With the news that Eva Ziegler is leaving her position as the brand and marketing leader for Starwood Hotels and Resorts Worldwide’s W (and Le Meridien) brand, the future of the trendy, lifestyle boutique-styled hotel is buzzing in the communications sphere as many are wondering, what’s next?

Having been with Starwood for six years, Ziegler had become known for helping Starwood launch the trend of boutique-styled hotels amongst big chains and also easily juxtaposing it with fashion, music and entertainment.

But as discussed at the 2011 Reuters Global Luxury and Fashion Summit, in a

“post-recession world, high-end hoteliers’ investments are shifting away from fancy freebies like lotion and soap and toward expert service that reflects a real understanding of the guest’s preferences.”

Laurence Geller, Chief Executive Officer of Strategic Hotels & Resorts Inc (Four Seasons, Intercontinental etc.), pointed out that these days amenities don’t impress.

In fact, he stressed, [Read more…]