Subtle sophistication the way forward for luxury travellers in China

We can expect anything nowadays in the crazy, gutsy world of hotel architecture. From a horseshoe-shaped construction built atop a river to an underground hotel built out of an abandoned quarry, frequent travellers have almost come to expect over-the-top designs as de rigeur.

Yet, despite the seemingly never-ending race to construct glitzy, extravagant hotels and attractions, there is a light as a new trend is fighting its way to the top. We’ve seen it in fashion, and hospitality experts now say we can also expect a more subtle approach to luxury hotels.

“[With Chinese nationals], we can see that their tastes in luxury are developing,” says Clint Nagata, founder and creative director of Blink Design Group, an architecture and design firm that specialises in projects within the Asia-Pacific. “Before, designers were asked to do a lot of elaborate, ornate designs, but now [hoteliers and customers] appreciate less flashy things.” The phenomenon Nagata is describing is known as “logo fatigue”. While not new nor particular to China, it does bring a welcome change to its hospitality sector. Travellers are eschewing big and opulent for more intimate, specialised experiences.

Although large hotels – 500 rooms or more – are still abundant in the region, there has been an emergence of boutique hotels. The trend, which dominates Europe, America and other parts of Asia, is now the focus of hoteliers as the Chinese begin to prefer smaller and more exotic stays. “Smaller, but more luxurious,” Nagata emphasises.

Amira Morgan, head of market development for Mr & Mrs Smith, a specialist company in boutique, individual and small luxury hotels across the globe, agrees. “We are certainly seeing the same trend,” she says. “Even the big chains are getting in on the act with spin-off boutique brands like Indigo (IHG) and Andaz by the Hyatt.”

Traditionally, boutique hotels are not chainaffiliated, but instead are considered a more chic and stylish alternative. With the growing demand for more types of accommodation, these hotels have become a staple in metropolitan centres, such as Shanghai, Beijing and Hong Kong.

Hotels by yoo, for example, a firm offering design and operations for hotels internationally, have two boutique hotels in Hong Kong. For them, it began almost a decade ago when yoo Studio and renowned designer Philippe Starck collaborated to open Jia boutique hotel. “There were no other boutique hotels in Asia until yoo [formed by John Hitchcox and Philippe Starck] had the vision to create Jia, now known as J Plus,” says Mathew Dalby, studio director of the yoo Studio design team. “Philippe saw a desire for this kind of hotel and was absolutely right in his prediction.”

Since then, we have seen the likes of Andre Fu’s The Upper House, Andrée Putman’s eponymous serviced apartment and hotel, and Mira Moon, yoo’s second establishment in Hong Kong for which they collaborated with designer Marcel Wanders.

The growth of boutique hotels is hardly surprising given the increasing sophistication and increasingly refined tastes of its clientele, Wanders says. To cater to these guests, merely offering comfort and luxury isn’t always enough – it’s all about giving them a memorable stay.

Design, for example, is often a focal point in boutique hotels, with everything from the lobby furniture to the bathroom accessories following a carefully planned aesthetic and concept. Many venues also introduce themed rooms in order to offer guests a different experience with each stay. This thoughtfulness and attention to detail is to be expected, given that personalised but discreet service is a cornerstone of a boutique hotel. “This style of hotel appeals to those with a discerning eye who are looking to have an inspirational experience and something special,” Wanders explains.