Ritz-Carlton Turns Focus to the Desires of Its Leisure Guests

The Ritz-Carlton Laguna Niguel opened in 1984 as the chain’s first resort hotel, but 60% of its guests nowadays are in business groups, creating challenges for managers--and grumbles from some leisure clients.

Andrew Harper’s Hideaway Report, a high-end travel newsletter devoted to “unspoiled places,” asked in a recent brief item if the “classic Ritz” is “losing its edge,” citing readers’ comments about “hordes of groups” and “service that’s not up to snuff.”

The consensus wasn’t thumbs down, but it was no clear endorsement of the hotel, which, despite its name, is in Dana Point.

Such sentiments also may be one reason that the Ritz, voted “most romantic hotel in the world” by Gourmet magazine readers last year, has been using focus groups to chart its future.

“The question is what changes to make to keep it ahead,” says spokeswoman Lisa Poppen. “The challenge is to make sure leisure guests don’t get lost in a group.”

Recent changes include more wine-education programs and renovation of the dining room, adding a fireplace, lighter-colored upholstery and booths.

The Ritz has received the Auto Club’s top five-diamond rating for 14 straight years. But its five-star rating from Mobil Travel Guide was downgraded to four stars after a private group, Strategic Hotel Capital, bought the hotel for $225 million in 1997. In January, Mobil reaffirmed the four stars.

As part of the changes to the 393-room hotel, the Ritz also is finishing construction of Pacific Promenade, a separate ballroom-meeting building on a lawn with sweeping coastal views and room for up to 540 reception guests.

The ballroom, which opens June 1, will give business groups a meeting place away from the main hotel during the week and will be used for weddings and other social events on the weekends.