We all want to be different somehow, standing out like a tall ship in the sea of sameness. The quandary of course is making a difference when it’s so much easier to conform to hospitality norms. Being original requires imagination and courage. It’s simpler to be clustered into the prevailing, almost banal world of standardisation, categorisation and price-driven deals. And in this humdrum world the hidden gems are harder to find and there’s not much to write home about, let alone smile.
Discovering earths far corners has become less intriguing – courtesy of travel channels. Today’s world is better known, less strange but lonely nevertheless. Overcrowding at airports, long check-ins unsettle human connectivity. We become aloof, detached, po-faced, complete with clenched jaw. Hotel foyers are much the same, no-speak zones save for a distant nod in an emotionless passing. Even the raconteur has left the bar. How inhuman. Who gets a life from turning the blind eye? Imagine travel that gives you the feeling of having been nowhere, the empty holiday, with no bragging rights.
Our imperative here at The Last Word aims to be different. We don’t sell beds we sell a certain smile underpinned by rare charm, connectivity and sanctuary; a style, graceful and elegant, of its own accord a memorable experience. We strive to create life stories of happiness and contentment, an experience beyond expectation. This is our obligation; to be your new discovery, your hidden gem and part of the story that makes you twinkle.
The Last Word is a family business. It began in a small way so that we could make a difference to those who came to stay with us. Peace, tranquillity and sanctuary, in safe upmarket areas was essential to choosing each location. Elegantly designed suites compliment a leisurely slowed down pace but unfortunately this website can’t adequately portray the aura of irresistible charm and affection underpinning our special personalised care and attention. This has to be experienced, but of some help might be the comments contained in The Last Word’s Digital Guest book.
As innovators we are fiercely independent, but in the quest for relevance we include our friends (guests) as co-advisors. Our survival though, will be about branding a new sense of belonging - boutique having lost its true meaning as hotel chains now call 200 room hotels boutique. Such marketing buzz is illusionary. So together with our guests we have moved beyond boutique to where real is the new unreal.
The Last Word has registered “Intimate Hotels”, defining our market position as being closely connected to our guests in a cosy, private and relaxed atmosphere, small enough to be intimate, charming enough to create remarkable value. The designation speaks for itself, but when you learn, share and give, the experience is more gratifying. It’s all part of a clear philosophy to be something more than we already are.
We like Oscar Wilde’s quote: “There are those that know the price of everything and the value of nothing”. Such people do get around but aren’t really worth knowing. When price is the prime motivation, brand value has little meaning. Travel happens but the story is bankrupt. So it’s our family’s dream that every visitor becomes immersed in our charm; feels Cape Town’s true heartbeat and enjoys the elegance, style and grace The Last Word has to offer. When you discover the specialness, you will understand the fervour of those who tell the story.
For us, only when we see unmistakable elegance in the smiles of our guests can we begin to feel we have pushed the envelope on distinctive pleasure.
So it isn’t really about us, it’s about you.