“It makes business sense to have a name, like Amanjunkies, for your followers, and we are in the process of thinking what fits our Como-addicts the best,” says Olivier Jolivet, CEO of Como Holdings, headquartered in Singapore.
The Frenchman is obviously benchmarking with the Amanjunkie label – and, not coincidentally, he was CEO of Aman Resorts for nearly three years, from July 2014.
Como Holdings is named for two members of its owning family, the Ongs. Father B.S. Ong is busily involved in a variety of investments and other activities (he has at least a significant share of several Four Seasons properties, including in Africa and the Indian Ocean). Mother Christina Ong provides the “Co” of the name, which is complemented by daughter Melissa Ong’s initials. Son Jonathan is a musician.
Como Holdings has 14 Como hotels and resorts open totalling 986 bedrooms, and about 3,500 employees. Average length of guest stay is four nights, and 31% are repeats, within one year. The two main hotel brands are Como and Uma. Coming up, expect a New York Como to burst on to the scene – we “we want to be asset-heavy as it gives consistency,” explained Jolivet.
He is well-positioned when it comes to viable strategy as his career includes master’s degrees in business at both IPAG in Paris, and the University of Westminster, London, and for the past five years he has been on the board of beverage giant Remy Cointreau SA. “I do always look for synergy: The Ong empire includes Club 21 boutiques, luxury fashion retail, organic farming and Culina food distribution,” he said.
But when it comes to guest food he wants what makes most business sense. Last October, the company’s Como Metropolitan, London, replaced its generic Met Bar with Gridiron, an open-flame concept by veteran British food character Brian Turner. In February, the company’s Miami Beach hotel opens Traymore by Genuine Hospitality’s Michael Schwarz. Such culinary enhancements will work well, says Jolivet, with the planned Como Holdings’ loyalty card.
“This will be invitation-only, given free to a maximum 800 followers of our brand and ethics, and recognizing loyalty makes recipient, and business, sense. We are still working out the fine points but membership will be invaluable for hotel stays, shopping in one of our malls, and it will support the Como Foundation in its work enhancing the lives of women and girls, especially in Africa,” said Jolivet.