LUXURY TRAVEL SPECIAL
LUXURY TRAVEL SPECIAL FEATURE 31 Taking the Luxury Waldorf Brand Beyond Manhattan Waldorf Astoria Berlin Waldorf Astoria Berlin – Les Solistes restaurant Waldorf Astoria Berlin presidential suite in the evening John Vanderslice, global head of luxury brands at Hilton Worldwide, told ITB Berlin News of its ‘smart’ luxury strategies, and the inventive expansion of the Waldorf Astoria brand We have taken a very deliberate approach to expanding the reach of the Waldorf Astoria name beyond the hallowed halls of its beginnings in New York. A multifaceted growth strategy includes both the addition of new properties, built on the legacy of the brand’s namesake, and Guests can customise their stay to the very last dEtail the conversion of iconic, heritage-filled properties that bring their own unique histories. Both of these approaches towards growth are targeted at extending the brand’s reach in premier gateway cities and international resort locations. The big news at the moment is the opening of the new Waldorf Astoria in Berlin. What are the key USPs of this property? The hotel’s setting above the city – guests can admire incredible panoramic views of the Berlin skyline from every guest room, and our location as the only luxury hotel in this part of the city. With a total of 32 floors all crafted with stone and glass and the city’s highest suite – the presidential suite on the top floor – the property is a truly magnificent addition to the West Berlin skyline. An outstanding attraction is the restaurant run by world-renowned French chef, Pierre Gagnaire. Boasting 11 Michelin stars around the globe, Gagnaire requires little introduction and tables at Les Solistes by Pierre Gagnaire are now among the most highly sought after on the Berlin restaurant scene. Service is a huge USP. Each qualified guest will receive True Waldorf Service. This unique offering is an extension of the legendary personal service principles that were born at the Waldorf Astoria property in New York. With the Conrad brand, your catch phrase is “smart luxury”. What does this mean? Conrad Hotels & Resorts is the choice for today’s modern, sophisticated traveller. Conrad’s Smart Luxury provides the service, experience and value that help guests to be more focused, more connected, and more relaxed during their stay with us. A good example of Smart Luxury in action is the newly launched Conrad Concierge App. Guests can customise their stay to the very last detail – book your spa treatment, your dinner reservation, your limousine transfer, your refreshment for the exact time you arrive back to your room, following your morning jog. It’s all about travelling smarter. How is the Conrad brand set to expand? The Conrad brand is experiencing explosive growth and is set to double the size of its portfolio, making it one of the fastest-growing luxury brands in the world. Conrad has a global footprint in key markets for affluent travelers in cities including Tokyo, Hong Kong, Istanbul and New York. Conrad is building on this footprint by expanding to several more gateway cities and exclusive leisure destinations around the world, including recently opened hotels in gateway cities, for example Beijing, as well as resorts including the Algarve in Portugal. [INTERVIEW BY GARY SMITH] John Vanderslice Global head of luxury brands at Hilton Worldwide Hall 15.2 ITB BERLIN NEWS • Thursday 7 th March 2013
