Auberge Resorts CEO Mark Harmon
ON THE RECORD Mark Harmon, Auberge Resorts From cuisine to personal trainers, guests want more custom experiences
Too hipster, says the co-owner and CEO of Auberge Resorts, which was just ranked the No. 1 hotel brand by business travelers surveyed by Conde Nast.
"The people look really cool, but there's not a whole lot of service," he said about the boutique hotel concept pioneered by Ian Schrager in the 1980s.
Outside of California, Harmon has resorts in Colorado, including the newly opened Hotel Jerome in Aspen; Esperanza in Los Cabos, Mexico; and the Inn at Palmetto Bluff in South Carolina.
The company is family owned and operated, and Harmon's brother, Tim, serves as CEO of Auberge's affiliate, Moana Hotel & Restaurant Group, which includes Piatti Ristorante and Paragon Restaurant and Bar.
Guests want to build their hotel stays around things like culture, adventure, cuisine.
We want to be more environmentally responsible, reduce our carbon footprint, by building greener, using recycled materials.
[...] our most challenging guests are the ones who don't say anything.
Rates will be lower and we'll often offer upgrades and spa treatments.
In Colorado, ski season and summer are our busiest times, but in fall you can get good deals.