Robert Cook, former CEO of Malmaison and Hotel du Vin speaks to Digital Transformation about how the market has changed and how consumers are looking for something different. Hotel du Vin and Malmaison was founded on the fact that they wanted to get away from the vanilla-style corporate hotels.
Innovation isn’t needed when you have unique buildings. Customers want to be associated with brands, Hotel du Vin and Malmaison are incorporating the character of the buildings into the hotels they construct to great effect. The old Oxford Prison and the former Edinburgh lunatic asylum are great examples of this.