Last week, we wrote about adaptive reuse in CRE that turned a movie theater into a Trader Joe’s and a fire department headquarters into a hotel. This week we spotlight 1 Hotel, which is developing luxury hotels with sustainability at the core. With locations across the US, often in urban centers like Brooklyn, West Hollywood, and Nashville, each location is certified carbon neutral and 100% LEED Certified. In Nashville, “the property’s biophilic design infuses the rhythms of nature with a complex land regeneration project. Built on a previously-developed brownfield site, the proprietors carefully disposed of all contamination before construction began, in order to first renew the land. The hotel’s exterior features a cascading ivy facade with over 56,000 individual plants that not only provide resistance to the impacts of weather, but also capture CO2 and generate fresh oxygen. Guest room interiors are informed by a charming rustic-urban combination, including natural wood textures, muted tones, and furniture inspired by local craftsmanship” according to Elle Decor.
The hotel’s captured market tends to consist of highly educated and wealthy clientele. Per Spatial.ai’s PersonaLive, a whopping 37% of visitors to the Brooklyn location and 40% to West Hollywood fall under the Educated Urbanites segment. Ultra Wealthy Families make up another major segment across the three locations.
If we look at AGS: Behaviors & Attitudes, we see some interesting patterns across visitors, such as high propensity to use Venmo (over-indexing at 158 for Brooklyn, 160 for West Hollywood, and 120 for Nashville), indicating that this could be a good way to leave tips for housekeeping staff; having airline miles rewards; love wine with dinner so that could be a potential complimentary gift; enjoy fine dinners (181, 250, and 134 respectively); and bubbly drinkers such that a Champagne might be in order. While they have fine tastes in food and drink, they are also avid exercisers, enjoying Pilates at a higher-than-above rate (269, 676, and 143, respectively) and considering themselves Yogis (170, 243, 130, respectively). When it comes to onsite entertainment, laughter should be in store as these visitors over-index for Comedy Club. Unexpectedly, Brooklyn and WeHo visitors over-index for knitting, so perhaps a DIY knitting kit with organic yarns could be added to the gift store. Live Theater and Museum Attendance also over-index, so concierges need to be up-to-date on the latest shows and exhibits available in the area
Partnerships Opportunities also abound if you know the profile of your visitor. These 1 Hotel guests are more likely to say “My Next Car Will Be Eco-Friendly” so partnering with a hybrid or electric-powered vehicle for rent could be a bonus for both parties. When it comes to shopping, social causes and natural products are important to these guests and highlighting locally-grown, eco-conscious items or excursions would pique their interest. They’re willing to go luxe as they are more likely to prize environmental safety over price.
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