In 2006, Robert Nadler opened his first base2stay property, which later became known as The Nadler Hotels brand. It was soon clear however that the Nadler Hotels concept was no ordinary cluster of boutique hotels. The concept is based on an ethos of sustainability and his hotels are sold off the strapline of ‘five-star service at four-star prices’. Instead of the usual restaurant, bar or gym formation, all Nadler Hotels offer guests great value alternatives from within the local community. The hotels then encourage guests to spend in the neighbourhood, where they can enjoy special offers or services provided by local partners, and both guests and the local community benefit.
His first hotel, The Nadler Kensington, was only the second in London to be awarded gold under VisitBritain’s Green Business Tourism Scheme. From opening in 2006, he offered free WiFi, and free local and national phone calls were soon added. All hotel rooms come with mini-kitchens, equipped with Nespresso machines and Brita water filters, and guests are encouraged to shop locally or order in from any delivery service, giving greater freedom and value than the usual room service. As Robert says, hoteliers love the word ‘monetise’ – he loves the word ‘free’.
The group’s third property, The Nadler Soho, has just been voted the 6th top hotel in the UK in the TripAdvisor Traveller’s Choice Awards and in 2014, The Georgian Group gave The Nadler Soho, developed by Robert as a new-build hotel, The Giles Worsley Award for the best new building in a Georgian context in the UK.
He says: “My inspirations came from what I wasn’t finding anywhere else. It was a reverse inspiration, an irritation with things that hotels didn’t have.”
” I suppose you could say that my inspirations came from what I wasn’t finding anywhere else. It was a reverse inspiration, an irritation with things that hotels didn’t have””