“Won't you have a glass of wine?”
01/11/2006
Interviewing Alastair Sawday was never going to be easy. As you might expect from someone who has spent years writing about hospitality, it’s hard to get more than a few sentences from him between being plied with organic coffee and glasses of wine and attempts to interview me.
Alastair, publisher of the famous “Special Places To Stay” series of best-selling books, was recently hailed as a “hotel guru” by the BBC, capable of making or breaking the fortunes of would-be hoteliers on the seal of his approval. But what, actually, makes a place “special”?
" I never stayed in a hotel until I was about, er … 19, I think. I was at Uni [Oxford], and I applied for this job as a travel tour manager. I had to go to Heathrow, was given a list of names, mainly elderly American people, and then manage their European visit, including hotels.
“But what blew my heart away was going to Venice. For me that was literally heaven on earth. That place formed, for me, what was ‘special’. Everything since then had to be measured up to that. The architecture, the atmosphere - glass of wine?
“My books, my tastes, are reflected in what I choose and write about. And if people like them and use them, then whatever their age, it's because they have the same tastes as I do. I avoid corporate hotels, chains, that sort of thing - as you know. My choices are dictated by personality, by individuals. I absolutely hate pomposity and pretension, totally avoid it. And I have a huge love of character, integrity, beauty and simplicity. One of my favourite places to stay in London is the Portobello Gold.
“Well, what a place! Simple, basic rooms - I mean, does it matter how good the room is when you're asleep anyway? The food is exquisite, people delightful - just an amazing place to stay. It would never make the corporate sector, thank God, but it oozes atmosphere, and the owner, Michael, is just a joy, a real joy. Can I interview you?"
You start to see the problem! So moving swiftly on to avoid the tables being turned, does he ever receive complaints from readers?
"Very few. I suppose that the ones I do get are when people find that the owners are not as nice as they expected them to be. But, hey, we all have our 'off days', don't we? Or, here's another one, a complaint when a place isn't exactly as we described it. But my books are all about reading between the lines aren't they? I say to people, just don't use my books if you expect the world to revolve around you. Use them if you want to 'plug in' and see what the world is like. And don't if you want to live in some sort of chain-hotel bubble.”
The 50+ guest
So are the over 50s guests different from the 20 somethings? "Yes, older guests are more considerate. In fact, our owners often write in and say what a joy it is to have our readers to stay. And this is all over Europe. Its lovely isn't it? You know, the books themselves select people, just by the way we do things, what we like. We don't use those ghastly trite categories like 'luxury', 'prestigious' - God I hate that word, it's banned - 'exclusive' another hate word, also banned - 'must be seen'. Really awful. Anyway, if people like that kind of categorisation, then our books aren’t for them and so they don't go to our places.
What about single supplements, or maybe special needs for getting in and out of baths - that sort of thing? "Well, all our places are different, so we always ask people to ring up and talk to the owners. If they can't provide the facilities people need, they'll say so and recommend somewhere else.
“It’s very personal,” says Alastair. “Kindness and generosity are so important. Loads of our owners bend over backwards for their guests. Service, personal service is absolutely key for us - and for the more mature person.
“But, and this is important, you can't demand service. You, as a guest, behave in a certain way so that the owners want to offer service. If you are civilised, then it comes back to you. Now that may sound old-fashioned, but it works for many people. Well, it works for me, anyway. Are you sure you don't want a glass of wine, white, red, I've got both…?"
One of the big differences every reader will notice is that Alastair regularly strikes up a strong relationship with the owners of the accommodation. So perhaps it’s not so surprising that his readers do too.
“Staying somewhere is all about experiences isn't it?” he says. “Not just being stuck somewhere in a purpose-built chain hotel. There’s a 90-year-old woman running a chateau in France somewhere. She loves having mature people to stay. It's sort of made her life, I suppose. But that's what the books are all about. I, and many others, are interested in meeting people, rather than counting appliances.
“Warmth of welcome counts for more than gadgets in rooms, authentic atmosphere and charm more than fitness suites and jacuzzis. It's those indefinable qualities that make for a real holiday. And of course, delicious food, preferably home grown and cooked with devotion."
Environmental issues
Alastair is also renowned for his work on environmental issues – once probably regarded as "fringe" but now virtually mainstream. He has produced several books about the environment, food, money and related issues called the 'Fragile Earth’ series, and turned his company into a model of environmental and social awareness. Owners who are certified 'organic' come in for special attention, and he’s gradually increasing the number of places that encourage visitors to arrive by public transport, bike – or horse. “The challenges,” he concedes, “are vast and numerous."
But it’s time for me to go – he has to dash off to the station to collect his wife. “Have you got your keys, mobile phone, wallet, jacket?” I ask. "Ah, keys yes. Mobile - OK, I've got it. Don't need a jacket. I'm pretty rugged you know."
We go outside. Alastair then realises he can't find his car. Panic ensues. "Right. It's a red car, somewhere, bugger, where did I park it?" I smile at that unexpected snapshot. An embodiment of all that he represents. Long live personality. Long live individuality. Especially in this ever -changing world of de-humanised techology. May the personal touch never be lost.
For more information on Alastair's “Special Places To Stay” books visit the link below.