Efrem Harkham, the owner of Luxe Hotels, lives his life by a simple, yet impactful mantra: Just show up.
In fact, his choice to attend a luncheon — where he happened to be seated next to a banker — led to a fruitful conversation and Harkham’s decision to purchase Luxe Rodeo Drive Hotel in Beverly Hills, Calif.
This habit of taking the bull by the horns has served Harkham well. Not only has it established him as a leader in the luxury travel and hotel space, but it has also inspired him to share his experiences in a new book: “Living the Luxe Life: The Secrets of Building a Successful Hotel Empire.”
Here, he chats with us about Luxe Hotels’ latest news, his new book and why travel advisors will see a difference when booking his collection of high-end boutique hotels.
A young Efrem Harkham
Credit: 2020 Luxe HotelsLuxe Hotels has some big news in 2020. What can you tell us about it?
It’s uncanny that the book title, “Living the Luxe Life,” is named after our new acquisition of Luxe Life Hotel, which is located in New York City’s trendy NoMad neighborhood. The building used to be the headquarters for Life Magazine, and it was once home for renowned art directors such as Norman Rockwell and Robert Capa.
Our goal is to bring back the grandeur of the current standing hotel, and to help revive the area with our hospitality. At the same time, we want to bring our philosophy to create a welcoming “like home, but better” experience for our guests. We are excited about this addition to our collection of Luxe-branded hotels and look forward to launching there this month.
What trends are you seeing in the luxury hotel scene?
We’ve found that corporate travelers are always looking for a warm, caring and efficient experience when staying at a hotel, and that smaller, independent hotels that have a personality offer a more authentic experience and often appeal to this type of traveler, who is constantly seeking out properties that provide a “home away from home” feel.
Additionally, sophisticated travelers demand experiential travel that includes experiences and interaction with locals. They want to see how locals live, eat, enjoy their culture, practice their faith, etc. Hotels that can provide some of these experiences on-property will be front of the line.
Who is the typical “Luxe Hotels” client, and what do they expect from a hotel experience?
The typical Luxe Hotels client is appreciative of smaller independent hotels where they feel like family and are personally recognized. Our guests are looking for something more than a rewards program and points; they are looking for the full experience, and to be acknowledged and appreciated for their business.
We also have “guests for life” who patronize our hotels because they have come to expect a certain level of service. For example, we have a guest who stays with us four days per week. She likes to stay in the same room, and she requests that certain items in her room be ready for her.
“Living the Luxe Life: The Secrets of Building a Successful Hotel Empire” was published in 2019.
Credit: 2020 Luxe HotelsWhat inspired you to write “Living the Luxe Life”?
When I turned 60, I realized I wanted to teach the next generation — our future leaders — about my experiences in the hope that they could learn from them. I wanted to instill the importance of not being afraid of struggle and hardship as we are built and refined by our trials; of not following the herd mentality; of looking for meaning in every experience; and of learning that quality is more important than quantity when creating product and brand integrity.
I’m grateful for the things I’ve learned, and I hope that readers gain an appreciation for determination, hard work and the art of always “showing up” in life. When you use one candle to light another, the result is more light, and the original light is not diminished. It is a passion of mine to inspire people to help make the world a better place by sharing their light with others.
How can travel advisors best work with Luxe Hotels?
I have a great sales team for my branded properties, and with my representation firm, Luxe Collection. With 12 offices worldwide in major cities across the globe including New York, Los Angeles, London, Italy and Spain, we have a large sales team that is seasoned to assist travel advisors with their clients’ specific needs. We pride ourselves in seeking opportunities to surprise and impress our guests with personalizing travel experiences. I believe that small details make a difference.
The Details
Luxe Hotels
www.luxehotels.com
