In conversation with Ryan Frise, General Manager L’Oscar London (Michel Reybier Hospitality) Exclusive Interview

How is L’oscar London positioned in London’s luxury hotel sector? (USPs, comp set) 

L’oscar London stands out as a truly unique property in London, with its own individuality from numerous hotels in the area. Nestled between Covent Garden and Bloomsbury Square, L’oscar’s identity is a luxury boutique hotel, designed by the renowned French interior designer Jacques Garcia, the hotel holds a distinct charm that sets it apart.

Jacques Garcia has a unique and unmistakable taste, the interior of L’oscar is an atmosphere that is both dim, alluring, and evocative, invoking a range of emotions in every guest who steps in the hotel. Another distinct feature of L’oscar is its rich heritage.

Housed in a Grade II listed building dating back to the 1800s, the hotel was once the headquarters of The Baptist Church with many original features from that era are still found in the hotel. Entering L’oscar feels similar to stepping into a regal home, where the ratio of staff to guests is two to one.

What is the guest profile? Has this changed over the past 3 years? 

We have numerous returning guests who revisit the hotel due to the service provided by our colleagues and the comforting sense of being at home away from home. L’oscar is distinguished as a romantic hotel where couples visit for romantic weekend staycations and it caters to guests who appreciate discretion, have a fondness for art and design, and welcomes individuals from all walks of life.

Is there any change in terms of expectations of luxury? 

Luxury is a word used quite loosely with various meanings and subject to different interpretations which means this has elevated expectations, giving rise to the concept of “ultra-luxury”. In our perspective, luxury manifests in the service provided by our colleagues to our guests – with anticipation and attention to detail. While our interior is luxurious, it’s the amenities in the room, quality of the fabrics, and highly personalised service that truly define the experience.

Which are the key ingredients to maintain desirability and relevance?

To remain authentic, preserve the identity of the hotel and continue to craft exceptional guest experiences and uphold consistency in our service and team members.

Many luxury hotels around the world are still challenged by staffing. What has been your approach?

Our central emphasis lies in implementing retention initiatives to foster team growth. Collaborating closely with both the internal HR and global HR teams, we prioritize strategies that enhance employee retention. Committed to delivering exceptional service, our approach involves temporarily restricting bookings to uphold service quality, demonstrating our dedication to both guest satisfaction and team development.

How do you motivate your team? How do you ensure consistency when it comes to service?

Motivating the team is different every day, but consistently maintaining a happy disposition is key. With positive morning meetings, checking in on the hotel’s vision, assessing our achievements in comparison to previous years, and acknowledging the team’s contribution to our goals. Recognition stands out as one of the most crucial elements in motivating a team and ensuring ongoing consistency. Hard work never goes unnoticed.

Which is your main motivating factor in your every day job?

My team.

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