The Future of Luxury An Interview with John Vanderslice, Global Head, Luxury & Lifestyle Brands, A model room at the Canopy Reykjavik City Centre (left); Hilton Worldwide Koju restaurant at the Conrad Pune (above) EDITORS’ NOTE John Vanderslice, who Willyoutouchonyourinnova- Conde Nast Traveler Peter Jon Lindberg, and his job joined Hilton in September 2009, over- tionplatformforthosebrands? is to travel around the world to source the coolest sees the Waldorf Astoria Hotels & Resorts, With Waldorf Astoria, we continue to things to do in each destination. We’ve had tremen- Conrad Hotels & Resorts, and Canopy offer True Waldorf Service, meaning every dous response to this program. by Hilton hotel brands. Before joining single guest that comes to our hotels gets All of these experiences are supported by hos- Hilton, he served as President and a personal concierge who knows a bit pitality programs through which we train our team Chief Executive Officer for Club Med about them and offers things they want members to bring all of this to life in our hotel in Americas and as Chief Executive Officer upfront. He or she greets the guest order to create a true luxury experience. for Miraval Spa in Tucson, Arizona. at arrival, checks the guest in, is in contact Willyoutalkaboutthevisionyouhadfor with them during their stay, and helps thenewbrand,Canopy,andwhereitistoday? COMPANY BRIEF Hilton (hilton them during their departure. We have Canopy by Hilton is our new entry in the life- worldwide.com) is a leading global seen a significant increase in connections style hospitality space. We took the time to do a hospitality company, spanning the John Vanderslice between our guests and our personal con- deep market assessment on where the best place lodging sector from luxury and full- cierges over the years since we’ve intro- to position a new lifestyle brand would be. The service hotels and resorts to extended-stay suites duced True Waldorf Service. segment is in the upper-upscale space, a bit north and focused-service hotels. The company’s portfo- For Conrad, we’ve supported our smart luxury of Hilton, but it’s really accessible lifestyle, which lio of 13 world-class global brands is comprised of mindset with the introduction of Conrad Concierge, means it’s more of a neighborhood player than a more than 4,800 managed, franchised, owned, a mobile concierge app. The future of luxury is gateway player. and leased hotels and timeshare properties, with becoming more enabled by technology. Through We just opened our first hotel on the coolest more than 789,000 rooms in 104 countries and ter- our Conrad Concierge, a guest has access to all of street in Reykjavik, Iceland. Canopy Reykjavik is really ritories, including Hilton Hotels & Resorts, Waldorf our hotel services in the palm of their hand. We’ve a hotel that celebrates the neighborhood by bring- Astoria Hotels & Resorts, Conrad Hotels & Resorts, also now introduced Digital Check-in for all Hilton ing in design, art, and culture references from the Canopy by Hilton, Curio – A Collection by Hilton, brands through our Hilton HHonors app. With area into the hotel while making it more accessible DoubleTree by Hilton, Embassy Suites by Hilton, Digital Check-in, guests can choose their own room to guests via an affordable price point. The brand Hilton Garden Inn, Hampton by Hilton, Tru by and check-in before they arrive at the hotel, and is also accessible to owners because the invest- Hilton, Homewood Suites by Hilton, Home2 Suites now we’re rolling out the option for guests to use ment to build is lower than luxury and the entire by Hilton, and Hilton Grand Vacations. The com- their smartphone as their room key. experience is localized. Even though it’s Canopy pany also manages an award-winning customer We have found that the people who use our by Hilton, each design is inspired by the local area. loyalty program, Hilton HHonors®. Conrad Concierge mobile app give us higher marks That’s why people travel. on service and higher marks on our team members, We target the mindsets of people who are Willyougiveabriefoverviewofthegrowththat because we’ve handled their request digitally and adventurous travelers, who want to explore differ- WaldorfAstoriaandConradhaveexperienced? now it’s just about a seamless delivery. ent aspects of their stay and are room-centric. My job is traveling around the world look- Additionally, while everyone has been talking These properties deliver guest-directed ser- ing for the best destinations for our brands, which about experiential travel, we’ve really pushed our vice, and offer thoughtful local choices and really includes traditional gateway cities as well as team to put a stake in the ground by becoming the comfortable spaces. untapped markets. While our story starts with the luxury brands that are all about experiences. Howlargecanthatbrandget? history of Waldorf Astoria New York, over the years With Waldorf Astoria, we have a culinary pro- We aren’t sure yet, but we have been reviewed we have grown in other cities – Berlin, Shanghai, gram called “Taste of Waldorf Astoria” where we very well by developers. We have over 26 devel- Amsterdam, and Chengdu. In April, we will be partner with five James Beard Foundation rising star opments in the pipeline for Canopy and we just opening a property in Beverly Hills, creating a chefs who are then paired with five of our execu- introduced the brand one year ago. new world-renowned hotel. tive chefs, some of whom are Michelin-starred, to Also, we’re building Canopy properties in the On the Conrad side, we were blessed to have recreate an iconic Waldorf Astoria dish. Each year coolest and most interesting neighborhoods in the a brand that started in a strong Asian market, with we challenge our chefs to come up with the next world, so we’re confident that the brand will end hotels in places like Hong Kong and Shanghai. Waldorf Salad, Eggs Benedict, or Red Velvet Cake – up being a pretty substantial business. We’ve since extended into leisure destinations like each created in the kitchens of Waldorf Astoria WillthesimilarityforCanopybeprimar- Koh Samui and Algarve. New York. ilythroughservicestandards? One of my favorite new properties is Conrad For Conrad, we’ve curated off-property Yes, because the design is localized. Fifty Pune – it’s in a really interesting section of India that experiences through our Conrad 1/3/5 program. percent of the lobby design will be influenced by is growing fast and is part of the smart luxury set At every one of our 26 properties, we offer the neighborhood, while 20 percent will be repre- of technology in India. We’ve also recently opened one-hour, three-hour, and five-hour itineraries sented in the guest rooms. In lifestyle hotels, we Conrad Chicago, which is another great example developed for guests to discover the destination found that creating a comfortable room that guests of a product that perfectly aligns with smart luxury. they’re visiting. want to spend time in ended up being an after- This focus on brand growth is shared by To create these itineraries, we have appointed thought. We’re Hilton, so we know how to create everyone on my team. a director of inspiration, former senior editor of a great guest room.• 112 LEADERS POSTED WITH PERMISSION. COPYRIGHT © 2017 LEADERS MAGAZINE, INC. VOLUME 40, NUMBER 1.