Designed for the intrepid traveller, one who is eager to explore new neighbourhoods, delve into local histories, engage with communities and unwind in thoughtfully curated spaces is Miiro, the latest boutique lifestyle brand from InterGlobe Enterprises, India’s premier hospitality and aviation conglomerate.
Launching in mid-July, InterGlobe marks its European hospitality debut with Miiro with the journey taking off at Le Grand Hotel Cayre in Paris. This will be followed by Borneta in Barcelona on August 1, 2024 and Templeton Garden in London in early 2025. InterGlobe, since 2018, has strategically acquired 13 hotel properties across European cities including London, Paris, Barcelona, Vienna, Hamburg, Gstaad, Munich, Amsterdam, Prague and Budapest, alongside one in Melbourne. Of these, three have been converted into Miiro properties.
“This is part of our external diversification strategy with a mix of properties under third party brands and independent brands with a view to convert majority of the properties in iconic locations under a new brand from scratch and subsequently grow it with newer properties and markets. Location and iconic buildings have been fundamental in our acquisition strategy and will continue to be so,” informs Neena Gupta, CEO of Miiro and Executive Director of Group Strategy and International Hospitality at InterGlobe Enterprises.
Gupta’s journey with InterGlobe started over 17 years back. During this period, she has held various positions including the Group General Counsel where she was involved in numerous strategic initiatives across the company’s portfolio of businesses. “The legal domain experience has developed a deep emotional intelligence which I have carried through with me in my current role. Law also teaches you discipline, adherence to timelines and attention to detail. All these traits have helped me seamlessly in building the hospitality brand,” she says.
Moving into the hospitality sector, admits Gupta, has unearthed her creative side which she claims to be thoroughly enjoying. “It helps to be surrounded by the best. Our team at Miiro is handpicked and comprises seasoned professionals with diverse backgrounds and extensive experience in the hospitality industry. Together we will set new benchmarks for the industry and take it to greater heights,” she adds.
Derived from the Latin word ‘miro’ meaning ‘I wonder’ and with the double vowel symbolising reflection, Miiro encourages guests to pause, to look around and to savour every moment. Each hotel, informs Gupta, is inspired by the surrounding neighbourhood with its own colourful personality and connection to the local community. “By emphasising on regional and local authenticity, we want to create ‘Brilliantly Considered Stays’ for our guests,” she says.
A VISION FOR MIIRO
When asked about the inspiration behind entering the European hospitality market and the concept of boutique hotels, Gupta explains, “Each city in Europe offers a unique local immersion, making boutique hotels an ideal choice for Miiro’s expansion. We aim to offer travellers an unforgettable experience that goes beyond accommodation. Our curated collection of boutique hotels across Europe allows guests to truly connect with the essence of each destination.”
Regarding the growth of the lifestyle hospitality segment, Gupta emphasises, “There’s a growing demand for unique experiences among guests. We believe there’s ample space in all segments of the market.” Highlighting the brand’s approach, she adds, “Miiro is not just about the physical design of our hotels; it’s also about the personality and character ingrained in our people and culture. This ethos defines us as we launch our first lifestyle hospitality brand outside India.”
SETTING MIIRO APART
Gupta outlines MIIRO’s core objectives and brand standards, “We’ve anchored our design principles around ‘Considered, Curated and Crafted’, collaborating with esteemed luxury designers to realise this vision. Our goal is to immerse travellers in the essence of each city and neighbourhood from the moment they step into our hotels. They should feel the city’s pulse not just through its landmarks, but also through our lobbies, rooms and dining spaces.”
Gupta emphasises on the fact that location is paramount when selecting Miiro hotels. “Each of our 13 properties is strategically situated in central areas, close to historic landmarks and surrounded by top-tier dining options. Our aim is for guests to not only stay at our hotels but to fully immerse themselves in local culture and cuisine,” she explains, adding, “For us, location isn’t just about convenience; it’s the gateway to an authentic cultural experience. Each of our hotels have their own unique character, yet all uphold our commitment to ‘Brilliantly Considered Stays’ that reflect our service philosophy.”
INDIVIDUALITY AND ELEGANCE
“Each Miiro hotel is a testament to our commitment to individuality. No two properties are alike; each one reflects its unique location. The design of every hotel is deeply influenced by its surroundings. We’ve centred our design approach around key principles,” Gupta says, “collaborating with esteemed luxury designers to bring our vision to fruition.”
On what sets Miiro apart is the rich histories and captivating stories of the hotels. “For instance,” Gupta illustrates, “Le Grand Hôtel Cayré resides in the artistic enclave of Saint-Germain-des-Prés in Paris. Our exquisite Borneta hotel graces the imaginative neighbourhood of El Born in Barcelona, offering stunning views of Ciutadella Park and downtown Barcelona. Meanwhile, Hotel Templeton Garden in London finds its serene home in leafy, historic Earl’s Court — once the dwelling places of literary icons Beatrix Potter and Agatha Christie.”
FOCUS ON SERVICE EXCELLENCE
Having worked with leading global hospitality firms, Gupta says, she feels its people who define a brand. “Over five years, we’ve assembled the best team in the industry. They not only bring extensive experience but also uphold our commitment to service excellence. Miiro sets the benchmark with best-in-class training and development programmes, tailored to preserve our core values and foster growth.”
Offering a glimpse into the F&B offerings, she details, “Our inaugural hotels opening in summer 2024 will showcase exceptional dining experiences. At Miiro Le Grand Hôtel Cayré in Paris, our bar has been inspired by former resident Annette Kolb, a renowned author and activist. In Barcelona, Hotel Borneta offers a vibrant Mediterranean restaurant with an open-plan kitchen and inviting outdoor seating. Guests can also enjoy stunning views from our rooftop terrace overlooking Ciutadella Park and downtown Barcelona.”
Not ready to benchmark themselves, as there are a number of brands in the hospitality industry that have been an inspiration to them, Gupta says Miiro is trying to create its own niche. “We have come into this competitive industry with open hearts and open minds. The attentive and personalised service will ultimately create its own niche amongst its target segments,” she opines.
FUTURE EXPANSION PLANS
Gupta shares that the immediate priority is the successful launch of Miiro hotels across Europe. “InterGlobe maintains a strong presence in India’s travel and hospitality sector. Miiro, however, represents our externalisation strategy, currently focussed on gateway cities in Europe,” she says, “We look forward to expanding into new markets in the years ahead.”
