Fred Sirieix: These are the ingredients that make a perfect hotel
In an era when luxury hotels regularly charge £1,000 a night, what sets a truly great one apart from the rest? It's this question that Fred Sirieix , who has more than 30 years of experience in elite hospitality, sets out to answer in his new Channel 4 series Fred's Ultimate Hotels .
Sirieix visits Raffles in Singapore , Royal Mansour in Marrakech , Les Barmes de l'Ours in Val d'Isère and the Royal Madikwe in South Africa's Madikwe Game Reserve , spending time both as a guest and as part of the hotel team. "The idea was to go to these incredible hotels and see if they're as ultimate as they say they are," says Sirieix. "There is no recipe for hospitality, but this show allows me to break it down and show what's good, and why, and how these things work."
Being both back and front of house gives Sirieix a unique insight into the running of these extraordinary places; below, he shares the things that go together to create the ultimate hotel.
A flawless first impression
It might sound obvious, but any luxury hotel should sweep you off your feet from the moment you arrive. I love trees, gardening and nature, and when I arrived at the Royal Mansour in Marrakech – gliding past a line of huge olive trees – I thought: "Wow! This is impressive." It made a statement, conjured up a sense of history; it felt as if I was arriving at a palace. And then, of course, a big smile and warm, personal welcomes are so important.
A GM that is front and centre
The best general managers (GMs) lead from the front and by example. It's about creating a culture, both what you show in public and how you deal with people behind closed doors. A good GM will put his or her own stamp on a hotel – I think Jean-Claude Messant at the Royal Mansour has done an incredible job. He's really put some soul into the hotel, and it's the way he runs it too – like a military operation. That's how it should be; if you're the GM, the hotel is like your own little empire.
With concierge Fatima at the Royal Mansour in Marrakech - Channel 4
Proactive (not reactive) service
People often think the secret to a great hotel is the design, the food or the luxury add-ons. Of course, those things matter, but for me it's always about the people. Whether a roadside café or the Ritz, the same three simple rules apply: see, smile and say hello to people before they say hello. When I worked in hospitality, I was always 100 per cent focused on creating the best experience for every guest – and that should always be the mentality. It's always your job to be authentically charming first.
An authentic sense of place
I want a hotel to be more than just a collection of rooms and facilities; it should embody a sense of place. Flying into the Royal Madikwe is like flying into Jurassic Park . You're in the middle of the bush, surrounded by electric fences because there's so much wildlife all around. One evening, there was a performance of traditional African songs. It was so beautiful, it moved me to tears. In Singapore, a city in which greenery is very important, Raffles is a part of that – the palm-filled courtyards and manicured lawns fit perfectly into the urban environment.
Arriving at the Royal Madikwe in South Africa's Madikwe Game Reserve, where the hotel's remote bush setting is part of its appeal - Channel 4
Knowing that eight out of 10 isn't good enough
There are so many excellent hotels these days that an eight isn't going to make people loyal to your brand; every aspect of a stay should be flawless. Again, it's obvious, but cleanliness and tidiness constitute the first line of defence; everything should be spotless, looking fresh out of the box. For me, the perfect hotel should operate a bit like a conveyor belt, with staff on hand at every juncture to ensure each aspect of a stay is smooth and effortless. Everything is about the "what" and the "how": what is wanted or needed and how staff can deliver that.
Going that extra mile
In my opinion, an ideal hotel is one that goes beyond the expected, where staff members think about – and provide – what their guests might need, or like, before they've even thought of it themselves. At Raffles in Singapore, I had an excellent butler. I arrived on Father's Day and she'd sourced some photos of my children and made them into Father's Day cards. They were sitting on the desk when I arrived. People come from so far away when they travel, it's important to find a way to move them.
Understanding that luxury is an attitude
And everyone needs to have that same attitude, from the architect to the interior designer, front-of-house and waiting staff. With new hotels, it starts with the design; at Royal Mansour, the back-of-house areas were designed before the public parts, with underground routes so staff can move between buildings unseen. And then it's the materials that have been used; luxury and quality are about everything you see, touch and feel – if things are flimsy they won't be hitting the right notes.
With Royal Madikwe ranger Ernie (left) on a coffee break during a safari drive - Channel 4
Staff that feel cherished
All of the hotels I visited had a very high staff retention rate because they prioritised looking after their people. Often it's only 40 per cent, and if those working in a hotel are just passing through for a season or two, they're simply not invested in the same way. At Les Barmes de l'Ours in Val d'Isère, it's such a close-knit team and staff members are really believed in and valued. The head chef started when he was very young – other people might not have given him that role, but it's worked out brilliantly. Staff members are totally empowered; the kindness there really sticks in my mind.
Treating hospitality as an art form (or a sport)
Having the chance to work alongside the staff at these hotels was a privilege. They all ticked off my "Five Fs": first impressions, facilities, flawless service, fine details and feeling. At Les Barmes de l'Ours, it was beautiful to watch the staff showing how it's done – like watching a Wimbledon final. Staying at a great hotel should feel like floating on a magic carpet – incredible places where you're surrounded by professionals and everything is just effortlessly, seamlessly right .
