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The intensity of the dance could also be a metaphor for Argentina’s
explosive growth in international tourism beginning after a 2002 curren-
cy devaluation cut the cost of goods and services in half. When the
January 2014 devaluation of the Argentinean peso sparked a surge in
regional travel, Buenos Aires–based Own Hotels pivoted toward the
opportunity, adding vacation ownership to its growing portfolio of urban
boutique hotels.
Owning Buenos Aires
While traditional timesharing has been well-established in Argentina’s
beach and ski destinations for decades, “We are the first urban bou-
tique hotel company to offer the vacation club,” says Nicolás Bonta,
who, with partner Pierre Metrailler launched the first Own Palermo
Hollywood Hotel in Buenos Aires’ trendy district in 2009. Their original
vision was to design hotels matching the style and sophistication of
their heart-of-the-action locations and outfit them with impeccable
concierge service designed to give every guest a personalized experi-
ence of a city many call “The Paris of South America.”
A grand European city with a tantalizing Latin edge, Buenos Aires is
legendary for its parrilla steakhouses and after-hours tango
milongas
,
yet on the cutting edge of style with its chic boutiques and galleries,
multi-ethnic restaurants, and party-’til-dawn nightlife.
Own Hotels’ signature Customize Your Stay option invites guests to
mark their preferences in eight categories via a survey on their website,
pre-arrival. Which areas of Buenos Aires are they drawn to? Are they up
for tango lessons? Does their taste in art run more to classic, modern,
or contemporary? And (hinting at surprise treats to come) do they have
a sweet tooth?
“We try to know a little more about them, so we can create an
agenda for their stay; so we can work on a personalized boutique expe-
rience,” Bonta explains. “The vision is not to sell a tango show. The idea
is that our front desk clerks can share their experience. They have been
to that place and they can tell guests what they’re going to find.”
The accommodations in Own Palermo Hollywood and Own
Grand Palermo Soho come in a range of configurations — from a
301-square-foot (28 square meters) junior suite to a 592-square-foot
(55 square meters) master suite with a bedroom, living room, and
large private balcony. The 16 suites in Own Palmero Hollywood begin
RESORTDEVELOPER.COM
vacation industry review
OCTOBER – DECEMBER 2015
OWN VACATION CLUB
34
By Joyce Hadley Copeland
OWN MONTEVIDEO, URUGUAY
With its promenades, cross-steps, and unexpected
pivots, tango embodies the history, artistry, and
drama of Buenos Aires, Argentina, the city where
the iconic dance was born.
Marketing Urban
Vacation Ownership
in Buenos Aires
OWN PALERMO HOLLYWOOD, BUENOS AIRES, ARGENTINA