Opus Montreal Hotel - Media Section

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Boutique Hotels Battle for Big Four’s Tourism Market

MartiniBoys.com
Ellen Jakobsmeier

No longer is the term boutique allotted to fancy shops in Paris where dainty lingerie, perfumes and/or jewelry is purveyed. Boutique has now merged with hotel, where fine dining and drinking are essential features to your stay, and if you so desire for the hotel feel at home, you can purchase the sheets to go with you (hence the boutique). The concept of the boutique hotel was first introduced by hotelier Ian Schrager and partner Steve Rubell (of Club 54 fame) with their unique (at the time anyways) Morgans Hotel venture. Lauded as the first boutique hotel of its kind, this sexy space catered to all the whims and vices that guests could think of that large hotel chains (with strict noise policies) couldn’t accommodate.

In the year 2007, this concept has taken off full throttle with a few key Canadian hotel groups (Opus, Le Germain) that hope to maintain a firm grasp on the Big Four’s market for boutique hotels (Toronto, Montreal, Vancouver, Calgary). Up first: Le Germain, a Quebec-based hotel group that currently has boutique hotels in Toronto, Montreal and Old Quebec City with another Toronto location in the works and a Calgary project already under construction.

Combining permanent residences, an office building, and a boutique hotel, Le Germain Calgary is committed to providing visitors Green-friendly accommodations, though it may require a salary from the oil fields to afford lodging at the high tech hotel. Employing a fondness for natural elements, the hotel has been outfitted with natural wood paneling on the exterior and the attached office building next door is decked out in glass.

A geothermal heating system ensures energy consumption will be at a minimum within the tri-building project, and the self-sustaining green-roof acts not only as a beautiful focal point on the terrace (providing the necessary peace of mind), but also offers breathtaking views of Calgary’s skyline. Currently under construction, the hotel is expected to take reservations in 2009.

Heading to Toronto, tourists have always flocked to the historic Maple Leaf Gardens (before the ACC shut her down). This landmark that represents all things Canadian (for Torontonians anyways) will soon have a luxury boutique hotel perched within Maple Leaf Square courtesy of Canadian hotelier group Le Germain.

Though the notorious rivalry between the Canadiens and Leafs might spark some controversy (the Le Germain hotel group is based in Quebec after all), discerning sports fans alike will appreciate the modern décor and high-tech amenities each room features – perfect for the big game. Fortunately they will avoid the camp theme, as Ms. Germain assures "there will be no white-and-blue bedrooms". Though Vancouver is not among the current roster, you can assume plans are on the horizon.

The rival contender in the boutique hotel battle is none other than the Opus Hotel Group that entered the game with a Vancouver flagship hotel. When Hotel Godin began to falter in Montreal, Opus pounced and now is halfway halfway to achieving the coveted Magnum Opus status in the Canadian hotel industry (i.e. successfully offering boutique hotel services to the Big Four).

Recently, Opus announced plans to expand to Calgary and Toronto, though locations have yet to be determined. Whereas Le Germain is offering a green lifestyle to Calgary visitors and the historical significance of Maple Leaf Square to Toronto tourists, Opus will rely on a sleek, cosmopolitan aesthetic that focuses on a five star dining destination and an equally appealing bar scene exclusive to the Opus brand.

Currently, Opus’ Elixir Bistro commands a strong presence in the Vancouver dining scene with an organic West Coast menu, and the Opus Bar has a throng of imported vehicles lining up out front for valet parking during the weekend. In Montreal, the Opus bar is slated to open in August, and the hotel owners are prepared to make a multi-million dollar investment in the historic building’s 465-square-metre restaurant (still yet to be named though a few celeb chefs are rumoured to be attached to the space already). This is evidence enough of the sexy social scene that Opus brings to town.

Despite the rising Canadian dollar, Opus owner John Evans is confident that Toronto and Calgary are ready for the Opus experience. Expansion to the Calgary market is an obvious choice for the brand, as the city is dominated by a series of low-budget discount chains and massive hotels that fail to offer unique accommodations for individuals that don’t want to settle in with the riff-raff (and are willing to pay in exchange for this).

In Toronto, the boutique hotel scene is quite competitive, with The Drake and The Gladstone holding down the West Queen West ‘hood as the desired destination. Perhaps a more central, downtown-oriented location will be suited to Opus’ successful urban boutique hotel vision?

Regardless of the brand options, investment in Canadian hotels is a positive vision for the future of our Maple Leaf loving country’s tourism industry. While the low Canadian dollar has always meant a budget holiday for American tourists, Canada’s rep as a world-class city has begun to rise with the increasing exchange rate, and thus has started to fascinate the cosmopolitan community of travelers. No longer the discount destination of yore, the construction of these boutique hotels is evidence enough that the land of loonies makes for a gorgeous holiday.