This expanding group’s unique selling point is installing cool and sophisticated hotels in historic buildings. Sheron Crossman checks in to check them out “Individual hotels for individual people – smart, stylish, no frills, low cost”. That’s the Malmaison mantra, and you can’t quibble. Guests can take their pick from properties including a former prison, a Greek Orthodox Church, and a Royal Mail sorting office. All are visually dramatic, centrally located and, crucially, über cool. The newest is no exception. This summer, the UK-based group transformed what is perhaps the oldest railway hotel in the world, the Great Western - designed in 1844 by Isambard Kingdom Brunel - into a chic boutique-style property outside Reading station. All its rail-themed rooms are wired for free internet access and include satellite TV and power showers. The Reading Mal becomes the group’s 10th property, all with a bar, brasserie, private dining room and meeting spaces of various sizes. Some also provide a champagne bar, three have a spa, and most gyms. Malmaison and sister brand Hotel du Vin are owned and operated by Marylebone Warwick Balfour (MWB). Earlier this year, it tried to sell both to Vector Hospitality, but in September, MWB fell victim to the UK stock market turmoil and halted the £700 million sale. “We’ve postponed the sale for the foreseeable future,” says Robert Cook, Malmaison’s CEO. “It was nothing to do with our performance, this year has been great, but no one came up with the right package.” Cook has been highly instrumental in the group’s fortunes, overseeing the purchase of the Hotel du Vin brand and spearheading Malmaison’s expansion plans, turning it into one of the most dynamic lifestyle groups in the UK. Following the opening of the Reading Mal and one in Liverpool in January 2007, next will be Aberdeen, scheduled to launch in autumn 2008. Malmaison intends to breathe new life into the existing Queen’s Hotel, a Grade II listed property in the city’s West End. A stylish brasserie will be positioned in the central atrium, and new private dining facilities installed, along with a whisky room and spa. The property will have 79 bedrooms and four suites. So how bold are Malmaison’s expansion plans? “The intention is very much to keep Mal as a niche product,” explains Cook. “Following Aberdeen, we intend opening a second London property in 2009, a Dublin hotel in 2009, hopefully, plus one in Sheffield. We have also put a toe in the water in Europe; we’re looking at Scandinavia, the former Eastern Bloc countries and France. “The fact our buildings are unique sets us apart. They’re part of our core value and key to the success of our business, so any new hotels, either in the UK or abroad, will continue in this style.” MWB owns 20 Malmaison and Hotel du Vin hotels across the UK with a total of 1,500 bedrooms. The two brands have distinct characteristics: Malmaison aims for a cool image, while Hotel du Vin describes itself as “classic bistros with a twist”. Its hotels are located in cathedral or university towns, with the emphasis on fine wines, good food, cocktails and cigars, while guest rooms feature over-sized beds. Hotel du Vin properties are generally smaller than those of Malmaison and offer a French provincial bistro with wine cellar, separate function and private dining rooms, plus spa and gym. Both brands appeal to a 20- to 30-something market. Although Malmaison has no loyalty programme, it is looking at launching a membership card later this year. The holder will be offered preferential promotions, complimentary stays, discounts on food and beverage, and Mal gifts. The group has scooped numerous awards since its launch in 1994, and this year, Malmaison won the Business Traveller Best Small Hotel Chain category, with Hotel du Vin in second place. Malmaison Hotels Guest rooms feature plasma-screen TVs, DVD/CD players, mood lighting, wine and nibbles, plus luxury toiletries. Hotels have a brasserie restaurant and Meetings at the Mal, a dedicated suite of rooms with technical and non-technical support. Edinburgh: the first Malmaison overlooks the waterfront at Leith Harbour. A former Seaman’s Mission, it has 100 rooms, including the Port of Leith suite, and guests have access to the Gymtonic fitness centre.
Glasgow: formerly St Jude’s, home of the Greek Orthodox Church of Scotland. It has 72 guest rooms, including eight suites, with The Big Yin named after local comedian Billy Connolly.
Newcastle: the first hotel to be opened outside Scotland, a converted warehouse in the trendy quayside area. The Château floor consists of 14 open-plan suites with panoramic views. Also featured are Le Petit Spa and Gymtonic.
Liverpool: opened in January 2007 on Prince’s Dock, with 130 rooms and two suites.
Manchester: housed in a converted warehouse, with 176 bedrooms and suites.
Oxford: HM Prison Oxford, a city centre hotel with 94 bedrooms and suites, including the Thomas Lawton Robins, named after a former prison governor.
Birmingham: ‘The Mailbox’ is only a few steps from New Street Rail Station and has 189 bedrooms and suites, plus Le Petit Spa and Gymtonic.
Belfast: two former seed warehouses in the heart of the city, this property has 64 guest rooms plus two suites, Samson and Goliath.
London: located in Clerkenwell, formerly a nurses’ home, with 97 rooms and suites.
Reading: the newest Mal, with 72 rooms and suites.
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