Back in the day, we used to have real brand loyalty when it came to hotel bookings. But we’re not naming any names.
FCJ came along and ruined all of that, of course. The way we see it: loyalty is easy, but discernment is harder…and it’s a big part of our job now.
Beyond our worldview, we get the feeling that the whole brand loyalty era in hospitality has waned. We wonder if we’re right about that. And we’d love to hear what you all think. So hit the comments…or shoot us an email/DM. Consider our phone lines open.
Do you have brand loyalty when it comes to hotels?
Whether you do or don’t: what’s the next hotel brand on your list to stay? (Cheating a little bit is a good thing in this case.)
We’ll start: we have a few hotel brands high on our hit list. And two of them happen to be related. This time we CAN name names: we’re talking Capella and Patina.
Our intrigue about Capella/Patina is rooted in many things, but the obvious one is the easiest to point to: the accolades. Regardless of what you think about hotel awards lists, they’re provocative. They get the people going. And they book rooms. So for Capella, being named #1 hotel brand in the world four years running [via T&L] is a huge deal. As was Capella Bangkok winning World’s Best Hotel back in 2024 [via 50 Best Hotels]. We’re still talking about it.
Capella is, of course, the elder sibling to Patina, originally founded by Ritz-Carlton’s own Horst Schulze, and later acquired by the Kwee Family in 2017 (owners of Pontiac Land). If you don’t know Pontiac Land…you should know that we’re not talking vintage Firebirds. It’s the Singapore-based developer that’s been building some of Asia’s most standout real estate for over 50 years.
Patina is Capella’s younger sibling…also award-winning (see: Patina Osaka ‘26)...but a bit more culture-forward in style. If Capella leans into cultural immersion and the “craft of hospitality”, Patina brings more creativity to its hospitality focus. Some might say it’s tailored for guests who want ultra-luxury without too much formality…which does resonate with us. The siblings, together, remind us a bit of another set of hospitality brands. I’m sure you can guess which.
A thing we really love about Capella/Patina is the family ownership reality. It means, for the most part, that there aren’t any shareholders demanding unreasonable quarterly growth. So the brands can be much more obsessive over the product. (Which is better for all of us). And much more patient with where they’re going.
So where are they going?
Capella just landed in Kyoto. Next up is Florence and Riyadh, which is the next step of the plan to purposefully grow but still remain rare by design [again: see growth notes above]. The major markets that you’re thinking of are also very much on the map, which will make breaking your loyalty for a stay under the Capella banner that much easier.
Patina’s portfolio is younger, and more focused…which feels like a very good thing. Maldives has been the flagship, now there’s Osaka, and Tianjin is next.
Even if we haven’t yet stayed in a Capella/Patina hotel ourselves, you know we have our confidential sources who have….
And Patina Osaka, for whatever reason, has been the standout to us, personally. It’s minutes from Osaka Castle, has seemingly lovely views over the city, and even a dedicated listening room in partnership with OJAS (s/o to Brooklyn-based sound man Devon Turnbull). That all makes a worthy recipe.
Maybe it’s just that Japan is calling. And when our correspondent checked in and checked out convinced, it firmly made Patina Osaka our presumed home for answering the call. (Hopefully that’s sooner rather than later).
Here’s what he had to say…
“Location and design were breathtaking, with unmatched castle views from the rooms, restaurants, pool, and lounging areas. Rooms were spacious with a couple of standout details: an oversized shower, built-in phone charging shelves, pajamas to wear during the stay, really well-designed pink umbrellas, and an excellent shoe horn.
On the service side, it was friendly and good, but not quite like what I experienced at Capella Hanoi (which was truly outstanding). I actually sat in on part of their afternoon glitch report meeting with the Director of Rooms…and it’s cool to see how seriously they take service recovery behind the scenes. It will be interesting to watch the service culture deepen as they open more properties. Ultimately, I think it’s the best AND most unique stay in Osaka.” // FCJ approved.
He’s not exactly a hotel novice. So we’re inclined to believe him.
It’s probably time that we head there to confirm all of this firsthand. And when we do: excellence in shoe horn quality is what we will expect upon arrival.
We’re not loyalists anymore. So flirt we shall.
That’s all for today. If you’re into this kind of thing, give it a heart so others know it’s worth a read. And, as always, smooth skies to the lot of you!
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.