By Neil Halligan
Dubai, Riyadh chosen as early launch cities for new luxury offering in New York City
It’s luxury on another level for most people.
Costing $50,000 a night, with a minimum seven-night stay, Park Hyatt's new Manhattan Sky Suite boasts views over New York’s Central Park from the 59th floor worthy of the world’s high-net-worth individuals it aims to attract, with perks to match.
Guests who book the three-bedroom suite can expect a helicopter to collect them from the airport to bring them to New York City centre, from where they will be transferred to the hotel and up to the suite via its own private lift.
In the suite, the private chef in residence will prepare a fresh-cooked meal, while the private butler attends to your every need.
The suite, which sleeps six people, is valued at $27 million in real estate terms, but Peter Roth, area vice president and general manager, Park Hyatt New York, insisted that that had little to do with the price.
“What we did is a market survey and we looked at absolutely everything there is [in New York] and we questioned among ourselves if what others currently offer, if there’s value for money. And we looked at ourselves and the quality of our new product and we also referred back to what we currently charge for what we have - that's the anchor you need to be grounded in,” Roth explained, speaking at a launch in Dubai.
The hotel’s existing largescale suites are charged at a relatively similar price - Presidential is $25,000 and the Royal is $35,000, he said.
“It sounds like a huge departure, but it's not because I feel very confident in saying that what this Manhattan Sky Suite costs per night, and what you will experience and how many people will be able to sleep in it is a greater value than what our competition is doing.”
The suite was only launched onto the market last week in the US, and it therefore wasn’t too surprising that Dubai, and later Riyadh, should be the first stops on its marketing promotion, given who the suite is geared towards.
“It's not a coincidence [that we’ve come to Dubai first] because we have clearly identified where the customers are that enjoy this sort of product,” he said.
“It's not only this part of the world, but it's certainly one where you want to get your foot in early on and get the word out. We have had now for a while a presidential and a royal suite and they have been doing extremely well.
“And we have realised that if you do your homework and you have the sensitivity to truly understand your customers, not only from this part of the world, in general, and you go a layer deeper into who they are and you can serve them. It's going to be well received.”
The hotel will cater specifically to each customer, down to the detail of having a specially curated library stocked with relevant books.
“If the living set-up for this part of the world has a different configuration than some of the parts of the world, it's just respecting and understanding local culture and curating accordingly,” Roth said.
Based on Park Hyatt’s own research, Roth said he expected not only the largest amount of customers from the Gulf region (Saudi/UAE particularly), but also the most immediate adoption.
“One of the things about what we've experienced here - not only in business, but in general - is a very authentic person-to-person way of engaging, number one, very welcome, and that makes selling much more easy,” he said.
“We have also noticed in this part of the world that there is a wonderful tendency of going about the day ‘in the moment’. If you think about other countries where people plan their vacation eight months out, here it might be the opposite. Here it might be 'I feel like travelling, let's go to New York tomorrow'. And that's something we understand.”