Hampstead I
Maybe we underestimated Hampstead. Not in the sense that we don’t value living here, we do, but in the sense that we underestimated the extent to which other people want a piece of it too.
This was a legitimate concern. After all, we were launching ourselves into the short-term rentals business and while we had no inclination (or desire) to run a hotel, we knew enough to realise that we had to appeal to the class of people who normally frequent hotels, i.e. travellers. And that bald fact raises an unavoidable question: who would want to spend their holiday in Hampstead and why?
We had no idea how to answer that question or even to start answering that question and after pondering on for a few uncomfortable seconds, we threw up our hands, threw caution to the winds and threw our properties into the merciless and capricious bear-pit that is the global travel business.
Come to Hampstead!
That done, we sat back and waited to be chosen like teenagers at a dance, afflicted with self-doubt, sweaty palms and nervous ticks; feigning nonchalance to mask the fear of the social obloquy of rejection. How could we possibly complete with sexy Kensington, handsome Knightsbridge or the wildly popular Covent Garden, for they too, were all at the ball?
Maybe, we thought, some hardy travellers from, say, Coventry or Salford, would take our hands on their way to their Annual Plastic Injection Moulding Conferences in swanky West End hotels where they couldn’t afford to actually stay without fiddling their expense budgets. Hey, so we get to dance with the fat, spotty boy with a bad haircut and halitosis but at least that’s better than being a wallflower, right?
But our fears were unfounded. We did dance at the ball. Over and over with suitors from America, from Italy, from France, from Spain, from Australia, South Africa, Saudi Arabia, Sweden, Germany, Argentina and Brazil. They all wanted to come to Hampstead. In fact, there were times when we only had time to utter the first syllable of the name before the excited guest had already punched the Paypal button and booked their stay.
We were not the wallflowers, we were the belles of the ball. And with good reason too.
David Carr




Wednesday, February 1, 2012 at 11:30PM


