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St. Regis: The Dream And Legacy Of Sir Astor

A famed business tycoon, a war hero, an investor and one of the wealthiest men of his times, Sir John Jacob Astor IV will forever be remembered for his legacy of the world’s finest hotel. The St. Regis chain of world-class luxury hotels was found by Sir John Jacob Astor IV before he drowned in the icy, deep water, with the “unsinkable” Titanic.

Named after a leisure resort in upstate New York, The St. Regis is a mix of marvellous splendour and advanced technology. With discretion as the key element, the hotel was modelled after the lavish hotels of Europe. It has played host to heads of state, royal families, entertainers, and politicians.

“This was his jewel!”, John’s granddaughter Jackie Drexel was heard saying while gazing at the property. ‘Grandpa used to come every morning, take a walk, examine and ensure everything operates properly.” she adds further.

At present, there are 62 St. Regis-branded hotels spread across the globe. But the very first St. Regis hotel dates back to 1904 in New York City. All the present day St. Regis hotels and resorts are owned by Marriott International now. When the New York hotel was built, it dominated Fifth Avenue’s row of mansions and with just 18 storeys, was the tallest skyscraper in the city back then. And during that time, it used to be a matter of great prestige to stay at St Regis for long stretches of time.

The saga of how the St. Regis brand was established and has flourished over the years, is a delight. With great pride, Sir John Jacob Astor IV established St. Regis in New York City. Soon after the establishment, he married Madeleine Talmage Force and the couple set off on a vacation to Egypt and Europe in 1911-1912. In the middle of their vacation, they found out that Lady Madeleine was pregnant. Hence, they decided to return home. So, they reserved a luxury suite on the maiden voyage of the gigantic, marvellous ocean liner ever built - the “unsinkable” Titanic! With a valet, Lady Madeleine’s maid, private nurse and a pet dog named Kitty, Sir John boarded the Ship of Dreams - the RMS Titanic.

On the night of 14th April, 1912, post dinner, a sudden violent shake was felt which lasted for just a minute. The ship had hit a giant iceberg but later managed to sail smoothly. However, severe damage was already done. In no time, the captain ordered the lifeboats to be prepared and the passengers started queueing on the deck. Children and women were queued first to hop into the lifeboats and sent somewhere safe. Owing to the delicate condition of his wife, Sir John escorted her to the lifeboat, promising to meet her the next morning.

But fate had its own plans. Titanic sank nose-first; and with it, Sir Jack Astor too. The following day, his possessions were found floating by the steamer. Somehow, Lady Madeleine survived and gave birth to a baby boy right after. Everybody knew that Sir John took great pride in the establishment of St. Regis and thus, the legacy must go on. And so, St. Regis did not remain limited to just New York City but stretched to different corners of the world.

Sir Astor enjoyed regal hospitality as a member of one of the wealthiest families of New York. and so does every guest at St. Regis! Despite the extensive pampering, Sir Astor was keen on innovation. And he would have definitely admired the way his endowment has been preserved. Owing to the avid bibliophile he was, the hotel is working on cataloguing around 3000 books that Sir Astor left behind with the patronage of Thornwillow - a special edition book publishing house.

On April 2012, on the commemorative 100th Anniversary of the Titanic sinking, a small dinner was organised in the hotel library. The food served for dinner was inspired by the last meal served on Titanic. The guests were gifted a copy of A Survivor’s Tale written by Jack Thayer and later published publicly with the permission of his family.

Another interesting feature you’ll notice at St. Regis is that the butlers are well-uniformed. The uniforms look like they’ve been inspired from age old drama. In this day and age butlers in hotels are a rare sight. But that’s what St. Regis emphasises on. Unlike other properties, the butlers here are well-educated, speak multiple languages and are entirely different than the stuffy servants showcased on television. Influenced by Sir Astor’s innovative mind, the hotel fashions an e-butler service, where the guests just need to install the smartphone app. They can give instructions to their butlers even before their check-in. Now that’s personalised luxury on another level!

The copper moldings on the ceilings and the silk wall coverings will take you back to a bygone era of sophistication. The staircase in the lobby is exactly how it was on the RMS Titanic. The hotel is a favourite for royal families and celebrities who wish to keep it low key, avoiding all the paparazzi. “If Sir John were here to walk through the rooms, he’d have definitely found it familiar.” says Luke Ives Pontifell, founder of Thornwillow. “He would identify the books stashed on the shelves. It’s a time capsule.”

With such a rich and interesting history behind its establishment, you become a part of something bigger and greater than a luxury hotel chain. With St. Regis, you become a part of Sir Astor’s dream and legacy.

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