The hotel showround is a loudly quiet affair in the luxury travel business; an absolute must for every new launch, but one that we rarely talk much about as a concept.
As you will all already know, these “familiarisation visits” are an invitation for media, agents and operators to preview the hotel a few months before opening and are crucial in building contacts, gaining feedback, and of course, getting the hotel’s name out there. Simply put, it is the “first impression”, which is why it’s essential to get right.
Until about two weeks ago, the hotel showround is something I had no idea existed.
When I was invited to tour the Mandarin Oriental Mayfair ahead of its springtime launch, I had visions of a brand-spanking new building – complete with fresh-faced butlers and a glistening spa. Just a couple of weeks after joining TTG, already, I’d skipped the queue of the 1% and snagged a VIP pass to the area’s first new-build luxury hotel in 10 years.
It took a reality check from my editor, who has nearly two decades of experience in the luxury travel world, to bring me back down to earth. “Not all showrounds are created equal,” she warned solemnly. I was told scaffolding may still be up outside, that the swimming pool may be just a big empty hole. The emails from the PR prepared me for the worst; there was talk of steel-capped shoes and hard hat sizes.
My expectations tempered, I made my way over to Hanover Square on a rainy Tuesday morning for this, my first ever hotel showround – knowing its luxury may actually still be in the post.
But of course, we needn’t have worried. Fortunately, Mandarin Oriental, with more than 50 years of practice as a leading global luxury hotel brand, is a seasoned pro at making even the grittiest of building sites feel very much five star.
A warm reception
I arrived at a reception area, where the chief concierge warmly greeted me, took my coat and offered me something to drink: even this was prepared as if it was the real thing, with a trilogy of glossy books sat on a coffee table, piano music tinkling in the background and fresh flowers perfuming the air. The curtain may have still been closed, but the stage had firmly been set.
I was then introduced to the Mandarin Oriental Mayfair’s head of communications, Jessica Belton. Her sleek safety vest was emblazoned with the brand’s logo, in yet another nod to the hotel’s strong identity. She handed me one to wear too. It was the showround’s equivalent to a keycard, granting exclusive access to the hotel and making me already feel like a welcome guest.
Our first stop on the tour was in the actual reception area, which, although incomplete at the time, was a clear preface to the hotel’s lavish plot. Designed by Tokyo-based Studio Curiosity, its pear marble walls pay homage to the greenery of the surrounding area, and its oyster-coloured floors add a touch of Mediterranean warmth.
Dining and design
This nature theme continued in the adjacent atrium, where, after descending a winding staircase of leafy steps, guests can find London’s first restaurant from chef Akira Back.
A glass ceiling invites natural light to suffuse the wide space, and a large structural wooden vortex has been installed above the tables to reflect the motion of wind. As we wandered into the private dining areas of this incredible “Vierendeel” building, I learned that RSHP, architect of London’s Millennium Dome, was the mastermind behind the hotel’s exoskeleton exterior.
The A Bar, where guests will be treated to the Journey Through Asia concept with its bespoke cocktail menu, is next. Belton tells me that this softly-lit lounge, which is soundproofed and holds a late licence from Thursday to Sunday, will later be complemented by a rooftop terrace for summer drinks. A secret door leads into another debut for London: Dosa, the city’s first Korean chef’s table. Here, up to 14 guests will be treated to an interactive culinary experience from chef Back’s talented team.
Next up on the tour – the spa and wellness area, where Mandarin Oriental Mayfair’s guests will be able to enjoy a sauna, a steam room, a fully-equipped gym with a private training studio and three vitality pools. There’s also a 25-metre pool, and to my delight, it even had water in it – most definitely not a half-finished hole.
Finally, it was the moment I’d been waiting for – the accommodation. While not all the 50 guest rooms are complete just yet, I was lucky enough to see a few that are, giving an elegant idea of what staying at the Mandarin Oriental Mayfair will be like for guests.
I saw the entry category first, a Deluxe Room, which echoes the serenity of the hotel’s public areas. Guests can expect soft furnishings, floor-to-ceiling windows, a complimentary bar and a walk-in shower with an elegant marble finish.
Almost half the key count is suite level, with 22 of them in categories beginning with the Junior Suite and the Deluxe Suite, both of which include separate seating areas and big bathtubs. For those wanting more space, there’s also the Studio Suite, again boasting its own living area along with a guest bathroom, while the Hanover Suite features all the amenities of the former as well as a stylish kitchenette.
The creme de la creme, however, is the Mayfair Suite, which rightfully holds the penthouse status of the building. With a large lounge, a modern kitchen and a bright dining area, this stunning apartment is perfect for guests who love to host, even when they’re away from home.
Style and substance
What struck me most – in a positive way – about the showround of the accommodation was the lack of focus on their obvious luxuries.
Instead, Belton was keen to highlight the more unique details of the guest rooms, all of which have been crafted by Chelsea-based interior designers Studio Indigo. Gems were thoughtfully woven throughout: think gold rubber ducks on bath racks, and embroidered kimonos under vanities.
The highlight of all the rooms were the silk magnolia wall coverings, handcrafted in Shanghai by de Gournay and with a nod to the pink-blossomed trees found on the doorstep in Hanover Square. Chinoiserie details have also thoughtfully been included as a delicate reference to the hotel group’s roots in Hong Kong, where its flagship was launched in 1963.
Such passion for art continues with the hotel’s Meet the Mayfair Makers series, which offers guests tailor-made experiences with local craftspeople. There’s a partnership with diamond jeweller Jessica McCormack for a behind-the-scenes tour of their townhouse, while bespoke cobbling at Arthur Sleep on Savile Row will be among the activities available to book.
Secret to a successful showround
For a new luxury travel reporter, the constant industry acronyms and unfamiliar terms can feel overwhelming. However, it quickly became clear that these details were key to understanding what makes the Mandarin Oriental Mayfair, even in its infancy, such a magnificent place.
A showround, when done effectively, is far more than a nosey around some plush suites and a spa.
It is an opportunity for the hotel to introduce the press and travel advisors to its entire operation – the artists behind its magnolia wallpaper, the Itamae behind the sushi menu – and appreciate how it stands out from its competitors. Let’s face it, there are a lot of them in London – even among Mandarin Oriental itself, as this is the second hotel for this group in the capital, with a third on the horizon.
What makes a showround so special is its silent “T” – the “tell” that adds a gripping script to its glossy scenes. It’s the secret ingredient that can make an unfinished hotel taste perfectly ripe, even when the rest of its flavours are still marinating.
As I made my way to leave, I sighed at the awaiting wet weather outside. Luckily, my concierge friend had an umbrella slid into my hand before I could object.
“Have a great day, Emma,” he beamed, holding the door open for me. “See you soon.” Walking down the damp streets of Mayfair, I couldn’t figure out why I still felt like I was in the hotel. It was only when the rain stopped, and I closed the umbrella, that I saw it: the majestic gold fan covering its thick navy canopy. The Mandarin Oriental, with service that lingers long after check-out, had been keeping me dry all along. Now that’s how you do a hotel showround.
Mandarin Oriental Mayfair is currently accepting bookings for stays from 17 June 2024, from £925 per night.
