New | Hotel ‘super suites’ take luxury accommodation to the next level

When one of London’s most exclusive heritage hotels, The Lanesborough, reopened after an 18-month major renovation this summer, it unveiled a new seven-bedroom Alberto Pinto-designed “super suite” complete with spa baths, steam showers, personalised business cards, and the complimentary use of a chauffeur-driven Rolls-Royce Phantom. The rate? A cool £26,000 to £31,000 (HK$297,000 to HK$354,000) a night.

According to Geoffrey Gelardi, the hotel’s managing director, the new signature suite is part of a wider response across the hotel industry to a growing demand for the experience and service of an exclusive hotel alongside the bespoke comfort and personal touches their guests enjoy at home.

As the name suggests, the new tier of hotel accommodation extends beyond the presidential-style suite that once represented the highest category of hotel accommodation. Luxury in the traditional form of butler service, Italian marble baths, exclusive amenities, and luxurious Egyptian cotton bed linen has become so ubiquitous that a whole new stratosphere of pampering is now required to attract the uber wealthy.

From a design perspective this has translated into interiors that make a special statement with opulent custom-designed furnishings and specially curated art collections but that also comes with a private entrance, additional bedrooms, staff accommodation, a fully stocked library and bar, customised toiletries, and media room featuring games specially “curated” for the guest.

The service side is also super sized with numerous butlers, personal trainers and a chef who can whip up anything from a late night snack to catering for a dinner party for 24.

When super suites first emerged a few years ago many assumed the extravagant concept would predominantly appeal to Middle Eastern travellers wanting to accommodate an extended family and entourage.