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Friday 3 June 2022

Travellers subjected to too much hotel jargon

Do you ever feel that you are the target of an endless torrent of marketing gibberish from hotels?

Travellers are forced to digest an increasing amount of jargon dribble - I get dozens of press releases from hotels each week and you can be sure that every one of the them - without fail - will include a number of key words.

Among them are "luxury", "eco-friendly", "design" and "sustainable". Quite often "holistic" gets a go, along with "curated", "dynamic" and "sanctuary".

1 Hotels, which describes itself as "the luxury lifestyle hotel brand inspired by nature" has just launched a new hotel on the San Francisco waterfront. The Embarcadero is not known for its nature, but that doesn't halt the spin.

The hospitality brand's second California property is San Francisco's "newest, most thoughtfully designed eco-friendly urban refuge. Integrating the best of sustainable design and architecture."

That's quite a few cliches in just one sentence.

Apparently, the property's 186 guest rooms and 14 suites capture "panoramic views of the Bay Area's rolling hills, sweeping fog, inspiring architecture, and stunning natural beauty.:

"1 Hotel San Francisco is an inspiring example of what our brand stands for," said 1 Hotels Founder and CEO & Chairman of Starwood Capital Group Barry Sternlicht.

"It is a tangible extension of our vision and purpose: to place holistic wellness at the forefront of our operations for our guests, local communities, and the planet.

"This vibrant and eclectic city has long been at the forefront of driving sustainable change in architecture and design. Inspired by that rich history, our goal is to infuse an urban oasis with the natural beauty of the Northern California landscape and the sensibility of this dynamic community."

Stop for a breath Barry.

So who are 1 Hotels?

In their own words: "As a luxury lifestyle hotel brand inspired by nature, 1 Hotels cultivates the best of sustainable design and architecture, together with extraordinary comfort and an unrivalled level of service." 

They provided the image above, which, to be frank, looks like generic hotel lobby 1-0-1. But I'm sure it's a very nice property. 

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