The Motel One Hotel Group has had considerable success in Germany, and is now rapidly expanding across Europe: it already has two hotels in Austria and is about to open its first UK hotel in Edinburgh, with more to follow. It now has over 8,500 rooms and an occupancy rate of 76%.
It is timely, therefore, to take a closer look at the Motel One concept, and consider the implications for the UK market where sites are already also in development in London, Newcastle and Manchester.
The concept
Founded in 2000, the Group is based on the concept ‘Great design for little money’: high standards of service, high quality materials and good design for budget conscious guests in city centre locations. Prices start at just 59 euros, delivering on the promise of inexpensive modern design and standards.
Each guest room features comfortable double bed, flat-screen TV, air conditioning, en suite bathroom – all as expected by guests these days, but the difference is in the standard of equipment/materials: Loewe TV, Artemide lamps, Dornbracht sink taps, Monsoon shower head, dark granite surfaces.
Each hotel also features its own ‘One Lounge’: a spacious area that serves as lobby, living room, bar and breakfast area, with free wi-fi and meeting spots. Each One Lounge has its own design theme reflecting or inspired by the city or area in which it is located. We look forward to the Edinburgh opening…
Guest satisfaction
Motel One takes guest satisfaction seriously as its key business indicator: after departure, every guest receives an e-mail asking them to rate how they enjoyed their stay. Up to September 2012, around 60,000 guest reviews produce these current ratings:
Breakfast service: 81%
Cleanliness: 90%
Service willingness: 90%
Friendliness: 91%
Motel One’s ‘Quality has no star’ initiative ensures that staff are constantly seeking to improve on these scores.
Guest satisfaction will certainly be examined even more closely to assess reaction within the UK, and to ensure the concept is refined – if necessary – for the UK market.
Motel One Edinburgh-Royal
Located on Market Street in the heart of Edinburgh, this hotel is a conversion of the original 16th and 18th century buildings and has, inevitably, been complicated by conservation requirements.
Nonetheless, and despite the investment in high quality design and materials, prices start at £69, proving that Motel One will deliver on its commitment to inviting, contemporary rooms at wallet friendly prices!
Dieter Muller, CEO of the Group, reinforces this point:
“This is a very exciting time for Motel One, and the UK launch has been a long time in the making. Our product is young and stylish and focuses on three qualities, namely excellent location, affordable prices and high quality design and service.
“We think, with this product, we will also inspire our guests in the UK. The Edinburgh launch is just the beginning!”
UK expansion
As indicated above, Motel One is ‘just beginning’!
Already, a second site is secured in Edinburgh, with two in London, one in Manchester and one in Newcastle agreed.
The Group regards the UK market as its second most important outside Germany, and has set up a development office in London that is charged with seeking and securing further properties in UK cities.
Capturing the UK market for budget conscious design hotels
Motel One is demonstrably a highly efficient, well managed and well financed organisation that has looked long and carefully at the UK market, patiently waited to secure the right locations for its product and values, and is determined to establish itself as a serious force.
It recognises that the UK is already well supplied at the budget end of the market, but believes that delivery of its proposition – ‘Great design for little money’ – will attract and secure the guests that it targets.
The opening in Edinburgh will provide our first sight of the brand in the UK, and will undoubtedly signal the arrival of a formidable new competitor in the UK hotel marketplace.