In terms of brands, I generally try to stick with EDITION Hotels or Soho House. That way, I know what I'm getting myself into. Plus, the lobbies and bath soaps smell the same - if you're into that kinda thing, which I am.
Sentiment: NEGATIVE
I don't necessarily have favorite brands.
I think there are very few brands with a person's point of view behind them.
The very best hotel I've stayed in is the Intercontinental on Park Lane. We went there for the Chelsea Flower Show a few years ago, and it was sheer luxury. Everybody had a smile on their face. I came home and changed all my pillows because the hotel ones were so beautiful.
Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.
I don't like posh hotels. I like small, eclectic hotels, and luxury for me would mean really good company with good food in a really funky, beautiful house in the middle of a field where someone came and serviced the place for us.
As I said, I haven't spent a lot of time thinking about partner brands.
I like unique little boutique hotels, such as Blakes in London.
To me, my brand is luxury, it's art, it's women, it's raw, it's urban.
My view is that, just as in many businesses, brands really matter. There will always be a role for destination sites. Eighty million users come to our destination. I think that will be the vast majority of our future business.
Truthfully, I despise hotels. I've had such better experiences staying at people's houses and guesthouses; it's so much more comfortable and homey.