Michael Bonsor, Rosewood London
With no James Bond in sight, we were given the keys to his Aston and asked to help promote the reopening of London's Hospitality Industry.
Rosewood London’s Managing Director, Michael Bonsor, stepped in for Mr Bond and discusses his love for Cars, Whiskey & what the future holds for the Rosewood Hotels & Resorts Brand.
Michael Bonsor pictured in front of the Rosewood London, with James Bond’s No Time to Die Aston Martin DBS Superleggera.
James Higgins: Having worked with some fabulous brands and helped craft today’s hospitality & tourism industry, give us a brief history of your journey as a hotelier?
Michael Bonsor: It started from a very early age at my parents’ hotel in the north of Scotland, I was fascinated about the hospitality industry. I guess I was lucky in the regard that I knew what I wanted to do for the rest of my life. After I left university, in the same week I graduated, I arrived in Boston to begin a 10-year career with Four Seasons which took me to Toronto & New York. From New York I returned to the UK and began a 4-year stint at Claridge’s as F&B Manager and then Hotel Manager. Next was to join Rosewood London on the pre-opening team and I have now been here for almost 9 years.
JH: What do you think are the most important factors travellers now look for when booking a stay at a luxury hotel?
MB: Luxury travellers now want a more relaxed atmosphere – a hotel with all the usual luxury trappings, however the property needs to connect with the client. Hotel associates need to be engaging and create lasting relationships with guests. The hotel needs to be well connected with the local community and be an integral part of the destination and be a sense of place. The hotel should offer experiences that are unique and that both enlighten and educate its guests. Hotels now are part of the guests lifestyle whether they are staying at the property or not.
JH: We knew you had a love of cars, so of course needed to arrive in something as elegant, refined and as much as a British icon as Rosewood London. Do you have any driving stories to share or even future journeys that you wish to experience?
MB: I have always loved cars, unfortunately expensive ones and always fast ones! I do remember the very first time I drove our Bentley GTC and crashed it in an underground car park! I had to immediately after, sit at a dinner party and try to smile through it. Since that day I avoid underground parking. I do love Aston Martins, I did drive a Rapide S for some time - the roar of that engine!
JH: Rosewood Hotels and Resorts is expanding quickly, can you tell us about some of the recent developments?
MB: Through 2020 we announced several new hotels – Madrid, Puerto Cervo, Rome, St Barths and the naming of our second hotel in London on Grosvenor Square. Europe is a hub of development right now and over the next 3 years will increase from 3 hotels to 8. Amsterdam, Venice, Vienna and Munich will also all open by 2023. We are all incredibly excited about these properties as many are in stunning historic landmarks in the best locations.
The only way to arrive at the Rosewood London!
JH: Can you tell us a little about the history of this beautiful building?
MB: The building is almost 110 years old and was built as the headquarters of Pearl Assurance. An incredibly grand office building! It truly feels like a grand manor country house in the heart of the city. You will see our nod to this from the tweeds and tartans in the staff wardrobes, our liberal pet policy that allows guests to have their dogs with them in the bar, and our exceptional butler service that is incredibly courteous and detailed.
JH: Let’s have a look inside the restaurant, which are your favourite dishes served at Holborn Dining Room
MB: Well I normally start out with a half dozen oysters or the seafood cocktail, and then it has to be the fish ‘n’ chips or the tarragon chicken pie. All are Holborn Dining Room classics that hit the spot every time.
JH: Wow, it’s all in the details with this property, when you have a spare minute during the day, which is your favourite place to spend time?
MB: It has to be the spa! For this I would need at least 60 minutes! Faceplace has to be my most favourite treatment - an incredible facial developed in Beverly Hills and outside of 90210 it is only available in London.
JH: with your love and history in F&B, I thought we’d explore the culinary experiences at Rosewood London. What shall we experience first?
MB: Well al fresco dining has been open now for a month, we are blessed to have this exclusive elegant open air courtyard - this year we have collaborated with The Macallan to recreate their beautiful estate, bringing the Scottish countryside to the heart of London. We will also restart live music/performances in the courtyard too. Holborn Dining Room is the main restaurant, a grand British brasserie showcasing the British pie. Here, Calum Franklin and his team have their own pie room where they create showstopping pastry creations. Scarfes Bar one of the world’s best bars has a wonderfully creative team that conjure up some of the most amazing cocktails and with live music most nights the atmosphere in this bar is eclectic, electric and quite eccentric! The Mirror Room features one of the best Afternoon teas in the country. Themed around the latest art exhibitions in the city this tea offering has attracted global acclaim.
Macallan Pop-up in the Rosewood London’s Courtyard
Holborn Dining Room
JH: When it comes to marketing the hotel, what have been your best investments over the last 5 years?
MB: Well firstly having an exceptional marketing & communications team to deliver the results we need has to be in place. We also have exceptional digital marketing experience on the team. As a business you have to be agile. When we first opened we held a weekly farmers market in the hotel’s courtyard – it drew large numbers of people to the hotel and really put us on the map. We also developed a Christmas charity campaign called Mini Wishes that raised a considerable amount of money each year for Great Ormond Street Hospital - we still continue to support GOSH and other local charities to the hotel.
Shaken, not stirred!
JH: In a post Covid world and beyond, where do you wish to take the Rosewood London?
MB: The aim of the team will be to get the hotel back to where it was last February. It won’t take long – the team are highly motivated and our clients are eager to return! Actually what Covid has done for anyone in business has pushed them to re-evaluate their business and look at other markets & revenue streams to diversify. We are now delivering food and beverage to our clients and have opened an online store with other gifts too. We are also working with new partners in Europe, the Middle East and Asia so that we are ready to welcome new clients from these countries once the world reopens.
JH: Cheers Michael, it feels very special to be sat here having a drink let alone talking about European travel. hopefully next time it will be at one of rosewood’s New properties!
I better stay the night, before driving Bond’s car back to Q in the morning…
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