hotel QT checks in refreshed ritual

The new hotel QT in New York City is the latest in branded hotels trying to update and improve the hotel ritual.

Hotel QT, on 45th Street just East of Times Square, has a lobby that is the anti-lobby, a counter that resembles a theater ticket window or Quick Track Betting facility. (A friend trying to meet me walked by the hotel twice before he finally found it.)

The obligatory bar in the back has a swimming pool where no one really swims (at least not during happy hour) but management plays water themed movies. The night I was there, they played Jaws.

Owned by Andre Balazs, who also owns the Mercer Hotel in downtown Soho, it’s no wonder the hotel QT is so figured out.

What Balazs and marketing team figured out is how much hotel is “enough hotel” for the New York visitor. The Paramount, W and others have been marketing chic thimble-size rooms based on the premise
That no one spends New York time in their hotel room anyway.

At hotel QT the rooms are also small, but what either research or common sense have made clear to Balazs and company is that people want 1) a resplendent king-size bed (yes, it fills the room), and 2) an incredible shower to start your day.

Simple pleasures. Produced with great enthusiasm.

However, if you’re looking for the ritual of food service, well, there’s always the Four Seasons.

The new hotel QT in New York City is the latest in branded hotels trying to update and improve the hotel ritual.

Hotel QT, on 45th Street just East of Times Square, has a lobby that is the anti-lobby, a counter that resembles a theater ticket window or Quick Track Betting facility. (A friend trying to meet me walked by the hotel twice before he finally found it.)

The obligatory bar in the back has a swimming pool where no one really swims (at least not during happy hour) but management plays water themed movies. The night I was there, they played Jaws.

Owned by Andre Balazs, who also owns the Mercer Hotel in downtown Soho, it’s no wonder the hotel QT is so figured out.

What they’ve really figured out is how much hotel is “enough hotel” for the New York visitor. The Paramount, W and others have been marketing chic thimble-size rooms based on the premise
That no one spends New York time in their hotel room anyway.

At hotel QT the rooms are also small, but what either research or common sense have made clear to Balazs and company is that people want 1) a resplendent king-size bed (yes, it fills the room), and 2) an incredible shower to start your day.

Simple pleasures. Produced with great enthusiasm.

However, if you’re looking for the ritual of food service, well, there’s always the Four Seasons.