutting-edge culture. Design Hotels as a brand and as a company is very interlinked with related creative industries and our member hotels are often the “gateway” to the local culture.

7. What trends do you see happening in hotel design? Which have staying power?
Today’s best design uses the finest materials – but not just for their prestige factor or luxurious texture and look. Increasingly, these materials are chosen for their plain and simple durability. Well-designed interiors and objects are made for the long haul. Flooring and surfaces in granite or treated steel, walls in high-quality wood, handmade glass mosaics and other materials offer timeless style that will stay beautiful for years. Although it has always been an important mark of quality, genuine craftsmanship is also making a major comeback. Perhaps you can call it the return of the masterpiece, but design aficionados are investing in truly unique, limited edition possessions that add unlimited intrinsic value. This movement is also positively affecting our industry. Society is undergoing a value shift at the moment. The importance of “soft factors” such as quality of life and well-being is growing along with a re-discovery of simple, human, even humble values. Thus, the human is taking centre stage within the spheres of industry and commerce. Hotels will have to embrace this development and offer services that go far beyond a bed and a bar. They have to be able to manage the experiences of their guests. It’s not just about sending them to a gallery. It’s more about showing them around as well. Future hotels will also be created around experiences such as the Ana Yela in Marrakech, or the soon-to-open The Other Side, in Norway.