Choosing a hotel can feel somewhat like deciding on your favorite coffee shop. Should you opt for the corporate chain with its reward points and consistent service, or should you try out the local independent hotel, with its unique character and charm? Family-run hotels offer more than luxury – they can feel like home, providing guests with warmth and personalized service that can often be lacking in larger, corporate-run establishments.
Family-Owned Vs Corporate Hotels
According to data from the Hotel Association of Canada, out of 8,385 “hotel establishments” in the country, a significant 55 per cent are independently run. However, only 10 per cent operate without the protection and recognition of a larger corporate brand name. Family-owned and operated hotels, where owners are actively involved in the running of the establishment, are a unique subset within the hospitality industry. They often join hotel associations like Relais & Châteaux, Set Hotels, or Small Luxury Hotels of the World, which provide them with the prestige of a luxury brand without sacrificing their independent status.
The Unique Warmth of Family-Owned Hotels
What sets family-owned hotels apart is the personal touch they bring to their service. At Vancouver’s Wedgewood Hotel & Spa, which has been family-run for three generations, guests are welcomed with personalized greetings from staff who remember their names and show genuine interest in their experiences. This focus on personal connection and customer service is a key characteristic of family-owned hospitality.
Generational Change and Innovation
Family-owned hotels also benefit from the unique blend of tradition and innovation that comes with generational change. Eleni Jackson, the marketing and operations manager of Wedgewood Hotel & Spa and the latest generation to join the family business, has brought fresh ideas and changes to the hotel. She has updated the social media presence, curated a more approachable wine list, and introduced cultural events and modern music to appeal to younger guests.
Staying True to Tradition in the Face of Competition
Family-run hotels face stiff competition from bigger brands. The Bucher family of Grand Hotel Villa Serbelloni on Lake Como, Italy, for instance, competes with the likes of Marriott’s Edition and Ritz. Despite this, they believe their deep roots in Bellagio and their focus on Italian craftsmanship and quality give them an edge.
The Personal Touch of Family-Owned Hotels
Whether they own one property or several, family-owned hotels pride themselves on the personal touch they bring to their service. The Italian Rocchi family, which runs high-end properties in Italy and the French Alps under the R Collection brand, focuses on offering a genuine and quality experience to their guests, often choosing new locations based on their own personal holiday preferences.
Scaling Up Without Losing the Personal Touch
For family-run businesses like Quebec’s Germain Hôtels, scaling up without losing the personal touch is a challenge. The company, which operates 19 hotels across Canada under three brands, prioritizes hiring the right staff who can convey their brand’s warm, friendly hospitality. They recognize that it’s the family name and legacy that makes an impression on guests, and they strive to cultivate that in all their properties.
Family and Business Intertwined
Running a family business is not always easy, as business and family matters often become intertwined. However, the personal touch, warmth, and legacy of family-run hotels create a unique hospitality experience that leaves a lasting impression on guests. Once you step into the lobby of a family-run hotel, you become part of that family’s legacy.
