Victory at Trafalgar?
Only in today's world of marketing and image could a focus group play a key role in forming a new hotel. But sure enough, Hilton used focus groups of 25- to 40-year-olds in entertainment, advertising and media industries to help shape its latest offering. The 129-bedroom Trafalgar is a lifestyle hotel, aiming to appeal to those who want both a chic and a comfortable environment.
"It became clear that they wanted a hotel that is not only contemporary and stylish, but also offers reliable service and standards and provides a home-from-home," says general manager Andreas Jersabeck. "We hope by combining all these elements that we will have a great success story on our hands."
As a consequence of those focus groups the hotel is very of-the-moment. The Hilton branding is discreet, virtually nonexistent. The Bourbon theme for the hotel bar, Rockwell, was chosen following the publication of a Mintel report suggesting there would be a 35% increase in Bourbon drinkers in the next four years.
The 80-seat restaurant, Jago, specialises in organic produce. The rooms offer comfortable but modern elegance and the hotel has an environment-friendly policy whereby energy emissions will be offset by planting 3,500 trees around London and the Home Counties. Hilton also claims that the Trafalgar is the world's first carbon-neutral hotel.
It was not just the big picture the focus groups helped to paint. It emerged that a particular dislike was the small bottles of toiletries offered in large hotel chains. Trafalgar sports full-size shampoo and shower gels from the Pure range in the shower cubicles and big bars of soap on the washbasins.
With a development cost of £30m, Hilton will be hoping the focus groups have got it right. Turnover in year one is projected to be £11m, with average achieved room rates of £220 (rack rates start at £270) and an occupancy of 80%.
The property, which sits on the prime site of Trafalgar Square, has been leased from Crown Property. The restored facade of the hotel has been maintained from three early 20th century buildings, while the interior has been totally stripped out and redesigned. Only one room remains as the original - that which once housed the boardroom of the Cunard Line during the 1930s and 1940s. Here, wood panelling on the walls has been restored and the room is now one of three function rooms in the hotel.
Trafalgar's design is dominated by strong, clean lines. But there are elements of homely comfort. The bar, for instance, is full of large, comfy sofas in soft fabrics that entice guests to sit on, rather than just look at them; while the meeting rooms serve home-made chocolate chip cookies and florentines with coffee and the restaurant offers traditional dishes such as shepherd's pie and sausage and mash.
David Michels, chief executive of Hilton Group, has said the reason for the designer-boutique hotel was partly because the building was known to be too small for a conventional Hilton. Success at the Zeta bar at the London Hilton on Park Lane, which has been busy since opening in December 1999, told Michels and colleagues that the market was changing. A quick look at the popularity of the new breed of design-led hotels such as the Metropolitan, St Martin's Lane and the Sanderson, told Hilton it was time to create its own version.
Jersabeck, who was previously general manager at London Hilton on Park Lane, Rudi Jagersbacher, vice-president, London, Antony Harris, chief executive, Hilton International, and Michels put their collective heads together to come up with Trafalgar.
Using the experience of Zeta, the team decided a bar would play a central role in creating the atmosphere at the Trafalgar. So Rockwell fills almost the entire ground-floor space and is "a bar with rooms", says Jagersbacher. "With Zeta, we wanted to create a modern bar, but one that wasn't quite as minimal as its peers," says Jagersbacher. "We wanted longevity and that's what we also want at the Trafalgar."
Named after a famous Hollywood outlet in the 1950s, Rockwell is believed to be the first Bourbon-led bar outside Kentucky. The long bar which dominates the large open space serves more than 100 premium Bourbons straight, on the rocks, in the traditional guise of a mint julep, or in any number of Bourbon cocktails. Tasting trays of wheat, rye, house and vintage bourbons are on offer.
Robbie Bargh of Gorgeous Group, which helped to develop the Zeta bar, is responsible for the Rockwell concept. "We wanted to bring the flavour and personality of Bourbon to the UK amid an inviting, contemporary, comfortable, unpretentious environ-ment," he says.
Alternative spirits and Champagne by the glass are also served in Rockwell, together with American-style bar food. "It is very much a destination bar that is open all day until 1am," says Jersabeck.
As well as serving continental breakfast, the bar menu offers the likes of fish and chips with a‹oli dip (£8.50), Rockwell club sandwich (£9), chicken satay with spicy coconut cream and peanut sauce (£8.50), and deep-fried vegetable strips with curried mayonnaise (£3.75). For £17, the Bourbon-style afternoon tea includes cornbread finger sandwiches, Bourbon pecan cake, pumpkin crumble with apples and raisins and Bourbon egg nog cream, warm apple fritters with berry compote and maple syrup, and blueberry muffins.
Food in the hotel's restaurant, Jago - named after a sailor in the Battle of Trafalgar - is intended to be equally comforting. Executive chef Michel Gehrig, who previously worked at the Hilton Cardiff, is using as much organic produce as possible to produce dishes such as warm smoked salmon with beetroot carpaccio and sour cream (£8.50), roast rack of Old Spot pork with black pudding and haggis pie, coriander and mango salsa (£14.50), and lemon tart with mascarpone and pistachio (£5.50). Starters on the … la carte menu range from £6.50-£9.50, main courses are £14.50-£18.50, and desserts are £4.50-£6.50.
While the focus groups that help to define the Trafalgar concept were aged 25-40, Jagersbacher hopes the market for the hotel will not be confined to this age group. "The hotel should be for everyone, although we obviously expect it to attract a younger clientele than the Hilton brand," he says. "We see this as being a stepping stone for guests to move on to Hilton." Significantly, the Hilton name is not mentioned on any of the hotel's literature, although the eagle-eyed guest may spot the Hilton logo beside the Trafalgar name.
Only a handful of the 130 staff have come from other Hilton properties, while the rest have come from other areas of the industry or from outside it altogether.
"Our guest service manager, for instance, has never worked in a hotel before - she comes from the airline industry - but she is a people person and knows how to carry herself well," says Jersabeck.
The guest service manager will be on duty until 2am and will be available to greet all late arrivals and help to provide them with what they need that night or the next day.
For Jersabeck, employing the right staff has been crucial. "We have hired staff primarily on their attitude - their sincerity and genuine interest in people is more important to us than their skills," he says. "Skills can be taught, but attitude is something you either have or don't have."
There are no definite plans for repeating the Trafalgar concept elsewhere. "We have a lot to prove to ensure it works here in London first," says Jagersbacher. But he adds that if it is successful, there could be 50 Trafalgars around the world one day.
Interior design features
The Rockwell bar
Sited next to the hotel reception, the bar is designed to feel like an extension of Trafalgar Square outside with cement-finished columns dominating the room. Large windows allow natural light to spill through by day, with lamps by Chelsom providing a warm glow at night. Floors are walnut and walls are limestone.
The strong, clean lines of the room are softened by low tables from Channels, armchairs by RHA and sofas and chaises longues from Alan Gould in opulent velvets and cut pile fabrics in dark blue, taupe and caramel.
The enormous end wall of Rockwell is dedicated to showcasing art, which is available for purchase. Flowers here and throughout the hotel are by Louise Woodhouse.
Jago restaurant
A wide, open limestone staircase leads from Rockwell down to Jago, the 80-seat restaurant in the basement, where the open kitchen provides a dominant design feature. Limestone lines the floor, while the cool white of the walls is broken up by a series of concrete columns.
Tables are walnut, with seating provided by black banquettes and armchairs by Archer and Smith, upholstered in black and grey. Villeroy & Boch's Corpo plain white crockery is enlivened by the occasional bespoke glass plate. Glassware is from Schott Zwiesel and cutlery from Robert Welch.
Bedrooms
Many of the 129 bedrooms - with either a sky blue or beige colour theme - incorporate individual features from the original structure of the building such as high ceilings and floor-to-ceiling windows, creating a strong sense of light and space, with stunning views over Trafalgar Square.
Fitted furniture has been eschewed in favour of free-standing pieces by Channels in American black walnut, a wood characterised by its strong grain. The aim is to create a modern and original look that will not date. Beds and cabinets sit on raised frames, while double-length desks are partnered by high back chairs. There are no visible furniture fittings - wardrobes open with hidden finger pulls and drawers have cut-outs in place of handles.
Comfort is provided by mocha-coloured lounge chairs, contrasting curtains by Fabric Express, white bed linen by Frette, and a grey chenille bed throw. Artwork - modern interpretations of London by David Case - adds a splash of colour. There are 21 split-level studio rooms where the raised level in dark wood provides a separate living area for listening to CDs or watching a DVD, with the sleeping and working area on the lower level.
All bedrooms offer minibars, in-room laptop safe, satellite TV, PC modem for access to the Internet, and multiline facility with two-telephone capability.
Bathrooms
The minimalist bathrooms have white tiles and chrome fittings. Main features include deep baths, huge, modern, square sinks, separate glass shower units, and mist-free mirrors. Full-sized toiletries, eye masks, relaxing oils and mini televisions provide a sense of luxury.
The roof terrace
The roof terrace offers views over the Houses of Parliament, Westminster Abbey and the London Eye.
Available for private parties accommodating up to 70 guests, it has been landscaped by Guy Thornton. Large stone slabs and simple evergreens create a contemporary city garden.
The Trafalgar
2 Spring Gardens, Trafalgar Square, London SW1A 2TSTel: 020 7870 2900
Web site:www.hilton.com
General manager: Andreas Jersabeck
Executive chef: Michel Gehrig
Meeting rooms: three plus roof terrace available for private parties
Bedrooms: 129
Staff: 130
Development costs: £30m
Design: Daniel Perez-Selsky at Harper MacKay created the bar and restaurant, while the rest of the hotel was designed by Hilton in-house designers
Projected annual turnover: £11m
Rates: £270 per room
Average achieved room rate (forecast year 1): £220
Occupancy (forecast year 1): 80%
