Meet the up-and-coming luxury residential operator set to take the industry by storm
Here at Luxury Lifestyle Magazine, we’ve experienced our more than our fair share of high-end hotel visits and spectacular guest home stays. But across our range of experiences, we are yet to stumble upon a destination that has successfully found the dynamic which combines the best of both worlds – until now.
Nobell Group is a luxury residential operator, British by birth and global nature. The company is beginning to cause quite a stir in the industry, with bold and impressive promises that it can offer the highly-sought after five-star hotel experience, coupled with the privacy and elegance of a residential setting.
Nobell Group has identified a huge gap in the market for an all-inclusive property management enterprise that caters to the needs of the world’s most affluent and successful, without compromising on quality, security or privacy. According to company research, as much as 90% of the available five-star living consists of residential areas ‘bolted-on’ to exclusive hotel resorts, where the residents suffer a poorer service in favour of the hotel guests – and pay over the odds for a sub-par service.
According to the company’s market findings, hoteliers have tried to address this issue in recent years, through opening stand alone branded residences without adjacent hotel, but the increased costs of staffing and facilities have resulted in mandatory fees and service charges in these properties rising to unaffordable levels – meaning only the absolute elite can even consider them a viable option.
Nobell’s proposal, then, is simply to address this imbalance – providing five-star hotelier facilities coupled with a service completely focused on the needs of the residents first-and-foremost. The company offers a bespoke arrangement that caters to every whim of the customer – including incredible services like Michelin-starred chefs employed on a residency rotation and in-residence exclusive menus, as Oliver Eller, a famous hotelier and CEO of Nobell Group, explains: “We understood early in our resident research process that in-house permanent restaurants and other food and beverage solutions for residents would never satisfy their needs and desires. Everyone enjoys a luxury in-room dining experience as a ‘one-time guest’, but no one is going to enjoy repeating that same experience and food selection every day for years.”
The differences in service don’t stop there though. Not only do residents get to experience a rotation of some of the world’s elite chefs, but they can also select which grocer or producer they want their ingredients to be sourced from – all as part of the service.
“We provide the resident an option to order a range of Groceries from carefully chosen individual food suppliers in the city, which then is consolidated by our Grocery team and delivered to the resident in a single delivery and not simply taken from the closest supermarket, as it would be in a typical hotel solution concierge option,” says Oliver, proudly.
While, of course, we’re talking about a bespoke serviced designed for the elite, Nobell’s commendable customer-focus is all the more impressive when the pricing structure is considered. According to Mr. Eller, the most basic of Nobell’s basic pricing package comes in £1000 per month – not an insignificant sum by any means, but when compared to the rest of the industry, it’s extremely good value for money. A quick scan of the hotel-branded serviced apartment industry tells us that much of the market is currently operating at over double that monthly fee – which is perhaps why the company is gathering such healthy momentum at the start of 2019.
“When managing hotel branded residences, a hotel company typically charges a higher fixed service charge per month to cover the expenses and to guarantee targets. By partnering with a wide range of carefully selected suppliers, we have created a new financial model differing from a traditional hotel-branded residential operator,” says Mr. Andrea Luri a famous hotelier and COO of Nobell Group, who believes that the all-in-one approach that Nobell offers is a huge part of the company’s appeal – and he’s quite assured in making brave comparisons with some of the planet’s biggest recent successes.
“We bring the residents the services they’ve paid for, but we bring it them without hidden added costs, and a significantly higher level of service, comfort and quality guarantee. Our income really depends on how happy our residents are with our services. This core philosophy really channels all our team efforts towards our customers. The happier our residents are, the more likely they are to use our services and the more we see incremental growth in revenues.”
A glance at Nobell’s website, which boasts prospective locations in London, Miami, and Moscow, evidences a plethora of customisable options for prospective customers and property developers alike – as the company looks to expand its operation to incorporate more and more high-end developments. From Nobell Mobile Butler that operates light switches and heating to assisting property owners with transition to their luxury servicing, it’s clear to see Nobell isn’t wasting time in its ascent towards the pinnacle of the elite condominium market. The company houses a department, known as the Nobell Life Experience showroom, which solely focuses on helping property developers apply branding, interior design and facilities overhaul ready for operation – such is the company’s confidence in its inevitable success.
The striking thing about the team behind Nobell is their collective confidence in its ability to deliver a service that the market will snap up – and if we know anything about a successful luxury business here at LLM, it’s that a bit of confidence can take you a long way.