In conversation with Claudio Ceccherelli, GM of Park Hyatt Vendome, Paris

In the context of the challenging luxury hotel market in Paris, how has the Park Hyatt Vendome performed? What are your expectations for the rest of the year? 

Our Hotel has been one of the hotels suffering less than our Competitors after the Terrorist attacks, but also able to improve more and before in 2017. Again, also during the Yellow Vest riots, we have suffered less than our Competitors. The rest f the Year, after two wonderful months of June and July, should be positive.

Which are the main disruptors you have been facing? What has been your approach? 

Surely the increase of the Competition as room inventory in Upscale Luxury Market has doubled vs 2015; the terrorist attacks in 2016 and 2017 and the Yellow Vest riots from Nov 18 until May 19 have highly impacted the leisure markets travelling to Paris. Since January 2017 we started the full renovation of the hotel in three phases so we haven’t been obliged to change our strategy.

In the segment of the Palace ranked hotels, what are the competitive advantages of Park Hyatt Paris Vendome?

Since the opening, our hotel has been recognized as the real “contemporary hotel of Paris” and still now, after the renovation of some iconic hotels or opening of new ones, it remains the “contemporary hotel of Paris” and therefore a clear positioning and message.

How important is the fact that your hotel is associated to a prestigious international chain? 

The main benefit to be associated to a prestigious international chain like Hyatt has been evident during last three years: as I already mentioned, we have been one of the hotels suffering less due to our loyalty program, able to guarantee on a daily basis an important n. of reservations, in addition of all distribution advantages.

Some top luxury hotels in Paris have been lowering rates. What has been your approach?

It is true that the Parisian luxury hotels until 2016 have been always trying to keep high their rates; after the drop in 2016 due to the Terrorism attacks but also for the  increase of  room inventory in the upscale luxury market, top luxury Hotels have become more aggressive and flexible. On January 2017 we started the total hotel renovation that we just finished and most of the time our room inventory was reduced so we really didn’t change our approach and strategy. We have even been able to increase our Market penetration.

Worldwide, an increasing number of luxury hotel bookings are done through major e-commerce websites such as Booking or Expedia, without the hotel being provided details on the respective guests and thus being challenged to cater to their preferences. Tell us more. 

It is today extremely important and strategic to be present in most of the distribution channels, including major e-commerce websites such as Booking or Expedia; it is true that we don’t know exactly those Clients but we have the opportunity during their stay to approach them and to build customer loyalty.

This year you have completed a renovation of all rooms and suites. How important has this renovation been? 

In a very competitive luxury market like Paris, with new hotels or iconic completely renovated hotels, it was absolutely necessary to refresh our product. The whole hotel and its rooms and suites have been completely renovated although our designer, Ed Tuttle, has kept the same design & style.  We have created 17 new Executive & Prestige Suites, improved the technology, enlarged the Fitness Area and changed the floor in our Terrace.

To what extent do you attract both corporate and leisure guests? Is there also an overlap?  What are the main sourcing markets for your hotel?

One of the reason of our success is our market mix as we have been trying to create a perfect balance within the several segments. Due to our contemporary design, we are very successful with the Entertainment business, Fashion and luxury Brands but also financial top Managers as well as the French Entrepreneurs. More and more our penetration in the luxury leisure Consortia market has also increased. And of course,  the important business generated by our Loyalty program.

What novelties should we expect as we proceed in 2019.

We just finished the renovation but we are already planning the creation of a Premium Suite on the top floor of the hotel as well as further enhancing the guest Experience.

An Italian native, fluent in English and French too, Claudio Ceccherelli has held top executive positions with iconic luxury hotels such as Villa d’Este (Lake Como, Italy), Martinez Cannes (Unbound Collection by Hyatt) and Park Hyatt Milan. 

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