Homing In: Episode Summary – James Lorne on How His Early Home Experience Shaped His Obsession with Boutique Hotels
Released on May 24, 2024
Introduction
In this engaging episode of Homing In, host Matt Gibbard delves deep into the life and inspirations of James Lorne, co-founder of the acclaimed travel company Mr & Mrs. Smith. Together with his wife, Tamara, James has revolutionized the boutique hotel industry, curating a collection of unique and memorable accommodations around the world. This episode explores James's formative experiences, entrepreneurial journey, and his profound insights into what makes a home—or a hotel—truly special.
Early Entrepreneurial Spirit
James begins by recounting his early ventures into entrepreneurship, highlighting his innate drive to create and innovate. From selling cheese toasties at school to establishing a mobile disco named "Your Mother Wouldn't Like It", James demonstrated a knack for business from a young age.
"I went to my dad and I was nervous about it, but I said to him, I said, look, dad, I think I'm gonna go off and do this on my own now" [00:08]
At just 21, James had already earned substantial income through his ventures, showcasing his early commitment to independence and business acumen.
Influence of His Father and Early Home Life
A significant portion of the conversation centers around James's relationship with his father and how it profoundly influenced his outlook on home and hospitality. Growing up with divorced parents, James spent time living in his father's Victorian house in Wandsworth, London—a residence that, despite its initial state of disrepair, became a hub of creativity and warmth.
"He was very creative as well. And I think that's where I get maybe some of my creativity" [04:17]
James fondly describes his father's ability to create a welcoming atmosphere with thoughtful lighting, music, and unique design elements like the "Greek chapel," a conservatory adorned with candles and grapevines.
Transition to Entrepreneurship
After experiencing the structured environment of boarding school and a brief stint in the fashion industry, James faced a pivotal moment during the early 90s recession when his first employer went bankrupt. Encouraged by his father, he transitioned into public relations, where he honed essential skills in selling and event organizing.
"PR is essentially selling. Every job needs... you've got to learn how to sell" [09:23]
This foundation in PR laid the groundwork for his future endeavors, including the creation of Mr & Mrs. Smith.
Founding Mr & Mrs. Smith
The genesis of Mr & Mrs. Smith stemmed from James's desire to curate and promote boutique hotels that offered unique experiences beyond the conventional five-star establishments. Partnering with his wife Tamara, James sought to highlight hotels that provided a distinct atmosphere, personalized service, and authentic local experiences.
"We totally reinvented the way people put a collection of hotels rather than chains of hotels which people talked about" [22:17]
Their approach involved sending couples to stay at these hotels anonymously, ensuring impartial reviews that focused on the guest experience rather than superficial metrics. This strategy not only built credibility but also fostered a community of over a million members worldwide who trusted their recommendations.
Experiences and Insights from Boutique Hotels
Throughout the episode, James shares anecdotes from his extensive travels and hotel stays, emphasizing the elements that elevate a hotel's appeal. He highlights the importance of design, local relevance, and the ability to adapt spaces for different purposes—such as transforming a breakfast area for dinner gatherings.
"Where you have breakfast in a hotel can also be where you have Dinner. So how does that change..." [45:06]
James also critiques common pitfalls in the hotel industry, such as poor signage and lackluster initial impressions, underscoring how these can set the tone for a guest's entire stay.
Current Living Situation and Personal Reflections
James and Tamara currently reside near Gunnersbury Park in London, enjoying the blend of urban life with immediate access to expansive green spaces. This living arrangement reflects James's appreciation for both the comforts of home and the inspiring environments of the parks.
"We live on Gunnersbury Park, which is one of these parks... the mixture now of being in London, but being able to go out and have this literally countryside on my back garden is extraordinary" [40:43]
He shares his passion for design within his home, inspired by his extensive hotel experiences, yet emphasizes the importance of creating a cozy and restorative personal space.
Lessons from Hotels for Domestic Living
James offers valuable insights into how principles from boutique hotels can enhance domestic living spaces. He advocates for zoning areas to serve different functions, prioritizing comfort and atmosphere over mere aesthetics, and ensuring each space reflects the inhabitants' personalities and needs.
"It's about the coziness of your home... creating a place where nothing has to be as perfect as it does... a place where you relax and it's where you hang out and it's where you get away from it" [43:52]
Business Philosophy and Future Plans
Reflecting on his journey, James underscores the importance of passion and understanding one's audience in business success. He credits his resilience and adaptability—honed from his early life experiences—for navigating the challenges of entrepreneurship.
"Resilience is, I would say, the number one thing that I have and Tamara has" [63:35]
Looking ahead, James expresses a desire to continue evolving Mr & Mrs. Smith while also contemplating personal projects, such as potentially living on a boat or exploring new ventures that align with his love for unique environments.
"I've always had a go at everything I've wanted to do... nothing I haven't tried that I've wanted to do" [64:09]
Personal Reflections on Childhood and Resilience
James opens up about the impact of his early life—particularly his parents' divorce and his experiences in boarding school—on his resilience and independence. These formative years instilled in him a strong sense of self-reliance and adaptability, traits that have been instrumental in his entrepreneurial success.
"I'm very thankful for the tough love lessons that I got... build that resilience so that they can go off and realize their own dreams" [61:35]
Conclusion
James Lorne's journey from a young entrepreneur in Chichester to a pivotal figure in the boutique hotel industry is a testament to the enduring influence of early home experiences and personal resilience. Through Mr & Mrs. Smith, he has redefined how travelers discover and experience unique accommodations, blending passion with practicality to create memorable stays worldwide. This episode offers listeners a rich tapestry of personal anecdotes, professional insights, and heartfelt reflections, painting a comprehensive picture of what home—and hospitality—truly mean to James.
Notable Quotes:
- "Resilience is, I would say, the number one thing that I have and Tamara has." [63:35]
- "It's about the coziness of your home... creating a place where nothing has to be as perfect as it does." [43:52]
- "I've always had a go at everything I've wanted to do... nothing I haven't tried that I've wanted to do." [64:09]
Final Thoughts
James's story underscores the intricate relationship between one's upbringing, personal challenges, and professional achievements. His ability to translate life's lessons into business success provides invaluable lessons for aspiring entrepreneurs and anyone interested in the art of creating meaningful living spaces.