I went to New York to go island hopping, stayed in a yurt and wrote about it for Stylist (their only weekly travel feature) in print and online. It was fun and I decided I do in fact like New York having seen the city in a different light (no rooftop bars and no skyscraper hotels…)
Our hotels serve as springboards for stories across the world.
Forget hospitality industry jargon – we are welcoming in the true sense of the word. Streams of guests from all walks of life will form our footfall. We recognise and encourage this rich variety – we stand open.
Our brand induces creativity; a stay with M Collection should be considered a blank canvas to layer on thick with ideas and experience.
BRINGING THE BRAND TO LIFE
When we talk to our customers, we imagine enticing a friend to book onto that dream trip. The tone should inspire without an ounce of pretence, offering up secret tips so precious you’re tempted to keep them to yourself.
Sentences should be short and clear but include a flicker of personality in each nugget to keep the discerning audience engaged. Our brand personalities are the creator, the everyman and the jester – our tone should reflect their energy with enthusiasm.
We use imperatives to show we know our stuff (“Don’t miss…”) and we’re not afraid to be playful (“You’ll never believe…”). Write informally but don’t slide into sloppy – our copy is easy to digest (“We know you’re itching to…”) but don’t forget that overall it has to be helpful (“The best kept secret in Singapore…”). We want our readers to relate to the content but recognise it’s coming from a trusted source; this means balancing the friendly with the genuinely useful. Sentences should mix up fun tidbits (“Yes, Singapore gets steamy…”) with actual facts (“This rooftop pool is packed on Sundays, so get there midweek if you can…”)
BRAND PILLARS TRANSLATED INTO TONE OF VOICE
Our brand personalities are colourful, cheeky and warm; the same characteristics should come across in our tone of voice. When we speak to our audience we never forget who we’re catering for: creators, jesters and the everyman. Overall, M Collection copy should sound human; our hotels are places where people should feel free to be themselves, so we speak honestly and openly. Keep in mind the following three key pillars:
1. Enlightening & engaging
The M Collection guest sees the world with wide eyes – they are plucky but not naive. They take joy in the anticipation and revel in the thrill of the unknown. Fuelled by an itch for adventure, they are on the hunt for a deep experience. Our brand responds with ideas; we feed and we stir.
2. Open & sincere
Variety is the spice of life. We celebrate difference and invite diversity through our doors. The M Collection acts as platform for a tribe to flourish, united by an appetite for genuine connections. Our brand has an acute awareness of our people and our planet; we welcome and we care.
3. Spirited & savvy
Guests light up our rooms and fill our hotels with energy. They research, they travel with confidence and remain flexible to avoid rigid schedules. M Collection rides the wave of evolving technologies and approaches the new with ease. Our brand is as agile as our guests’ lifestyles; we adapt and we soar.
1. INSPIRING BUT NOT CLICHÉD
Bad: Our beautiful hotels are for making memories – discover your dream destination.
Good: You may think you know Singapore but let us show you something…
2. FACTUAL BUT NOT DULL
Bad: Did you know Singapore has the biggest Yakult bottles in Southeast Asia?
Good: Forget Boat Quay – the locals would never dream of heading there. Your best bet for great food is a hawker centre…
3. CREATIVE BUT NOT OTT
Bad: Sun-dappled skyscrapers tessellate into an awe-inspiring puzzle of shapes and colours.
Good: If you’re looking for the ultimate Instagram shot, the Band of Doodlers graffiti wall makes the perfect monochrome backdrop.
4. BOLD BUT NOT BRASH
Bad: We guarantee the best views in the city for a breathtaking sunset you’ll never forget.
Good: You may be too busy exploring the city to spend hours at the hotel, we know, but our bar is a pretty good place to settle down with a cocktail as you plan for the next day.
Design; energy; explore; connect; creative; fresh; bright; vibrant; ideas; dream; conjure up; inspire; curious; open; chill; freedom; attitude; human; tech; personal; modern; diversity; innovation; good; cool; traveller; flexible; contemporary; appetite; community; people; variety; richness; dynamic.
Discover; tourist; luxury; beautiful; hidden gem; traditional; customer; heritage; budget; fashionable; fine dining; gastronomy; breathtaking; trendy; memories; paradise; client; chic; delicious; libation; visitor; quirky; off the beaten track; rest and relaxation; unique; offerings; eatery.
I was invited to We Love Green festival in Paris. Everyone was very chic. Read about it here.
I interviewed the ‘sleep scientist’ Matthew Walker for Amuse about how we need to take dozing more seriously and asked a bunch of hotels how they’re trying to help. In Thailand you can have a bedtime story actually read aloud to you. Read more bizarre examples here.
I went to San Francisco and stayed in a new membership/co-living startup called Norn. I look forward to witnessing their global domination. Read about it here.
My SUITCASE editor asked if I wanted to go on a ‘Call Me By Your Name’ themed press trip to Italy. I answered in seconds ABSOLUTELY YES PLEASE (had to stop myself from actually responding in caps) as the film totally blew me away earlier this year. The book is great too. Read my travel guide to Lombardy here.
Back in February I went to Sausalito where I was massively overfed by lovely locals and spoilt by sunsets. Read about it on SUITCASE here.