FridayOL

The Standard: How a Rebel Hotel Brand Redefined Cool and Shaped the Future of Hospitality

Skift

In the ever-evolving world of hospitality, few brands have disrupted the status quo quite like The Standard. Known for its effortlessly cool vibe, playful design, and commitment to creating memorable experiences, The Standard has become synonymous with the 'lifestyle hotel' category. But how did this brand, born from a desire to challenge convention, rise to become a global leader?

This week's Skift Travel Podcast features an insightful conversation with Amar Lalvani, former CEO of The Standard International, diving deep into the brand's remarkable journey. We explore the origins of The Standard, its unique approach to design and service, and the key decisions that fueled its rapid expansion.

From Disruptor to Defining the Category

Lalvani recounts the initial vision for The Standard – a hotel that wasn't just a place to sleep, but a destination in itself. He explains how the brand deliberately cultivated a sense of exclusivity and intrigue, attracting a loyal following of trendsetters and style icons. The focus wasn't on traditional luxury, but on creating a vibrant, social atmosphere where guests could connect, relax, and express themselves.

“We wanted to create a hotel that felt like a friend’s effortlessly cool apartment,” Lalvani explains. “It wasn’t about stuffiness or formality. It was about personality, energy, and a sense of fun.”

The Power of Design and Experience

A crucial element of The Standard’s success is its distinctive design aesthetic. Working with renowned architects and designers, the brand has consistently delivered hotels that are both visually striking and deeply integrated into their local environments. From the iconic Standard High Line in New York to the playful Standard, London, each property boasts a unique identity while maintaining a consistent brand DNA.

Beyond design, The Standard excels at crafting immersive guest experiences. From rooftop bars and pools to hidden lounges and late-night eateries, the brand offers a curated selection of amenities and activities that cater to a discerning clientele. The emphasis is on creating moments of surprise and delight, fostering a sense of discovery and connection.

Looking Ahead: The Future of Lifestyle Hospitality

The conversation then shifts to the future of lifestyle hotels. Lalvani discusses the evolving expectations of travelers, the rise of experiential tourism, and the importance of authenticity in a world saturated with marketing hype. He shares his perspectives on how brands can stay relevant and continue to innovate in a rapidly changing landscape.

“The key is to stay true to your core values and to constantly seek new ways to surprise and delight your guests,” Lalvani concludes. “Lifestyle hospitality is about creating a feeling, a vibe, a sense of belonging. And that’s something that will always be in demand.”

Listen to the full Skift Travel Podcast episode to hear the complete conversation with Amar Lalvani and gain valuable insights into the world of lifestyle hospitality.