Hotel Sanders, Copenhagen: A best case for human-centric brand experience.

BRAND EXPERIENCE

6 Sept

The concept of luxury in hospitality is evolving, moving away from mere showmanship and status to a more nuanced human-centric approach. I've identified several dimensions where traditional luxury falls short:

Interior design often overlooks the human element, focusing on aesthetics over comfort.
A luxury demeanor can sometimes appear aloof, creating a barrier rather than a welcome.
The undervaluation of essential staff, like housekeepers, contradicts the ethos of genuine hospitality.
Overcharging for basics like minibar items can feel trivial, especially in high-end accommodations.

HOTEL SANDERS, COPENHAGEN

In 2018, I discovered Hotel Sanders in Copenhagen, a beacon of brand and human-centric hospitality.

This establishment, under the stewardship of Alexander Kølpin, former principal dancer of the Royal Danish Ballet, and designed by Pernille Lind and Richy Almond of Studio Lind + Almond, blurs the lines between a boutique hotel and a personal residence. Awarded "Denmark’s Leading Hotel 2021" by the World Travel Awards, Hotel Sanders reimagines luxury through my experience:

1. Booking process

The journey began with an online booking experience that was both seamless and personable. I reached out with queries and was met with warm, anticipatory responses from the guest relations manager. This initial interaction set the tone for what was to follow, promising meticulous attention to guest needs.

2. Upon arrival

Stepping into Hotel Sanders felt like entering the residence of a cosmopolitan friend. The staff's demeanor was affable and unpretentious, fostering an atmosphere that was both luxurious and inviting. Their bespoke attire, far from the standard hotel uniform, seamlessly blended with the environment and resonated with the brand's identity. This thoughtful choice in staff presentation, coupled with the interior's eclectic mix—a fusion of old Danish colonial style, Parisian elegance, and English eccentricity—contributed significantly to the unique, residential ambiance of the hotel.

3. My room

My room at Hotel Sanders was a celebration of mid-century international design, featuring elegant chestnut furniture, marble side tables, and walls adorned with sage green, creating an atmosphere of refined comfort. Distinct from the standard offerings of luxury hotels, the room included a high-quality, unattached hair dryer, providing a level of convenience rarely seen. The minibar was complimentary, a gesture of hospitality that feels both generous and personal. Moreover, it was thoughtfully stocked with a range of healthy snacks, catering to diverse dietary needs and preferences. These details, often overlooked in luxury accommodations, underscored Sanders' commitment to a truly guest-centric experience, transforming the space into a veritable 'home away from home.

"Sanders is a home away from home. We wanted the customer to feel extremely relaxed, but also to see details that reference many different eras. (Pernille Lind).

4. Room service

Each moment at Hotel Sanders was imbued with an air of refined hospitality. The room service, particularly memorable, was delivered with a personal touch that transcended expectations. One instance that stands out is when a staff member, elegantly attired, brought me a jug of water infused with fresh mint – an unsolicited but deeply appreciated gesture. This experience exemplified the hotel's philosophy of anticipatory service, where the staff's intuition and attention to detail transformed even the simplest acts into luxurious comforts, enhancing the overall warmth and uniqueness of my stay.

5. Sanders Kitchen

Sanders Kitchen exuded a homely, cozy, and relaxed atmosphere. At breakfast, the unique kitchen/café setting allowed me to watch the personnel meticulously prepare coffee and bread, creating a sense of warmth and openness.

The dinner experience was equally remarkable. As someone who strictly follows a gluten-free and sugar-free diet, I was accustomed to limited choices. However, at Sanders, the chef personally approached my table with a thoughtful offer to craft a custom dish that catered to my dietary needs. This gesture of genuine care and willingness to go the extra mile made the meal truly enjoyable.

Post-dinner, the experience continued in the public area, reminiscent of a cozy living room. Relaxing by the fireplace, I was pleasantly surprised when a staff member, recalling that I had skipped dessert, offered to prepare a fruit bowl for me. This thoughtful attention, unusual in most hotels, added a personal touch to my stay, making it memorable and unique.

Final Touch: The Departure Experience

Waiting for my cab at Hotel Sanders, a staff member approached with a thoughtful query: would I enjoy a bottle of water and a coffee-to-go? This offer, arriving even before I realized my own need for it, pleasantly surprised me. My initial concern about the timing was quickly dispelled, as the coffee was prepared swiftly, ensuring my departure was as smooth as my entire stay had been. This gesture was a fitting finale to the consistently attentive and personalized service I experienced at the hotel.

TAKE AWAY

Leaving Hotel Sanders, I carried with me more than just memories of specific moments; I had experienced a masterclass in hospitality. This experience was a vivid illustration of the hotel's commitment to excellence in every aspect, a commitment reflected in these fundamental principles:

Defining the Essence of Hospitality at Hotel Sanders

Genuinely Interested: A profound engagement with every guest.
Warm and Caring: Providing a welcoming atmosphere with a touch of elegance.
Human Connection: Establishing meaningful interactions at a personal level.
Bespoke: Personalized services tailored to individual preferences.
Anticipatory and Surprising: Consistently exceeding expectations with thoughtful gestures.

My reflections on luxury hospitality

1. Redefining Hospitality: The luxury hospitality sector is at a pivotal moment to reconsider its approach to hospitality. Understanding what being hospitable now entails, and how it differs from past notions, is key to staying relevant and impactful.

2. Interior Design's Humanistic Role: There's a rich opportunity for interior design to play a greater role in connecting staff and guests. A humanistic approach in design can deepen these interactions and enhance overall guest well-being.

3. Human Dimension: Consistency in human-centered service, from the initial contact to the final farewell, is vital for portraying a hotel's true character.

4. Authenticity in Experience: Genuine, heartfelt experiences define a credible and distinctive guest experience, aligning seamlessly with the brand and its property.