October 11, 2005
New Hotel Name: Singing the Praises of Capella
This is a hotel chain designed to cater to a new niche of the ultra rich travelers, now being referred to in the industry as the Jetrosexuals. Jetrosexuals want the very finest in everything, whether it be the Dior pajamas on Air France or a ride in a Porsche out to your jet offered by Lufthansa.
Capella offers a series of boutique hotels: think small castles and beachfront estates with under a hundred rooms in Ireland and Mexico to begin with; smoking rooms, billiards and spas, and you get the picture. At least one observer has pointed out that Capella's major challenge will be getting around more well-known hotel chains like Four Seasons and Mandarin Oriental.
According to corporate PR, the name comes from Capella, Alpha star of the constellation Auriga, the Charioteer. It is a binary star formation, and this is reflected in the double-star logo of the new brand. It is also a lyrical name, associated with different kinds of singing groups, from street corner to sacred a cappella.
I suppose that a binary star might be a good name for a two-star hotel, of course, and the company info does not mention that the word in ancient Latin means "she-goat". Interestingly, just south of the star is a triangle of smaller, fainter stars called the "kids", who as far as the Capella Hotel group is concerned, are probably not invited!
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