MTHE MAGAZINE - No.8 - A Style to Remember

Oct 3, 2026

MTHE MAGAZINE No.8 explores the idea of a hotel’s “genius loci” and how architectural design, atmosphere, and service create a distinctive, hard-to-describe appeal that draws guests back and makes departures difficult. It introduces James Graf and explains his role in developing the magazine concept. The issue also highlights GHM Hotels’ acclaimed performance in major travel publications and rankings, featuring properties such as The Setai, The Chedi Chiang Mai, and The Datai with praised design, cuisine, service, and serene settings.

LanguageEnglish

CategoryComic

FormatPDF

Pages20

Reading Time8 min

AccessFree to download

THE MAGAZINE TARGETS INTERNATIONAL READERS

The idea of genius loci in hotels

James Graf and the magazine concept

GHM Hotels: Gold List 2010 and other awards

MTHE AGAZINE A STYLE TO REMEMBER No.8 THE MAGAZINE TARGETS INTERNATIONAL READERS WHO ARE INTENT ON FULFILLING THEIR DREAMS. THE NAM HAI, HOI AN M y profession has seen me spend a large proportion of my life in hotels. Naturally among these establishments I have firm favourites, where I meet other guests I know, and funnily enough they always tell me the same thing: they arrive somewhere and immediately notice there is ‘something special’ about the place. What it may be is very hard to pin down; it’s like an ‘aura’, atmosphere or‘feel’. This makes them wonder what is so different about it that sets it apart from other hotels. What does it exude? What makes it so distinctive and unique? It seems to have a special ‘personality’ that goes beyond its clean-cut, aesthetic appeal. The Romans used to call the power of attraction of a place its genius loci. Indeed, they believed such places were inhabited by a special‘protective spirit’ that made people feel particularly at ease there. That charming, time-worn concept has survived into modern times, though nowadays it is linked with a form of architectural design that sets out to blend buildings harmoniously into their setting and backdrop. GHM works with the world’s top architects, who are not merely intent on taking account of measurable aspects, but have a gift for making the hotels they design feel so ‘right’ somehow that visitors are simply blown away by the experience of staying there. One constantly recurring theme when chatting with fellow GHM hotel guests is that they find it very hard to leave when their stay comes to an end. I must say the same holds true for me. Whenever my check-out time approaches I lament having to leave a truly captivating world of unparalleled hospitality. Somehow the other guests must feel the same mysterious ‘pull’ of the place as I do. There is no other explanation for the steadily expanding family of GHM guests and the growing number of repeat visitors. So what creates the impression of this genius loci? Is it the perfect service, carefully honed right down to the finest detail? Or is it the friendly and seemingly effortlessly efficient staff? Or maybe the seamless way GHM’s hotels melt into their beautiful natural surroundings? I fear we will never know for sure. The secret of these special places seems to be a benevolent spirit that inhabits them, charms visitors and eludes description in mere words. James Graf, a truly cosmopolitan man with Swiss roots, earned an enviable reputation in Europe as a freelance research journalist and photographer for media and TV companies. However, being an expert on gambling, he has also advised government bodies in the USA, Canada and Thailand, and in 1991 helped to pave the way for the legalisation of casinos in Switzerland. He also mentored PhD students at the universities of Zurich and Basle and the Business and Hotel Management School in Lucerne on political and economic aspects of lifting the ban on gambling. For many years now he has been based in Asia, where he writes studies on people in hotels and has got to know some of the world’s top establishments. It was through this work that he became a good friend of GHM President Hans Jenni, with whom he developed the idea behind THE MAGAZINE. Graf is passionate about what he does and always strives for perfection. THE MAGAZINE is his attempt to produce a publication whose original concept and layout adequately reflect the GHM slogan: A Style to Remember. THE SETAI MIAMI SOUTH BEACH J MESJA ES E. GR FG AF , ED T RED TOI --IN--C EFH EFI GENIUS L COC I Once again, GHM Hotels earned sparkling reviews for the 2009–2010 season. Some of the group’s most outstanding results came in the Condé Nast Traveller, the world's publication of reference for the tourism industry and frequent travellers. The Setai, The Chedi Chiang Mai and The Datai all featured in the magazine’s Gold List 2010, which describes the top 100 places to stay in

FAQs

What does the issue mean by “genius loci” in the hotel experience?

It refers to the special “aura,” atmosphere, or “feel” a place seems to exude—beyond aesthetics—that makes visitors feel uniquely at ease.

Who is James Graf and how is he connected to THE MAGAZINE?

James Graf is a freelance research journalist and photographer who developed the idea behind THE MAGAZINE, aiming to reflect the GHM slogan “A Style to Remember.”

Which GHM hotels are mentioned as top performers in the Gold List 2010 coverage?

The Setai, The Chedi Chiang Mai, and The Datai are highlighted, each receiving notable praise for design, service, rooms, food, and distinctive settings.

Oct 3, 2026

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