How Michael Bonsor has helped transform the Rosewood London
Michael Bonsor, managing director of the Rosewood London, is in charge of one of the capital's most successful establishments, with a slew of awards to its name. Rosalind Mullen meets him to discover how he's managed to create a hotel offering a luxurious experience that is also loved by locals.
The fact that this 306-bedroom hotel exudes tasteful luxury without being stuffy has evidently fuelled its success. Since opening in October 2013, it has shown solid performance with a 10% year-on-year increase in revenue recorded in 2017. In the past six months it has earned a host of accolades, including the 2017 Catey award for Hotel of the Year - Group, as well as being voted Best Hotel in London in the Condé Naste Traveler 2017 Readers' Choice Awards. Previous to that, it was AA Hotel of the Year 2014-15 and Opening of the Year 2014 at the European Hospitality Awards.
What's interesting is that the Rosewood London has made the Holborn site work, whereas the incumbent operator, Marriot's Renaissance Chancery Court, was reported as "struggling". There are many reasons for that, though one man in particular has played a key role in driving through change: managing director Michael Bonsor, who came on board as hotel manager before the launch and stepped up to managing director last March, replacing Matthias Roeke.
Bonsor, however, is modest about his contribution: "We had an £85m refurbishment to eradicate the previous hotel, we had the power of the Rosewood brand - 40% of its clientele are North American - and we have iconic sister properties, such as the Carlyle in New York and the Crillon in Paris."
Even so, the domestic market was unfamiliar with the Rosewood brand as it had not had a presence in London since it relinquished management of the Lanesborough hotel in 2001. What helped make the location work is the hotel's food and beverage outlets - which account for 40% of hotel turnover. The hotel is close to the West End and five minutes' walk from law firms in the nearby Inns of Court, with hard-hitters such as law firm Mishcon de Reya bringing international business, while companies such as Metro Bank and Sainsbury's have headquarters nearby, ensuring that they resonate with local clientele and the international traveller.
As well as Scarfes Bar and the 160-seat brasserie-style Holborn Dining Room - housing London's largest gin bar - diners can also choose from the Mirror Room, overseen by executive chef Amandine Chaignot, private dining rooms and pop-ups in the landscaped courtyard - currently an outdoor Alpine ski lodge experience in partnership with gin brand Monkey 47.
About the Rosewood LondonRosewood London, 252 High Holborn, London WC1V 7EN www.rosewoodhotels.comOwner Rosewood Hotel Group (Hong Kong-based Cheng family) Opened October 2013 Number of rooms 262 rooms and 44 suites, including the six-bedroom Grand Manor House Wing Facilities The brasserie-style 160-seat Holborn Dining Room; Scarfes Bar, which serves cocktails and offers live jazz and cabaret; the Mirror Room for afternoon tea and innovative cuisine; plus 11 event spaces and the Sense Spa The building A 1914 Edwardian Grade II-listed building originally housing the Pearl Assurance company headquarters The renovation Belle Époque architectural features were retained, such as the carriageway entrance to the courtyard and a Pavonazzo marble staircase that rises seven storeys The designers Tony Chi and Associates created the interiors for the public areas, including 11 event spaces and the Mirror Room, while Martin Brudnizki designed the Holborn Dining Room and Scarfes Bar.